Marketing innovations in wine

Innovations in Marketing Prowein 2010 by Robert Joseph

Innovation... Marketing... Two concepts wine producers in the Old World have rarely embraced...

There have been a few... Philippe de Rothschild – “Art Labels” and brand extension (Mouton Cadet) Mateus & Lancers Duboeuf – Flower labels Blue Nun and Black Tower JP Chenet Miguel Torres

But these are the exceptions to the rule

Vaudeville theatre Silent Film Sound Film Television

Tradition is an experiment that worked Emile Peynaud Tradition is laziness Gustav Mahler

Grapegrowing ? Winemaking ? Packaging √ The winery (tourism) √ Communication √ Distribution √

DoILikeIt Survey. London Wine Show. Oct 2009 Region Brand Grape Don’t Know Moulis 33% 17% 21% 29% Malbec 18% 20% 26% 36% Guigal 24% 19% 24% 33% Torres 18% 57% 18% 6% McLaren Vale 45% 55% Clarendon Hills 33% 58% 9%

Innovation in marketing... Ask yourself WHY you do what you do in the way that you do it? If you understand what you’re doing, are you sure your customers understand it? Are you as important to them as you think you are? Are you as important to them as they are to you?

thejosephreport.com [email_address]

Down2Earth Presentation by David Cunningham Vice President, Business Development, Europe

Innovation in the Wine Industry Success Factors & Future Drivers Down to Earth Seminar New World @ Prowein: 21 March 2010

Constellation Europe builds wine brands from all major new world origins

Successful Innovation: 5 Golden Rules! Understand consumers current & future needs Generate & nurture Ideas Invest € in people & process to take concepts to launch Build strong partnerships with key retailers Launch - Take the lead & take a risk !

1. Understand your consumers Consumer research – needs, motivations & occasions Read trend analysis, market reports etc Observe / talk to your consumers! Source: Constellation Europe Wine Nation 2007. Base: 12000 respondents

… Understand which needs, motivations & behaviours drive wine consumption ….& profit growth

5. Meet these needs…. Take the lead & take a risk - Launch!

Drivers of Innovation in wine in the future……

ETHICAL PACKAGING & PRODUCTION

Shape The Future Some recessional trends will remain & continue to challenge profit Discounting & Low price @ Home vs Out of Home Convert consumers love of wine into focus on quality, experience & price Understand consumers…meet their changing needs & occasions Generate ideas Invest € to take concepts to launch Build strong partnerships with retailers,agencies & suppliers Communicate in a relevant way ….Connect with your consumers Lead … take risk!

US Consumer Situation & Implications SITUATION The Importance of Millennials in the US market! 70 million consumers 40% of wine consumption is imports Learn and communicate on-line Social Networking is Exploding! Facebook, Twitter and Blogs lead Buzz is key! IMPLICATIONS Opportunity for Chilean wines as these young consumers are driving many wine trends Opportunity to communicate with Bloggers and consumers on a national basis, daily! Buzz = Sales!

Social Networking Penetration Exploding Consumer generated media influence continues to grow! Page Source: Nielsen OnLine, Global Index (USA, Brazil, U.K., France, Germany, Italy, Spain, Switzerland, Australia) U.S.: 67% Nielsen OnLine listens to the BUZZ - from nearly 100 MM blogs, social networks, groups, boards and other CGM platforms

Page What’s Hot in Sales is Also Hot in Online Buzz *Source: Nielsen Total U.S. Food/Drug/Liquor Plus; thru 05-02-09 **Source: Nielsen BuzzMetrics (May 09 vs. May 08) Dollar % Change Chile – Cab Sauv Argentina - Malbec New Zealand – Sauv Blanc Sales Value % Change +15% +66% +18% Buzz % Change +55% +95% +85% Buzz Sentiment

Case Study: On-Line Blogger Tasting Wines of Chile has conducted two Online Wine Tasting influential US wine bloggers through a live video feed, broadcasting simultaneously from New York and Chile. Wines of Chile Online Wine Tasting (May 2009) Discover Carmenere: the lost grape (Nov. 2009)

Case Study: On-Line Blogger Tasting MODERATOR IN NYC TASTING KIT SENT BY MAIL TO EACH PARTICIPANT 8 WINEMAKERS IN CHILE TO GUIDE TASTING AND PARTICIPATE IN Q&A

Case Study: Online Blogger Tasting Bloggers logged into a Wines of Chile-branded “room” to view the video and ask questions. They dialed into a conference call number to hear the audio feed. The Wines of Chile team was on hand to moderate the event on Twitter and to field questions for the winemakers from the interactive online platform. Images and information were available for the bloggers to download following the event to enhance their wine reviews.

Over 75 Participating Bloggers California Florida Georgia Maryland / Washington, DC Indiana Ohio New York Kentucky New Jersey Massachusetts Texas Virginia

Over 75 Participating Bloggers

US National Reach & International Impact! 2 4 5 7 14 17 Number of Bloggers per State

Very Active Presence on Twitter

TwitScoop Midway through the 1 st online tasting, #WinesofChile was one of the most popular topics on Twitter!

