Embed Size (px)
Citation preview
1
Wine Intelligence
Wine Intelligence team
Markets we actively work in
2
ÁSIA
Prepared by Wine Intelligence to support
Wines of Portugal Marketing Plan 2018-2020
3
1 China 39 39%
2 Japan 24.5 24%
3 S. Korea 9.5 9%
4 Hong Kong 9 9%
5 Taiwan 8 8%
6 Vietname 2.5 2%
7 India 2 2%
8 Indonesia 2 2%
9 Malasia 2 2%
10 Singapore 1 1%
11 Phillipines 1 1%
12 Macau 0.5 0%
ÁSIA Onde investir?
4
1338
337
33
32
16
14
13
13
10
10
6
4
1400
393
231
1400
Source: IWSR
China
Japan
Hong Kong
South Korea
Taiwan
Philippines
India
Vietnam
Thailand
Singapore
Malaysia
Indonesia
0
0
33
32
16
14
13
13
10
10
6
4
50
0
0
27
10
3
10
50
Consumo de vinho (milhões de litros)
Total
Vinho importado
ÁSIA
5
葡萄牙
CHINA
grape tooth
PORTUGAL
6
Source: Wine Intelligence Future Consumers model
* Imported wine drinkers = upper middle class consumers who drink imported wine at least twice a year
6%11%
17%25%
2010 2015 2020 2025
% of regular wine drinkers
335 million
19 million
430 million
515 million
629 million
48 million
88 million
160 million
Wine Intelligence
projection
Urban adult population
Imported wine drinkers*
% of imported wine drinkers
2015/2016
CHINA
7
Source: Wine Intelligence Future Consumers model
7%2%
40%
34%
20%
50%
53%
57%
4%10%
23%
2015 2020 2025
Next-Gens
Millennials
X-Gens
Boomers
48 million
88 million
160 million
Born between
X-Gens
Boomers
Next Gens
Old Millennials
1950
1980
2010
1965
1995
Millennials
Year of birth
CHINA
8
West Spicier, hot
CHINA
South Sweeter
East Lighter, fresh
North Heavier, stronger-
flavoured
9
CHINA
Millennials em Shanghai
• Shanghai é a Nova Iorque/Londres/Berlim da China
• Menos bling/show-off e mais cool e cosmopolita
• Millennials da classe média procuram ser mais ocidentais:
• Gostam de saber mais sobre o que estão a beber
• Gostam experimentar
• Gostam de se associar ao vinho por ser uma bebida sofisticada
• Gostam de vinho a copo
• On-trade scene em rápido crescimento
Source: Wine Intelligence in-market experience
10
Sources:
• http://www.yesmywine.com
• Wine Intelligence China trade interview programme for SAWIS, June-July 2015
Consumidores mais jovens a mudar as preferências de consumo
- Corpo
- Acidez
- Tanino
Pink Moscato sparkling wine
specially trendy among female
consumers
+ Suavidez
+ Fruta
+ Doce
CHINA
…e menos álcool… não gostam de se embebedar!
