SUMMIT
WoC 2018
WoC 2018
Mario Pablo Silva Bienvenida - Presidente WoC
Ma. Angélica Valenzuela Estrategia 2025 y Competitive Landscape
Misión
Visión
Ser reconocidos y fortalecer la imagen como vinos premium en los mercados internacionales, posicionando la mejor calidad y diversidad del vino chileno. Articulando la asociatividad, cooperación y entendimiento del ecosistema exportador.
Consolidarse como el productor número uno de vinos premium, sustentables y diversos del Nuevo Mundo al 2025, promoviendo y posicionando la denominación de origen y contribuyendo al desarrollo del sector en su totalidad.
Visión y Misión
Partnership
Socios Industria
WoC
Volumen Exportaciones Vino Embotellado
(millones de cajas, fuente OIV 2017)
WoC Chile versus otros países del Nuevo Mundo
WoC Precio promedio exportaciones Vino Embotellado
Total Vinos 3,7% Vol / 8,8% Val. 6,4%
5,8%
Volume
WoC Evolución exportaciones chilenas (embotellado)
Value
Competitive Landscape NUEVO MUNDO
AUSTRALIA
NUEVA ZELANDA
SUDAFRICA
ESTADOS UNIDOS
ARGENTINA
VIEJO MUNDO
ITALIA
FRANCIA
ESPAÑA
3.670 mm lts 1.540 mm lts.
2.330 mm lts 330 mm lts.
660 mm lts 300 mm lts.
770 mm lts 380 mm lts.
4.250 mm lts 2.140 mm lts.
3.210 mm lts 2.210 mm lts.
949 mm lts 941 mm lts. 1.180 mm lts 2192 mm lts.
1.080 mm lts
285mm lts 252 mm lts.
919 mm lts 450 mm lts. 1.370 mm lts 811 mm lts.
Australia
Idiosincracia Australiana
Cómo son? Los australianos se conocen como un pueblo de anónimos, sin rasgos distintivos profundos. Actualmente, este modesto anonimato se presenta como una ventaja ante un hombre moderno cada vez más esclavo de sus propias reglas. DIRECTOS: Personas de pocas palabras, abiertos y directos. Naturaleza práctica. INFORMALES: Ausencia de formalidad. Conformidad con unos pocos valores básicos y un gran grado de libertad mental que no tiene paralelo en el mundo. MODESTOS: Modestos, humildes, autocríticas y con sentido del humor. Siempre se relacionan con los otros como iguales. CONCRETOS: Suelen enfocarse en los hechos concretos y estadísticas
Idiosincracia Australiana
Hacia donde van ? Herencia de su historia EXPERIMENTACION INNOVACIÓN Y RIGOR TECNOLÓGICO PROFESIONALIZACIÓN Y LIBERTAD A LOS ENÓLOGOS CULTURA DE ESPECTÁCULOS VINÍCOLAS
Desafíos del Vino Australiano CONSOLIDARSE SIN VOLVERSE CONVENCIONAL INSPIRACIÓN Y ORIGINALIDAD MUCHO MÁS ALLÁ DE SHIRAZ APRENDIZAJES PARA SER EL NUMERO 1 VINOS A SU MODO
AMBICIÓN: CONVERTIRSE EN EL PAÍS VITIVINÍCOLA MÁS IMPORTANTE DEL MUNDO
Estrategia
¨Made our Way¨ VINOS A SU MODO AUSTRALIA, ES MÁS QUE SOL EXPLORANDO NUEVAS CEPAS LO ARTESANAL Y MINIMALISTA LOS CLÁSICOS CAZADORES DE NUEVOS TERROIR ENÓLOGOS ‘HOT’ Y VINOS ‘COOL’
Arquetipos: “outlaw” rompe reglas
“sage” se sustenta en el conocimiento
Australia Cómo se percibe el Vino Australiano? DIFERENTES / POCO CONVENCIONALES ALPHA BOX & DICE: APARENTEMENTE RELAJADOS CON LOS PIES EN LA TIERRA PROMOVIENDO EL ESTILO DE VIDA AUSTRALIANO INSPIRADORES MODERNOS Y ACTUALIZADOS
Nueva Zelandia
Idiosincracia Neozelandesa
Cómo son?
Sociedad de diversos orígenes, que por naturaleza, los hace ser personas abiertas a la diversidad, y con un alto compromiso con su tierra. Conscientes y responsables con el medioambiente. ORGULLOSOS: Personas que defienden y honran su herencia, su origen y su cultura del Pacífico. Es común ver en ellos el amor por su tierra, son autosuficientes y no suelen compararse con otros.
RESISTENTES: Son trabajadores, esforzados y de fácil adaptación a los entornos adversos. No acostumbran quejarse. INDEPENDIENTES: Son personas que les dan un alto valor a su libertad, no buscan parecerse a otros o seguir las estructuras tradicionales. MULTICULTURALES: Son curiosos y abiertos a integrar otras culturas, son amables, respetuosos y tolerantes.
Características del Vino Neozelandés Vinos con paisaje, medioambiente y futoro VINO DE ISLAS VARIEDAD SEGUN GEOGRAFIA COMPROMETIDOS CON SU TIERRA VINO “NATURAL”
Desafíos del Vino Neozelandés MÁS ALLÁ DEL SAUVIGNON BLANC PARTICIPAR EN MÁS CATEGORÍAS JUSTIFICAR LA PROMESA ENOLOGÍA AVENTURERA Y ORGÁNICA
Estrategia:
¨Pure Discovery¨ ENOLOGÍA AVENTURERA Y ORGÁNICA ENOTURISMO, PERFECTO PARA LA ESTRATEGIA
PRESENCIA EN FESTIVALES VITICULTURA SOSTENIBLE
Arquetipos: “Mother Earth” Resguarda el origen
“Explorer” Experimentar un mundo mejor, más auténtico, la vida más plena
Nueva Zelandia Cómo se percibe el Vino Neozelandés? INICIATIVA VERDE UNA PERSPECTIVA FRESCA ORGULLOSOS DEL ORIGEN REPRESENTANDO A NUEVA ZELANDA UN CUIDADOR NATURAL
Sudáfrica
Idiosincracia Sudafricana
Cómo son? Diversidad étnica y cultural. No existe una lengua única ni una cultura compartida, y es un país en el que su historia divide más que une. “UBUNTU”: Concepto africano y filosofía humanista de la relación del individuo con otros. "Ubuntu habla sobre el hecho que no puedes existir como un ser humano en aislamiento. Habla de nuestra interconexión. RESPETUOSOS: Suelen ser muy respetuosos de sus pares y de la autoridad. Y aunque son amigables, suelen mantener cierta distancia como un signo de respeto. ORGULLOSOS: Los sudafricanos expresan abiertamente el orgullo que sienten por su herencia cultural y por las características única de su país. EVITAN LA CONFRONTACIÓN: Evitan abordar temas controversiales.
Características del Vino Sudafricano Herencia de su historia COLABORACIÓN COMPROMISO SOCIAL
Desafíos del Vino Sudafricano RECUPERAR LA CONFIANZA DIFERENCIACIÓN PENDIENTE REFORZAR LA CEPAS BLANCAS SUSTENTABILIDAD SOCIAL Y MEDIOAMBIENTAL
Estrategia ¨Welcome to our World of Discovery¨ SUSTENTABILIDAD SOCIAL Y MEDIOAMBIENTAL HANNAUWA, EL VINO QUE PROMUEVE LA FELICIDAD LEGISLACIÓN PROGRESISTA
Arquetipos: “Humanitarian” Preocuparse por otros
“Mother Earth” Resguarda el origen
Sudáfrica Cómo se percibe el Vino Sudafricano? EL VINO QUE CAPACITA VINO DE LA FAMILIA Y LA COMUNIDAD
Argentina
Idiosincracia Argentina
Cómo son? Argentina no hay que entenderla… hay que amarla.
VIVEN EN EL PRESENTE PROTAGONISTAS HISTRIONICOS QUIEREN UN PAIS ESTABLE
Características del Vino Argentino Herencia de su historia COTIDIANO
AMBICIOSO DIVERSO Y PROPIO RESILIENTE
Desafíos del Vino Australiano REPENSANDO SU OFERTA “CAMBIANDO EL JUEGO: DE VARIETALES A REGIONES” EL MALBEC: LA PUERTA DE ENTRADA AL TERROIR MÁS ALLÁ DE LAS CEPAS: EL TERROIR UN CAMBIO SILENCIOSO
Estrategia LA TIERRA Y LA GENTE HACEN LA DIFERENCIA IDENTIDAD NACIONAL : EL VINO Y LOS ARGENTINOS EL VINO ARGENTINO NO ES UNA MODA REDESCUBRIENDO EL ORGULLO POR EL VINO EL ENÓLOGO: UN ROCKSTAR EL LENGUAJE DIFÍCIL DEBE QUEDAR ATRÁS.
Arquetipos: “Sage” Se sustenta en el conocimiento
“Regular guy” Realismo
Argentina Cómo se percibe el Vino Argentino? TERROIR DE LOS VINOS ARGENTINOS ACCOLATES TRADICIÓN, PASION Y GRAN EXPERIENCIA CATAS INVITAN A VIVIR EXPERIENCIA
Estados Unidos
Idiosincracia Americana
Cómo son? Tienen diversas raíces culturales, existiendo características sociales y de vida en comunidad que comparten. Estas características varían notablemente en cada región, por lo cual no deben ser percibidos como estereotipos. INDIVIDUALISTAS: Son fieles defensores de las libertades y derechos individuales y un amplio respeto de la vida privada, las opiniones de los demás y la igualdad humana en todo sentido. EMPRENDEDORES: Le otorgan mucha importancia al logro y al éxito personal, tanto en los asuntos profesionales, como en las cosas domésticas o cotidianas. Por lo que tienden a arriesgarse más por lograr sus sueños y emprender proyectos nuevos. COMPETITIVOS: Los americanos compiten todo el tiempo, incluso de manera amistosa. Esta cualidad de querer ser siempre los mejores, se refleja en su espíritu deportivo. Para ellos es importante ser el primero, vender más, estar en la cima de la lista. ETNOCÉNTRICOS: A los americanos les cuesta ver más allá de su propia cultura. Suelen estar escasamente informados sobre asuntos internacionales. Saben poco sobre la geografía, historia y realidades de otros países. Están muy ocupados con la diversidad de sucesos que enfrentan en su propio país.
Características del Vino Norteamericano Herencia de su historia EXPERIMENTAL MARKETEROS LIBRE
Desafíos del Vino Americano MÁS QUE CALIFORNIA NO SÓLO MODA UN CONTEXTO MÁS SUPERFICIAL CONSTRUIR UN RELATO MÁS PROFUNDO
Estrategia Discover California Wines CAMBIANDO EL ESCENARIO A SU FAVOR CALIDAD E INNOVACIÓN
Arquetipos: “Magician” Transformación de la realidad
“Creator” Crear valor
América Cómo se percibe el Vino Americano? SU PROPIA TRADICIÓN INNOVADORES VINO “EN CONSERVA” / VINO EN LATA
Italia
Idiosincracia Italiana
Cómo son? Con un alto espíritu de supervivencia y un entusiasmo natural, han aprendido a salir delante en situaciones difíciles. Un máximo sentido visual, sensibilidad por la moda y dotes creativas constituyen el “ sello italiano”. SENTIDO DE PERTENENCIA: La familia es una institución en Italia, tiene mucho peso en la vida de las personas. Su concepción se extiende más allá de la típica familia nuclear compuesta por padres e hijos, incluyendo también tíos, primos y abuelos. El PLACER Y EL DISFRUTE SON CENTRALES: Desde el tráfico de Roma hasta el papeleo que implica el menor trámite en el sector público dificultan la vida cotidiana. Puede que los italianos tengan un estilo de vida no muy eficiente, pero es incuestionable en cuanto al placer. No por nada “ la dolce vita” la inventaron ellos. SIBARITAS: El rito de la comida: Las comidas son un medio a través del cual los italianos celebran la vida y su gratitud a la tierra.
