1. 1 Innovation in the Wine Industry Success Factors & Future Drivers Down to Earth Seminar New World @ Prowein: 21 March 2010

2. 2 Constellation Europe builds brands from all major new world origins

3. 3 Critical Success Factors 1.Understand consumers current & future needs 2.Generate & nurture Ideas 3.Invest € in people & process to take concepts to launch 4.Build strong partnerships with key retailers 5.Launch - Take the lead & take a risk !

4. 4 1. Understand Consumers Consumer research – needs, motivations & occasions Read trend analysis, market reports etc Observe / talk to your consumers! Source: Constellation Europe Wine Nation 2007. Base: 12000 respondents

5. 5 … Understand which needs, motivations & behaviours drive wine consumption ….& profit growth

6. 6 5. Meet these needs…. Launch new product & packaging!

7. 7 Drivers of Innovation in wine in the future……

8. 8 ETHICAL PACKAGING & PRODUCTION

9. 9 CONVENIENT QUALITY

10. 10 HEALTH & RESPONSIBILITY

11. 11 OFF & ON TRADE Insperiences@ Home Tutored consumption ? Simplicity or Luxury ? Decadence & Intensity Small & local vs Big? Theatre & Display

12. 12 Social Networking SOCIAL MEDIA & TECHNOLOGY

13. 13 Shape The Future Some recessional trends will remain & continue to challenge profit  Discounting & Low price  Off Trade / @ Home vs On Trade Convert consumers love of wine to focus on quality, experience & price Understand consumers…meet their current & future needs Generate ideas Invest € to take concepts to launch Build strong partnerships with retailers Communicate in a relevant way with your consumers Take risk & Lead !