Carlos de Jesus - Amorim @wbis2014
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Carlos de Jesus - Amorim @wbis2014

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Carlos de Jesus, marketing director of Amorim, talked us through the importance of cork in the marketing of wine at WBIS in Munich

Carlos de Jesus, marketing director of Amorim, talked us through the importance of cork in the marketing of wine at WBIS in Munich

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Carlos de Jesus - Amorim @wbis2014 Carlos de Jesus - Amorim @wbis2014 Presentation Transcript

  • CORK STOPPER: ADDING VALUE TO WINE
  • AMORIM KEY FIGURES 35% of world cork manufacturing; 534 M€ revenues from 22k customers; 95% exports to more than 100 countries; 6 M€ annual R&D investment; 21 patents submitted in the past five years; 36 units with FSC certification; 3 350 associates. Euronext-listed stock AMORIM IS REGISTERING RECORD-BREAKING RESULTS THREE YEARS IN A ROW!
  • CORK: 800 MILLION CELLS IN A SINGLE CORK STOPPER
  • CORK IS A 100% NATURAL, RECYCLABLE AND RENEWABLE MATERIAL... Sound insulator Thermal effective Impermeable to liquids and gases Elastic and compressible Resilient Very light High temperature resistant Fire retardant Hypoallergenic Shock absorbent Soft touch Warm feeling
  • ONLY AFTER THE 3RD HARVESTING – 43 YEARS – DOES CORK ACHIEVE THE STANDARDS OF QUALITY REQUIRED FOR A NATURAL CORK STOPPER
  • 2.1 MILLION HECTARES Argelia 4.9% Tunisia 3.5% Morocco 5.8% France 2.6% Italy 3.1% Portugal 49.6% Spain 30.5%
  • CORK OAK FOREST IS ONE OF THE 35 GLOBAL BIODIVERSITY HOTSPOTS… IN EVERY 1.000 M2, On par with natural wonders, as Amazonia, Africa or Borneo Habitat for 37 species of mammals, 160 species of birds, and 24 species of reptiles and amphibians, including highly endangered species THERE ARE ABOUT 135 SPECIES
  • ...AND A BARRIER AGAINST DESERIFICATION Cork  forests  improve  soil’s  organic  matter,   contribute to regulate the hydrological cycle, while acting as a deterrent against social desertification Cork harvesting is the best paid agricultural work in the world, due to the expertise and care It requires ACCORDING TO WWF, OVER 100,000 DEPEND DIRECTLY OR INDIRECTLY ON THIS ECONOMY
  • CO2 EMISSIONS (G/1000 STOPPERS) EACH CORK 37172,5 14833,4 40000 20000 0 -20000 Cork Aluminium Plastic -40000 -60000 -80000 -100000 -120000 -112014,9 LIFE CYCLE ANALYSIS OF CORK STOPPERS VS ALTERNATIVE CLOSURES, BY PWC/ ECOBILAN STOPPER RETAINS 112 GRAMS OF CO2, IN STARK CONTRAST WITH THE CARBON EMISSIONS CAUSED BY ARTIFICIAL CLOSURES
  • OIV NEW ENVIRONMENTAL STANDARDS HIGHLIGHT THE BENEFITS OF CORK In the GHGAP, OIV recognizes the supremacy and positive impact of cork stoppers in the calculation of CO2 emissions According to OIV, Cork stoppers are a specific feature of the winegrowing sector, and their use has an important impact on sustainable forest conservation GREEN HOUSE GAS ACCOUNTING PROTOCOL, ORGANISATION INTERNATIONALE DE LA VIGNE ET DU VIN
  • AND WHAT DOES WINE HAVE TO DO WITH ALL THIS?
  • CORK AND WINE The stopper creates 70% of the value-added created for cork. EVERY TIME A BOTTLE OF WINE UNDER CORK IS 2% OPENED, A CRUCIAL CONTRIBUTION TO 6% 22% Cork stoppers Building materials 70% Raw material Others MAIN EXPORTED PRODUCTS, 2011, SOURCE: INE ALL THIS IS MADE.
  • GREAT, BUT IS THERE ANY MARKET RECOGNITION? CORK STOPPERS PREMIUM PERCEPTION 200-YEAR OLD CHAMPAGNE, BALTIC SEA
  • MARKET RECOGNITION CORK EVOLUTION OF CLOSURES MARKET STOPPER: GAINING MARKET 14.000 SHARE SINCE 2010 12.000 10.000 Cortiça Plástico 6.000 SHARE SINCE Screwcap 8.000 PLASTIC: LOOSING MARKET 2007 4.000 SCREWCAP: SLOWER LINE OF 2.000 GROWTH 0 2004 2005 2006 2007 2008 2009 2010 2011 2012*
  • MARKET RECOGNITION CONSUMERS PREFER CORK 94% 92% of Spanish consumers prefer cork stoppers and for of the US wine consumers 86% it preserves the prefer natural cork and 93% consider that this solution means quality wine properties of the wine better 90% of Italian wine lovers consider that the ritual of opening a wine bottle and smelling cork makes the wine more pleasant to drink 89,3% of French wine lovers prefer the cork stopper and 89.8% state that cork stoppers preserve the full aromas
  • MARKET RECOGNITION IN THE WORLD’S LARGEST WINE MARKET Consecutive studies show the unequivocal preference of consumers for cork, thus impacting directly on wine sales volume and value: US consumers are willing to spend US$1.10 more for a wine sealed with cork Top US 100 wine brands priced at 6$ or more per 750ml bottle, Nielsen TS data
  • MARKET RECOGNITION IN THE WORLD’S LARGEST WINE MARKET Leadership on all price segments assessed, with particular focus on the fastest growing price points Top US 100 wine brands priced at 6$ or more per 750ml bottle, Nielsen TS data
  • MARKET RECOGNITION NEW WORLD WINE PRODUCERS RETURN TO NATURAL CORK STOPPERS “It became clear that cork is best for our wines.” Christian Canute Rusden Wines’  Oenologist “By  bottling  our   wine under screwcaps, we were lowering the wine’s  quality”.   Adam Mason, Klein  Constantia’s   Oenologist “  Cork  is  the  only  closure  which   enables me to market my wine as premium product in this market (China).” Ryan Kinghorn, CEO of Haselgrove “You will notice one significant change; after considerable thought we have returned to using cork closures for Special  Selection  wines.” Tony Bish, Oenologist at Sacred Hill
  • MARKET RECOGNITION OPINION LEADERS “Cork  quality is on the rise.” James Laube Wine critic, Wine Spectator “The quality of cork has clearly improved and positive developments have been registered in the cork industry”. Robert Parker Wine critic at Wine Advocate “Natural  cork  remains  the  highest  rated   closure among US wineries in terms of “overall  perceptions”. Wine Business Monthly 2009 Closure Report “Perhaps  the  best  news  is  that  we  had   pratically no bottles contaminated by TCA, which means that the cork industry took the TCA problem seriously.” Jancis Robinson
  • WHAT ABOUT THE FUTURE?
  • AMORIM WILL CONTINUE FOCUSED IN REASSERTING NATURAL CORK AS THE BEST WINE CLOSURE AND REGAINING MARKET SHARE FROM ALTERNATIVE CORKS BY LEVERAGING THE CLEAR CONSUMER PREFERENCE FOR NATURAL CORK AND THE EXCELLENT TECHNICAL PERFORMANCE CORK OFFERS
  • THANK YOU! WWW.AMORIMCORK.COM