Características del Vino Italiano Herencia de su historia TRADICION DIFERENCIAS REGIONALES VINO Y GASTRONOMIA ETIQUETAS / DiSEÑO / MODA
Desafíos del Vino Italiano LOS VINOS DE ITALIA: REFORZANDO LA IDENTIDAD LOS NUEVOS CONSUMIDORES
Estrategia ¨Another love Story in Verona¨ NO SOMOS SÓLO MUCHAS VARIEDADES CONSTRUYENDO SOBRE SUS PILARES
Arquetipos: “Lover” Romanticismo y placer
“Creator” Crear valor
Italia Cómo se percibe el Vino Italiano? CONSTRUYENDO SOBRE SUS PILARES LA ESPONTANEIDAD Y EL SELLO ITALIANO SABEN DE DISEÑO Y ESTILO
Francia
Idiosincracia Francesa
Cómo son? La tradición y los métodos de la escuela francesa les hacen ser hipercríticos consigo mismos pero saben escapar gracias a la autoestima. REVOLUCIONARIOS O “INMOVILISTAS”: Se dice que los franceses son reacios a los cambios y al mismo tiempo, siempre exigen reformas y esperan (o temen) una gran revolución. NO HABLAN DE DINERO: A Los franceses tienen también una relación peculiar con el dinero, del que está mal visto hablar, por tres razones culturales: la tradición católica, la influencia del marxismo y la herencia de la cultura campesina. SON CONSTRUCTORES DE MARCAS: Los franceses son grandes constructores de marcas. Generan relato y marca con las cosas que hacen y venden. Y la primera marca es Francia misma. HEDONISTAS PERO RACIONALES: Francia ha exportado la figura del 'Bon vivant', pero los franceses se sienten incómodos si no hacen nada. Por eso el ocio hay que llenarlo, sobre todo el de los niños, a los que siempre se ofrecen actividades para ocupar el tiempo libre. CONSIDERAN QUE FRANCIA ES UNA EXCEPCIÓN: Lo admirable de Francia es esa voluntad de existir y de ser diferente frente al dominio anglosajón o ante la potencia económica de Asia. En el fondo, subyace la idea de que Francia es un modelo único y específico que debe servir de referente.
Características del Vino Francés Herencia de su historia CONSISTENCIA CERTEZA DE CALIDAD Y PLACER GLAMOUR FRANCÉS
Desafíos del Vino Francés LA DIFÍCIL TAREA DE SER EL REFERENTE
Estrategia
¨Magnetique Bordeaux (Burdeos)¨ / ¨Made in France Made with Love¨ SEGUIMOS SIENDO LOS MEJORES PREPARACIÓN DEL RECAMBIO GENERACIONAL DE ENÓLOGOS EL RECAMBIO GENERACIONAL DE CONSUMIDORES
Arquetipos: “Lover” La pasión de seducir
“The ruler” Mantener las reglas
Francia Cómo se percibe el Vino Francés? REFUERZO DE LA IDENTIDAD FRANCESA SÍMBOLOS DE LA TRADICIÓN Y PAÍS
España
Idiosincracia Española
Cómo son? La personalidad de los españoles es fruto de sus vivencias. Se ha convertido en una nación que valora profundamente la libertad de expresión y que tiene un lugar predominante se su vida el disfrute. EXPRESIVOS: No tienen problemas para comenzar una conversación (incluso con desconocidos) y suelen interrumpirse cuando están conversando, lo que en España se consideran algo bueno ya que muestra que la persona estaba escuchando atento.
FIESTEROS/GOZADORES: Los españoles están acostumbrados a salir e ir a fiestas como parte de su rutina semanal. CREATIVOS: Los españoles son reconocidos por su creatividad e ingenio a nivel mundial. Cuentan con destacados referentes en las diversas áreas artísticas. OPTIMISTAS: Los españoles tienden a ver las situaciones de forma más favorable. Eso explica como han logrado enfrentar difíciles momentos históricos y aún tener razones para celebrar. DESINHIBIDOS/TOLERANTES: Los españoles desarrollaron un espíritu colectivo pleno de libertades y licencias, que algunos han calificado como el “gran destape” español. Son más tolerantes de la diversidad.
Características del Vino Español Desafíos del Vino Español PAÍS REFERENTE QUE SE QUEDÓ DORMIDO RECUPERAR SU LUGAR: VOLVER A SER PREMIUM VISIÓN ÚNICA DEL VINO ESPAÑOL DAR A CONOCER SUS CEPAS EL PAÍS QUE PRODUCE PERO NO TOMA
Estrategia ¨Qualified designation of Origin (Rioja)¨ ASEGURANDO LA CALIDAD DE LOS VINOS DESPERTÓ LA FIESTA: ENTRETENCIÓN Y CREATIVIDAD
Arquetipos: “Jester” Pasarlo bien
“Creator” Innovación y belleza
España Cómo se percibe el Vino Español? ESTILO DE VIDA DE CELEBRACIÓN HUMOR Y CREATIVIDAD INNOVACION Y VANGUARDIA
En síntesis… Agresiva competencia / aumento de inversión Nuevos consumidores entrantes Innovación en producto y comunicación Acercamiento nuevos segmentos
Foco y Creatividad para LIDERAR en vinos, además de…
WoC 2016/2017 Exports by Market (Value)
Aumentar la demanda y el precio promedio de vino chileno Crecer un 3% en volumen y 6% en valor 2016 versus 2017 Objetivo
Real
WoC Objetivo General Plan 2025
Estrategia
Brand Building and Creating Value
Objetivos de MKT Posicionamiento Premium
Países Prioritarios 1
• • •
China Brasil Usa
2
• •
Canadá UK
Aumento de precio promedio
Precio •
Productos Premium (+US$ 60 FOB)
Penetración y consumo de vinos premium
Segmento Objetivo • • •
Trade Prensa Consumidores
WoC
Reasignación Inversión Mercados Prioritarios
Source: China Customs
Ian Ford Nimbility
Co_Founder de Summergate Fine Wine & Spirit. Actualmente consultor en Nimbility
Julio Alonso ASIA MARKET
ASIA Summit
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
ASIA
Per capita consumption
Per capita consumption of wine in China remains low compared to other markets
Source: Wine Intelligence 2018
ASIA
Chilean bottled wine exports by country in Asia COUNTRY
2017
% Variation 2016/2017
Volume (9 L. Cases)
Value (US$ FOB)
Av. Price (US$/9L.C)
Volume (9 L. Cases)
Value (US$ FOB)
Av. Price (US$/9L.C)
CHINA
8.201.553,81
253.930.441,46
30,96
29,25
30,07
0,63
JAPAN
6.476.684,87
158.500.059,83
24,47
13,08
11,67
-1,25
KOREA
1.001.033,73
37.993.391,01
37,95
2,53
-1,06
-3,51
HONG KONG
342.023,28
13.298.992,18
38,88
-5,02
-2,90
2,23
VIETNAM
286.305,72
11.439.608,10
39,96
1,11
-1,14
-2,23
TAIWAN
270.856,52
11.354.326,03
41,92
-8,75
-1,65
7,77
SINGAPORE
254.359,62
10.322.327,40
40,58
27,91
25,12
-2,18
Total Asia
16.832.817,56
496.839.146,02
36,39
8,59
8,59
0,21
Total WORLD
57.226.809,87
1.604.521.455,14
28,04
5,78
6,40
0,59
Source: Intelvid
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA
Imported wine drinkers in China 2018 2014
378 million
95 million
38 million
23,7 million
Urban adult population aged 18-54
Urban upper-middle class adult population
Urban upper-middle class imported wine drinkers
Monthly imported wine drinkers
430 million
112 million
51,6 million
32 million
Urban adult population aged 18-54
Urban upper-middle class adult population
Urban upper-middle class imported wine drinkers
Monthly imported wine drinkers
2018
Source: Wine Intelligence 2014 - 2018
CHINA
Distribution of Chinese imported wine drinkers 2018
Source: Wine Intelligence 2018
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA
Imported wine by country 2017
2016 vs 2017
The top 5 players fetched 90% of the market.
#
Country
Volume/ Liters
Value / USD
Average price 9L
Chg Volume
Chg Value
Chg Av. Price
1
France
217.859.557
1.050.783.353
43,38
14,05%
8,84%
-4,55%
Chile and Spain grew in average price.
2
Australia
105.777.343
682.405.373
58,05
33,25%
25,78%
-5,56%
3
Chile
74.374.462
266.972.216
32,31
23,66%
27,50%
3,16%
4
Spain
67.932.288
149.910.972
19,89
-5,74%
5,51%
12,18%
5
Italy
29.453.073
139.140.069
42,48
14,21%
21,76%
6,55%
6
United States
9.633.708
75.590.972
70,65
-1,06%
44,10%
45,64%
7
South Africa
8.120.109
24.449.255
39,33
-15,48%
-29,72%
-16,84%
8
Portugal
7.715.933
22.190.182
96,12
13,46%
16,92%
3,05%
9
Georgia
5.055.781
17.791.049
31,68
45,38%
46,09%
0,49%
10
Argentina
5.054.256
22.087.221
25,92
-9,61%
-4,50%
-30,43%
Chile has grown 27,5% in value and 24% in volume according to China Customs. (2016-2017) Spain: increases 5,51% in Value and Av. price in 12,18%.
Source: Canadian Wine Institute
CHINA
Imported wine by Country
Source: China Customs
34,2 28,6
28 24,9
29,1
22,5
CHINA Chilean exports evolution (Volume)
30,2
Volume Price
35,3 32,8
31,3
29,7
30,8
31
Chilean Export to China by Range (Value) 2013-2017
2013
2014
2015
2016
2017
0-19,99
9%
10%
16%
18%
16%
20-29,99
38%
43%
38%
33%
33%
30-39,99
17%
15%
16%
14%
17%
40-49,99
9%
8%
9%
8%
9%
50-59,99
5%
5%
4%
4%
4%
>=60
23%
19%
17%
23%
21%
RANGE CASE
0 a 20
20 a 30
CHINA
30 a 40
40 a 50
Exports by Price Segment
50 a 60
> a 60
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA
Channel usage Rank in 2018
Wine-buying channel
2015
2017
2018
Long-term trend
Short-term trend
n=
1119
1000
1000
15 vs 18
17 vs 18
1
Wine shop/shop Specialised in alcohol
60%
63%
58%
→
↓
2 3
On the internet Hpyermarkets
45% 58%
48% 39%
48% 40%
→ ↓
→ →
4
Department store
51%
40%
38%
↓
→
5
Imported food and drinks stores
n/a
38%
36%
n/a
→
6
Duty free (at airport, ect)
42%
38%
35%
↓
→
7
Boutique supermarkets
n/a
32%
30%
n/a
→
8
Directly from broker
26%
27%
25%
→
→
9 10
Overseas Supermarkets
28% 20%
26% 16%
24% 18%
↓ →
→ →
11
Discount supermarkets
15%
16%
13%
→
→
12
Covenience stores
14%
11%
10%
↓
→
A smaller proportion of Chinese urban upper-middle class imported wine drinkers are purchasing wine from hypermarkets and department stores.
