+ MGA Liquor Committee Presentation July 2016
Agenda 1. De Bortoli New Master Brand Reveal 2. Website Relaunch Unveiled 3. What’s New This Winter 4. The Next Big Things
We Listened To Consumers
Here Is What They Had To Say... Source: Food & Wine Insights Consumer Research May 2015
How Can We Help Consumers… On Their Path To Purchase? “Consistency with branding is important … If you like them you’ll “It’s annoying that it’s buy more of their hard to recognise the wine, but you need to brand … be able to identify you don’t pick it them as a brand” up because you don’t know it’s De Bortoli” P Female 20-35 Melb C Male 36-49 Melb Source: Food & Wine Insights Consumer Research May 2015
New Identity
of winemaking
Website Relaunch debortoli.com.au Live w/c 1st August 2016 of winemaking
Our Website Today Content rich, Factual. BUT... Complicated, Takes time to absorb and navigate. AND... Who are we? of winemaking
Our New Home Page of winemaking
What’s New This Winter? of winemaking
De Bortoli WOODFIRED New Product of winemaking
Introducing... of winemaking
De Bortoli WOODFIRED Back Label Capsule Carton Front Label of winemaking
Key Selling Features De Bortoli Family Winemakers Four Generations Capsule and Bottle ESTD 1928 Premium tapered bottle and Region - Heathcote striking WOODFIRED capsule Home to big reds in Victoria Bouquet Ancient cambrian soils are perfect for Plump, dark fruits, plums, spice and dried herb producing dark fruited and plump Shiraz Appearance Variety - Shiraz Intense deep red with purple edge #1 selling red varietal in Australia* Palate 51% of regular Australian wine drinkers have Rich, mouthfilling, balanced tannin, cured meats, tried Shiraz in past 6 months** licorice. Authentically Heathcote Label Design Seriously good for washing down Premium and moody. Glowing embers burn a chargrilled ribeye steak through a corner of the label and link the design to the WOODFIRED name *Source: Wine Intelligence 2015 **Source: Aztec Database April 2016 of winemaking
Point Of Sale Materials Concept Only Timing: August 2 Sided Trade Flyer Tasting Notes of winemaking
Point Of Sale Materials Single Bottle Counter Display Perfect for in-store theatre and tastings Concept Only Easy to assemble Timing: August in store of winemaking
Point Of Sale Materials Concept Only Timing: August Wobbler Posters A4, A3, A2 & A1 of winemaking
Launch Support Mouthwatering launch support to generate… Awareness... Product trial... And positive brand engagement Concept Only Trade Consumer Social Media Advertising Advertising August 2016 August 2016 December 2016 of winemaking
The Next Big Things... ● Shopper data tells us that 47% of shoppers rate ‘range of products stocked by stores’ as extremely important ● Is your core range of products keeping up with industry trends?
Rosé… . Rosé is exerting market impact and driving positive growth (+16.0%) ALSA State of the Industry report, March 2016 “If there's one big trend, it is Rosé. Historically, we would look at our reds and our whites, but you can take Rosé out now as a separate category and I think rosé is definitely here to stay” David Reberger - Kemeny’s and LSA NSW “What’s the next big thing after Marlborough Sauvignon Blanc? I think it is going to be dry, pale roses. That French style, but maybe that French style made in Australia” Peter Nixon - head of Dan Murphy’s wine panel, The Shout 9 March 2016
“...the kind of rose proving to be most popular is the pale, dry style, typified by the wines of Provence, and often made in Australia most successfully from Pinot Noir...What’s more, people are spending good money for good pink wine: one of the biggest-selling local examples is the $20 De Bortoli La Boheme Pinot Noir Rose…” Max Allen - The Australian 19 March 2016 “It’s awesome people are finally getting onto it. We made 50 per cent more La Boheme last year than the previous, and I’ve made a shed load more again this year to keep up” Steve Webber - Chief Winemaker De Bortoli Wines Villages Grenache Vinoque Nebbiolo Bella Riva La Boheme Rose Rose Sangiovese Rose Pinot Noir Rose
Prosecco … . Dollars and litres growth for Prosecco have been tracking at around 45% for the past two years at a time when other sparkling varietals are recording notable declines ALSA State of the Industry report, March 2016 “ Everyone at the moment is talking about the rise of Prosecco” Vinomofo Co-founder Justin Dry Recently, prosecco has overtaken champagne as the highest-selling sparkling wine internationally. And sales of the Italian-style sparkling wine in Australia have more than tripled in the past two years — about 10 times the growth rate of champers. De Bortoli King Valley Prosecco Perth Now 13 November 2015 ….Since September 2015, domestic sales of just over $700k or 17,000 six packs
Pinot Grigio and Sangiovese Pinot Grigio is the fastest growing and most significant dollar contributor to bottled white growth, having accounted for 46 per cent of the segment’s dollar growth in 2015. ALSA State of the Industry report, March 2016 Pinot Grigio grew 14.9% in 2015 adding one percentage point in its share bottled white wine. ALSA State of the Industry report, March 2016 Pinot Gris is the other positively trending varietal, recording solid growth of eight per cent in 2015 on the back of 13.8 per cent gains in 2014 ALSA State of the Industry report, March 2016 Following two years of double digit growth (+22.4% in 2015) Sangiovese is the fastest growing bottled red grape varietal ALSA State of the Industry report, March 2016
RRP $18.99 Wines priced at more than $12 are driving the wine category growth as This range of wines celebrates consumers are trading up both the natural beauty of the King Valley and the vibrancy and to more premium offerings innovation of this emerging wine region. Bella Riva in Italian means ALSA State of the Industry report, beautiful riverbank - a fitting March 2016 description for the spectacular location of De Bortoli’s picturesque vineyards on 3.5 kms of King River frontage. Bella Riva Bella Riva Pinot Sangiovese Grigio
Is your core range keeping up with industry trends? How many Roses do you have in your core range? How many Proseccos do you have in your core range? Local or imported? How many Pinot Grigios do you have in your core range? How many Sangioveses do you have in your core range?
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