Example Coverage To date, there have been over 80 posts resulting from the tasting. GonzoGastronomy.com, 11/11/09 Girl with a Glass, 11/5/09 Cooking Chat, 11/13/09

Example Coverage Wine Peeps, 11/10/09 1WineDude.com, 11/9/09 About.com, 11/6/09 Benito’s Wine Reviews, 11/16/09

Very Positive Blogger Feedback (via Twitter, emails and platform comment section) “ A fun and informative evening. Some revelations for me on a few of these wines. A very strong lineup across the board and excellent values, too.” Dennis Attick, Decatur Wine Dude “ I have to say, I really like [the Carmen] very diff than the others - I find some chocolate in the mid palate especially with the steak.” Matt Horbund, A Good Time with Wine “ Have to say I’m curious to compare this to that 2006 bottle we originally got. I get cocoa powder on this. I rather like it.” Michelle Lentz, My Wine Education “ Terra Andina - like this one, blueberry liqour with very slight hints of sauerkraut.” Frank Morgan, Drink What YOU You Like “ Re-tasting the wines from the #winesofchile tasting to get better notes. Really digging the Terra Andina Altos the more I explore it.” Tim Lemke, Cheap Wine Ratings “ Thoroughly enjoyed the #WinesOfChile Carmenere tasting tonight. Great stuff. Value at all price points.” Robert Dwyer, Wellesley Wine Press “ Not much twitter chat due to in-meeting Chat session in the #winesofchile event, but some impressive QPR going on right now in these wines.” Joe Roberts, MS, 1WineDude “ Cono Sur Vision: sumptuous, going well with our guacamole, opening up nice. A favorite so far. rich cherry now.” David Crowley, CookingChat “ I would LOVE a Sauvignon Blanc tasting!!!” Megan Kenney, Wannabe Wino “ Chilean Wine ---- ROCKS!” Amy Corron-Power, Another Wine Blog “ I really love what y’all got going on down there.” Duane Pemberton, WineFoot “ This was very well-organized and I learned so much! Really wonderful tasting and very comprehensive.” Elizabeth Schneider, Wine for Normal People

Creating Buzz BUZZ => SHARE OF MIND What’s Hot in Online Buzz is also Hot in Sales

Key Learnings This new online platform worked well, meeting all of Wines of Chile’s needs and creating smooth interactions between all involved parties. However, the bloggers would prefer to have the audio stream through their computers rather than their phones, as several did not have a speaker phone available. The bloggers enjoyed more focusing on one varietal during the tasting. The bloggers found it difficult to balance the video feed, phone, chat pod, Twitter and the wine. Many cut out one of the chat elements in order to focus on the wine and the winemakers’ commentary. Bloggers want to be treated like traditional journalists and would prefer the more serious wine questions be relayed to the moderator in the future. Very cost efficient: US$30,000 each.

Screwcaps and New World Wines – a Marketing Innovation? Charlotte Read – Villa Maria Estate, NZ

Presentation Outline Impact of Screwcaps The Premise for screwcaps History of screwcaps use in wine The rapid spread of screwcaps – especially in the New World Does the use of screwcaps represent a Marketing Innovation in the wine industry? Looking forward to the future

Impact of Screwcaps The last 10 years has scene a revolution in wine closures, with the meteoric conversion to screwcaps. Global scewcap usage is today estimated at 2.5 billion (15% of total). “ I believe wines bottled with cork will be in the minority by 2015” – Robert Parker, 2004 “ Wine personality of the decade? The screwcap.” Jaimie Goode, January 2010

Why Screwcaps? A picture says a thousand words Screwcap Range of different Closures - 28 months after bottling P. Godden AWRI

Why Screw Caps Elimination of cork taint Elimination of random wine oxidation Wines which taste fresher and livelier Prolonged and controlled ageing of both red and white wines Consistency of ageing, from one bottle to the next Convenience – easy to open Upright or lay down storage & re-sealable for convenience Feel positive when pouring the wine knowing it will be in pristine condition

Urban Myths A cork is required for wine to develop and age properly Screwcaps might be OK for wines you drink young, but Great wines need corks to age Wine needs to breathe and only a cork allows this Screwcaps can cause reductive characters in the wine THEY ARE ALL WRONG - LIBRARY OF WIDESPREAD EVIDENCE NOW AVAILABLE TO DISPEL MISCONCEPTIONS

Where did the screwcap revolution all begin?

The Beginnings 1889 Dan Rylands, UK patents screw cap 1913 Widespread use of screw cap in whiskey industry. Late 1950s Wine screw cap developed by French Manufacturer, La Bouchage Mecanique now the registered trademark of Pea-Pechiney. 1970s First commercial bottling with screw caps at Hammel Winery, Switzerland's 1977 – some producers in Australia and New Zealand including Yalumba Wines in Australia & I think Selaks in NZ adopt screwcap for some of their wines. This is not commercially successful 1999 Australian Wine Research Institute’s Closures Trial commences

Decade of the Screwcap 2000 Clare Valley Riesling vintage bottled under Screwcap. “Riesling with a Twist” Campaign Napa Valley’s Plumpjack release top red wine, 1997 Reserve Cabernet Sauvignon, under Screwcap. 2001 New Zealand Screwcap Initiative formed – 28 initial members. 2002 UK Supermarkets demand Screwcap closures. Tesco launch “Unwind’ range/ campaign. Villa Maria first major wine company to commit to having 100% under screw cap. 2004 First international Screw Cap Symposium, Marlborough NZ

Screw Caps Today Quoted in Decanter, March 2009 as 2.5 billion units - 14% of the 17.5 billion global wine market.