Source: Wine Intelligence 2018
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA
Country of origin awareness: Tracking Rank in Country of 2018 origin n=
2015
2017
2018
Long-term trend
Short-term trend
1119
1000
1000
15 vs 18
17 vs 18
1
France
78%
80%
82%
↑
→
2
China
72%
72%
77%
↑
↑
3
Australia
54%
52%
53%
→
→
4
Italy
60%
54%
52%
↓
→
5
Chile
39%
48%
49%
↑
→
6
Spain
48%
46%
44%
↓
→
7
New Zealand
46%
42%
43%
→
→
8
Portugal
46%
42%
41%
↓
→
9
California USA
47%
47%
41%
↓
↓
10
Argentina
37%
37%
32%
↓
↓
There has been a significant decrease in country of origin awareness of several Old and New wine counties over the years but the awareness of France, China and Chile as wine producing countries to significantly increase. Source: Wine Intelligence 2018
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA
Competitive Landscape Brand
Market Position
Strengths
Weaknesses
+ France
+ Market Share 2017 (Value): 41,13% + Imported Value in 2017: USD 1.049.462.000 + Imported Volumen in 2017: 24.206.617 (9L Case) + Av. Price 2017: 43,38 USD/Case + Market Relevance Value 2017: 12,7% (Ranking: 2nd)
Heritage, first come, price positioning
South of France price point wave, high taxes, too high price points for Bordeaux
+ Australia
+ Market Share 2017 (Value): 26,73% + Imported Value in 2017: USD 681.976.000 + Imported Volumen in 2017: 11.753.038 (9L Case) + Av. Price 2017: 58,05 USD/Case + Market Relevance Value 2017: 35,9% (Ranking: 2nd)
Biggest country budget, big team in China, truly diverse wine offer, cero tariff in 2019.
Political problems with China now, case of ethanol in AUS known in China, too concentrate, TWE holding 1/2 of exports to China.
+ Chile
+ Market Share 2017 (Value): 10,46% + Imported Value in 2017: USD 266.904.000 + Imported Volumen in 2017: 8.263.829 (9L Case) + Av. Price 2017: 32,31 USD/Case + Market Relevance Value 2017: 15,8% (Ranking: 1st)
Good coordination among wine sector – good distribution stablished in the country.
Lower promotional budget – no vision in building a Nation Branding with a premium positioning – Australia reaching 0% import tariff in 2019.
CHINA
Competitive Landscape Brand + France
Strategic Pillars « Magnétique Bordeaux »
(Bordeaux)
-Simply Bordeaux Roadshow April 24-27 (Qingdao, Chongqing, Hangzhou)
“Made in France, made with love”
-Rhone Valley Academy Trip (include level one and two), first semester of 2018 (Suzhou, Xiamen, Shenyang, Lanzhou, Kunming) Cooperate with Esen.
Sopexa for France wine comunication Sud de France brand name epitomise friendliness, authenticity, and modernity
+ Australia
+ Chile
Core Activities
Australian Wine Made Our Way - Growing the most diverse. - Freedom to experiment – while we respect tradition, not forced to adhere to regional rules,
“Love Wine, Love Chile”
Budget USD 5.700.000
-Medoc Masterclass 2017 Oct 23 – 27 (Shenzhen, Chongqing, Suzhou, Wuhan, Dalian)
-Wine Australia Award Oct (Shanghai)
USD 8.000.000
-Vinexpo Country of honor, 16 Masterclass, The Blend Party ) -Weib, 20 000 followers / Tmall official shop
-Wines of Chile Roadshow June 5-11, 4 cities (Shanghai, Zhengzhou, Wulumuqi, Chengdu) -Wines of Chile 90+ (shenzhen, Beijing) -Fair (CFDF Chengdu, Vinexpo, Prowine)
USD 1.000.000
CHINA
Competitive Landscape Brand
Market Position
Strengths
Weaknesses
+ Spain
+ Market Share 2017 (Value): 5,87% + Imported Value in 2017: USD 149.914.000 + Imported Volumen in 2017: 7.548.032 (9L Case) + Av. Price 2017: 19,89 USD/Case + Market Relevance Value 2017: 8% (Ranking: 4th)
Double budget for 2018 and more, big category is RIOJA in the premium segment, Spanish food trend going on.
Low average price, low price positioning,
+ Italy
+ Market Share 2017 (Value): 5,41% + Imported Value in 2017: USD 138.124.000 + Imported Volumen in 2017: 3.272.564 (9L Case) + Av. Price 2017: 42,48 USD/Case + Market Relevance Value 2017: 2,5% (Ranking: 9th)
Racing nation brand awareness, association with lux cars, fashion and food.
Desalination of the efforts and budget, no unique institution for promoting wines.
+ New Zealand
+ Market Share 2017 (Value): 1,14% + Imported Value in 2017: USD 29.202.000 + Imported Volumen in 2017: 287.580 (9L Case)* + Av. Price 2017: 101 USD/Case* + Market Relevance Value 2017: 31,6% (Ranking: 5th)
High budget in relation to their export, organized branding, clear nation branding, focus in one grape (SB) is working together with the race in whites.
Too high price point causing a slower growth in volumes, limited varieties for a red driven country.
CHINA
Competitive Landscape Brand + Spain
+ New Zealand
Strategic Pillars “Qualified designation of origin” (Rioja)
- Main Sponsor for China Blind Tasting Competition
Applying the standards in the Regulations and ensuring that they are complied with, encouraging and monitoring the quality of the wines covered
- Rioja Tasting Roadshow
Pure Discovery
-New Zealand Roadshow May 21-25, 3 cities (Guangzhou, Beijing, Shanghai) -Wines of Chile 90+ (shenzhen, Beijing) -Fair (CFDF Chengdu, Vinexpo, Prowine) -Sauvignon Blanc Month June 4 - July 3, (Media press Shanghai; SB party in Qingdao, Xiamen, Xian, Shanghai. Discount on Tmall shop) -Tmall official shop
“Founded on our reputation as a wine exporter of the first rank, crafting and marketing distinctively-New Zealand, high quality, high value wines.”
+ Italy
Core Activities
Another love story in Verona (Vinitaly) Emphasizing the importance of story-telling and sharing emotions through images and texts to consumers.
Budget USD 2.300.000
- Restaurant Promotion Week
-Vinitaly Roadshow one city, Changsha -Fair (Chengdu Shangri-la)
USD 1.450.000
USD 1.500.000
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA Strategy
Objectives Increase awareness of Chile as premium producer
Create demand for fines wines
Geographic •
1rst Tier Cities
Value >US 60 FOB per Case Above US 19 (RMB 130) OFF Trade per Bottle. Above US 37 (RMB 250) On Trade per Bottle. Above US 15 (RMB 100) On-line.
Target • • •
Young Consumers KOL Gatekeepers
CHINA COMMUNICATIONS
Two dimension CONSUMERS
Weibo
KOL
IMAGE ACTIVITIES
WoC
Chile Week Road Show
Website
Micro-Channels
PREMIUMIZATION Actividades
TRADE
Wechat
EDUCATION
WoC Academy 90+ De carácter íntimo (familia, amigos cercanos). 1. Trainer On-Trade promotion Alta incidencia en ocasiones especiales (fiestas). 2. Regular 3. Corporate
Newsletter
INDEX
Summit 2018 • •
1. Asia 2. China Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
CHINA
Consumer campaign The campaign will be extended to 2018 in several digital media, micro-channels, Weibo and Wechat. Objectives: Increase the value of “Wines of Chile” as a brand in China, target markets set as priorities by the national industry. Target: Consumer. Date: Year 2019. Total cost: US$ 500 mil.
CHINA
WoC Web Site WoC Web Site Branding platform, created to showcase Premium chilean wines. The page will refer to an existing offer of Chilean wine in several websites.
Source: Canadian Wine Institute
CHINA
90+ / 2019 Will be the third edition of this massive high-end wine activity is leading by three opinion leaders of Wine industries; promoting 40 Premium Chilean wineries in China. Your brand will be showcase among key trade, medias, sommeliers and influencers in Shanghai and Beijing, connecting with distributors, buyers and consumers in different stages. Objectives
Creating Value and Branding for WoC, how to strengthen wineries positioning.
Target Audience
Trade-KOL.
Dates
Shenzhen (Oct 23th) and Beijing (Oct 25th).
Wineries
40 wineries.
Budget
USD $208.000
User Pays per Winery
USD $3.120
KPI
Attendees / Reach
3rd Edition 2019
CHINA
On-Trade On- Line Energizer Leverage on famous APP Dian Ping, to promote 90+ Chilean wines in premium restaurants in China, building upmarket positioning for our wines & boosting sales.
Target Audience Dates
Consumers October – November 2019
Wineries
20 wineries
Budget
USD $60.000
User Pays per Winery
USD 1,350
KPI
Restaurants envolved (80) – Consumer reach 500K– On line engagement for brands.
CHINA
Wines of Chile Academy REGULAR - TRAIN THE TRAINERS & CORPORATE PROGRAMS. We expect to have more that 45 Classes in 2019. Hong Kong & China (AWSEC) / Beijing (Dragon Fenix) / China (ASC) / Shanghai (Lu Yang) / Nanning (Julien Boulard).
Target Audience
Millennial Consumers and Trade
Dates
January to December
Wineries
20 wi 12 wineries neries
Budget
Wine Samples
User Pays per Winery
Wine Samples
KPI
Classes: +45
CHINA
Roadshow 2019 – One belt, One road Strengthen and build WoC image with differentiating identity in second and third order cities in China. Tentative Cities: Beijing, Xian, Fuzhou
Target Audience
Trade – KOL - Media
Dates
4th – 11st June 2019
Wineries
24 wineries
Budget
USD $154.000
User Pays per Winery
USD $3.700
KPI
Attendants to the Tradeshow >170 / Published articles per city >33
KOREA
Chile, the Farthest you can go Enlarge the spectrum of Chilean fine wine brands in Korea. The very first private massive high-end wine activity; promoting the 16 Premium Chilean wineries in Korea. brand among trade, medias, and influencers of Seoul. Besides, our wine stars will connect the wineries importers and the market players on the spot for a possible business ahead in the trendiest venues in town. Target Audience
Trade, Media and Consumers
Dates
November or December, 2019
Wineries
16 Wineries
User Pays per Winery
USD 2.640 (WoC Members) USD 3.420 (Non WoC Members)
the Farthest you can go
JAPAN
On-Trade Activation Focused on the most prestigious and innovational restaurants, bars and hotels in Tokyo (2 to 4 Weeks) The goal is to create a combined effect between an On-Trade activation and Digital Marketing that can build up the reach of the message to the consumer. Objectives
On-Trade Chilean Wine Promotion
Target Audience
Consumers
Dates
June 2019
Wineries
12 Wineries
Budget
USD 25.000
User Pays per Winery
USD 900
KPI
Restaurants envolved – Consumer reach – On line engagement for brands.