- Choque geracional
- Genética
11
Source: Wine Intelligence trade interviews programme in China - 2015
2013: 5.8 billion US$ 2014: 9.3 billion US$ 2015: 14.3 billion US$ 2016: 18.0 billion US$
Jan Dec July Feb Mar Apr May Jun Aug Sept Oct Nov
New Year’s Eve
Chinese New Year
Mid-autumn festival
National Day
Christmas
Singles Day (“Double 11”)
2015
2013
Trough
“Double 12”
CHINA
12
Sources:
Wine Intelligence trade interviews programme in China – 2015
Wine Intelligence, Vinitrac® China, Jul ‘15, n=1,000 Chinese urban upper middle class imported wine drinkers
CHINA
On-trade (HORECA)
Offshore supply Off-trade (retailers)
Traders selling directly
Corporate customers
Private client
Government customers
Mass consumers
First-tier importer /
distributors
Grey market
Second-tier distributors
Direct-to-consumer
China supply chain
13
Sources:
• Wine Intelligence, Vinitrac® Japan, Mar‘16, n=1,148 Japanese regular wine drinkers
• Wine Intelligence, Vinitrac® China, March 2015 (n=1,119) and March 2016 (n=1,040), Chinese urban upper-middle class imported wine drinkers (aged 18-54) in Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Shenyang, Chongqing, Wuhan and Chengdu
• Wine Intelligence, Vinitrac® South Korea, Mar ‘16, n=1,000 South Korean imported wine drinkers
• Wine Intelligence, Vinitrac® Hong Kong, Mar’ 16, n=600 Hong Kong regular wine drinkers
• Wine Intelligence, Vinitrac® Singapore, Mar‘15, Mar’16 n>600 Singapore regular wine drinkers
País de origem Marca
Coreia do Sul 69% 67%
Singapore 62% 67%
Hong Kong 69% 64%
Japão 58% 44%
China 47% 42%
Mercados fortemente aspiracionais
ÁSIA
14
Source: VSPT
COREIA DO SUL
- O que fazer com esta marca?
18 65
15
葡萄牙
CHINA
16
Source: IWSR
ÁSIA Shares of imported and domestic wine consumption by market
16%
28% 31%
43%
56%
75% 75% 75% 79%
98%100%
84%
72% 69%
57%
44%
25% 25% 25% 21%
2%
UnitedKingdom
South Korea Canada Japan Germany Russia Brazil UnitedStates
NewZealand
China France
Imported
Domestic
17
Prepared by Wine Intelligence to support
Wines of Portugal Marketing Plan 2018-2020
EUROPA
18
1 Germany 47 15% 2 United Kingdom 34 11% 3 Poland 33 10% 4 Switzerland 28 9% 5 Denmark 28 9% 6 Sweden 27 8% 7 Russia 26 8% 8 Belgium and Lux. 22 7% 9 Norway 21 7%
10 Netherlands 17 5% 11 France 10 3% 12 Finland 7 2% 13 Czech Republic 5 2% 14 Ireland 3 1% 15 Austria 3 1% 16 Slovenia 2.5 1% 17 Turkey 2 1% 18 Spain 2 1% 19 Slovakia 1.5 0%
EUROPA Onde investir?
19
Source: IWSR
Consumo de vinho (milhões de litros)
Total
Vinho importado
Russia
Romania
Hungary
Sweden
Denmark
Czech Republic
Slovakia
Turkey
Poland
Slovenia
Norway
Finland
541
427
254
180
154
136
106
105
103
75
66
51
600
163
4
6
91
29
3
2
600
EUROPA do Norte / de Leste
20
Source: IWSR
Russia
Romania
Hungary
Sweden
Denmark
Czech Republic
Slovakia
Turkey
Poland
Slovenia
Norway
Finland
Crescimento to consumo de vinho importado (CAGR 2011-15)
-11%
7%
-4%
1%
-1%
0%
1%
8%
3%
-3%
0%
-1%
EUROPA do Norte / de Leste
21
Source: IWSR
NÓRDICOS
Uma das zonas mais ricas do mundo
22 milhões de adultos
490 milhões de litros consumidos em 2015 • 2 X a Suiça • 1.2 X Portugal • 17% dos E.U.A.
