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UK - Rebooting a mature market: Tim Wildman MW

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Ben Moroney
Ben Moroney

Tim Wildman MW revisited his 2007 Master of Wine Dissertation which was a marketing paper assessing the attitudes of the UK wine trade towards Australian wine. He was joined by a panel of UK experts including Robert Joseph, Editor-at-Large, Meininger Verlag; Pierpaolo Petrassi, Head of Beer/Wine/Spirits, Waitrose and Sarah Ahmed, Wine Writer and Founder of The Wine Detective and James Davis, Senior Wine, Spirits and Coffee Buyer, Greene King for a wide ranging discussion on how far Australia has come in six short years, how much has been achieved, how attitudes have changed, how styles have evolved, and consider the aspects of the dissertation that are still a work in progress. The panel drilled into how we engage consumers in a mature market and the relevance of various cues.

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UK - Rebooting a mature market: Tim Wildman MW
UK: Re-booting a mature market chaired by Tim Wildman MW
Introducing the panel Robert Joseph Sarah Ahmed Pierpaolo Petrassi MW Tim Wildman MW
Where did it all go wrong....Australia?
A survey of the UK wine trade to determine current attitudes towards Australian wine - Master of Wine Dissertation 2007 www.TimWildmanMW.com
grape supply international competition domestic competition retail power taxation ex-rates consumer demand =value+profit
UK - Rebooting a mature market: Tim Wildman MW
THE LOST
Light at the end of the tunnel... ...or is it the train coming?
A survey of the UK wine trade to determine current attitudes towards Australian wine (2007) AIMS: To understand attitudes in general To understand perceptions of style in particular To understand the needs of buyers To evaluate barriers to success in the on-trade To identify the opportunities for premium wine
the twentythe twenty yearyear honeymoonhoneymoon is finallyis finally overover consumersconsumers pridepride themselvesthemselves on havingon having grown out ofgrown out of AustralianAustralian winewine how do youhow do you stop peoplestop people falling asleepfalling asleep whenwhen drinkingdrinking AustralianAustralian wine?wine? AustraliasAustralias fine winefine wine credentialscredentials have beenhave been sacrificed atsacrificed at the alter of thethe alter of the gondola endgondola end
The Success Shadow... Myth or Reality?
?? IN PERCEPTION
IN TRENDS
IN STYLE
GENERATION GAP
KEY FINDINGS SUMMARY: High association with mass market wine (81%) High association with large scale, homogenised wine production (94%) Deep discounting has damaged Australias image as a fine wine producer (75%) Needs to do more to communicate its fine wine credentials (92%) Australian wine currently has an image problem in the UK market (76%) A positive statistical correlation between visits to Australia and regional knowledge leading to greater willingness to list and sell more premium, regional wine
CALLS FOR: Lower alcohol, less oak Crisper whites, fresher reds Restrained, savoury, food friendly styles Renewal, refreshment, re-launch SUGGESTED SOLUTIONS: More tastings opportunities for both trade and consumers More education for the trade More trade trips to Australia
THE GOOD NEWS: The success shadow was much less prevalent in on-trade than off- trade Greatest opportunity for a premium message with the younger generation Main barriers to success in on-trade revolve around issues of education and style suitability THE OPPORTUNITY To re-assess styles and forge new working relationships with the upcoming generation of buyers, sommeliers and journalists
UK - Rebooting a mature market: Tim Wildman MW
In the eyes of many in the UK trade Australia has become the McDonalds of the wine aisle. Its challenge now is to prove it can do fine dining
culturalcultural tourismtourism restaurantsrestaurants finefine winewine lifestylelifestyleFrance Italy Spain
culturalcultural tourismtourism restaurantsrestaurants finefine winewine lifestylelifestyleFrance Italy Spain
In 2012, Tourism Australia conducted a Consumer Demand Research Project in twelve of Australias key tourism markets Only 23% of those who have not been to Australia associated Australia with good food and wine. That figure rose to 53% amongst those who have visited FOOD AND WINE TOURISM
UK - Rebooting a mature market: Tim Wildman MW
UK - Rebooting a mature market: Tim Wildman MW
Place People and personality Move to premium
My concept of what is happening in the Australian wine scene has changed forever Harley Carbery, Wine Director, Joel Robuchon Restaurant (3 Michelin *), Las Vegas My attitude to Australian wines has completely changed. Australia has a huge potential to position itself as a super premium destination in the world of wine. Joao Pires MS, Head Sommelier, Dinner by Heston Blumenthal (1 Michelin *), London Any concept I previously held of a simple summation of Australian wine has been ripped to shreds. History, diversity, along with a great sense of whats next? are all aspects of what this amazing tour has given me Richard Harvey, Owner, Metrovino, Calgary, Alberta, Canada
How do you stop people falling asleep when drinking Australian wine? Tweet @timwildmanmw using #savouroz
Panel discussion Sarah Ahmed Robert Joseph Pierpaolo Petrassi MW Tim Wildman MW
thank you enjoy the rest of Savour #hugwinsor