JAPAN
Kunio Bancho’s Book A series of assorted thematic tastings will be held to celebrate the launching of Kunio’s Book. The book will feature the differentiating element of Kunio's personal tasting notes taken through his visits to Chile, which seek to guide and motivate Japanese trade to explore Chilean wines from Premium segments. Objectives
Educational Guide
Dates
November 2019
Wineries
24 Wineries
Budget
USD 25.000
User Pays per Winery
USD 600
KPI
Trade Reached
JAPAN
JSA Tour 2019 It will be the 8th edition of the activity "Japanese Sommelier Association Tour", where 3 recognized Japanese sommeliers who previously visited Chile for educational program concepts, will guide a round of seminars and specialized tastings to sommeliers and local Objectives
Educational program
Dates
June 2019
Wineries
12 Wineries
Budget
USD 20.000
User Pays per Winery
USD 1600
KPI
Attendance / Reach
JAPAN
Rodolfo Guzmán and WoC
Boragó es in the TOP 27, on the 50 Best Restautants ranking. TOP 5 in South America. Rodolfo Guzman is a leading image for sophisticated and endemic Chilean cuisine Two Technical Dinners focused in:
Concept
a) Press
b) Corporate: Conrad Hotel Cities
2 cities
Dates
12 – 16 February 2019
Budget
USD 20.000
User Pays per Winery
USD 1.000
KPI
Media Reach
Coffee Break !
Nueva App
Vinos de Chile Te invitamos a descargar desde nuestra nueva aplicación móvil para tener en tu bolsillo todos los beneficios de socio. Presentación del Wines of Chile Summit 2018 Información de eventos Cifras y estadísticas de exportaciones Reportes de ventas y consumidores de los distintos mercados Descárgala ya desde la App Store, en dispositivos Apple y desde la Google Play Store en dispositivos Android. Nombre de usuario: tu correo electrónico. Clave: los primeros 4 dígitos del RUT de la empresa socia.
Ma. Angélica Valenzuela BRASIL MARKET
BRASIL Summit
#103
INDEX
Summit 2018 • •
1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
BRASIL
Vinos, Champaña y Espumantes, Volumen Total 56,5%
14,000
2012 X 2017
13185.9522
11,500 10201.1717
9,000
8949.6637
8985.8068
29,3%
8426.9811 7812.6726
2016 X 2017 6,500
4,000
2012
2013
2014
2015
2016
2017
BRASIL
Nacional, Importado (Volumen) 240,000,000
226,480,592
234,990,886
229,738,726
227,773,248
187,512,136
191,375,140
180,000,000
118,672,180
120,000,000
75,842,830
70,314,053
80,545,965
80,872,261
91,810,546
60,000,000
28,3%
0 2012
2013
2014 NACIONAL
IMPORTADO
2015
2016
2017
BRASIL
Consumo per Cápita 2.00
1.9233
1.9026
1.8798
1.88
1.8955
1.8551
1.75
1.6908
1.63
1.50
2012
2013
2014
2015
2016
2017
2012
2013
2014
2015
2016
2017
POPULAÇÃO IBGE
193.946.886
201.032.714
201.032.714
204.450.649
206.081.432
207.660.929
ESTIMATIVA POP. > 18 ANOS
164.854.853
170.877.807
170.877.807
173.783.052
175.169.217
176.511.790
VOLUME LITROS
317.062.787
321.213.418
325.108.531
329.403.472
296.183.881
327.451.193
CONSUMO PER CAPITA LITROS
1,92
1,88
1,90
1,90
1,69
1,86
INDEX
Submmit 2018 • •
1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
BRASIL
Market Overview El mercado del vino está creciendo a tasas de dos dígitos. Las últimas cifras de Junio muestran un crecimiento del 19% en volumen y del 26,2% en valor. La base de consumidores se está expandiendo: 8 millones de nuevos consumidores ingresaron a la categoría en los últimos 5 años, alcanzando a 30 millones de consumidores regulares de vino. Distribución más fragmentada con la expansión del e-Commerce y supermercados como canal directo de consumo. Brasil ocupa el 3er lugar en e-Commerce del mundo, con un 26% de consumidores de vino comprando en línea (1ª China - 41%, 2º Reino Unido 30%). Source: Ideal Consulting / Jun 18, Wine Intelligence Brazil Landscapes 2017
BRASIL
Canales (Valor)
DISTRIBUIDORES
SUPERMERCADOS
.COM
BRASIL
Online wine shoppers in Brazil Adult population (18-64 years)
Over ¼ of regular wine drinkers in Brazil have purchased wine online in the past six months, with 6% purchasing wine online monthly
121 million1 54%
Wine drinkers
26%
66 million2 49%
Regular wine drinkers (i.e.
2 32 million at least once a month)
26%3
Online wine shoppers (past 6 months)
8 million 21%3
Monthly online wine shoppers
1.7 million
6%
INDEX
Summit 2018 • •
1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
BRASIL
Market share (Volumen)
Source: Ideal Consulting
COUNTRY
MKT Share Var.
Portugal Italy France Spain Argentina Chile
3% 1% 1% 1% -3% -4%
BRASIL
Top 10 Países Exportadores 2016
2017
PAIS
VOLUME (CX-9L)
%
FOB US$
%
FOB MD VOLUME US$ (CX-9L) (CX-9L)
%
FOB US$
%
FOB MD US$ (CX-9L)
% VAR VOL
% VAR US$
1
CHILE
4.818.604,1
49,1%
124.808.104,6
47,8%
25,9
5.697.369,3
45,3%
146.560.748,9
43,7%
25,7
18,2%
17,4%
2
ARGENTINA
1.567.572,7
16,0%
44.976.074,6
17,2%
28,7
1.707.572,5
13,6%
51.160.394,1
15,2%
30,0
8,9%
13,8%
3
PORTUGAL
1.203.636,9
12,3%
29.152.564,2
11,2%
24,2
1.812.372,8
14,4%
43.910.221,6
13,1%
24,2
50,6%
50,6%
4
ITALIA
889.200,7
9,1%
22.010.743,2
8,4%
24,8
1.353.711,7
10,8%
33.807.038,0
10,1%
25,0
52,2%
53,6%
5
FRANCA
413.044,0
4,2%
15.774.488,2
6,0%
38,2
645.497,3
5,1%
24.092.836,9
7,2%
37,3
56,3%
52,7%
6
ESPANHA
436.107,0
4,4%
11.974.792,2
4,6%
27,5
714.993,5
5,7%
18.866.329,4
5,6%
26,4
63,9%
57,6%
7
URUGUAI
248.478,8
2,5%
5.169.278,3
2,0%
20,8
328.701,8
2,6%
7.625.838,8
2,3%
23,2
32,3%
47,5%
8
ESTADOS UNIDOS
80.002,5
0,8%
2.870.237,8
1,1%
35,9
125.378,0
1,0%
3.914.396,0
1,2%
31,2
56,7%
36,4%
10
AUSTRALIA
54.177,0
0,6%
1.470.404,9
0,6%
27,1
35.632,1
0,3%
1.181.514,6
0,9%
25,2
95,1%
90,3%
Average Market FOB: USD 27.9
Volume Price 25,9
5,6
BRASIL Chilean exports evolution (Volume)
0 a 20
20 a 30
30 a 40
40 a 50
50 a 60
BRASIL Valor por segmento 2013-2017 de Chile en Brasil
> a 60
Chilean Export to Brasil by Range (Value) 2013-2017
0 a 20
20 a 30
30 a 40
40 a 50
50 a 60
BRASIL Exportaciones por segmento de precio
> a 60
RANGE US$ FOB
2013 2014 2015 2016 2017
0-20
23% 20% 23% 27% 30%
20-30
25% 29% 32% 34% 32%
30-40
22% 22% 20% 18% 19%
40-50
8%
9%
7%
10%
6%
50-60
7%
6%
5%
3%
3%
> 60
15% 14% 13%
8%
10%
INDEX
Summit 2018 • •
1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
BRASIL
Channel usage for wine purchase
¼ of wine consumers purchase wine online in Brazil, in a market dominated by purchasing wine in supermarkets
Source: Wine Intelligence, Vinitrac® Brazil, November '17, n=1,000 Brazilian regular wine drinkers
26%
*
Online wine shoppers
BRASIL
% of online wine purchasing in a global context Sweden Finland
7%
Norway 4% 3% Denmark
UK 30%
Canada 3%
Netherlands 11%
Ireland
Belgium
5%
5%
USA 13%
Portugal 5%
Spain
13%
Russia
Poland 5%
Germany 17%
6%
China 41%
Japan 23%
11%
Mexico
Hong Kong
7%
10%
Colombia 7%
Brazil 26%
Chile 10%
Singapore 18%
Argentina 4%
Source: Wine Intelligence, Vinitrac® studies in all stated markets in 2017 and 2018 and 2014 (Russia)
Australia 21% New Zealand 18%
INDEX
Summit 2018 • •
1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
BRASIL
Competitive Landscape País
+ Portugal
+ Argentina
+ Italia
Posicionamiento de Mercado
Fortalezas
Debilidades
Trabajo consistente por parte de ViniPortugal, tendencias culturales, turismo en crecimiento, buena relación calidad-precio.
Sin beneficio impositivo de importación, alta concentración en vinos “entry level”, no muy bien posicionados en otros mercados internacionales
14% Market share, 2015-18 crecimiento en volumen 26%, Precio promedio FOB USD 30.9 (caja), Ranking – 3rd
Proximidad geográfica e impuesto de importación, sólida reputación internacional, Malbec como cepa emblema, crecimiento del turismo
Perdió competitividad recientemente (precio-calidad), inestable, demasiado concentrado en una cepa, no tiene muchas marcas fuertes
11% Market share, 2015-18 crecimiento en volumen 48%, Precio promedio FOB USD 27.4 (caja), Rank – 4th
Variedad de estilos, fuertes lazos culturales, marcas fuertes en el segmento premium, inversión creciente de la UE, regiones emergentes ganando popularidad
15% Market share, 2015-18 crecimiento en volumen 64%, Precio promedio FOB USD 28.6 (caja), Ranking – 2nd
Baja coordinación de organismos geográficos, alta dependencia de vinos “entry level” (Lambrusco)
BRASIL
Competitive Landscape Brand
Strategy / Positioning
Core Activities
Budget
VINOS DE UNA DE LAS REGIONES MÁS TRADICIONALES Y ANTÍGUAS DEL MUNDO / CONVERTIR LOS VINOS DE PORTUGAL COMO EL PRÓXIMO "HOT SPOT" DEL ESCENARIO INTERNACIONAL DE VINOS
EVENTO ANUAL CON APOYO DE IMPORTANTES MEDIOS EN SÃO PAULO Y RIO DE JANEIRO / ACTIVIDADES DE EDUCACIÓN EN DIFERENTES CIUDADES DE BRASIL.
-
+ Argentina
MALBEC, LA PUERTA DE ENTRADA
MALBEC DAY EN SÃO PAULO, RIO DE JANEIRO Y BAHIA.
-
+ Italia
APALANCADOS EN VALORES COMO LA FAMILIA, LA COMIDA Y EL SELLO ITALIANO
PROSECCO
+ Portugal
BRASIL Estrategia
Objetivos Consolidar liderazgo
Desarrollar posicionamiento premium
Geográfico 1
•
2
•
São Paulo / Rio de Janeiro Campinas, Belo Horizonte, Porto Alegre
Precio • • •
>US 60 FOB per Case R$ 90 retail off trade R$ 150 On Trade
Aumentar el precio promedio
Foco • • •
Consumers KOL Gatekeepers
INDEX
Summit 2018 • •
1. Brasil 2. Brasil Trends Exports Channels Awareness Competitive Landscape
• •
3. Strategy 2019 4. Activities 2019 Source: Canadian Wine Institute
BRASIL
COMUNICACIONES
ACTIVIDADES
Plan 2019
EDUCACIÓN
PREMIUMNIZACIÓN
IMAGEN
WoC Academy
Tasting Sao Paulo
Roadshow
Sommelier contest
Pop up events
Digital campaign Ferias
Regular classes
Reina de Copas
CONSUMIDORES
Influenciadores
TRADE
Facebook e Instagram
Newsletter
BRASIL
Tasting WOC – São Paulo Innovar el formato , lugar y actividades (paseo virtual por bodegas participantes, experiencias sensoriales, interacciones tecnológicas, actividades culturales, entre otras). Programa: DIA 1: Evento de periodistas en la mañana, almuerzo periodistas y enólogos, Masterclass, Walk around tasting.
