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Global Wine Market & Marketing Trends Presentation NIBC Bank Conference feb 3 2014
1. - Marian Kopp -
Wine Markets Discussion
NIBC-Bank-Conference
Deidesheim, February 2, 2014
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
2. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
3. - Marian Kopp -
The 4 Key Trends in the Wine Industry
(…past 20 Years)
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
4. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
5. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
6. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
7. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
8. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
9. Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
10. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
11. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
12. - 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).
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
13. Millennial generation:
The current UK population
Currently 12 - 35 year olds
Born in
Born
1977 - 2000
digital
Busy
lives
Generation Y
The
future
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
14. 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
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
15. 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
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
16. The current UK population
Which label wins?
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
17. 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
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
18. 6 things you must know….
The current UK population
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
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
19. 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
20. - Marian Kopp -
Unless you have something to talk about,
all you have is fermented grape juice.
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
21. - 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 _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de
22. - Marian Kopp -
Wine Markets Discussion
-Thank you-
Marian Kopp
kopp@wg-lauffen.de
http://www.linkedin.com/in/mariankopp
www.wg-lauffen.de
Marian Kopp _ Lauffener Weingärtner eG _ kopp@wg-Lauffen.de