Crescimento do consumo estagnado
22
Source: IWSR
NÓRDICOS
Monopólios Importador
Retalhista detido pelo estado
23
Source: IWSR
NÓRDICOS
Consumo de vinho per capita
26 36
18 14
24
Source: IWSR
Portugal Geral
Volume Market share Crescimento
2011-15 Crescimento
2011-15
SUÉCIA 644 3% 4% 1%
NORUEGA 320 4% 5% 0%
DINAMARCA 190 2% -1% -1%
FINLÂNDIA 89 2% 14% -1%
NÓRDICOS
25
DINAMARCA
Population:
4 million Danish adults drink wine
3.3 million of them drinking wine regularly – 83%
Source: Wine Intelligence, Vinitrac® Denmark, March ’13, n=618 Danish regular wine drinkers
7% 7%
19% 20%
74% 73%
Dec'11(n=726)
Mar'13(n=618)
Red wine
White wine
Rosé wine
No significant difference between Dec'11 and Mar'13Source: Wine Intelligence, Vinitrac® Denmark, Dec'13, n=726, Mar'13, n=618 Danish regular wine drinkers
Proportions of red, white, and rosé wine% of total wine consumptionBase=All Danish regular wine drinkers (n>618)
7% 7%
19% 20%
74% 73%
Dec'11(n=726)
Mar'13(n=618)
Red wine
White wine
Rosé wine
No significant difference between Dec'11 and Mar'13Source: Wine Intelligence, Vinitrac® Denmark, Dec'13, n=726, Mar'13, n=618 Danish regular wine drinkers
Proportions of red, white, and rosé wine% of total wine consumptionBase=All Danish regular wine drinkers (n>618)
18 - 24, 9%
25 - 34, 14%
35 - 44, 18%
45 - 54, 18%
55 and over, 42%
Source: Wine Intelligence, Vinitrac® Denmakr, March 2013, n=618 Danish regular wine drinkers
AgeBase=All Danish regular wine drinkers (n=618)
26
DINAMARCA
27
• “Puxamos muito pelos vinhos Portugueses” …25% da prateleira
• “O Mercado ainda é pequeno, mas muito maior que há 10 anos”
• “A nossa estratégia é a postar cada vez mais nos vinhos”
• “Em 2020 será uma área muito maior que agora”
Sources:
• Wine Intelligence, Vinitrac® Poland May'15, n=1,008 Polish wine drinkers
• Wine Intelligence interview with Miguel Pires, Senior Category Manager in Biedronka
Country of origin consumption 34%
33%
27%
23%
22%
19%
19%
17%
14%
13%
11%
9%
France
Spain
Italy
Portugal
Bulgaria
Chile
Hungary
Moldova
California
Poland
Germany
Greece
POLÓNIA
28
Sources:
• CIA
• Wine Intelligence face-to-face calibration study with TNS, June ‘14, n=973 Polish adults. Wine=still light wine (red, white, rosé)
• Axel Springer AG, Media Bauer Group, Verbraucheranalyse 2013, n=28,807 adults aged 18+. Wine=still light wine (red, white, rosé)
• Wine Intelligence online calibration studies with YouGov, June'14, n=2,341 UK adults and Sep ’11, n=2,053 UK adults . Wine=still light wine (red, white, rosé)
• Wine Intelligence online calibration study with YouGov, Feb '15, n=986 Swedish adults. Wine=still light wine (red, white, rosé)
60%
Drink at least twice a year
15.5 million
49%
Adult population 31.5 million
Drink at least once per month
9.4 million
30%
POLÓNIA
43% 59% 62%
*
*
29
Source: Wine Intelligence, Vinitrac® Poland May'15, n=1,008 Polish wine drinkers
POLÓNIA
18-2417%
25-3425%
35-4419%
45-5418%
55 and over21%
Age
85%
82%
80%
70%
63%
59%
57%
45%
44%
40%
40%
38%
33%
26%
Sweetness of the wine
Price
A brand I am aware of
Recommended by friend or family
Country of origin
Promotional offer
Region of origin
Grape variety
Alcohol content
Recommended by wine guide books
Recommended by wine critic or writer
Appeal of the bottle and/or label design
Recommended by shop staff or shop leaflets
Medal or award
85%
82%
80%
70%
63%
59%
57%
45%
44%
40%
40%
38%
33%
26%
Sweetness of the wine
Price
A brand I am aware of
Recommended by friend or family
Country of origin
Promotional offer
Region of origin
Grape variety
Alcohol content
Recommended by wine guide books
Recommended by wine critic or writer
Appeal of the bottle and/or label design
Recommended by shop staff or shop leaflets
Medal or award
Choice cues
30
Sources:
• Wine Intelligence, Vinitrac® Poland May'15, n=1,008 Polish wine drinkers
• Wine Intelligence interview with Miguel Pires, Senior Category Manager in Biedronka
18-24 Inexperienced and price sensitive Price sensitive, prefer wine which is sweet Appeal of the bottle design is important
25-34 Developing adventurous consumers Adventurous and involved, like receiving recommendations Like to drink wine in bars/restaurants
35-44 Brand driven discounter consumers Adventurous, but like to buy from discount supermarket Sweetness level of the wine is important
45-54 Frequent wine drinkers Less adventurous but frequent consumers Stick to traditional countries and varietals
55+ Involved but conservative Very conservative in their tastes Stick to brands they know
POLÓNIA
25% dos consumidores
31
Source: IWSR
Consumo de vinho (milhões de litros)
Total
Vinho importado
France
Italy
Germany
United Kingdom
Spain
Portugal
Netherlands
Greece
Switzerland
Austria
Belgium and Lux.
