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

- Marian Kopp -

Wine Markets Discussion

NIBC-Bank-Conference
Deidesheim, February 2, 2014
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de

- 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 -

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


- 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 -

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 -

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 -

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 -

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 -

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 -

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).


Millennial generation:
The current UK population
Currently 12 - 35 year olds
Born in

Born

1977 - 2000

digital

Busy
lives
Generation Y

The

future


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

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



Which label wins?


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


6 things you must know….

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


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 -

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


- 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 -

Wine Markets Discussion
-Thank you-

Marian Kopp

kopp@wg-lauffen.de
http://www.linkedin.com/in/mariankopp
www.wg-lauffen.de

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

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