2004 100 million 2010 Over 3 Billion = A growth of 3 000 % Screwcap market

The UK Market The consumer’s acceptance Source: Wine Intelligence Consumer access 2003-2006 +37% in four years

Highest percentage of screwcap market share Our estimation for Chile : 40 % on the total volume of bottled wine

Why such a success in a short time period ? Screwcaps are also benefiting of the recent evolution of the wine packaging

Screwcaps and New World Wines – to add figures for countries in red Percentage of wines under screwcap New Zealand – 95% California South Africa Chile Argentina Australia - approx 70%

New Zealand and Screwcaps Such high uptake from New Zealand producers due to a number of factors: History of innovative attitude (stainless steel, refrigeration canopy managements etc) Not bound by traditions/ legislation. Collective approach - big and small producers Willingness to include breadth of offering: red and white/ all price points. Signature variety of Sauvignon Blanc particularity suited to screwcap, but quickly adopted for all varieties.

Not Just New World Producers New World countries driving this, but also estimated 1 billion sales from European wines Jamie Goode, Decanter March 2009 2002 Domaine Laroche, the first French producer to use screwcap on Grand Cru wines. In 2005, Burgundian négociant Jean-Claude Boisset announced its move to screwcaps in these words: "The tasting which triggered this off was that of a distinguished Mercurey 1966 closed by a screw cap, presented by a dignitary of the Chair of Oenology at the Université de Bourgogne…. It turned out that the wine had an absolutely fantastic freshness, great body, and was in superb condition."

Is the Screwcap a Marketing Innovation? Widespread introduction of the screwcap, driven by winemakers, seeking improved quality and reliability in their wine. Without 100% commitment to screw cap to guarantee quality Villa Maria could not remain true to its commitment to be New Zealand’s most awarded winery which is the centre point of its positioning However Michel Laroche back in 2004 stated that innovation is one thing. Transforming it into a reality that is widely accepted by the consumer is quite another...

Innovation in Marketing Innovative Marketing strategies needed to overcome initial resistance from some trade and consumers with regards to lower quality perception/ loss of ‘romance’. Breadth of offering crucial – not just drink-now, lower priced wines - top quality wines (red as well as white) offered. ( VM along with other NZ wine producers started using screwcaps with our Reserve wines first rather than lower priced wines) Hit the influencers – use of comparative tastings crucial: Media – “I didn't know it at the time, but I was about to experience one of the most profound wine comparisons I have ever encountered”. Tyson Stelzer at comparative tasting for Felton Rd 2001 Pinot Noir in 2007 Trade/ distributors Sommeliers /restaurateurs - “ screw caps.. offer better freshness and overall quality”. Joelle Marti, wine buyer Great Eastern Hotel, London Retail :supermarkets /independents Examples of how Villa targeted these audiences

Innovations in Marketing Develop promotional campaigns/ educational tools Insert some images from Villa screw Cap marketing materials

Is the job done? Screwcaps are fully integrated in the New Zealand wine scene and there is little or no discussion about it from any members of the initiative as they have moved well beyond requiring any collective support. It is well and truly in the commercial arena now for both NZ and Australian wines. John Belsham, Foxes Island Wines NZ, former chair of New Zealand Screwcap initiative Ever-increasing library of evidence to dispel any misconceptions re the inability of wines to age well under screwcaps.

In Summary.... Screwcaps use in the wine industry has been a dramatic and very positive development over the past decade and the customer is getting a better quality wine – they are very unforgiving of clumsy wine making Will be great to observe wine consumers’ screw capped bottle aging expectations rise. As the wines—commercial and great, red and white—live longer and develop better in bottle For the millennial’s who are the wine drinkers of the future cork taint should be a thing of the past Cork producers will continue down their own path of innovation The growth in the use of screwcaps has been rapid and will continue. According to the world's best known wine critic, Robert Parker, wines bottled with corks will be in the minority by 2015

“ Corks will come out I believe wines bottled with corks will be in the minority by 2015. The cork industry has not invested in techniques that will prevent "corked" wines afflicted with the musty, moldy, wet-basement smell that ruins up to 15 percent of all wine bottles. The consequences of this laissez-faire attitude will be dramatic. More and more state-of-the-art wineries are moving to screw caps for wines that need to be consumed within 3 to 4 years of the vintage (about 95 percent of the world's wines). The one exception will be great wines meant to age for 20 to 30 years that will still be primarily cork finished-although even the makers of these wines may experience consumer backlash if the cork industry does not solve the problem of defective corks. Synthetic corks, by the way, are not the solution. “ Robert M. Parker, Jr., editor and publisher of The Wine Advocate

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