Ireland
2314
2310
2042
1089
687
401
338
282
266
256
217
69
2400
46
8
1171
3
0.4
1
170
33
2400
EUROPA Central / Ocidental
32
Source: Wine Intelligence, Vinitrac® Germany, Oct ‘14 (n=1,015), Oct ‘15 (n=1,000) and Mar ‘16 (n=1,008) German regular wine drinkers
ALEMANHA
Munich
Stuttgart
Berlin
Frankfurt
Düsseldorf
Köln
Hamburg
• 5 million people • Logistics centre
• 10 million people • Traditional industrial heart • Reviving economy
• 6 million • Political centre • Creative economy
• 5.7 million • Manufacturing industry
• 5.2 million • Automotive industry
• 5.6 million people • Financial services
33
Source: Wine Intelligence, Vinitrac® Germany, Oct ‘14 (n=1,015), Oct ‘15 (n=1,000) and Mar ‘16 (n=1,008) German regular wine drinkers
ALEMANHA
Munich
Stuttgart
Frankfurt
Düsseldorf
Köln
Hamburg
Factores influenciadores do consumo de vinho
Berlin
34
Source: Wine Intelligence, Vinitrac® Germany, Oct ‘14 (n=1,015), Oct ‘15 (n=1,000) and Mar ‘16 (n=1,008) German regular wine drinkers
ALEMANHA
>4.5 milhões
3.5 – 4.5 milhões
2.5 – 3.5 milhões
1.5 – 2.5 milhões
<1.5 milhões
Consumidores regulares de vinho
Munich
Stuttgart
Berlin
Frankfurt
Düsseldorf
Köln
Hamburg
35
• Wine Intelligence, Vinitrac® Germany Mar'16, n=1,005 German regular wine drinkers
ALEMANHA
MARKET 1 Mainstream supermarkets
MARKET 2 Specialty retailers
<5€ Mostly German wine
Dedicated teams organized on a national or a regional level
Large volumes, listing fees, tough margin negotiations, “Marketing support” payments
TOTAL VOL: 65% of off trade
TOTAL VALUE: 50% of off trade
>5€ Diverse offer of Countries/Regions of origin
Takes time to penetrate because few distributors cover all bases - Fundamentally disorganised
Good for micro-marketing in big metro areas - Great if listed in bigger sized players
TOTAL VOL: 15%-20% of off trade
TOTAL VALUE: 30-40% of off trade
36
27% of all German regular
wine drinkers
34% of all German regular
wine drinkers
• Wine Intelligence, Vinitrac® Germany Mar'16, n=1,005 German regular wine drinkers
ALEMANHA
Domestic wine Predominantly women
Lower prices Stick do brands and styles they know
Like promotional offers Buy in discounters
International wine (France, Italy) Half men half women
Higher prices More adventurous and willing to learn
Like obscure styles Buy in specialist wine shops
MARKET 1 Old conservatives
MARKET 2 Young premiums
37
Germany still light wine volumes and price per bottle (total and by country of origin)Thousands of 9
litre cases 2011 2012 2013 2014 CAGR 11-15 CAGR 14-15 Market share
Total 237,672 232,924 229,890 226,340 226,855 -1% 0% 100%
Domestic 95,600 95,525 99,350 96,700 96,765 0% 0% 43%
Imported 142,072 137,399 130,540 129,640 130,090 -2% 0% 57%
Italian 58,200 52,815 47,500 47,435 48,905 -4% 3% 22%
Spanish 24,988 27,155 28,200 28,769 28,525 3% -1% 13%
French 23,292 23,150 22,700 22,870 21,825 -2% -5% 10%
South African 7,465 6,870 7,430 7,140 7,500 0% 5% 3%
