- Marian Kopp -

Wine Markets Discussion

NIBC-Bank-Conference
Deidesheim, February 2, 2014
Marian Kopp _ Lauffener Weingä...
- Marian Kopp -

Marian Kopp
- Born 1966
- MBA (Diploma), Frankfurt 1991
- 22 years of wine business experience
- Negocian...
- Marian Kopp -

The 4 Key Trends in the Wine Industry
(…past 20 Years)

Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-...
- Marian Kopp -

Part I: GRAPE GROWING
‘Terroir, Terroir, Terroir’
or: what grows best where?
Ethics of local consumption....
- Marian Kopp -

Part II: WINE PRODUCTION

Increasing production and
broadening the source of production
 USA; Europe (fr...
- Marian Kopp -

Part III: SALES
 USA: Modifying the Three Tier System
 EUROPE: Off Trade, overall availability:
quantit...
- Marian Kopp -

Part IV: CONSUMERS

Empowering the consumer to feel confident in
ordering and buying wine.
“The global ta...
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
- Marian Kopp -

The four major trends mentioned above in the four main
parts of the industry have one fact in common:
 T...
- Marian Kopp -

A view on:
 Markets
 Consumer Issues: Millennials, winery marketing 2.0
 Winery-Management: taking the...
- Marian Kopp -

Between 2011 and the end of 2015,
the US and Asia will drive a
6% increase in global wine consumption
to ...
Millennial generation:
The current UK population
Currently 12 - 35 year olds
Born in

Born

1977 - 2000

digital

Busy
liv...
Millennials and technology
matters

Technology
“..I text about 150 times a day. I go
check my e-mail

every day,

Facebook...
Millennials inpopulation
The current UK numbers
21% of US regular wine drinkers

~15.5 M of consumers

23% of UK regular w...
The current UK population

Which label wins?

Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
Wine label design:
The current
A (modern)UK population
vs. B (traditional)
Modern design (A) was
more appealing to young
...
6 things you must know….
The current UK population

DON’TS

DO’S

 Use overtly modern labels as
these do not reassure abo...
An exciting opportunity for the
wine industry

Millennial wine drinkers are seeking

authenticity…and that is where the
wi...
- Marian Kopp -

Unless you have something to talk about,
all you have is fermented grape juice.

Marian Kopp _ Lauffener ...
- Marian Kopp -

Focus: content

Perceived
Value

Focus: consumer

• Niche distinction
• Superior image + quality
• Distri...
- Marian Kopp -

Wine Markets Discussion
-Thank you-

Marian Kopp

kopp@wg-lauffen.de
http://www.linkedin.com/in/mariankop...
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Global Wine Market & Marketing Trends Presentation NIBC Bank Conference feb 3 2014

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Presentation by Marian Kopp
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Global Wine Market & Consumer Trends
Presentation for: NIBC Bank Conference Feb 3 2014 - Deidesheim / Germany

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Global Wine Market & Marketing Trends Presentation NIBC Bank Conference feb 3 2014

