2. NSLC Performance -
MAT Gross Sales
$676.8 $134.1 $187.1 $355.6
800
700
600
$ Millions 500
400
300
200
100
0
Total Wine Spirits Beer / RTD
• Wine Category represents 20% of total sales and growing
3. Wine Sub Category Performance -
MAT
Net Sales*
Current Year Dollar Last Year Dollar Trend Dollar Current Year Last Year
Value Value Value SOM SOM
Canadian Wine $ 29,045,038 $ 27,194,443 6.8% 25.1% 24.4%
Australian Wine $ 20,597,400 $ 19,520,664 5.5% 17.8% 17.5%
Italian Wine $ 12,840,725 $ 11,974,540 7.2% 11.1% 10.7%
American Wine $ 12,047,924 $ 10,923,128 10.3% 10.4% 9.8%
Chilean Wine $ 6,526,616 $ 7,115,823 -8.3% 5.6% 6.4%
Argentinian Wine $ 6,514,919 $ 7,223,923 -9.8% 5.6% 6.5%
French Wine $ 6,198,500 $ 6,101,449 1.6% 5.4% 5.5%
South African Wine $ 3,391,126 $ 3,349,555 1.2% 2.9% 3.0%
German Wine $ 3,218,468 $ 3,012,107 6.9% 2.8% 2.7%
New Zealand Wine $ 2,569,787 $ 2,136,167 20.3% 2.2% 1.9%
Nova Scotia $ 7,181,126 $ 6,484,768 10.7% 6.2% 5.8%
• NS is the 5th ranked wine “Country” in sales dollars and
growing at 10.7% vs. total category at 4.4% in dollars
4. Wine Category
F12/13 Focus
• Develop wine through three pillars:
– Penetration (increase as primary beverage)
– Frequency (additional occasions)
– Premiumization (education =
exploration/discovery)
5. Introductions
- MEET ME-
• With the NSLC since 1984.
• Born in Halifax.
• Graduate of Dal and U of King’s
College.
• Freelance writer since 1996.
• Higher Certificate – WSET.
• Your first point contact with the
NSLC.
7. NSLC Structure Overview
- WINE / CATEGORY MANAGEMENT-
Old World / Local New World
Nova Scotia Canada
Europe USA
South Africa South America
Other Countries Australia
Misc. New Zealand
8. Category Management
- THEN -
• Product s offered from all
categories.
• Monthly review conducted.
• Individual product selection
made.
• Inventory
ordered/arrives/shipped to
stores.
• Stores instructed to add to
specified location on shelf.
• Shelf management aligned
annually.
9. Category Management
- NOW -
• Individual category review
initiated according to Cat Man
schedule.
• Category Manager reviews
current selection.
• Potential opportunities within
category identified.
• Expression of Interest (EOI)
created and forwarded to the
industry.
• Follow through: Listing
Process.
10. Category Management
- SCHEDULE -
Estimate
d Estimated Target Shelf
Letter to All Applicati Applicatio In Implementatio
NSLC Spread All on n Marke n (2 week
Agents sheets Sampl Request Receival Peri t completion
Month Year Category SENT DUE es DUE DATE DATE od Period window)
Beer (Cold
Room & Roller 16-
Nov. 2011 Racks) 18-Nov 2-Dec Dec 22-Dec 6-Jan 2 May 7-May
Beers of the 16-
World 18-Nov 2-Dec Dec 22-Dec 6-Jan 2 May 7-May
16-
RTD (Total) 18-Nov 2-Dec Dec 22-Dec 6-Jan 2 May 7-May
Canada 23-Nov 7-Dec 3-Jan 12-Jan 19-Jan 3 June 11-Jun
USA 23-Nov 7-Dec 3-Jan 12-Jan 19-Jan 3 June 11-Jun
Germany 23-Nov 7-Dec 3-Jan 12-Jan 19-Jan 3 June 11-Jun
Australia 23-Nov 7-Dec 3-Jan 12-Jan 19-Jan 4 July 16-Jul
16-
New Zealand 18-Nov 2-Dec Dec 13-Dec 20-Dec 4 July 16-Jul
11. Listing Process
• Category reviews initiated.
• Expression of Interest (EOI)
forwarded to industry.
• Spreadsheets returned by
suppliers.
• Category analysis completed.
• Product ordered.
• Arrive in Distribution Centre (DC).
• SKUs assigned to stores / stores
order.
• Category shelf managed annually
according to Cat Man schedule.
12. Expression of Interest (EOI)
• A invitation to apply.
• Provides guidance
regarding those SKUs
the NSLC is interested
in by category.
13. Spreadsheets
• Alternative to a complete
application process.
• Provide all information
necessary to price and
review.
• Allows an opportunity to
provide product
availability date &
estimated case
quantities.
14. Samples / Product Testing
• Price point oriented.