Chilean 4,020 3,780 4,465 4,000 4,425 2% 11% 2%
Australian 3,675 3,515 3,150 3,160 3,255 -3% 3% 1%
Austrian 2,550 2,725 2,535 2,625 2,870 3% 9% 1%
Macedonian 3,225 3,520 3,125 3,000 2,800 -3% -7% 1%US 2,500 2,430 2,350 2,380 2,450 -1% 3% 1%
Portuguese 1,300 1,327 995 1,050 1,000 -6% -5% 0%
Hungarian 1,330 1,085 1,075 985 875 -10% -11% 0%
Bulgarian 1,655 1,635 1,115 925 715 -19% -23% 0%
2015
Source: IWSR
ALEMANHA Germany still light wine volumes
38
Source: Wine Intelligence, Vinitrac® Germany, Mar‘16, n=1,005 and Mar’15 n=1,004 German regular wine drinkers
93%
91%
89%
89%
78%
75%
72%
69%
65%
62%
54%
41%
41%
24%
2%
Germany
France
Spain
Italy
Portugal
South Africa
California
Chile
Australia
Hungary
Argentina
New Zealand
Bulgaria
Other USA
Other
76%
46%
33%
49%
11%
21%
12%
11%
8%
6%
4%
4%
3%
1%
Germany
France
Spain
Italy
Portugal
South Africa
California
Chile
Australia
Hungary
Argentina
New Zealand
Bulgaria
Other USA
Other
Country of origin awareness and respective consumption level
Base = All German regular wine drinkers (n=1,005)
ALEMANHA
Problema de disponibilidade
?
39
Source: Wine Intelligence in-market experience
REINO UNIDO
Currency issues: Imported wines’ prices raised by 10%
Below £5 wine are hard to maintain on shelves
Supermarkets are expected to reduce their ranges because the shelf space is not justified anymore
Too many references are
intimidating for the customers
Opportunities for higher priced wines as retailers will become more specialised and quality driven
40
Switzerland still light wine volumes and price per bottle (total and by country of origin)Thousands of 9
litre cases 2011 2012 2013 2014 CAGR 11-15 CAGR 14-15 Market share
Total 30,290 29,750 30,350 29,730 29,565 -1% -1% 100%
Domestic 10,940 10,600 11,600 10,900 10,670 -1% -2% 36%
Imported 19,350 19,150 18,750 18,830 18,895 -1% 0% 64%
Italian 6,320 6,440 6,400 6,698 6,665 1% 0% 23%
French 4,505 4,460 4,200 4,055 4,075 -2% 0% 14%
Spanish 3,895 3,490 3,200 3,605 3,700 -1% 3% 13%
Portuguese 710 800 850 980 1,010 9% 3% 3%
South African 375 500 800 690 595 12% -14% 2%
US 610 590 525 500 515 -4% 3% 2%
Chilean 445 420 415 345 390 -3% 13% 1%
Argentinian 377 350 360 375 385 1% 3% 1%
German 470 375 400 360 380 -5% 6% 1%
Austrian 225 250 225 240 260 4% 8% 1%
Australian 300 350 325 290 250 -4% -14% 1%
New Zealand 25 28 28 23 26 1% 13% 0%
2015
Source: IWSR
SUIÇA Switzerland still light wine volumes
41
AMÉRICA
Prepared by Wine Intelligence to support
Wines of Portugal Marketing Plan 2018-2020
a
42
1 USA 48 60% 2 Canada 26 33% 3 Mexico 6 8%
USA
1 NY 15 19% 2 Texas 13 16%
3 California 12 15% 4 Massachusets 11 14% 5 Washington DC 7.5 9% 6 Illinois 7 9% 7 Florida 7 9% 8 Pensilvanya 4 5% 9 NJ 2 3%
10 Colorado 1 1% 11 Rhode Island 0.5 1%
Canada:
1 Quebec 26 33% 2 Ontario 25 32% 3 B. Col 13 16% 4 Alberta 11 14% 5 Manitoba 3 4% 6 Prince Ed. 1 1%
AMÉRICA Onde investir?