DIA 2: Fiesta Consumidores Objetivos: Renovar el evento y la marca WoC, establecer relaciones con el público objetivo, cobertura de medios. Foco: Medios, Trade y Consumidores. Aprox. 1.000 invitados. KPI’s: Número de participantes, exposición a los medios, contacto de potenciales clientes, participación en las actividades propuestas. Costo: USD 2.000 por Viña Fecha: Agosto 2019
BRASIL
Tasting WOC – São Paulo CONSUMIDOR
CONCEPTO: Acercar a los jóvenes (Millennials) al evento WOC. Tres elementos / valores clave que resuenan en esta audiencia: Propósito, interacción y experiencia. COMUNICACION: A través de redes sociales se comunicará el evento. Trabajo con influenciadores. APP PARA LA ACTIVIDAD: Aplicación para el evento donde los participantes puedan acceder a las actividades, ver el espacio, inscribirse en las actividades, ver más información sobre las bodegas y sus productos. TICKET DE DEGUSTACION: Cupón para degustar en forma de pasaporte. Después de cada cata, cada participante recibe un sello hasta que se completa el pasaporte. Estimular el consumo con moderación.
BRASIL
WoC Chile Tasting ACTIVIDADES INTERACTIVAS
REALIDAD VIRTUAL: Los participantes se sentarán en sillas y serán invitados a un viaje a las diferentes regiones de Chile y sus bodegas con gafas de realidad virtual. MESA CON PANTALLA TACTIL: Con información sobre diferentes variedades de cepas y vinos exhibidos en el evento.
BRASIL
WoC Chile Tasting SUGERENCIAS DE LOCACION:
SÃO PAULO • Terraço Museu da Casa Brasileira • Casa Bossa • Casa das Caldeiras
TRAIN THE TRAINERS
WOC AMBASSADOR CONTEST
REGULAR CLASSES
BRASIL
Wines of Chile Academy #131
BRASIL
Train the Trainers Certificaremos al primer grupo de sommeliers TOP. Los mejores estudiantes serán embajadores WoC. OBJETIVO: Educación y compromiso por parte del trade. FOCO: Sommeliers de restaurantes de alta gama. FECHA: Febrero – Mayo 2019. ESCUELA: Enocultura, elegida mejor escuela el 2017 por WSET. KPI: Certificar a 60 sommeliers de alta gama en los mercados objetivo (4 ciudades). Comenzar en São Paulo y ampliar al programa a otras 3 ciudades. Total: 60 profesionales COSTO: USD 1.300
BRASIL
WoC Ambassador contest Seis de los mejores estudiantes serán invitados a Chile para un entrenamiento intensivo de 1 semana. Al final del programa tendremos 6 embajadores para el vino chileno en Brasil. FOCO: Profesionales que participaron en WOC Academy FECHA: Julio 2019. ESCUELA: Orador destacado sommelier ex Héctor Vergara. KPI: Certificar a 6 de los mejores sommelier WoC en Brasil. COSTO: USD 700
BRASIL
Regular Classes Cursos de WOC Academy para los consumidores finales. OBJETIVOS: Educación. FOCO: Consumidores de vino. FECHA: Marzo a Diciembre. COSTOS DE PARTICIPACION: Muestras de vino. Los cursos se venderán a los consumidores. Incluye el material que WoC producirá. CIUDADES: 6 clases durante 2019. 20 estudiantes por clase.120 estudiantes.
BRASIL
Roadshow 2019 Una gira de una semana para promover la diversidad de vinos chilenos en mercados clave. OBJETIVOS: Fortalecer y construir imagen WoC en ciudades de primer y segundo nivel en Brasil. FOCO: Trade – KOL - Media. FECHA: Septiembre 2019 (one week). CIUDADES: Campinas, Belo Horizonte and Brasilia VIÑAS: 30-40 COSTO TOTAL: USD $165.000. COSTO DE PARTICIPACION: USD $3.000. KPI: Asistentes a la feria, impacto en los medios Campinas Martes
Belo Horizonte Miercoles
Brasilia Jueves
BRASIL
São Paulo REINAS DE COPAS Reforzar la calidad de los vinos premium chilenos entre las principales sommelières de SP. Amplificación RRSS Reforzar la presencia cada vez mayor de mujeres en el mundo de vino. FECHA: Mayo 2019. DESCRIPCION: cada una de ellas va a desarrollar una carta de vinos a partir de los vinos inscritos para la actividad. El evento será en un local cool y moderno de SP y RJ para atraer los consumidores Millennials, con DJ y muy informal. TARGET: Consumidor final Millennial COSTOS ESTIMADO: US$ 30.000,00 COSTO: US$ 1.500 por viña.
BRASIL
WOC Pop Up Activities São Paulo and Rio CASA COR: Desde 1996, CASACOR es el evento de diseño y decoración más grande de América Latina. Presente en todas las principales ciudades brasileñas durante todo el año. VEJA COMER & BEBER: Veja Comer & Beber es un premio anual promovido por la revista Veja, que elige los mejores restaurantes, bares y bocadillos de la ciudad en cada una de las 42 categorías. TASTE OF SÃO PAULO: Taste of São Paulo es la primera edición de los Taste Festivals que tienen lugar en América. Reúne a reconocidos chefs en auténticas y únicas cenas, clases y entretenimientos en un ambiente muy divertido. FESTIVAL PATH: Festival Path es una cumbre de innovación y creatividad que quiere transformar el acto de pensar, actuar y construir relaciones entre la comunidad creativa.
BRASIL
Digital Campaign Love Wine Love Chile OBJETIVO: Desarrollar imagen y posicionamiento premium en consumidores, generar engagement. DESARROLLO DE CONTENIDO: Producción y adaptación de contenidos propios, gestión de redes sociales de terceros (como Facebook, Instagram, Twitter, Linkedin y YouTube), gestión de bases de datos y marketing digital. TARGET: Consumidores Millennials. FECHA: Marzo - Diciembre.
BRASIL Feria
PROVINO: Se espera que sea el principal salón comercial de América Latina, orientado a los negocios, donde la industria del vino y las bebidas espirituosas se reúnen con profesionales del vino, el comercio y la gastronomía. OBJETIVOS: Aumentar la conciencia de Chile en el comercio. Generar nuevas oportunidades de negocio para las bodegas chilenas. FOCO: Trade. FECHA Y LUGAR: 15-17 de Septiembre 2019, São Paulo. COSTOS TOTAL: TBC. KPI: Asistentes a la feria, generación de nuevos negocios.
Claudia Soler CANADA / UK MARKET
CANADA Summit
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
CANADA
Market Analysis Market Share by Province in 2017 By Volume and Value
Volume
Value
Quebec: BC : Ontario: Alberta:
23.3 L 18.7 L 15.2 L 12.8 L
Source: Canadian Wine Institute
CANADA
Demographics of Canadá Adult population (19+ years)
Regular wine drinkers have increased 5% between 2015 y 2018. Almost 2/3 are in Ontario and Québec, and 1/2 are under the age of 44.
28,8 million1 54%
Wine drinkers (red, white or rosé wine)
21 million2 49%
Regular wine drinkers (i.e.
2 16,7 million at least once a month)
72%3
Weekly (i.e. at least once a week)
12 million
58% 42%
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
% CHANGE VALUE (2017-2016)
Value
CANADA 2016 - 2017
Chilean wine sales in Canada are
CONCENTRATED IN 4 PROVINCES with sales accounting for
89% in volume and 87% in value BC ALBERTA QUEBEC
ONTARIO
CANADA
Chilean Wine Sales
Over 2,677,331 9L cases of CHILEAN wine
were sold in 2017 for a
TOTAL OF CAD$ 353.4 M
(avg. $10.99 per bottle).
TRENDING UP 1.0% IN VOLUME 0.1% IN VALUE
41,9%
22,8% 37,5%
Volume Price
17,1%
6,7% 3,4%
CANADA
Chilean Wine Sales 2017
2,8%
2,3%
1,3%
1,1%
0,3%
0,1%
0,1%
37,0 31,53
33,7
36,4
38,0 34,9
40,4
40,9
40,2
37,8 33,2
Volume
CANADA
Chile exports (bottled wine)
31,9
Price
32,3
US$ FOB 2013
CANADA
US$ FOB 2014
US$ FOB 2015
US$ FOB 2016
Chile price by segment 2013-2017 in Canadá – Value
US$ FOB 2017
Chilean Export to Canada by Range (Value) 2013-2017
RANGE US$ FOB
0 a 20
20 a 30
CANADA
30 a 40
40 a 50
Exports by Price Segment
50 a 60
> a 60
2013 2014 2015 2016 2017
0-20
2%
8%
16% 19% 20%
20-30
22% 19% 16% 16% 15%
30-40
14% 14% 20% 22% 22%
40-50
17% 18% 17% 16% 16%
50-60
14% 17% 11% 10% 10%
>60
31% 24% 18% 17% 17%
ONTARIO
% CHANGE VALUE - VOLUME (2017-2016)
Value
ONTARIO Market Share
Volume
Chilean wines grew +54% in volume since 2007 - Double market growth. *In hectolitres
ONTARIO
Chilean Wines in Ontario
INDEX Summit
•
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
Sales $ Net R13 Period 8 2018 TY
LY
% Chg.
Share TY
Share LY
LCBO WINES
$96.308.356
$96.726.031
-0,43%
84,0%
85,1%
VINTAGES
$18.319.879
$16.934.573
+8,18%
16,0%
14,9%
Grand Total
$114.628.235
$113.660.604
+0,85%
ONTARIO
Chilean Wines in Ontario – LCBO & VINTAGES
-1,95%
Share TY Share LY +4,98% LY
TY
-0,73%
ONTARIO
Chilean Wines in Ontario – LCBO
-29,05%
$0 - $11.99
65,6%
66,6%
$12 - $14.99
29,9%
28,3%
$15 - $17.49
3,2%
3,2%
$17.50 - $19.99
1,3%
1,8%
ONTARIO
Vintages New World
USA New Zealand Canada Australia Argentina Chile
Sales $ Net Roll 13 $167.473.210 $53.857.899 $31.698.545 $29.792.285 $19.640.424 $18.319.879
Sales $ Net LY Roll 13 $150.776.095 $49.357.375 $31.445.116 $30.041.911 $18.592.309 $16.934.573
11,1% 9,1% 0,8% -0,8% 5,6% 8,2%
South Africa
$7.214.043
$7.011.584
2,9%
% Var.
36,2%
+
Sales $ Net R13
Sales $ Net TY Sales $ Net LY Roll 13 Roll 13
Period 8 2018
-5,99%
-14%
+170,9% LY
ONTARIO Vintages Chile
TY
% Var.
MS TY
MS LY
VINTAGES
$10.707.299
$9.491.225
+12,81% 58,43% 55,48%
VINTAGES ESSENTIALS
$6.812.100
$6.943.071
-1,89% 37,17% 40,58%
+11,3% +22%
+3,4%
3 Year Average Growth: 11,95%
ONTARIO
Chilean Wines in Ontario - Vintages
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
CANADA Trends
Growing importance of groceries & convenience as a wine buying channel. Wine market remains in steady growth, particularly in the premium sector. Canabis: A possible threat to the wine category in Canada = Full legalisation October 2018. Sparkling wine category growing but from a low base.
