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11/04/23 © Copyright VERTUMNE International & Associés - Mars 2005 1

Appellation, Varieties and Brands. How to sell wine on

International Markets?16, July 2007

FAO Working Tour

Author : Frédéric JULIA


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Current world export trends


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Source OIV + note de conjoncture mondiale OIV 2005 (PA)

+ 2,2 Miohl /year

International trade

Evolution of world wine market


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SP:+ 689 mhl /year

IT: - 21 mhl / year

FR :- 319 mhl / year since change in trend 1998

AUS: + 810 mhl /year since acceleration 1999

CHI: + 317 mhl / year

USA : + 219 mhl / year

Wine exports for the 6 leading countries (more than 3 miohl exported in 2005)

International trade


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NZ: + 38 mhl / year ( + 150 mhl / year since 2003)

SA: + 216 mhl /year

Mol: + 305 mhl /yearsince 1999 comeback

Arg: + 255 mhl / year since 2000 break

Wine exports of countries with recent rapid growth (under 3Miohl exported in 2005)

International trade


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Wine exports for other traditionally exporter countries

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Maghreb: Alg + Mor+ Tun PECOS: Bul + Hun + Rom

GER: + 57 mhl / year

Port: + 100 mhl / year

Pecos

Maghreb

International trade


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World market share

International trade

62%

26%

12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

5 leadingexporters UE

Southernhemisphere +USA

Other countries


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In such a context, what to choose between appellation,

varieties and brands ?


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• Yesterday, in the wine business, the concept of « Marketing targeting Consumer NEEDS » had a true meaning.

Marketing finds its justification in the diversity of the CONSUMER ’s NEEDS and DESIRES.

• Today, in the wine business, it is a total illusion to elaborate a wine marketing strategy based on « Consumer NEEDS ».

• Marketing targeting Consumer DESIRES should now prevail.

Consumption per capita (litres per year per person)

1965 1990 1994 2000

Portugal 91.30 62.00 58.13 60.00

Italy 110.10 61.50 59.56 59.65

France 117.60 65.60 60.40 57.00

Switzerland 38.10 49.40 45.60 43.50

Denmark 4.10 21.30 26.22 30.90

Germany 16.80 26.10 22.10 23.10

UK 2.20 11.60 15.78 20.03

Netherlands 3.40 14.50 15.69 18.80

USA 3.70 7.80 9.28 11.00

Canada 2.40 8.90 7.91 8.62Japan 0.30 1.10 1.18 3.00

Source: Wine&Spirits Intelligence Services Ltd


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« Marketing targeting Consumer DESIRES »

Marketing does not create NEEDS. It only, as a main goal, influences DESIRES.

DESIRES DEMAND

BUT, DESIRE is a fragile concept:For Consumer DESIRES to meet Consumer DEMAND, it is necessary for the client/consumer to:- have purchasing power Pricing policy is a main component of a

marketing strategy

- have willingness to buy Image of the wine is an individual and collective responsibility


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Old World wine-producing countries : To express the terroir

To find the consumer that will appreciate it

New World wine-producing countries:To understand consumer needs

To produce and market the wine that suits his needs

Marketing of the Supplybased on the AOC, terroir, vintages, work done on

vines, wine, ageing ...

Marketing of the Demandbased on origin, variety(ies), taste, security, brand

Same buyers

« Marketing targeting Consumer DESIRES » - Two different strategies


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The basics for Marketing Appellation.

Some leading producers define the basic production rules for the Appellation.

The representative body submit the proposed rules for approval to the competent authority.

When approved, it becomes an obligation for all producers involved in producing and selling the appellation

Implementation and Collective marketing budgeting is elaborated by the body representing the appellation

They create a body to represent their interests

A long and hard process !!!

Which needs to regularly adapt to new competition !!

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