Tomorrow’s Wine on Tomorrow’s Table Sarah Jane Evans MW FDIN Seminar 14 July 2011

Five key themes The consumer and (her) cash The threat of binge drinking The impact of the eco-warriors Where is the innovation? The thirst for knowledge (plus tips on the tasting)

1: The consumer (a) Off-trade: 72% of sales through (few) grocers Average price in off-trade Dec 2010: – £4.49 still wine – £5.97 sparkling (kept afloat by cheap Cava) – £5.20 fortified Lack of choice: UK no longer the number one market for exporters; concentration of the industry

The consumer (b) Some people dropping out of wine drinking altogether in the recent economic crisis: – In past 12 months a 2% fall in volume (1.8 million 12-bottle cases) – Under £4 sector has dropped by 10 million cases (Nielsen)

The consumer (c) Leading wine countries: Australia (Hardys), USA (Blossom Hill, Echo Falls), Italy (Pinot Grigio), France, SA, Chile, Spain, NZ Rosé blossomed, and has now peaked Ditto Prosecco, now that prices are rising Chardonnay still most popular white Women dominate shopping in the grocers, men in the high street and online

The consumer (d): the battle of the sexes on the wine aisle Men stay in their comfort zones, women are more adventurous. Women shop for communal gatherings, men for themselves. Men are geared toward impressing, women toward pleasing. Women buy wine for the short term (sharing), men for the long term (hoarding). Men buy on the basis of testimonials from experts, women on tips from friends and merchants. Women order wine by the glass at restaurants; men order bottles. (by Natalie Maclean)

2: The threat of binge drinking

Alcohol controls First, tobacco – then alcohol Should wine escape the alcohol label? Does producer/retailer control work? Do low alcohol wines have a future? No-alcohol: less than 0.5% Low 0.5%-5.5% Then 5.5% to 10% or thereabouts Eg Traditional German whites, but also -

No alcohol

Lower

Low-ish

3: The impact of the eco-warriors Slight influences now; which one will grow fastest? Natural Organic Biodynamic Sustainable Carbon footprint Health

Too clever or just in time?

Crazy?

Very British!

Your new company image

4: Where is the innovation? Container: bottle, bag, pouch, PET, tetra Closure Style Varieties: where is the next Pinot Grigio? Display New origins: BRIC plus UK

From plop to click and thwack

The future’s sparkling

5: The thirst for knowledge Education: another factor that sets wine apart from food A crucial line of defence against alcohol controls A way to attract the next generation But can it be too complicated?

An easy sell, surely?

Or a step too far?

6: Tomorrow’s wine Three ‘simple’ requirements: Good value (a constant battle with duty) Quality Integrity

Thank you