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
ONTARIO
Competitive Landscape Brand
+ California
Strengths
Market Position*
+ 20%
Market Share
+ US
Leader, Strong and positive image of California Strong presence in on-trade Image is both accessible and upscale to support all price points +
+ Italy
+ 16%
Market Share
+ Australia
+ 9%
Market Share
+
+ France
+ 9%
Market Share
+
*by value $
Steady Investment in the Market
Benchmark for ultra premium return to Europe for authenticity
Weaknesses + Recent
vintages have been tough and many wineries cannot sustain demand of the market + Complexity
of offer
+ Decreasing
Trend & Market
Share + Complexity
inaccessible
of offer /
ONTARIO
Competitive Landscape Brand
+ California
+ Italy
+ Australia
+ France
Strategy / Positioning
+
Position in Higher Price Range
Core Activities + Annual
Consumer Wine Fair, Trade Tastings, Retail Promotions, FAM
+
800.000 US$
+ Consumer + Accessibility
+
+
/culture/ sexy
Savour Australia, Friendliness
Culture / Authentic regionality
and Trade Tastings, Retail promotions, FAM, Regional trade tastings
Budget
+ Consumer
and Trade Tastings, Retail Promotions, FAM, Trade Masterclasses + Wine
Fair by region, Trade Tastings, Retail Promotions, FAM all by region
+ 800.000
US$
+
560.000 US$
+
770.000 US$
ONTARIO
Competitive Landscape Brand
+ California
+ Italy
+ Australia
+ France
Strategy / Positioning
+
Position in Higher Price Range
Core Activities + Annual
Consumer Wine Fair, Trade Tastings, Retail Promotions, FAM
+
800.000 US$
+ Consumer + Accessibility
+
+
/culture/ sexy
Savour Australia, Friendliness
Culture / Authentic regionality
and Trade Tastings, Retail promotions, FAM, Regional trade tastings
Budget
+ Consumer
and Trade Tastings, Retail Promotions, FAM, Trade Masterclasses + Wine
Fair by region, Trade Tastings, Retail Promotions, FAM all by region
+ 800.000
US$
+
560.000 US$
+
770.000 US$
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
CANADA (Toronto Strategy) Strategy
MKT Objectives Enhance the premium positioning
Geographic 1
•
Ontario
Increase the penetration of premium wines in on & off trade (LCBO)
Value •
$CAN 15+
Target • • •
Trade Press Consumers
CANADA Activities
Communication
Activities
IMAGE
PREMIUMIZATION Actividades
• LCBO WoC Spotlight • WoC Tasting
• On trade Buyers Trip • Academy De carácter íntimo (familia, amigos WoC cercanos). • Foodism Chile • LCBO Staff Trainning
Alta incidencia en ocasiones especiales (fiestas).
TRADE
CONSUMERS
Monopoly ON/Offine Platforms
EDUCATION
Foodism Chile
On trade Buyers trip
WoC Academy LCBO Staff training
INDEX
Summit 2018 •
1. Canadá Trends Exports Channels Awareness Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019 Source: Canadian Wine Institute
North America CHILE TRADE SUMMIT Taste the Unexpected Experience Most Comprehensive Tasting of Chilean Wine in North America + Program • State of the Market Address, SVB, Nielsens, Wine.com, Proof Network (Meta Data) • Benchmark Varietal Blind Tastings • Benchmark Valley Tastings • Walk around tastings • Taste of Chile Dinners US$15–25 price range Chilean Menu from Chefs Guzman & Bazan
50 TOP US TRADE/MEDIA BUYERS FROM CANADA • 12 main monopolies buyers • Grocery store buyers • Media
TRADE SUMMIT (3-DAY & 2-NIGHT or 2-DAY & 1-NIGHT)
Cost Producer $4,000
ONTARIO
LCBO Wines of Chile Spotlight DATE: 4 week Period in 2019 –November –Holiday 1 Period* FOCUS: Trade, LCBO/ VINTAGES wine consumers DESCRIPTION: Wines of Chile Spotlight on up to 10 Chilean wineries 99 LCBO store display – front nesting table – 16-20 cases /display Chile –branded large display windows at LCBO RBC Plaza and Manulife LCBO Flyer Wines of Chile Feature – 1M circulation Staff training series for LCBO Consultants and Front-Line Staff LCBO Shopper Marketing program 60 tastings at 20 stores Radio spot – min 675K impressions ESTIMATED FEES: $7,495/SKU -- min 10 SKUs $95/SKU In-store tastings –80 -100 additional tastings KPI: Sales lift for participating SKUs * Subject to LCBO approval
ONTARIO
Wines of Chile Grand Tasting & Festival DATE: November 2019 DESCRIPTION: 10:00-12:00 13:00-14:30 15:00-18:00 18:00-20:00
Master Class for key influencers and LCBO Product Consultants LCBO Buyers Lunch (principals & winemakers) Trade walk-around tasting in afternoon for multiple wineries Consumer Food & Tasting in evening with local on-trade partners
Other Activation: E and M-Commerce sales - on-site purchase via LCBO e-comm LCBO tie in with retail Spotlight and e-comm eblast “Wine Wednesday” dedicated to CHILE VINTAGES – 8- 10 Chile releases in 4 weeks prior to event ESTIMATED FEES: $1,995/table - min 28 tables KPI: Reach of 125.000, on site sales
ONTARIO
IWEG partnership / WoC Academy DATE: June 2019 - TBC. FOCUS: 30 key licensee buyers/sommelier/consumers. DESCRIPTION: Certificate Programme tailored training of 3 hours dedicated to experts sommeliers /key trade influencers and consumers. Educational Partnership with Independant Wine Education Guild. Current enrolment include LCBO Buyers, Product Consultant, Beverage Directors, Hospitality Managers, and consumers; lead by a respected educator / Chile spokesperson. ESTIMATED FEE: $125/SKU min 10 SKUs KPI: Key Buyers / Sommelier Certified
ONTARIO On-Trade Buyers Trip DATE: Winter 2019 FOCUS: : Licensee buyers – chain and influencer on-trade. DESCRIPTION: Excite on-trade to the Chilean wine offer, to premiumize category. Priority invitations: to resto groups to drive volumes : SIR Corp, O & B, The Keg, Earls, Cactus Club, Joey Secondary invitations: “virtual influencer” groups focusing on premium wines to elevate Chile wine brand: Iconink, DRC, OVB, The Chase ESTIMATED FEES: N/A KPI: Increase sales and premiumize category through orders and listings
ONTARIO
LCBO Staff/Product Consultant Training DATE: 2019 – January / April / November - TBC FOCUS: 100 LCBO Product Consultants and Front Line Staff. DESCRIPTION: Increase prescription from the LCBO product consultant and Front Line Staff capitalizing on their brand knowledge 15-20 Staff Trainings in-store to support Chilean brand sales to accompany VINTAGES releases and LCBO Wines of Chile Brand Spotlight Product consultant Training seminar at Chile Grand Tasting. COST: USD 250 per wine KPI: Number of Product Consultants / Front Line Staff trained
ONTARIO Foodism Chile
Date: March (Sustainability Theme) or November (Holiday Theme). Focus: Consumers and Licensee buyers Description: Upscale partnership: Foodism TO Magazine Develop an “Insiders Guide to Chilean Wine” (8 page print wine & recipe) - integrated content with website takeover, sponsored posts, social and editorial support. KPI: Sales lift for participating SKUs, impressions, press coverage, social media
UK
UK
Summit
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Per Cápita Consumption (liters per head)
Per Capita consumption of wine is now back at the same level as in 2007
Statista 2018
UK
Demographics of UK 2015
51 million
25 million
Adult population
Regular Wine Drinkers
2018
51,3 million
35,7 million
Adult Population
Wine Drinkers
28,6 million 22,9 million Regular Wine Drinkers
Weekly wine drinkers
Source: Wine Intelligence 2014 - 2018
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Imported Wine by Value by Country (total Wine) Three countries represent 58% of the value of the imports – France, Italy & New Zealand Chile is number 6 after Australia, with 8% value market share Chile’s bottled value exports into the UK declined in 2017
Fuente: Intelvid
UK
Market Share by Country (Bottled Wine)
27,89 23,57 21,02
25,03
23,44
20,92
20,66
22,46
22,91
25,73 23,24
19,61
Volume
UK
Chile exports (bottled wine)
Price
22,91
US$ FOB 2013
UK
US$ FOB 2014
US$ FOB 2015
US$ FOB 2016
Chile price by segment 2013-2017 in UK – Value
US$ FOB 2017
Chilean Export to UK by Range (Value) 2013-2017
0 a 20
UK
20 a 30
30 a 40
40 a 50
Exports by Price Segment
50 a 60
> a 60
RANGE US$ FOB
2013 2014 2015 2016 2017
0-20
32% 17% 21% 23% 22%
20-30
26% 27% 57% 58% 58%
30-40
29% 40%
9%
8%
11%
40-50
6%
10%
7%
6%
4%
50-60
1%
2%
1%
2%
2%
> 60
5%
5%
4%
4%
4%
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Channels – On trade Facts and Figures Wine Breakdown Volume Volume Value Share Change Change STILL WINE
87,4
-7,1
-2,2
SPARKLING
9,5
+23,3
+22,7
CHAMPAGNE
2,4
-11,7
-9,3
OTHER
0,8
-7,2
-6,8
+22.7% Sparkling wine is the only alcoholic drink that increased in 2017 – driven predominantly by Prosecco
White Wine Dominates Volume Share
33,9% of volume share makes Merlot king of the reds
70% of white sales come from 3 varieties: Pinot Grigio, Sauvignon Blanc & Chardonnay
Source: CGA
UK
Channels – On trade Facts and Figures
French wine continued to dominate on-trade values but the origin on the rise was New Zealand, which gained 13,3% while France fell by 4,0%.
UK
Channels – Off trade Facts and Figures Value Sales Value (£m) 2017
Share
Growth (%)
STILL WINE
5.551
33,7
2,6
SPARKLING
851
5,2
8,7
CHAMPAGNE
293
1,8
-10,6
While volume has fallen value is up. Consumers drink less frequently but they are spending more.
Wines with a retail of £10 & above have increased by 23% in volume & 25% in value (to 24th March 2018)
INDEX Summit
•
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Trends Ongoing tough and uncertain trading environment for wine. Wine prices are rising. Less but better. Drinkers becoming less engaged in wine. Innovation will remain a evolutionary process in a conservative category. Opportunity for sustainable wines. Limited potential for lower alcohol wine. Openness to niche origins and varietals within a conservative category.
