Nite Cap Cabernet Presentation

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This presentation explains the positioning of a Napa Wine in the market.

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Nite Cap Cabernet Presentation

  1. 1. Nite-Cap Cab
  2. 2. Nite-Cap Cab o B r a n d D N A : New exciting Napa Cabernet that everyone will love o T a s t e : Spicy taste and aroma, a hint of plums and cherries o D r in k : Red meats, ideal for a night cap o P r iz e s : 1st place in Annual Napa Wine Taste Off
  3. 3. Wine industry in the U.S. o Total wine sales in the U.S. reached $32.5 billion in 2008, exhibiting 40% growth in current prices o Sales growth was driven in large part by an increase in the frequency of drinking wine o Domestic wines account for the majority (74%) of total wine volume sales Sources: Mintel Study- Wine- U.S.- October 2008
  4. 4. Trends o C h a n g e i n A m e r ic a n s w in e p e r c e p t io n : positioning it as a “casual, everyday” drink o W in e e d u c a t io n : teach consumers wine basics, less intimidating o A c c e s s i b ilit y t o n e a r ly e v e r y o n e : “value” wines, highly rated and low priced o H ig h a w a r e n e s s o f w in e ’ s h e a l t h b e n e f it s : Red wine (83%) has a stronger positive health association than white (41%) o E x p a n d e d a v a ila b i lit y o A n a f f o r d a b l e lu x u r y in t o u g h e c o n o m i c Sources: Mintel e : aWine- U.S.- October 2008 make “eating-in” seem more special c li m a t Study- bottle of wine will
  5. 5. Insights o Steadily increase in table wine consumption, reaching 35% in 2008 o Consumption is higher among women (38%) than men (32%), who generally prefer beer over wine. o Men who drink wine do so at a greater frequency than women o Wine consumption increases with age. Less than 25% of young adults aged 21-24 drink wine, compared to 41% of adults aged 55-64. o Frequency of wine consumption also increases with age and income. Sources: Mintel Study- Wine- U.S.- October 2008
  6. 6. Segmentation The Novice The Experimenters The Experienced 21 to 24 years of age, also 25 to 34 years of age, also 55 to 64 years of age, also known as the Millennials known as the Generation X known as the Baby Boomers Open to trying new types of Heavy consumers of super- Key target for wine makers, wine, without the same premium wines ($16) an up with more disposable income preconceptions about wine as and, according to Mintel, 1/3 and leisure time their parents hold of the group regularly spends more than $20 per bottle Greater interest in wine’s Interested in new eco-friendly heart health benefit than any varieties, with packaging such Spend more per bottle of wine other age group as Tetra Paks and screwcaps than any other age group Highest incidence of table Will purchase inexpensive More income than the Novice, wine usage, compared with wines and fun wines but many still without children any other age group
  7. 7. Cabernet Consumer QuickTimeª and a H.264 decompressor are needed to see this picture.
  8. 8. Target Market The Novice The Experimenters The Experienced 21 to 24 years of age, also 25 to 34 years of age, also 55 to 64 years of age, also known as the Millennials known as the Generation X known as the Baby Boomers Open to trying new types of Heavy consumers of super- Key target for wine makers, wine, without the same premium wines ($16) an up with more disposable income preconceptions about wine as and, according to Mintel, 1/3 and leisure time their parents hold of the group regularly spends more than $20 per bottle Greater interest in wine’s Interested in new eco-friendly heart health benefit than any varieties, with packaging such Spend more per bottle of wine other age group as Tetra Paks and screwcaps than any other age group Highest incidence of table Will purchase inexpensive More income than the Novice, wine usage, compared with wines and fun wines but many still without children any other age group
  9. 9. Competitive Analysis
  10. 10. Opportunities A B
  11. 11. Positioning Nite-Cap Cab $25-30
  12. 12. Positioning o“I drink for a wonderful day, and night too!” o P r ic in g : $25-30 o C o n s u m p t io n : at-home o S a le s : Supermarkets, supercenters, liquor stores “the first thing to remember about matching food and wine is to forget the rules” So “just choose a wine that you want to drink by itself.” Wine Spectator Nite-Cap Cab
  13. 13. Advertising and Promotion o TV and Print o Bookstores & Wine discounts o Art Galleries o Home delivery o Wine tastings o Winery visits/ tour trips
  14. 14. Q&A Thank you!

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