�ݺ�ߣ

Editor's Notes

• #2: Market dynamics: refreshing the new market. Don’t make the same mistake as the French. Create the ladder from entry-level to connoisseurship
• #3: Why I don’t detail my experiences here… No-one ever remembers more than one or two – and even then it’s only if they’re interested. I’ve noticed that it’s this time during the presentation that you lose the audience. How many of you checked your phones as soon as Greg started going over my biography? Sponsors – take note of the interest in your message!
• #4: The wine sector has been waxing lyrical about American consumers ‘trading up’… Hourglassing of producer expansion concurrently with constricting distribution channel. The hour-glass Boomers are shrinking. And cult wines have no strategy.... More on this later...
• #5: As of yesterday, according to Wine and Vines
• #6: There’s a symbolism to this slide. There are essentially two categories of wine attracting consumers Satisficing wines – Where exercising training, and applying a specific quantity of effort results in the producion of wines of consistency and reliability. Wines of place – This is your bread and butter. Wines from a location. The wines are valued due to their capacity to express their location of production. The appeal of the location determines the wine’s value and desirability We know that most consumers start with ‘wines of effort’, and some progress to wines of place. What we don’t know is how, when or why some do while others don’t.
• #7: We know that wines of effort contribute much larger margins than wines of effort. Equally, we know that wines of effort dominate the volume of the wine market. The value/volume splits in contribution to wine business profitability vary to a degree, but rule of thumb is that 10% of volume is from the wines of place category, yet they contribute around 50% of profitability. With many of Silicon Valley Bank’s customers falling into this demographic, the outlook going forward is an important consideration.
• #9: Boomers and millennials drink about the same volume of wine between them. We’ve got that bit, but Millennials drink more, from around 30% fewer drinkers. GenX drink like their parents, but only about 40% of them got into wine… When were GenXers learning to drink?
• #10: This is how they come into the segment….
• #11: Boomers and millennials drink about the same volume of wine between them. We’ve got that bit, but Millennials drink more, from around 30% fewer drinkers. GenX drink like their parents, but only about 40% of them got into wine… When were GenXers learning to drink?
• #12: I’m predicting that the wine interest in each region will dictate how well wine will be adopted in coming generations. It’s definitely rosier on this side of the Atlantic than the other side of it.
• #13: This little thing called the craft brew wave coincides with what we perceive as the challenge of craft brews.
• #15: Since 2005, wine consumer numbers were up to approximately 31 million in 2010 (from 30 million in 2005), but down from almost 45 million in 1980.
• #16: Regular consumers drink more, and more expensive wines in general. France has improved both the image and quality of its wines, but has failed to turn that into revenue. In effect, they’ve lost both wine consumers and revenue streams. The quality improvements have all led to a higher cost of producing and servicing their markets.
• #19: To early consumers of wine, the choice is either ‘not bad enough to refuse’, or everyone else likes it. On the right, you see the enthusiast brain for wine, where every wine experience is compared against all others.
• #20: Wine has an advantage over other consumer goods, given the accessibility of consumers via digital means Thach outlined the opportunities for wine businesses, with the need to develop skills in the area Wilson and Quinton found that being present was only half of the task. Trade and consumer discussing wine in a different manner. Intrinsic qualities and knowledge-based v. Enjoyment and event-based Szolnoki et al
• #22: Corsi, Cohen and Lockshin (2014) Conducted an experiment on new wine consumers. From six wines tasted blind they examined their wine preference, perceived price point, willingness to purchase, variety, region and style. Then one group was exposed to three sessions on identifying grape variety, a second on grape variety and region. The third group had no training. The varietal training group’s capacity to identify the variety in a blind tasting was significantly improved, but region identification was no better than chance. However, those receiving the regionality training significantly improved their liking ratings and willingness to purchase. The ‘no training’ group’s results did not significantly change just from the experience of the experiment.
• #23: Wine has an advantage over other consumer goods, given the accessibility of consumers via digital means Thach outlined the opportunities for wine businesses, with the need to develop skills in the area Wilson and Quinton found that being present was only half of the task. Trade and consumer discussing wine in a different manner. Intrinsic qualities and knowledge-based v. Enjoyment and event-based Szolnoki et al