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UK - Rebooting a mature market: Tim Wildman MW

  • 2. UK: Re-booting a mature market chaired by Tim Wildman MW
  • 3. Introducing the panel Robert Joseph Sarah Ahmed Pierpaolo Petrassi MW Tim Wildman MW
  • 4. Where did it all go wrong....Australia?
  • 5. A survey of the UK wine trade to determine current attitudes towards Australian wine - Master of Wine Dissertation 2007 www.TimWildmanMW.com
  • 6. grape supply international competition domestic competition retail power taxation ex-rates consumer demand =value+profit
  • 9. Light at the end of the tunnel... ...or is it the train coming?
  • 10. A survey of the UK wine trade to determine current attitudes towards Australian wine (2007) AIMS: To understand attitudes in general To understand perceptions of style in particular To understand the needs of buyers To evaluate barriers to success in the on-trade To identify the opportunities for premium wine
  • 11. the twentythe twenty yearyear honeymoonhoneymoon is finallyis finally overover consumersconsumers pridepride themselvesthemselves on havingon having grown out ofgrown out of AustralianAustralian winewine how do youhow do you stop peoplestop people falling asleepfalling asleep whenwhen drinkingdrinking AustralianAustralian wine?wine? AustraliasAustralias fine winefine wine credentialscredentials have beenhave been sacrificed atsacrificed at the alter of thethe alter of the gondola endgondola end
  • 17. KEY FINDINGS SUMMARY: High association with mass market wine (81%) High association with large scale, homogenised wine production (94%) Deep discounting has damaged Australias image as a fine wine producer (75%) Needs to do more to communicate its fine wine credentials (92%) Australian wine currently has an image problem in the UK market (76%) A positive statistical correlation between visits to Australia and regional knowledge leading to greater willingness to list and sell more premium, regional wine
  • 18. CALLS FOR: Lower alcohol, less oak Crisper whites, fresher reds Restrained, savoury, food friendly styles Renewal, refreshment, re-launch SUGGESTED SOLUTIONS: More tastings opportunities for both trade and consumers More education for the trade More trade trips to Australia
  • 19. THE GOOD NEWS: The success shadow was much less prevalent in on-trade than off- trade Greatest opportunity for a premium message with the younger generation Main barriers to success in on-trade revolve around issues of education and style suitability THE OPPORTUNITY To re-assess styles and forge new working relationships with the upcoming generation of buyers, sommeliers and journalists
  • 21. In the eyes of many in the UK trade Australia has become the McDonalds of the wine aisle. Its challenge now is to prove it can do fine dining
  • 24. In 2012, Tourism Australia conducted a Consumer Demand Research Project in twelve of Australias key tourism markets Only 23% of those who have not been to Australia associated Australia with good food and wine. That figure rose to 53% amongst those who have visited FOOD AND WINE TOURISM
  • 28. My concept of what is happening in the Australian wine scene has changed forever Harley Carbery, Wine Director, Joel Robuchon Restaurant (3 Michelin *), Las Vegas My attitude to Australian wines has completely changed. Australia has a huge potential to position itself as a super premium destination in the world of wine. Joao Pires MS, Head Sommelier, Dinner by Heston Blumenthal (1 Michelin *), London Any concept I previously held of a simple summation of Australian wine has been ripped to shreds. History, diversity, along with a great sense of whats next? are all aspects of what this amazing tour has given me Richard Harvey, Owner, Metrovino, Calgary, Alberta, Canada
  • 29. How do you stop people falling asleep when drinking Australian wine? Tweet @timwildmanmw using #savouroz
  • 30. Panel discussion Sarah Ahmed Robert Joseph Pierpaolo Petrassi MW Tim Wildman MW
  • 31. thank you enjoy the rest of Savour #hugwinsor

Editor's Notes

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