43
Source: IWSR
United States
Argentina
Canada
Brazil
Chile
Mexico
Peru
Colombia
Consumo de vinho (milhões de litros)
2854
950
414
306
259
67
40
16
3000
725
0.2
299
77
0.5
3000
Total
Vinho importado
AMÉRICA
44
US still light wine volumes and price per bottle (total and by country of origin)Thousands of 9
litre cases 2011 2012 2013 2014 CAGR 11-15 CAGR 14-15 Market share
Total 300,620 307,465 312,500 314,345 317,115 1% 1% 100%
Domestic 221,000 228,075 232,715 235,570 236,545 2% 0% 75%
Imported 79,620 79,390 79,785 78,775 80,570 0% 2% 25%
Italian 26,925 26,800 26,875 27,070 27,190 0.2% 0% 9%
Australian 17,950 17,035 16,645 15,840 15,740 -3% -1% 5%
French 8,430 8,955 9,250 9,440 9,995 4% 6% 3%
Chilean 7,070 6,660 6,800 6,515 6,690 -1% 3% 2%
Argentinian 6,190 6,550 6,375 5,960 6,105 0% 2% 2%
New Zealand 3,005 3,345 3,675 4,240 4,855 13% 15% 2%
Spanish 3,990 4,325 4,525 4,185 4,270 2% 2% 1%
German 3,115 2,775 2,545 2,385 2,225 -8% -7% 1%Portuguese 955 985 1,040 1,150 1,325 9% 15% 0%
South African 855 850 925 810 870 0% 7% 0%
Austrian 200 210 200 225 265 7% 18% 0%
Greek 200 210 200 230 255 6% 11% 0%
2015
Source: IWSR
E.U.A. US still light wine volumes
45
Source: Wine Intelligence future consumption modelling results
26% 31%40% 42% 44%
2005 2010 2015 2020 2025
55 million
66 million
93 million
101 million
109 million
210 million
216 million
232 million
241 million
249 million
Total adult population
Regular wine drinkers
Wine Intelligence projection
E.U.A.
46
Source: Wine Intelligence future consumption modelling results
26% 31%40% 42% 44%
2005 2010 2015 2020 2025
10%3%
24%
22%16%
10%5%
36%
33%
25%
23%
20%
26%
30%
27%
27%
25%
4%8%
13%
13%
12%
4%
19%
18%
17%
10%21%
2005 2010 2015 2020 2025
Old Millennials
Next Gens
X-Gens
Boomers
Silents
Young Millennials
Old Millennials
X-Gens
Boomers
Silents
G.I. Gens
55 million
66 million
93 million
101 million
109 million
Wine Intelligence projection
Regular wine drinkers
E.U.A.
47
Millennials (21-34)
Sources:
• Cassandra Report, United Nations, digitalmarketingstrategiessummit.com, mic.com, adweek.com, prnewswire.com, huffingtonpost.com, new.trinity.edu, businessinsider.com, esds1.pt, dmnews.com, careerplanner.com, hbr.org, adage.com
• Wine Intelligence, Vinitrac® US, Oct' 15 n=200 US young adults on pre-legal drinking age, aged between 16 and 20
Students, most still living with parents though the older members are in college
Most still depend on family
Not in the job market yet
Fully integrated with technology; more cautious, yet as ambitious as Millennials
Would prefer a cool product over a cool experience
A lot of money means success
Students or recent graduates, and may be living at their parents’ home
Income $25K (median)
Unemployment rate 8% with higher turnover
Very connected to technology, more pleasure-seeking, more adventurous and very ambitious
Would prefer a cool experience over a cool product
A lot of money doesn’t mean success
Next-Gens (Under 21)
E.U.A.