• Two bottles required.
• Products to meet
national standards.
• What alternatives are
available from local
producers?
• Opportunities for WANS
to assist?
15. Application Requests
• Products selected.
• Applications requested.
• Electronic Fund Transfer
form (EFT)
• Product Images (1 mg+).
• Product Information
Sheets (details).
• Importance of accuracy.
16. Nova Scotia Listings
- KEY DATES 2012 -
• Spreadsheet = February 6th
• Applications = April 16th
• Order Date = May 7th
• Shelf Date P3 = June 11th
17. Mandatory Labeling Requirements
- SELLING UNITS -
Product Description
Not manditory for it to
be shown in
English/French
Product Description
Shown in English/French
Refund Statement
Alternante version:
Refundable/Consignée
Unit Size
Shown in
Millilitres (ml)
UPC or EAN
Must include bar code
and number
Alcohol Percentage
Country of Origin Must be represented as
Shown in English/French alcohol/volume
(alc/vol)
18. Mandatory Labeling
Requirements
- CARTON -
• Name of Product
• Product Description
• SCC (Shipping Container Code)
• Case Size X Bottle Size
• PO # (not mandatory)
19. Shelf Implementation
- GENERAL LIST -
• Total NSLC Network = 105
• A Group = 28
• B Group = 31
• C Group = 45
• D Group = 52
• E Group = 64
• F Group = 74
• G Group = 97
• Agency Store Network = 56
20. Shelf Implementation
- LIMITED FINDS -
• Total LF Network = 11
• Port of Wines
• Bayers Lake
• Mill Cove
• Portland Street
• Joe Howe
• Barrington Street
• Kearney Lake
• Tantallon
• Truro
• Antigonish
• Wolfville
• New Minas
• Approx. 15 new SKUs bi monthly
21. Shelf Implementation
- PORT OF WINES -
• Total PW Network = 4
• Port of Wines
• Bayers Lake
• Mill Cove
• Portland Street
• Approx 400 SKUs total
24. Nova Scotia Focused
Programs in FY12
• Go Local Program
(promotional period 6; October 2011)
– Focus on Nova Scotian & Canadian Brands
• What’s New Program
(promotional period 2; May 2011)
– Vendor buy-in
• Upcoming FY13:
– Tidal Bay 2012 Launch (promotional period 3;
early June 2012 - TBD)
25. Opportunities
• Marketing Support
– MyNSLC.com
• Events Listings
– Social Media
• Vendor Marketing Programs:
– Submission process
– Opportunity for partnership
26. Consumer Insights
• Less than ½ of English speaking Canadians consume
wine
• Less than 1 in 10 are highly wine involved
• Nova Scotia falls middle of the pack compared to
other Canadian jurisdictions for consumption:
– 10.1L per capita annual consumption in NS vs.
15L for English Canada
28. Wine Grow Customer Profile
• 26% of Wine Customers = approx. 90,000 customers
• Account for 50% of the wine profit = $27M
• Average profit per Wine Grow customer = $300 annually
in wine
• No distinguishing age characteristics – most are
between 35 and 54 years of age
• Skew female (56% female vs. 44% male)
• Middle to higher income
• Most live in HRM
29. Wine Grow Customer Profile
• Interested in learning more about wine
• Interested in learning more about food and wine pairings
• Tend to experiment within the wine category and try
different kinds of wines / range of varietals
– Prefer red wine 3:1 over white wine
– Most list Australian as their favorite country for wine
• Typically purchase higher priced wines – majority spend
between $15 to $20 on a typical 750ml bottle
• Virtually all purchase wine at least once a month
30. Wine Grow Customer Profile
• Taste is the most important factor in their decision to
purchase a particular wine
– Majority would spend more a bottle of wine if they were
certain of the taste
– Over half of this group would spend $6 or more
• Tend to be daunted by the number of choices available
• Interaction with staff who can answer questions and give
advice is important to their purchase decision
• Interested in attending NSLC events to learn about their
favorite beverage
31. Wine Grow Customer Profile
• Moderate Internet Usage from home
– Most use the Internet to research a product or service
– 1/3rd use the Internet to help make a decision on a product they are
considering to purchase
• 2/3rd are facebook members
• High penetration of cell phone (87%)
– More likely than other wine customers to have a Blackberry (20%)
• Chronicle Herald by far the most read newspaper
– Front page, local and provincial news most read sections
– Most read their preferred newspaper online
• More inclined to read a flyer that is inserted in the paper rather than an ad
printed in the newspaper
• Listen to the radio an average of 2 hours per day
– Classic rock stations have the highest penetration (30%) among the wine
grow customer
• Spend an average of 2hrs a day watching television shows and about an hour a
day watching the newscasts on TV
– Most watch the dinner time newscast on ATV/CTV Atlantic
