Winestar - Innovation in Packaging @wbis2014


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Winestar - Innovation in Packaging @wbis2014

  1. 1. A NEW BRAND IN WINE INNOVATION January 18th, 2014
  2. 2. Summary (1) The concept (2) The team (3) The benefits of wine in a can (1) The target consumers (2) The future… January 18th, 2014
  3. 3. 1 – The concept : Why Winestar?  Lack of good quality wines in a small packaging (like wine by the glass)  Half bottles are not convenient (need a cork opener) and large quantity for 1 or 2  Small plastic (or glass) bottles cannot preserve the wine so producers are reticent  Glass is heavy and fragile, difficult to carry around (trek, picnic, delivery...)  Glass uses a lot of energy to be recycled…while aluminium is 100% recyclable, uses less energy and reduces the carbon footprint January 18th, 2014
  4. 4. 1 – The concept : What is the Winestar® concept ?  Delicious wines for every occasion  Designed for young and demanding consumers  Convenience : perfect for bars, outdoors, transports, hotels (minibars), home  An innovative technology applied to consumer goods  Ecological : the aluminium is 100% recyclable and reduces the carbon footprint  An ambition : create the brand that will lead the growth in wine consumption ! January 18th, 2014
  5. 5. 1 - The concept – Wine awareness development  Unlimited source of great French wines appreciated and famous worldwide  A concept that revolutionizes the consumption of good quality and affordable wines.  An opportunity for small French wine regions to gain awareness worldwide  A vast potential in Europe and worldwide. January 18th, 2014
  6. 6. 1 – The concept : What’s in a can ?  We source high quality wines from independent wine makers from various French regions such as Languedoc, Bordeaux, Bourgogne, Rhone valley, Beaujolais, Loire valley, Provence, etc. all AOC wines and contest winners  Our first range is from Chateau de l’Ille, a famous Languedoc Corbières AOC domain which was awarded over 200 medals in wine competitions…  We developed a specific coating in the cans that prevent any contact between the wine and the metal. Protection from light, oxygen and humidity.  The wines are perfectly preserved and fresh, ready to drink ! January 18th, 2014
  7. 7. 2 - Who is Winestar® ? : the origins  Winestar® is a startup company launched in 2012 in Paris  Cedric Segal is a not a product of wine education. Paris business school graduate, followed by 5 years experience in international trade in Japan  Wine amateur and wine consumer  Experienced in business development January 18th, 2014
  8. 8. 2 - Who is Winestar® ? : A lean organization  A network of sales agents : - Paris : 1 regional sales agent - Brittany : 1 regional sales agent - National : 1 sales agents person for supermarkets - Sales agents in Ireland, Belgium, Germany, Italy… We are recruiting more sales agents in Europe !  International - Sales office in Shanghai, Asian logistics hub in Hong Kong We are looking for international distributors worldwide ! January 18th, 2014
  9. 9. 2 – Who is Winestar® ? : launched at Vinexpo 2013 Refreshing… Rosé wine in a can Winestar® booth at Vinexpo January 18th, 2014
  10. 10. 2 – Who is Winestar® ? : Large national media coverage… January 18th, 2014
  11. 11. 2 – Who is Winestar® ? : and international coverage… January 18th, 2014
  12. 12. 2 – Who is Winestar® ? : TV coverage… January 18th, 2014
  13. 13. 3 – Benefits of wine in a can : market information  Glass bottles are stagnant in the single-serve packaging mix ; cartons are growing from a small base.  Real innovation required to encourage new consumers into wine market.  Supermarkets are the largest channels (about 40% of all wine).  Retailers looking for single-serve sub category.  Single serve appeals to a different demographic & creates new usage opportunities. January 18th, 2014
  14. 14. 3 - Benefits of wine in a can : benefits for the consumers  Singles and young couples at home now have the option to enjoy good quality wine by the glass, to stay or to go...  Develops new wine drinking opportunities at home, outside social gatherings  Alternative to beer, currently the only other alcohol beverage in an individual packaging...  A simple selection of good quality wines with a brand identity that brings confidence to a rather complex offering in French wines (Chateaux, appellation, etc.)  No need to go to the wine cellar for everyday drinking : consumers can fill their kitchen cabinet and “forget about it...” January 18th, 2014
  15. 15. 3 - Benefits of wine in a can : supermarkets and wine shops  Additional sales that supplement the wines in glass bottles  Increase of the basket value (currently around 4€ / bottle in France)  Take market share to the beer category  Countries new to wine requiring a smaller, more convenient and accessible entry point, for example in Asia. January 18th, 2014
  16. 16. 3 - Benefits of wine in a can : HoReCa  Ideal for outdoor where convenience, safety and speed of serving are important, for example outdoor concerts, festivals, sporting events, trekking, picnics, etc.  Where ease of transport, weight and storage as well as safety are important (e.g. airlines, cruise ships, trains etc).  Where a tamper-proof container resistant to humidity and varying temperature is important, such as hotel mini-bars.  Restaurants avoiding losses from spoilage of partially consumed bottles of wine.  Countries new to wine requiring a smaller, more convenient and accessible entry point, for example in Asia. January 18th, 2014
  17. 17. 4 – Target consumers Based on category channel development to date and market intelligence, Winestar® has particular appeal to the following market segments:  Generation Y – a new generation of consumers are driving growth as they seek high quality, convenient, sustainable packaging formats which fit their on-the-go lifestyles and consumption habits.  For the 18-25 demographic there has been an explosion in stylish bars and a demand for premium quality drinks, including wine.  Young adults are turning to wine because they perceive it as more sophisticated than beer.  Women are drinking more wine and driving Rosé sales which they view as an entry point into the wine category. January 18th, 2014
  18. 18. 5 - The future developments  Development towards export markets : USA and Canada, South America, India, Australia, etc  The Crus Etoilés, a range of wines in limited editions from small vineyards of exceptional quality and prestigious appellations  Raising funds to develop the range and approach new markets January 18th, 2014
  19. 19. Why is Winestar® different ?  We focus on high quality wine instead of the usual entry level wines one can find in the small packagings  We aim to create a powerful brand that will introduce wine by the glass in the homes  Focus on the brand, not the wine technical details January 18th, 2014
  20. 20. MERCI ! THANK YOU ! DANKE SCHÖN ! January 18th, 2014