1© Wine Intelligence 2016
Connecting with future consumers
CVA Annual Meeting, Kelowna
July 2016
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• World leading research agency on wine consumer behaviour
• Started 2001 (3 founders, incl me!)
• Now work in 26 countries
• Clients include:
• Governments
• Multinational businesses
• Trade associations
• Growers
• Retailers
• Importers / distributors
• Banks
About Wine Intelligence
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What do we mean by future consumers?
Born between
X-Gens
Boomers
Silents
Young Millennials
Next Gens
G.I. Gens
Old Millennials
1920
1950
1980
2010
1935
1965
1985
1995
Relevant future
segments
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Wine Intelligenceprojection
America’s future wine drinkers
• Sources:
• US Vinitrac® calibration studies
• Future consumption modelling results
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Segment analysis
Future consumers in the US
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
18% 21%29% 30% 32%
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
110 million
32%41%
50%
Relative size of each segment within regular wine drinkers
Sources:
US Vinitrac® omnibus surveys from 2005, 2010 and 2015
US future consumption modelling results
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6% 10%18%
32%
2010 2015 2020 2025
335 million
378 million
427 million
481million
19 million
38million
76million
154million
Sources:
China Vinitrac® calibration studies
Future consumption modelling results
1 Urban adults aged 18-49 in 2010, 18-54 in 2015-20252 Those who drink imported wine at least twice a year
Urban adult population1
Imported wine drinkers2
Wine Intelligenceprojection
China’s future wine drinkers
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65% 69% 70% 71%
2010 2015 2020 2025
% of regular wine drinkersSources:
Canada Vinitrac® calibration studies
Wine Intelligence Future consumption modelling results
Canada’s future wine drinkers
27 million 29 million 30 million 32 million
Total adult population
Regular wine drinkers
18million
20million
21million
23million
Wine Intelligenceprojection
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19%11%
5%
29%
25%
21%
24%
27%
29%
25%
28%
27%
3%9%
19%
2015 2020 2025
Silents Boomers X-Gens Millennials Next-GensSources:
Canada Vinitrac® omnibus survey 2015
Wine Intelligence Canada future consumption modelling results
20million
21million
23million
Millennials
X-Gens
Boomers
Silents
Next-Gens
Segment analysis
Future consumers in Canada
Relative size of each segment within regular wine drinkers
9Vostok Amphibian
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Devotion
People now care about the wine list. This has never happened
before. It used to be just about the food menu
Food and Beverage Director, Shanghai Hotel
Every month I go with 3 friends to a steak house and 3 of the 4 of us will bring a bottle of red wine. We all get to try each other's wines and the 4th person gets
to judge whose is best
Millennial, USA
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The Gin Bar (UK) Bacon Bar (USA)
Devotion
Mister Lasagna (UK) Herzl Brewery (Jerusalem)
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Lectures on Italian regions on WeChat
Offline tasting event
Devotion
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You wouldn't get to have that social element in person or have the feeling of being surrounded by
choices that is sort of just viscerally fun at the store
Millennial Treater, USA
I do not buy wine online. It is too pricey due to shipping
Millennial Treater, USA
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Instant
Intergalactic Agency (Global)Cellarmaster Wines (Hong Kong)Amazon Dash Button (Global)
15Shanghai, May 2016
I shop wine from JD.com because it delivers the orders faster than
other websites
Millennial, China
Instant
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If I trust an e-commerce platform, I would trust that everything sold
on it is genuine and authentic
Millennial, Shanghai
I don’t think well-known e-commerce platforms would sell
counterfeit products, one such as Yihaodian, JD, Tmall
Millennial, Shanghai
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Transparency
Veuve Clicquot (France)Paul (Romania) Hunter Gatherer (China)
Transparency
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Upgrade
For a party, I feel obliged to buy a bottle of red and white, and then
I’d be conscious to get a bottle that looks like a quality wine
Generation Treater, USA
People will spend 1 month’s salary on a night out at a bar
F & B Manager, Shanghai
I know it might sound silly, but I want the bottle to look good and impress whoever
I’m buying it for
Developing Drinker, Sydney
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McDonald’s (South Korea)
Upgrade
Berco’s Popcorn (US)McDonald’s (Hong Kong) Pepsi (US)
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Franks, my local store, does this really cool thing where you can play table tennis in store
to earn discounts on wine.
Millennial, USA
There’s no time to waste so you might as well experiment a bit
Generation Treater, UK
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Play
Coca Cola (UK)
Budweiser (USA)Nescafé (Germany)
KitKat (Paraguay)Snapchat (global)
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Convergence?
Chongqing New York Shanghai
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French Concession area of Shanghai, May 2016
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‘Curious about
wine, looking to
build confidence’
Conservative and enjoy a (controlled) experiment
Frugal and status seeking
Advice seeking and self-discoverers
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Mikhail and Vera would be proud. . .
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Richard Halstead, COO and co-founder of Wine Intelligence, [email protected]
For more information about Wine Intelligence please contact us:
Wine Intelligence 109 Maltings Place169 Tower Bridge RoadLondonSE1 3LJ
Telephone: +44 (0)20 7378 1277Email: [email protected]: www.wineintelligence.comTwitter: www.twitter.com/wineintellFacebook: www.facebook.com/wineintelligence
Thank you