48
Sources:
• Cassandra Report, United Nations, digitalmarketingstrategiessummit.com, mic.com, adweek.com, prnewswire.com, huffingtonpost.com, new.trinity.edu, businessinsider.com, esds1.pt, dmnews.com, careerplanner.com, hbr.org, adage.com
• Wine Intelligence, Vinitrac® US, Oct' 15 n=200 US young adults on pre-legal drinking age, aged between 16 and 20
Multi-taskers
Global
Open-minded
Ad-savvy
Involved consumers
Careful with money
High standards
Creative
Self-conscious
Speed-demons
E.U.A.
57%
26%
17%
I think wine is interesting and I wouldlike to learn more about it once I turn 21
I find wine neither an interesting noruninteresting topic
I am totally uninterested in wine as atopic
I think wine is interesting and I would like to learn more about it
I find wine neither an interesting nor uninteresting topic
I am totally uninterested in wine as a topic
57%
26%
17%
49
Sources:
Wine Intelligence, Vinitrac® US, Mar' 15 + Aug' 15, n=4,187 US regular wine drinkers
Future consumption modelling results
0
5
10
15
20
25
30
35
2015 2020 2025 2030 2035
All Millennials: 34.5
Next Gens: 37
X-Gens: 28.5
Boomers: 15
Silents: 0.1
No. of regular wine drinkers (millions)
Hispanics: 23.5
E.U.A.
50
Sources:
• United Nations, Nielsen, Pew research organization, beveragemedia.com, Snooth.com, Wine-searcher.com, Dailymail.co.uk
• Wine Intelligence, Vinitrac® US, Mar' 15 + Aug' 15, n=4,187 US regular wine drinkers
11% 13% 16%
89% 87% 84%
2015 2020 2025
Hispanics
Non-Hispanics
By 2025, there will be
17 million Hispanic
regular wine drinkers
4% 5% 6% 7% 9% 12% 14% 18% 22% 25% 29%
1950 1960 1970 1980 1990 2000 2010 2020 2030 2040 2050
Hispanics as a proportion of total US population
Hispanics as a proportion of regular wine drinkers
E.U.A.
51
81%
72%
73%
16.6 million
Sources:
• STATCAN
• Wine Intelligence online calibration study with YouGov, June '14, n=979 Canadian adults. Wine=still light wine (red, white, rosé), and Wine Intelligence online calibration study with YouGov, June '14, n=979 Canadian adults
• Wine Intelligence, Vinitrac® Canada, Oct'15, n=1,000 Canadian regular wine drinkers
43% 59%
12.2 million Weekly wine
drinkers
Wine drinkers 22.9 million
Adult population 28.2 million in 2014
Regular wine drinkers
CANADÁ
52
English-speaking Canada
Québec
CANADÁ
53
Source: Wine Intelligence, Vinitrac® Canada, Oct‘ 2015 (n=1,000) Canadian regular wine drinkers
19-34 year olds
35-44 year olds
45+ year olds
English-speaking Canada 9.8 million regular wine drinkers1
Québec 3.6 million regular wine drinkers1
Price sensitive and curious Like purchasing wine from France and Italy and follow friends and family recommendations
Driven by appeal and design Mostly purchase wine from France and California. The appeal of the bottle design is more important to them.
Adventurous consumers Mostly influenced by taste or wine style descriptions displayed on the shelves or on wine labels
Involved consumers More influenced by the country of origin, and less interested in promotional offers
Conservative consumers Like to stick to wine that they know they like, typically from California and Australia
Brand driven consumers Like to purchase good brands from France and Italy and from European regions in general
CANADÁ
54
Richard’s questions
What patterns do we see?
What are the challenges for your customers?
How does Portugal fit into the answer?
What do you do tomorrow?