  1. 1. - Marian Kopp - Wine Markets Discussion NIBC-Bank-Conference Deidesheim, February 2, 2014 Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  2. 2. - Marian Kopp - Marian Kopp - Born 1966 - MBA (Diploma), Frankfurt 1991 - 22 years of wine business experience - Negociant / Importer / Cooperative / Winery / Ultra-Premium wines - Markets: USA / Europe / South Africa / Exports (Asia) - Geschäftsführer / CEO Lauffener Weingärtner Cooperative, turnover EURO 23 Mil. / 870 ha vineyards Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  3. 3. - Marian Kopp - The 4 Key Trends in the Wine Industry (…past 20 Years) Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  4. 4. - Marian Kopp - Part I: GRAPE GROWING ‘Terroir, Terroir, Terroir’ or: what grows best where? Ethics of local consumption. A wine’s connection to the land continues to be blessed by the consumer.  GLOBAL Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  5. 5. - Marian Kopp - Part II: WINE PRODUCTION Increasing production and broadening the source of production  USA; Europe (from grape-growing to to winery evolvement incl. own distribution) Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  6. 6. - Marian Kopp - Part III: SALES  USA: Modifying the Three Tier System  EUROPE: Off Trade, overall availability: quantity vs. On Trade: quality ….the emergence of ‘alternative routes to the consumer’ that has allowed the explosion of wineries to occur over the past two decades. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  7. 7. - Marian Kopp - Part IV: CONSUMERS Empowering the consumer to feel confident in ordering and buying wine. “The global tasting panel”:  Scan…/…’Google’…/…Comment / Spread…/…Re-Read Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  8. 8. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  9. 9. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  10. 10. - Marian Kopp - The four major trends mentioned above in the four main parts of the industry have one fact in common:  The consumers’ actions and desires have driven and will drive the future the trend. We have to guess what the consumer will do and want and how they will act to have a good idea of what is going to happen in the wine industry. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  11. 11. - Marian Kopp - A view on:  Markets  Consumer Issues: Millennials, winery marketing 2.0  Winery-Management: taking the next step. „The generational handover“. From dad‘s production driven approach to the passion of „cellar door“ - marketing Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  12. 12. - Marian Kopp - Between 2011 and the end of 2015, the US and Asia will drive a 6% increase in global wine consumption to 2.8bn nine-litre cases. (International Wine and Spirits Record, IWSR, 2012). Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  13. 13. Millennial generation: The current UK population Currently 12 - 35 year olds Born in Born 1977 - 2000 digital Busy lives Generation Y The future Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  14. 14. Millennials and technology matters Technology “..I text about 150 times a day. I go check my e-mail every day, Facebook, MySpace, Twitter, tag, all 93% of use the internet the, you know, social sites, so, yes, the iPhone.." Joseph Mickens, member of millennial generation 54% read blogs social networking sites 70% of online teens use Source: Pew Internet & American Life Project report Teens and the Internet, 2009 Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  15. 15. Millennials inpopulation The current UK numbers 21% of US regular wine drinkers ~15.5 M of consumers 23% of UK regular wine drinkers ~6.5 M of consumers 31% of Canadian regular wine drinkers ~5 M of consumers 33% of Australia regular wine drinkers ~3.6 M of consumers Source: Wine Intelligence Calibration surveys and Vinitrac® Global April, 2010 Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  16. 16. The current UK population Which label wins? Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  17. 17. Wine label design: The current A (modern)UK population vs. B (traditional) Modern design (A) was more appealing to young consumers vs. A Traditional design (B) achieved higher scores for quality and price expectations B Source: Wine Intelligence Vinitrac® online surveys April, 2010, USA, UK, Canada, Switzerland, Belgium, Germany and Switzerland Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  18. 18. 6 things you must know…. The current UK population DON’TS DO’S  Use overtly modern labels as these do not reassure about the quality of your wine  Treat red and white wines as different types of beverages, they are rarely interchangeable  Rely only on social networking sites to sell your brand  Invest in training staff to give these consumers solid but gentle guidance  Launch your smart phone app just yet…  Have a back-label with simple, straight forward tasting + matching notes Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  19. 19. An exciting opportunity for the wine industry Millennial wine drinkers are seeking authenticity…and that is where the wine industry is failing Leah Hennessy, owner of Millennier USA Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  20. 20. - Marian Kopp - Unless you have something to talk about, all you have is fermented grape juice. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  21. 21. - Marian Kopp - Focus: content Perceived Value Focus: consumer • Niche distinction • Superior image + quality • Distribution on-trade, specialists Niche High strategy High Perceived Value Competitor • Brand (consistent quality) • Innovation • Distribution (Service) retailers "Outpacing" Brand strategy Competitor "Confused" Competitor High Low Cost leaderLow Delivered ship Cost Competitor Low Focus: process • Cost control • Scale • Distribution (discount) retailers Delivered Costs (source: Rabobank research) Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
  22. 22. - Marian Kopp - Wine Markets Discussion -Thank you- Marian Kopp kopp@wg-lauffen.de http://www.linkedin.com/in/mariankopp www.wg-lauffen.de Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
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