Marketing Wine To Women

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The deck from the Marketing Wine To Women webinar sponsored by Napa Technology. Panelists included Jayne Portnoy, Vice President Marketing and Brand Strategy; Deborah Brenner, author and Founder, Women of the Vine and creator of MORE magazine's wine club for women; Marian Jansen op de Haar, wine industry consultant for Vines57 and wine curator for MORE magazine's wine club; and Carin Oliver, Chief Innovation Officer, Angelsmith.

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Marketing Wine To Women

  1. 1. 1MARKETING WINES BY THE GLASS TO WOMENMARKETING WINES BY THE GLASS TO WOMENWebinarWebinarApril 25, 2013April 25, 2013
  2. 2. About Napa Technology Napa Technology is the designer and manufacturerof WineStation®, an innovative IntelligentDispensing Solution. WineStation® is a breakthrough product designed todrive revenues and maximize the profitability ofeach bottle. WineStation® has been adopted by the hospitality,entertainment, arena and food service industries asan improved way to serve, preserve, increase salesand capitalize on available customer preferencedata. www.napatechnology.com
  3. 3. Webinar Information Webinar tips: Close down other programs It is being recorded Available in 72 hours Technical or audio problems?http://support.citrixonline.com/en_US/gotowebinar Approximate run time: 45 minutes Q&A: 15 - 20 minutes at end#wine2women
  4. 4. Your PanelistsDeborah Brenner, FounderWomen of The VineDeborah Brenner, FounderWomen of The VineMarian Jansen op de Haar,Wine CuratorMORE UncorkedMarian Jansen op de Haar,Wine CuratorMORE UncorkedDeborah Brenner is the author and founder of Women ofThe Vine.After a dual successful career launching technology start upsand as a journalist, her passion for food and wine promptedBrenner to do more research on women in the winemakingbusiness. The idea for Women of the Vine was born, andBrenner was soon trekking to California to interviewpassionate (and famous) winemaking women entrepreneurs.Women of the Vine created the MORE Uncorked wine clubfor women.http://womenofthevine.comIn addition to having her own wine consultancy, Jansen op deHaar is the wine curator for MORE Uncorked, MOREmagazine’s wine club for women.She is probably best known for developing the Fleming’s 100,an award-winning 100 wines-by-the-glass program forFleming’s Prime Steak and Wine Bar.She continues to consult for Fleming’s steakhouse, as well as,a number of other restaurants, wineries and organizations.http://www.Vines57.com
  5. 5. Your HostCarin Oliver, Chief InnovationOfficerAngelsmithCarin Oliver, Chief InnovationOfficerAngelsmithJayne Portnoy, VPMarketingNapa TechnologyJayne Portnoy, VPMarketingNapa TechnologyYourModeratorJayne Portnoy is the Vice President, Marketing and Brand Strategy,Napa Technology.She has led marketing programs for brands such as The TampaBay Buccaneers of the National Football League, OutbackSteakhouse, Bonefish Grill, Roys Hawaiian Fusion Cuisine, andthe Soho Leisure Group. Portnoy is a passionate about creatingrelevant marketing programs that appeal to women.http://www.napatechnology.comjayne@napatechnology.com
  6. 6. 6Why Are Women Important To Wine Sales?Why Are Women Important To Wine Sales?
  7. 7. Her Income Median buying power for women is between $39k and $68kdepending on level of education. In restaurants alcohol servings to women have increased byover 14% in the last three years, while decreasing for men. According to an article in the LA Times these changing trendsfor women’s drinking have been the case for 20 years and areonly picking up pace.
  8. 8. 8Massive Potential Recent Nielsen data estimated women will continue to controltwo-thirds of consumer resources in the US over the nextdecade. They will be the beneficiaries of the largest transference ofwealth in the country’s history, with Boomer women expectedto receive both an inheritance from parents and husbands. Women make up to 70 percent of the purchases in retailenvironments. According to the Wine Market Council – 57% of all wineconsumed on premise is by women. If they’re not your priority audience they should be.
  9. 9. 9Powerful Buyers Women head up 72% of US households and make thepurchasing decisions for the majority of consumergoods, apparel, groceries, and everyday items. Theyaccount for 12 of the 18 trillion dollars of annualconsumer spending. Women have the resources, control, and motivation.Median incomes for multi-person households bumptheir spending power up to around $92k. To marginalize them is a huge loss to profitability.
  10. 10. Women Drink More Wine Than Men150 of the 228 million Americans of legal drinking ageenjoy an adult beverage. 100 million of those choosewine, leaving the total for beer and spirits at 50 million.Of the 100 million who choose wine, 51 million arewomen. And that percentage is on the rise.Overall men and women are drinking more frequently.Men are responsible for 80 percent of beer consumptionwhile women drink more than 20 percent more wine.