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Competitive Landscape Brand
Market Position*
Strengths
Weaknesses
+ Australia
21% MARKET SHARE-2% YOY UK 3rd LARGEST 9% OF EXPORTS 1,780,000 HL’s £1,504M
POSITIVE COUNTRY IMAGE PERFORMS WELL AT ALL PRICE POINTS STRONG BRANDS
IMAGE OF LARGE PRODUCERS TASTE PROFILE OF WINES VALUE FOR MONEY
+ Spain
9% MARKET SHARE +3% YOY UK is 2ND export DESTINATION 784,000 HL’s £761M
GOOD PREMIUM IMAGE – RIOJA 51% RED / 49% WHITE TRAVEL DESTINATION STRONG IMAGE IN UK
LARGE % OF SALES AT LOW PRICE POINTS POOR VINTAGE
+ New Zealand
6% MARKET SHARE +11% YOY Uk is 2ND LARGEST 30% OF EXPORTS 553,000 hl’s £650M
HIGHEST AVERAGE PRICE POINT SEEN AS PREMIUM SAUVIGNON BLANC & PINOT NOIR 98% VINEYARD AREA CERTIFIED SUSTAINABLE
LACKS DIVERSITY REGARDED AS JUST SB PRODUCER
+ Argentina
3% MARKET SHARE +2% YOY UK IS 2ND EXPORT DESTINATION 256,000 HL’S £276m
MALBEC TRENDY COUNTRY IMAGE GOOD CUISINE
62% PRODUCTION MALBEC NOT SEEN AS A WHITE WINE PRODUCER LACK OF GENERIC PRESENCE IN UK
UK
Competitive Landscape Brand
Strategy/Positioning
Core Activities
ARTISAN PRODUCER FOCUS PREMIUM REGIONALITY
TRADE ONLY FOCUS EDUCATIONAL DAY MASTERCLASSES SMALL PRODUCER TASTINGS REGIONAL FOCUS TASTINGS
ATT PROWEIN FAM TRIPS
+ Spain
REGIONALITY PREMIUM
TRADE FAIRS LWF & PROWEIN – ATT – TRADE & CONSUMER BEEGIONAL FOCUS TASTINGS IMW SYMPOSIUM HOSTS
LARGE PRESENCE AT BOTH RIOJA INDEPENDENTS CAMPAIGN CABALLEROS DINNER
+ New Zealand
PREMIUM REGIONALITY SUSTAINABILITY
ATT – TRADE & CONSUMER TRADE TASTINGS – PROWEIN PRESS TASTINGS CONSUMER EVENTS
+ Argentina
WHITE WINES PREMIUM CONSUMER
BARULLA SUMMER CONSUMER FESTIVALS TRADE FAIRS – PROWEIN WORLD MALBEC DAY
+ Australia
NZ SYMPOSIUM FAM TRIPS INDEPENDENTS CAMPAIGN SOMMIT 2018 MW TRIP
UK
Competitive Landscape Brand
Strategy/Positioning
Core Activities
ARTISAN PRODUCER FOCUS PREMIUM REGIONALITY
TRADE ONLY FOCUS EDUCATIONAL DAY MASTERCLASSES SMALL PRODUCER TASTINGS REGIONAL FOCUS TASTINGS
ATT PROWEIN FAM TRIPS
+ Spain
REGIONALITY PREMIUM
TRADE FAIRS LWF & PROWEIN – ATT – TRADE & CONSUMER BEEGIONAL FOCUS TASTINGS IMW SYMPOSIUM HOSTS
LARGE PRESENCE AT BOTH RIOJA INDEPENDENTS CAMPAIGN CABALLEROS DINNER
+ New Zealand
PREMIUM REGIONALITY SUSTAINABILITY
ATT – TRADE & CONSUMER TRADE TASTINGS – PROWEIN PRESS TASTINGS CONSUMER EVENTS
+ Argentina
WHITE WINES PREMIUM CONSUMER
BARULLA SUMMER CONSUMER FESTIVALS TRADE FAIRS – PROWEIN WORLD MALBEC DAY
+ Australia
NZ SYMPOSIUM FAM TRIPS INDEPENDENTS CAMPAIGN SOMMIT 2018 MW TRIP
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Strategy & Focus
MKT Objectives Premium Positioning
Geographic 1
• •
London Travel Bursaries for guest outside London
Increase Average Price
Value • •
Above US 60 FOB per Case £10 pounds retail price
Amplify image to the rest of the world
Target • • •
KOL Press On & Off Trade
UK
Activity
ACTIVITIES
IMAGE • LOVE WINE LOVE CHILE FESTIVAL • LOVE WINE LOVE CHILE PROMOTION • TIM ATKIN MASTERCLASS, DISCOVERY TASTING AND SMALL PRODUCTION TASTING
PREMIUMIZATION • Actividades PEQUEÑOS
EDUCATION
• MEDIA FOCUS TASTING • SOMMELIER De carácter íntimo (familia, amigos cercanos). MASTERCLASSES AND Alta incidencia en ocasiones especiales (fiestas). TRIP TO CHILE
The UK is a mature market, & open to new trends, perfect for new styles & innovation to be launched. Chile is a popular choice with consumers but still there is a reluctance to spend more than £8.00. The focus must be on premiumisation, which includes education and image.
INDEX
Summit 2018 •
1. UK Consumption Exports Channels Competitive Landscape Trends
• •
2. Strategy 2019 3. Activities 2019
Source: Canadian Wine Institute
UK
Love Wine Love Chile Festival Trade tasting (1st day) Traditional trade tasting, with elements of Chilean cuisine Focus tables, trade briefing based on latest stats. Consumers – – 1st and 2nd day Transforming the venue from the trade element to a Chilean festival wines, Pisco, tourism, talks on traveling in Chile, music, cuisine – food demonstrations Working with the Three Wine Men Giving guests a memorable – fun - appeal to millennials, true Chilean experience September 2019 London c. 500 trade guests & 600 consumers Trade, Press & Consumers Budget: USD$150,000
UK
Tim Atkin - Chile Review
Masterclass – hosted by Tim Atkin MW giving an update from his trip to Chile December 2018. Free pour tasting of wines featured in Tim´s review Tim will speak about the innovations, styles, regions from his trip to Chile. April 2019 – London (travel bursaries for guests travelling from outside London All trade (press, buyers, sommeliers, educators, importers/wholesalers) 70 VISITORS USD$10,000
UK
New Release & Discovery Tasting A focussed free pour tasting to provide the press & buyers with a useful snapshot of the new vintage. These tastings are invaluable to buyers for referencing when making decisions for their portfolios. Wines can be current new vintage or newly released/bottled reds not in current distribution. June/ Nov 2019 London Press & Buyers c. 75 guests Budget: USD$10,500
UK
Pequeños and Small Production Tasting
Boutique Producers with a production of 50,000 litres or under. Larger wineries can submit small parcel wines with a 2500 cases or under production. October 2019 London Press & Buyers c. 65 guests Budget: USD$10,500
UK
Sommelier Masterclasses & Trip to Chile May 2019 – Trip January 2020 for 3 Sommeliers Focus – Sommeliers c.100 guests Working with Wine List Confidential (the on-trade focus by the Drinks Business), host a masterclasses & blind tastings specifically for sommeliers and on-trade buyers. Blind tastings of over 50 wines in six categories with ringers (non Chilean) wines from other countries in each categories. Sommeliers will be asked to taste all wines blind and then choose their top four wines in each category The masterclass will bring somms up to speed on innovations, regionality & styles, and why they should look to Chile for their premium wines. Three sommeliers will win a trip to Chile and received an intensive trainning of 3 days. At the end, one of them will be selected as the official ambassador of Chile. Budget: USD$15, 000
UK
Media Focus The Drinks Business – Chile Focus To be published September 2018 Focus – All trade – UK & international 22,000 subscribers Chile focus timed to be published in conjunction with the Annual Trade Tasting. Based on key issues, sustainability, innovations, interviews with key personnel from participating wineries. Drinks Business editor to visit Chile in July/August for interviews and visits Readership: 50,000 trade professionals Newsletter: 22, 000 sent daily newsletter to Categories: UK & International markets – on & off trade Budget USD$15,000
UK
Direct Wines & Avery’s Promotion UK’s largest direct wine supplier, they sell on-line, telemarketing, mailings, and within 15 retail shops. Their website receives 4.5 million visits a year resulting in an on-line order ever 20 seconds. The Chilean range is currently having a review, more wines £8 - £15 required Activation: Dedicated landing-page for Chile on website during promotion with a click . E-mail to 400,000 customers. Staff training for team of 140 wine advisors & incentive trip (3 trips total) based on sales uplift of wines of £8.99 and above to include Avery’s sales advisors Chile area during Vintage Wine Festival to promote new wines in range. Budget: USD$50,00 Consumers: 400.000
UK
UK FAM Trips to Chile 2019 UK FAM Trips to Chile - 2019 Julia Harding MW – JancisRobinson.com Victoria Moore – The Telegraph Jane Parkinson – BBC Saturday Kitchen Susie Barrie MW – aka Mrs Peter Richards – BBC Saturday Kitchen Olly Smith – BBC Saturday Kitchen
For Regular updated Chile Reviews Tim Atkin MW Peter Richards MW
Marybeth Bentwood USA Market
USA 2018 Summit
USA
Overview + Total wine sales topped $60 billion in 2017, up 3% from the previous year + 120 - 150 Million wine drinking consumers + TOTAL US wine market reach 407.2 million cases (+2%) + Imported bottled table at 103.9 million cases (+3%) + Sparkling has achieved 26.5 million cases (+8.7%) + Imported rosé boom +44.2% (2.2 million cases)
GDP growth +2.9%. 80% of wine sold at retail. While only 20% of wine is sold on-premise but the average bottle price is $40 - 4x that of retail. On-premise is flat - but key imaging channel.
USA Trends
IMPORT GROWTH + French + New Zealand + Sparkling + Italian Pinot Grigio
CONSOLIDATION OF THE MARKET + Consolidation of distributors and retailers favors larger brands but created openings for boutique importers
CONSUMERS + Millennials driving growth + Packaging (bottle, can, box) + Experiences - Authentic and Shareable + Growth is $15+ price tier
e-COMMERCE & ON-DEMAND DELIVERY + e-Commerce represents about 10 percent of total US retail sales + Amazon / Minibar / Drizly / HEB+Favor Delivery
US - Classification by state Chile Value Evolution (bottled still)
US - Classification by state Chile Value Evolution (bottled still)
DEVELOPED
MATURE
BIG GROWTH
SLOW GROWTH
MATURE
Stable and slow growth rates
Smaller states with decreasing growth rates
Bigger states with constant growth rates
Smaller states with constant growth rates
Smaller states with growth and potential
Volume Share: 27,7%
Volume Share: 8,2%
Volume Share: 54,3%
Volume Share: 5,4%
% Change 16/15: 1,42% % Annual 16/12: 1,01%
% Change 16/15: 1,12% % Annual 16/12: 1,26%
% Change 16/15: 2,88% % Annual 16/12: 1,59%
% Change 16/15: 1,88% % Annual 16/12: 1,93%
% Change 16/15: 1,36% % Annual 16/12: 1,93%
Per capita consumption: 14
Per capita consumption: 9
Per capita consumption: 15
Per capita consumption: 17
Per capita consumption: 7
US - Classification by state Chile Value Evolution (bottled still)
Volume Share: 4,4%
USA
Total Imported Bottled PriceTiers
3.5%
13.8%
23.2%
40.4%
8%
8.2%
2.7%
Share
Share
Share
Share
Share
Share
Share
Growth is above $8+ Double digit growth $11+
56% of value is $10-$30 48% of value is $10-$20
USA
Total import market share Market Share by Value
Market Share by Volume
USA
Total Imported Table Wine Growth
The size of the bubble represents the value imported (USD)
27,7
28,1
25,4
29,5 27,4
27,6
29,4
29,4
28,9
29
28,6
27,7
23,7
Volumen
USA Chile Exports (bottled wines)
Price
CHILE EXPORTS TO USA BY RANGE (VALUE) 2013-2017
0 a 20
20 a 30
USA
30 a 40
40 a 50
50 a 60
> a 60
Value Exports by Price Segment
RANGE US$ FOB
2013 2014 2015 2016 2017
0-20
26% 28% 25% 24% 25%
20-30
18% 18% 18% 20% 21%
30-40
25% 24% 26% 27% 25%
40-50
12% 12% 12% 10% 10%
50-60
6%
> 60
13% 13% 14% 13% 14%
6%
5%
6%
5%
CHILE EXPORTS TO USA BY RANGE (VOLUME) 2013-2017
0 a 20
20 a 30
USA
30 a 40
40 a 50
50 a 60
> a 60
Volume Exports by Price Segment
RANGE CASES
2013 2014 2015 2016 2017
0-20
42% 45% 41% 39% 41%
20-30
21% 21% 22% 24% 25%
30-40
21% 19% 22% 22% 20%
40-50
8%
8%
8%
6%
6%
50-60
3%
3%
3%
3%
2%
> 60
4%
4%
4%
4%
5%
USA
Consumer profile Millennials + Diverse
+ Environmental/Social + 42% of wine consumed in US same day + 17% buy $20 bottle 1 x month
PURPOSE PURPOSE AUTHENTICITY AUTHENTICITY QUALITYQUALITY & VALUE& VALUE
+ Highly involved profile is older urban professional female + 38% female identified sustainable as an important purchase factor + Average 3 glasses per occasion
18 liters
per cápita
US
Industry trends
US
Industry trends
RELEVANCY + AUTHENTICITY - Change is happening faster. - Brands have to adapt quickly to stay relevant.
