In the wine industry, one meets more people driven by passion and calling than in any other business. Wine communicators – and other actors of the wine industry – tend to neglect their implication in wine sales. Though, the final consumer is the one financing the whole wine industry. Every wine communicator is involved in selling wine and keeping that in mind would avoid huge waste of money invested in useless wine communication funded by wine regions and wineries.

1. "So, you're in wine sales…"

2. If you're not contributing to a Wine
Sale…
• Remember this cover?
– More great wine than
ever
– But too few consumers
to drink it
• It can't be that bad!
– Wine quality is better
than ever
– And there are more
choices available to the
consumer than ever

3. 3
The wine sector's golden age
• Between 1960s and 1980s, global wine
consumption grew almost 50% from just over
20, to just under 30 Billion Litres.
"If it was good (enough), the wine sold itself"

4. 4
The wine sector's crisis age
• Between 1980s and now, global wine
consumption fell back to 1960s levels to be
just over 22 billion Litres
"Wine needs help to encourage every sale"

5. Let's look at wine market size* trends
(Euromonitor 2013)
5
USA +52%
Aus +39%
NZ +33%
*Originally, incorrectly labeled 'Export'

6. Let's look at wine *market size trends
(Euromonitor 2013)
6
*Originally, incorrectly labeled 'Export'

8. Growth in number of wine consumers
in the US
Image from: http://www.winebusiness.com/news/?go=getArticle&dataid=83196

9. Wine Consumers increased from 12 to 37%
of Australian population in 50 years
From: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/4307.0.55.001main+features72010-11

10. Less Wine Consumers, drinking less often
in France
From: http://www.franceagrimer.fr/content/download/19367/156077/file/SYN-VIN-conf%C3%A9rence-vinitech-%C3%A9tude-consommation-vin-A12.pdf

11. New consumers are the key
• Wine producers growing their markets have
increased exports and domestic consumption
• Remember that these producers have also
faced extensive growth in domestic
competition
– Eg. Wine producers in Aus increased from less
than 300 in the 1980s, to 2600 by 2011 (WFA
2011)

12. 12
Explaining the disparity
European selling
• Fragment the offer
– More levels of quality
– More layers to regions
• Regulate the product
• Consumer qualification
Growing Market selling

13. 13
Explaining the disparity
European selling
Growing Market selling
• Fragment the offer
• Transparency in offer
• Link to wine's lifestyle
• Encouraging new
consumers
– More levels of quality
– More layers to regions
• Regulate the product
• Consumer qualification

14. 14
Wine selling tool-kit
Wine communication don'ts…
• Selling on quality
• Focusing on loyalty at the
expense of new consumers
• Creating niches in the
market
• Emphasising uniqueness
• Educating the customer
The list of 'do's…..
• Link to producer and…
– Or retailer
– Or restaurant/café/bar
– Or brand
• Think social
– With imbibers, at location
• Mention where found
• Mention what for
• Mention availability and
price!
• Show changes in viewer
numbers over time

15. Why it will work in Europe
"We used to sell almost all our wine in Spain.
Now most of our wine is in export [new
consumers]. This year we might even hit 70%
of our wines being exported"
- Santiago Vivanco Sáenz, DG of Dinastia
Vivanco

16. Who are you communicating for?
• Robert Joseph:
"If you accept hospitality from a wine
producer(s), you must be able to justify your value
to them."
• Digital media provides you with all the
numbers you need
• Use them!