  11. 11. 11Core Strengthening Core wine advocates drink at least a glass a weekcompared to the more casual wine fans who drinkat most a few glasses a month, but that 57% core isresponsible for more than 90 percent of total winesales by volume. The core has nearly doubled since 1970. 10% more women than men are responsible for thisshift from casual to core wine drinkers.
  12. 12. Women At The Center The roughly 10% margin between male and female wineenthusiasts seems narrow, but this is largely due to thebreakdown by age. Gallup research indicates that men’s interest in wine isequivalent to women’s at ages above 50, but today youngermen have less interest in wine than women their age. Among Millennials women dominate the wine scene by wellover 10%, as men stick primarily to beer. As younger generations age, women will account for a largerpercent of core wine drinkers and be uniquely important towine sales.
  13. 13. 13So What’s The Problem?So What’s The Problem?
  14. 14. 141. Only 33 percent of restaurants have created1. Only 33 percent of restaurants have createdspecial programs to attract women wine drinkers.special programs to attract women wine drinkers.
  15. 15. 152. Women Choose Wine For Different Reasons2. Women Choose Wine For Different ReasonsThan MenThan Men
  16. 16. 163. Although Women Travel In Packs, They Make3. Although Women Travel In Packs, They MakeIndividual PurchasesIndividual Purchases
  17. 17. 17What Women Want & How To Attract ThemWhat Women Want & How To Attract Them
  18. 18. 18Survey Says - What Women Want Perceived value is the number one reason women(and men) order wines by the glass. Women specifically, are willing to pay a premiumfor glasses of unfamiliar wines. Women have a sense of adventure, but they arealso conscientious. The success of half glassoptions demonstrates this. Women ask questions and get opinions moreoften than men. They want to sample things.They’re tactile and visual learners.
  19. 19. 19Variety Is The Spice of Life Cited by almost 30 percent of survey respondents,the opportunity to taste a variety of wines is thesecond reason they order by the glass. With approximately half the weekly meals beingeaten outside the home, women have moreopportunities than ever to sample new wines.
  20. 20. 20How Women Wine Drinkers Decide• As wines by the glass programs become more sophisticatedoutside of the fine dining environments, it is placing an increasingburden on bartenders and servers to have a strong knowledge ofthe wines they are serving.• Traditionally wine companies have highly touted wine scores andreviews – which appeal more to men than women. Women havetendency to ignore (or place less weight) on scores andconcentrate on personal experience or trusted advice from peers• Women are not bashful about “what’s she having” and often takesuggestive cues from friends and family.
  21. 21. 21One Glass At A Time Equals Big Profits✤ Beer has always leveraged the convenience of their single servepackaging, even Budweiser just changed their iconic can to a“bow tie” recently to further  their claim on its importance. Withmore women drinking wine versus beer – the rise to make by-the-glass options accessible becomes more critical.✤ Wines are difficult to manage. Quick spoilage can be a detrimentto operators, but technology has advanced rapidly inside the last5 years allowing preservation options as long as 60 days.✤ Preservation and wine knowledge have to go hand in hand. 2012Napa Technology research showcased that over 57% ofconsumers believe they can identify an oxidized wine thusforcing service staff to know what wines should properly tastelike and a what temps they should be served.
  22. 22. 22Get The Message RightGet The Message Right
  23. 23. 23Stereotypes Women don’t drink red wine. Women only eat tiny salads. Women don’t know anythingabout wine. Women only like sweet wine. Women love pink. Women don’t like sports. Women only want skinnydrinks.
  24. 24. 24Stereotypes The wine industry for too long has relied ongeneralizations and stereotypes. Wine marketers often substitute one stereotype (thetireless, too-perfect suburban housewife) withanother (the über-mom, juggling her CEO job with 5kids while hardly breaking a sweat). To make a real connection with women drinkers,labels and restaurants need to be more personalwith individualized recommendations.
  25. 25. 25Community Rules Women tend to congregate with others like them. And theytrust and actively seek out their friends winerecommendations. Provide plenty of opportunities for both digital sharing andcommunity events. Tasting events are an obvious choice for promotion of by-the-glass offerings. If you want to spice them up a bit youcan make them blind, but just the attraction of tasting newwines with friends will bring women in. The events can betailored around regions or specific varietals.
  26. 26. 26Empowered Not Cutesy Educated women are concerned with more thanbrands give them credit for. Many brands have used babies, animals and pinkto attract women buyers, which can totallybackfire particularly among the affluent. Provide real information in a straightforward way,you’re talking to an informed audience.
