The document discusses segmenting the wine market and redefining consumption patterns. It notes that more people are drinking less alcohol and consumption is shifting from ceremonial or with food to social and entertainment settings. It proposes a new product called "Wineer" targeted at 18-30 year olds, which is wine mixed with soda and carbonated, with less alcohol at 6-8%, available in smaller bottles for individual and home party consumption. The product would come in 3 varieties - red, white and rose wines mixed with soda, and be marketed at pubs/clubs and stores using promotional events and recipes.

1. VA L U E I N N O VAT I O N
W I N E

2. S E G M E N TAT I O N

3. M O R E P E O P L E D R I N K I N G L E S S A L C O H O L

4. C O N S U M P T I O N PAT T E R N S
• Ceremonial-based
• In-conjunction with food
• Social

5. R E D E F I N E D PAT T E R N
• Young and social
• Non-dining
• Entertainment
• Beer replacement

6. C O R E C A PA B I L I T I E S
• Distribution network: Market and restaurant oriented
• Knowledge enhanced: Different types of grapes for
every type of wine, more complex
• Logistics: Regular delivery, changes with season
• Supply-chain with the producer
• Production: Traditional wine production

7. C O R E C A PA B I L I T I E S - R E D E F I N E D
• Distribution network: Pubs, clubs
• Logistics: New channels added for new networks
• Supply-chain with the producer: Soda and sprit added
and only one type of grape producer
• Production: Gas handling production, different capper

8. R E D E F I N E D S E G M E N TAT I O N
• 18 - 30 years old
• Irregular wine drinkers
• Beer preference
• Big bottles
• Diet
• Price
• Lack-off wine knowledge

9. inside outside
functional
hedonist
H O M E
H E D O N I S T
S
I M A G E
O R I E N T E D
E C L E C T I C
C O N S E R
VAT I V E
34-55 < 34
45 - 54
> 45
They only drink wine on
the weekends when
they invite
friends and relatives to
share lunch or dinner,
which is consistent with
a “social-oriented”
view of wine
consumption.
They get enjoyment and
satisfaction from
choosing and drinking
the “right” wine and like
the image that drinking
wine portrays towards
the others. For this kind
of consumer wine is a
“status symbol”
People belonging to this segment
are heavy wine consumers: they
drink wine every day at lunch/dinner
time because they
like it and they think that wine is the
drink that tastes best with food.
They are loyal to their brands.
Consumers in this segment are comparatively
well-educated relative
to the general population and aged on average
in the 45-54. When purchasing wine, they
don’t take into account the occasion during
which the wine will be drunk and they seek
little information.

10. inside outside
functional
hedonist
H O M E
H E D O N I S T
S
I M A G E
O R I E N T E D
E C L E C T I C
C O N S E R
VAT I V E
C L U B &
P U B
PA RT Y
18 - 30
18 - 30
Party in da house!
Party out with friends! You don’t
have to drink beer anymore!

11. W I N E E R ! B Y K AVA K L I D E R E
• It’s like spritzer but it’s winer!
• Less alcohol, ~ 6% - 8%
• Easy to drink
• Size
• 400 ml: For pubs & clubs and individual home drinkers
• 1000 ml: Home party and dinner
• Next step: 700 ml, ready to prepare wine

12. W I N E E R !
• 3 different types
• Red + Soda
• White + (Sprite / Soda)
• Rose + Soda

13. 4 P S
• Product: Spritzer, wine with gas, less calories
• Price: Slightly expensive than beer
• Place: Pubs/Clubs, chain markets, supermarkets
• Promotion:
• Free launch party tickets for four water gates
• Cocktail recipes

14. D R I N K L I G H T LY

15. M M M M D E L I C I O U S