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German wine writer Matthias Stelzig took us though a look at the importance of supermarkets in the German wine industry
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Cheap is cool?
Fine wines in a rough environment
Wine-growing areas
• Winelands are small• Limited variety• Long tradition• Don‘t cover demand• Open market• Not very patriotic
Who is in the market?
• France, Italy, and Spain top players
• Rounded 11 of 14 million hectoliter
• Small middle class • Rest are also rans
Wine consumption 2012
0 10 20 30 40
UK
Germany
Italy
US
France
in millionhectoliter
• High consumption in total
• Not too many wine drinkers
• Still five times more beer
Household expenditures
• Spend more on wine than on beer
• Nevertheless price crucial role
• Trade very competitive• Wine drinkers want wine
handy• Quick choice at the shelf
59
25
29
32
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Wine
Beer
Spirits
Sparking
Others
End up in discounter• Most discounters in Europe• Aldi wirtschaftswunder
success story• New concept: one of every
item, no service, no frills• No price tags• No PR, no ads • Turnover 50 bn Euro in 4000
stores, little loans, big profit (750 mn Euro) – still privately owned
Public notice of an authority?
Aldi & Audi
• Clients mostly lower class• Invested in credibility (tests, panels)• No brand, brands themselves• New type of consumer• Buy prestigeous goods with service• For other goods look for best offer even with high
income• Smart shoppers successful in discounters• Aldisation
Low price warriors in pursuit of wine
• Discounters try to achieve credibility
• Parker points, consultants
• Consumer panels approve that
14.6 million hectoliter - who sells them?
5,7
5,1
2,6
1,2
0 1 2 3 4 5 6
discounters
supermarkets
cellar door
specialised retailers
in million hectoliter
Driving the market
• Create new stars• Mean hell to some famous names• Work wonders on bubbles• Miraculous multiplication of chianti
How much is a bottle?
10
6
3,8
2,6
0 2 4 6 8 10 12
specialisedretail
cellar door
supermarket
discount
price per liter in €
Fine wines in a rough environment
• Borolo, champagne and their kind • Germans get their share• S.A. Prum• Fritz Keller• Clever idea: subcontractors to make the
quantity• First outcry went through top producers• Everybody make their money, even the
family businesses, on once a year
New cellar at Keller‘s
Where does it all lead to?
• Decay of quality wines?• Decline in prices? • Germans spend more for less• Specialised retailers have gained better shares
How to get a slice of the pie
• Hope for tide• Do things discounters don‘t do• Trading down no fun• Create ambiance, easy access, offer service• Focus on special wines, orange, natural, amphora • Be a pleasure, provide lifestyle: QR with message • Convenience (shop in the net, quick delivery)• Discounters die where zest for life begins
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