Fragmentation + Consolidation
Shifting wine consumer
Fragmented market place
Shrinking retail landscape
- e-Commerce, mobile commerce and digital mapping will drive the market
US
Growth in e-Commerce 200% growth
USA
Competitive Landscape Brand + ARGENTINA
+ AUSTRALIA
+ NEW ZEALAND
Market Position
Strengths
Weaknesses
6% $ Marketplace -( flat) $43 Average Case Price $230 Million USD
Malbec Distribution Cache Dynamic / Passion Tourism
8% $ Marketplace (-6%) $29 Average case price $294 Million USD
Cache Tourism Wineaustralia.com
Shiraz Distribution 2nd Take
9.4% $ Marketplace (+6.4%) $68 Average case price $ 1,6 Billion USD
Premium Distribution Explorer / Tourism / Purity Nzwine.com
One variety
One variety Challenge to move up market Dominated by few brands
USA
Competitive Landscape Brand
Strategy / Positioning
+ ARGENTINA
Core Activities
Budget
Breaking New Ground
FAM Trips Master of Wine Focus Trade Education
+ AUSTRALIA
Inspiration & Originality Personalize the story Hot winemakers and cool wines
Australia Day / Australia Week Australia Decanted Consumer and trade tastings, retail promotions, FAM Trips, trade master classes showcasing the best representations of Australia
$40 Million US/CHINA 3 YR $36 Million Tourism + Wine
+ NEW ZEALAND
Unified / Consistent Sustainability Premium Long term
Consumer /trade tastings, retail promotions, FAM Trips, trade master classes by region.
New Zealand in a Glass tastings - minor mkt Made in New Zealand tastings - major mkt
>$1 Million
>$1 Million
USA
Strategy & Focus
MKT Objectives Reposition as Premium Wine Producer
Geographic
1 2
•
• •
TX NYC
•
• •
Chicago DC
• •
Increase Average Price
Value
Above US$ 60 FOB per Case
US$15 dollars retail price
Variety
Focus Cabernet Sauvignon Other varieties
Target • • •
Consumer KOL Gatekeepers
USA COMMUNICATIONS
Tactics
CONSUMERS Twitter and Instagram FACEBOOK BRANDING 36.000 Followers
KOLs
3,985 Followers
Linkedin
Newsletter
PLATFORM
IMAGE ACTIVITIES
TRADE
WoC US Summit Chile Week
PREMIUMIZATION Actividades
EDUCATION
COMMUNICATIONS
WoC ACADEMY Website Wine.com De carácter íntimo (familia, amigos cercanos). World of Masters Press releases Proof network Alta incidencia en ocasiones especiales (fiestas). 3-city tour Elaine Social Media Mobile
2019 ACTIVITIES
US Focus
1 MAJOR IMAGE EVENT 1 MAJOR US TRADE EVENT 1 CONSUMER CHILE WEEK RETAIL FOCUS - MOBILE/ONLINE EDUCATION - DISTRIBUTORS & VIRTUAL
CONSUMER ANALYTICS + BIG DATA
+ Emails + Social Media + Website/App + FB /IG Retargeting + Google Search + Facebook Ads + Affiliate Marketing + Live Events + Email Lists + Influencer Marketing
US
Inaugural Wines of Chile Classic PGA LUXURY IMAGING + POSITIONING PLATFORM March 7-Day PGA Tournament Positioning Chilean wines to key target US demographic Strategic opportunities for US business partners Brand Opportunities / Education Opportunities / Broadcast Coverage $3 Million Media Value
US CHILE TRADE SUMMIT
Taste the Unexpected Experience
Most Comprehensive Tasting of Chilean Wine in North America + Program • State of the Market Address, SVB, Nielsens, Wine.com, Proof Network (Meta Data) • Benchmark Varietal Blind Tastings • Benchmark Valley Tastings • Walk around tastings • Taste of Chile Dinners US$15–25 price range Chilean Menu from Chefs Guzman & Bazan
50 TOP TRADE/MEDIA Chain Buyers Independents Buyers Guild of Sommelier Master of Wine Educators
Cost TRADE SUMMIT Producer (3-DAY & 2-NIGHT) $4,000
US
Trade Summit - Possible US Venues
Greenbrier Resort NJ Nantucket / Martha’s Vineyard MA Montage Bluff SC Blackberry Farms TN Atlanta GA
US CHILE TRADE SUMMIT
Taste the Unexpected Experience CABERNET ALL STARS Chile - Bordeaux – Super Tuscan – Australia – Napa
CABERNET TERROIR Exploring Chile’s top scoring Cabernet terroirs EXTREMES A country with unparalleled geographic diversity presents unique winemaking opportunities - (from Lago Ranco in the South to Atacama outskirts in the North). DNA PROJECT UC Davis Wine Chair Andrew Walker asserts Chile’s genetic diversity rivals only pre-phylloxera Bordeaux - Dive into history and discover Chile’s rich vine heritage. COOL CHILE is HOT CHILE Exploring Chardonnay, Sauvignon Blanc and Pinot Noir.
POSSIBLE PANELISTS Helen Mackey Alpana Singh Elaine C. Brown Raj Parr George Soleas
Paul Greico Patricio Tapia Andrew Walker John Szabo Josh Greene Nadia Fournier
VOLCANIC / AMPHORA: What's old in new Exploring Chile's newest offerings paying homage to its colonial history. NEW WORLD NEW CLIMATE A changing climate requires rapid immediate responses and new long-term planning. What a warmer climate looks like and means to Chile's wines.
SUSTAINABLE Not a fad but rather Chile's new facet is perhaps it's most significant. Explore sustainable wines.
Cost Producer $4,000
US
Q3 CHILE WEEK - NY / DC / BOS CONSUMER + Trade Activation Retail in store tasting BTG pouring promotion + Taste of Chile Event Wine & Food & Pisco Virtual reality, influencers, consumer + Discover Chile Scavenger Hunt Partnerships with LATAM / Turismo Chile + Media Buy
CHILE
Cost SKU tbd
US
CHILE TRADE EDUCATION
TASTE THE UNEXPECTED EXPERIENCE DISTRIBUTOR TRAINING + TEXAS + CHICAGO + BOSTON + NYC / NJ + DC / MD / VA
Cost 12 SKUs $1000
US
Q1 CHILE TRADE EDUCATION MASTER THE WORLD BUYER / CONSUMER SAMPLING CABERNET BLIND TASTING + 6 mini bottlings of benchmark wine + Virtual educational content + Master Sommelier coaching
+ 120 BUYERS / WRITERS
Cost 1 SKU $2,160
US
Consumer Campaign: Taste the Unexpected
Consumer Campaign Taste the Unexpected
Tasting Booth - Cabernet • Chicago F+W • Texas F+W (Houston /Dallas) • Atlanta F+W • NY F+W • Consumer Advertising • Consumer Acquisition (2,000+) • Website Interactive: update the website to refresh the campaing
US
e-Commerce Annual quarterly campaign focused on increasing sales of Chilean wine +15 and above by leveraging purchase patterns. 100 300 skus available. Varietal focus changes quarterly. Country
Growth %
Program
France
37%
Yes
New Zealand
22%
Yes
Spain
13%
Yes
Australia
2%
No
Chile
-21%
No
Targetting enthusiasts of: + Napa Cabernet + Oregon Pinot + Bold red blends + NZ Sauvignon Blanc
Cost 1 SKU $750 - $1500
US
Inaugural Wines of Chile Classic PGA LUXURY IMAGING + POSITIONING PLATFORM March 7-Day PGA Tournament Positioning Chilean wines to key target US demographic Strategic opportunities for US business partners Brand Opportunities / Education Opportunities / Broadcast Coverage $3 Million Media Value
US
e-Commerce
PROOF NETWORK (Tipsi) Cultivate Chilean Wine Enthusiasts: 4-8 week retail activation driving mobile / online purchases providing initial data analysis for WoC to: identify key retail sales metrics and predictive modeling solutions that lead to: + Improving customer targeting + Boosting overall data value + Increasing sales, customer acquisition, and retention.
Cost 1 SKU $750 - $1500
US
Education WOC WINE ACADEMY (NAPA VALLEY WINE ACADEMY) MASTER CHILEAN WINE CLASS ELAINE CHUKAN BROWN + MASTER CLASS 4-MARKET TOUR + NY / TX / CHI / DC
Cost 1 SKU $1000
Ma. Angélica Valenzuela ACTIVIDADES WoC
WoC Academy •
Primer curso oficial de vino chileno, iniciado en China en 2015.
•
Programa transversal a desarrollar en los mercados de China, USA, UK y Canadá.
+ OBJETIVOS: Educación a consumidor y trade respecto a Chile y al sector. Certificar en Chile a futuros WoC educators.
WoC Academy + ETAPA ACTUAL: Expandir programa a otros mercados. Adaptar material a otros mercados. Resultados a la fecha: xxxx.
Chile Country of Honor 2020
Ferias CFDF CHINA FOOD & DRINKS FAIR Cities
Chengdu
Dates
March 28th – 30th, 2019 (TBC)
Budget
USD 158.000
PROWEIN SHANGHAI Cities
Shanghai
Dates
November 11st-13th, 2019
Budget
USD 100.000
Ferias PROWEIN DUSSELDORF 2018 Cities
Dusseldorf
Dates
March 17th – 19th, 2019
Budget
393.000 USD
MW
Trip to Chile
+ DATE: November 2019 40 MW’s, held over one week, and consist of winery visits, themed tastings, seminars/masterclasses. OBJECTIVE: Is to leave the MW’s with a deeper understanding of Chile and its regions and wines. Create a high profile international group ambassadors that can then use their newly learnt knowledge and opinions of Chile to their customers, clients and peers.
WoC
Magical Mistery Tour
4 DIAS en un lugar icónico de Chile 4 seminarios, 3 walk around tastings con el objetivo de establecer conexiones entre periodistas/trade y viñas chilenas Viaje experiencial de Chile, sus vinos, gastronomía y cultura
WoC
Magical Mistery Tour OBJETIVOS: Fortalecer la imagen del vino chileno: Posicionar a Chile como un productor premium, sustentable y diverso. Educar: Respecto a la diversidad, calidad, innovación de los vinos chilenos Crear embajadores de los vinos chilenos Encantar al trade/media con Chile y los vinos chilenos: Cambiar la percepción respecto del país y la categoría
WoC
Magical Mistery Tour
2018 27-30 Noviembre
2019
Magical Mystery Tour
Q&A
