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I moved to the wine

This blog has moved to Marketingdelvino.it
will remain active for archival purposes.
Come see the new version of the blog on www.marketingdelvino.it - you will find links to useful resources, the download area and the section "Special thesis" for those who are struggling with their thesis in marketing the wine.

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Conad

Here is an excerpt from the presentation of Joseph Ziliani, director of private label Conad at the conference organized on the big retail and wine Vinitaly last week.

As for the wine, Conad based its offer from a well-defined characteristic of the chain, namely the fact that the core business is the point of sale "neighborhood." In practice, the added value lies in being in the house. It is no coincidence then that Conad can count on 4 million consumers are not casual, with a penetration of 20.3%, and a high frequency of purchase (on average, about once a week). These are the elements that make the chain Conad No 2 in Italy after the Coop, but they are elements that reflect the supply of wine (the wine market in Conad volumes are around 30 million liters).
In what way? With the image of the store under the house, studied Conad offer wines that places a strong emphasis on wines from the region, going to be the product of area and with smaller companies that may not be able to generate the volumes that might need the same chain on a national scale.

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Focus group Coop consumer attitudes towards wine

Report here some information that emerged during the conference on large-scale distribution and wine that was held last week at Vinitaly. In particular, these are extracted info from the presentation of dr. Gargiulo's Coop on the basis of a focus group made by Coop in Bologna, Florence, Milan, Verona and Rome. Note that the focus groups were not limited to customers coop.

What are the values \u200b\u200bthat the consumer associated with wine?
Among the main heat and atmosphere, natural, healthy, tradition, originality developed (! wow, but someone has said its "originality developed"?), typical regional variety, articulation, socializing and sharing.

What are the main drivers of attention?
Coop analysis shows that these can be divided into:
1. Basic factors - housing, price, color
2. Secondary factors - type (still, fizzy, good body, medium body, etc.), the name, place of origin
3. Specialist factors - variety, vintage, the winery's reputation

What are the main features of the retail distribution channels towards the wine emerged from the focus group?
Hyper -> departments and care facilities and recent, wide range of products, promotions and convenience
Super -> departments are less valued and rich, quite affordable prices, limited range of products
Enoteca -> channel qualified shop experience and advice and counsel; prices very penalizing.

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tip on top of the range in Tesco Wine Wine

When Tesco, the UK distribution chain, it takes, is a real war machine. After all it was they who first showed how you can harness the full potential of loyalty cards to think about promotions that really affect customers.
They first were able to process the data collected from loyalty cards to study carefully the behavior of consumers, faced with products and promotions.
On this basis, their choice to develop the high-end wines can only arouse interest ... Starting in April will introduce 50 new SKUs within a price range between 14 and 140 euro - with a large prevalence of labels in the range 20-35.
These will be added to an already very extensive wine list, which includes 750 labels.
Among the new fine wines, Barolo Riserva 1999 Michele Chiarlo.

Via Vitisphere

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Chinese duty free - soon to Rome Fiumicino

Some Chinese wine labels are being sold in duty-free of major airports worldwide. The project, which follows the introduction of alcohol in 20 Chinese airports worldwide including Rome, was born in the aftermath of between Camus Cognac, the world leader in the duty free channel, and the winery Dragon Seal Chinese (eye, the site is a bit 'slow) and covers the labels that mark in ricandono Osmanthus wine.
expected distribution of Osmanthus wine in 50 stores in 4000, six months from now.

Read the original news on Vitisphere .

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Sales of wine in big retail growth, it seems, to the mark. But it is really interesting?

According to figures from Iri Infoscan, and published on the website of Vinitaly, the sales volume in the large retail chains matter in 2005 to over 62% of the Italian market, representing more than 5 million hectoliters. If these are added the sales of discount, we arrive at 75.4%. Unfortunately, although in the press release of Vinitaly it comes to growth, have found no data on the growth rate, which has succeeded in detecting even the AGI agency where they spoke of 62% growth ... :)

62% will also be a nice percentage, but you have to make a good distinction at odds with the value - not specifically provided for large-scale distribution, but only for the wine channel, which reaches under the same source, the 6.5% in volume against a much higher 16.5% in value. This discrepancy between share value and volume is not entirely a surprise, especially since the average price per bottle in the big retail chains are declining, falling from 3 € 2004 to € 2.85 in 2005, while that is clear to everyone that ristoranzione and wine point to a smaller but distribution of products selected, and then at higher prices (never mind the talk here of excessive mark-ups). It 's why in my opinion, only give the shares to volume and not value, it makes little sense, even less if you do not provide a comparison against the previous year.
Strictly speaking the record, even if the data can not be certain as to compare different calculation to understand, however, the relationship between share value and volume, in 2001, according to calculations Nomisma Italy in the retail channel (which presumably here also includes wine) counted for 68.1%, the remaining one-trade 31.9%. Very different, the ratio of sales value, which gives both 50%.

Source AGI / Vinitaly
Photo by Jerry Holtaway

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Quebec: bickering on imports of wine from Trentino

translate the news appeared on Vitisphere .

Strange case in Quebec where SAQ, the state monopoly for wine and spirits is said to have invited several of its European suppliers who invoice in euro to raise their wholesale prices at last to avoid a lowering of retail prices of their products.
In fact, a fall in prices caused dall'aggiustamento exchange rate with the euro would have an impact on the turnover of the SAQ. The case, revealed by the Quebec newspaper La Presse Affaires, has startled the Quebec Association of the staff of wines, beers and spirits (AQAVBS), agents that are normally the interface between the suppliers and the SAQ. The president, Yves Michaud, reacted with communication sent to the PDG [Chairman and Chief Executive Officer ed] the SAQ: "We were informed that the SAQ has adopted practices to suppliers by ordering them to raise prices to values 'origin. In several cases the SAQ should enlist some of its leaders to a decrease of 2.5% for its benefit in return for higher prices. The board has asked me to inform you that such practices by a company of the state are against the public interest and those of consumers. "
addition, the Board questions the legality of the procedure adopted by the SAQ minutes with suppliers in reference to the Office Federal competition (price fixing) and the regulations of the Civil Code in connection with trade. For its part, the SAQ
he has not asked this price increase, as will be confirmed by some suppliers ... who wished to remain anonymous.

Some data (source: ICE on ISTAT data processing)
Canada is the fifth market for Italian wine exports behind the United States, Germany, United Kingdom and Switzerland. The export value in January-September 2005 amounted to 111,699 thousand euro.

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33 flew to New York

The news in the U.S. export more representative of the labels' Agricultural Institute of San Michele got me back in mind the old tongue-twister that began with "33 ...". Trentino

From January 1 labels most representative of the Institute Agriculture, are in fact distributed in the U.S. by Vias, export companies led by Fabrizio Pedrolli Trent, former distributor of wines from companies such as Planeta and Romano Dal Forno.
New York, Florida, California and Illinois were the first to be covered though, mind you, is not the intent of the Institute point to the large numbers.

The objective
Nothing distinctly commercial projects in the Agricultural Institute. The Director-General Alessandro Dini has held that "it is our mission in the commercial competition but we intend to be present in a circuit of high quality restaurants enhance our image. "

In figures
8,000 bottles and three labels, in this first year: Castel San Michele Rosso, Pinot Blanc and Prepositura. The intention is to expand its product portfolio in 2007 intended to 'exports.
The Agricultural Institute relies on the production of 200 thousand bottles a year, of which 30% is exported (in Austria, Germany and England) and another 30% is marketed in the same Trentino .