  27. 27. 27Keep It Real & Accessible Women thrive on information, understandingand communication. Provide wine education that helps them makean informed decision. The wine-centric snobby, ‘it’s out of your reach’attitudes of yesteryear will get your brandvetoed by women. For women, accessibility is important from apricing, variety and attitude perspective.
  28. 28. 28Sample, Taste, Rinse & Repeat Women are tactile, so appeal to their desire to“try it on” by providing female-friendly wineflights. The flights should also educate. (Select asingle region or varietal) Flights provide a risk free sampling experiencethat allows the opportunity to try something moreexotic.
  29. 29. 29Where To Find WomenWhere To Find Women
  30. 30. 30Social, Social, Social Social media channels are an integrated part ofthe daily routines of Millennials, and also forolder generations. Utilize your web and Facebook pages toshowcase your wine program and offerings. Don’t be shy about offering female friendlysuggestions (ie: how to select wine, reading awine list with success, what you need to knowabout Tempranillo, etc.)
  31. 31. 31Social, Social, Social Make your sommelier or wine director a focalpoint. Demystify them by showcasing their bios &photos. Give them a voice and online personality, aswomen respond to both education as well asfamiliarity. The two-way conversation on social mediaallows brands to capture data in real time tobetter understand what most interests yourfemale community.
  32. 32. 32Educated Wine Drinkers Technology is everywhere, and although many sommelierswould prefer cell phones get checked at the door,Millennials -who are more connected to these devices thantheir counterparts- rely on them. Don’t be afraid to incorporate an iPad at the table orreference great websites and applications to help dinersfind great wine suggestions on their own. As powerful consumers of information and opinions,women are using online tools to help educate and informtheir choices. Use your website and Facebook pages to showcase “bestpicks” & “what our guests are drinking” to make selectionspersonal and interesting.
  33. 33. 33What Women Prefer To DrinkWhat Women Prefer To Drink
  34. 34. Big Reds Women are still relying on restaurants to have stapleselections of Cabernet, Pinot Noir, and Bordeaux, butthey are just as often asking for other varietals. Spanish Tempranillo or Argentinian Malbecs are primeexamples, Malbec especially.
  35. 35. Pricey Whites In terms of whites data still supports the trend forhigher ticket establishments to trend towards theirexpensive Chardonnays, but Pinot Grigio and Gris, aswell as Sauvignon Blancs still track on lists. Evensparkling wines are appearing as trending favorites. After years of putting women off with their advertising alot of spirits companies are marketing directly towomen, with products like Skinny Girl Margarita andAdult Chocolate Milk. Both were developed by women.
  36. 36. Top 3 By The GlassAccording to Napa Technology’s recent survey data:Top three varietals on the rise:1. Malbec2. Pinot Noir3. ChampagneThree varietals declining in popularity:1. Chardonnay2. Merlot3. Cabernet Sauvignon
  37. 37. 37Tactical TakeawaysTactical Takeaways
  38. 38. What You Can Do Today Be wise in your approach to the table Be forthcoming in offering wine samples and tastes,women like what they can “try on. Women are about the story and education, thus wellprepared staff should be able to easily share thesignificant details (region, flavor profile, pairingsuggestions etc) of the wine. Make well educated pairing suggestions. Poorsuggestions or guessing could lead to a sub-pardining experience and thus perhaps eliminate thedesire to return.
  39. 39. What You Can Do Today Diversify and Amplify The average number of wine by the glass offerings todayis 25-30. Have an equal balance of price points and worldlyofferings to keep your female guests intrigued. Not just any Flight Wine flights are not new to the industry, but tailoring themto meet female demand is. Think about how best to “tell a story” with your flights. Offer value through shared plates or smaller portions.
  40. 40. What You Can Do Today Wine Tasting - A Full House All too often tastings are impromptu or unorganized.Women are planners and calendar keepers. Allow themample time not only to include themselves, but to bringothers. Offer discounts on multiple/group ticket purchases as wellas additional discounts for dining in parties of 6 or more. Create unique takeaways from these events such asrecipes that pair well with the wines featured to include ashopping list and the chef’s email address for questions.
  41. 41. 41Questions & AnswersQuestions & Answers
  42. 42. For More InformationDeborah Brenneremail: brenner@womenofthevine.comhttp://www.womenofthevine.com@womenofthevineMarian Jansen op de Haaremail: marian@vines57.comhttp://www.vines57.comJayne Portnoyemail: jayne@napatechnology.comhttp://www.napatechnology.com@napatechnology1Carin Oliveremail: carin@angelsmith.nethttp://www.angelsmith.net@inkfoundry

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