1. Raise. Reduce. Elliminate. Create.

2. Redefining the market to own it
[yellow tail] “Blue Ocean” thinking

3. 100
Budget Wines Premium Wines
75
50
25
Vintage
Heritage 0
High Price
Redefining the market to own it
[yellow tail] “Blue Ocean” thinking

4. Eliminate Raise
Reduce Create

5. Eliminate Raise
Wine buff jargon Price, compared to cheap,
The wine’s age budget wines
Mainstream media
marketing
Reduce Create
Different grapes: oaky Easy drinking image (like
flavour only beer)
Different wines: red, white, Easier choice: red, white,
rosé rosé
Heritage of vineyard Some fun

6. [yellow tail] Budget Wines Premium Wines
100
75
50
25
Vintage
Wine Jargon 0
Fun Bottle
Redefining the market to own it
[yellow tail] “Blue Ocean” thinking

7. Redefining the market to own it
[yellow tail] “Blue Ocean” thinking

8. Redefining the market to own it
[yellow tail] “Blue Ocean” thinking

9. Redefining the market to own it
[yellow tail] “Blue Ocean” thinking

10. Redefining the market to own it
[yellow tail] “Blue Ocean” thinking