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MARKET SURVEY2015 EDITION

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Bilbao │ Rioja ● Bordeaux ● Cape Town │ Cape Winelands ● Mainz │ RheinhessenMendoza ● Porto ● San Francisco │ Napa Valley ● Valparaiso │ Casablanca Valley

WineWine TourismTourism Trends in Bordeaux Trends in Bordeaux comparedcompared to to otherother Great Great WineWine CapitalsCapitals

Presented by Dr. Christophe Faugère -- Kedge Business School

The GWCGN SURVEYThe GWCGN SURVEY

• This is the 3rd installment of survey

Long running goal: Study how performance iscorrelated with investments in tourism, productsand services offered, marketing strategies as wellas external factors (e.g. regional capital) in orderto develop Best Business Practices benchmarksfor the GWCGN wine tourism businessfor the GWCGN wine tourism business.

This presentation highlights trends over past 3 years with a special focus on howactivities such as Connecting, Arts & Table are showcased in GWCs. We contrastBordeaux and the other GWCs.

Stay tuned for the exhaustive analysis of performance to be presented in November2015…

Great Wine Capitals SampleGreat Wine Capitals Sample

Capital 2015

Bordeaux 119

Mainz-Rheinhessen 33

Valparaiso –Casablanca

Valley7

Cape Town 8

Bilbao- Rioja 4

Porto 35

Mendoza 9

San Francisco-Napa 5

Total 220

3

Where will you be in 5 years?Where will you be in 5 years?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Alternate source of income

WT Rev larger prop of TR

Onsite WT will reach capacity

WT in Region will increase

Bordeaux 2013

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Alternate source of income

WT Rev larger prop of TR

Onsite WT will reach capacity

WT in Region will increase

Other GWCs 2013

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Totally Disagree Disagree Neither Agree Totally Agree

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Alternate source of income

WT Rev larger prop of TR

Onsite WT will reach capacity

WT in Region will increase

Bordeaux 2015

Totally Disagree Disagree Neither Agree Totally Agree

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Totally Disagree Disagree Neither Agree Totally Agree

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Alternate source of income

WT Rev larger prop of TR

Onsite WT will reach capacity

WT in Region will increase

Other GWCs 2015

Totally Disagree Disagree Neither Agree Totally Agree

FeaturetteFeaturette

WT WT ActivitiesActivities OfferedOffered 2013 vs.20152013 vs.2015

40%

50%

60%

70%Gastronomy Spa therapy Lodging Entertainment Arts exhibits Cross-selling

0%

10%

20%

30%

2013 2015 2013 2015

Bordeaux Other GWCs

FeaturetteFeaturette

Types of Types of InvestmentsInvestments 20122012--20152015

50%

60%

70%

80%

90% Infrastructure Training Improvement Events

0%

10%

20%

30%

40%

2012 2013 2015 2012 2013 2015

Bordeaux Other GWCs

Top 3 Sources of Profits 2013 vs. 2015Top 3 Sources of Profits 2013 vs. 2015

30%

40%

50%

60%

70%

0%

10%

20%

2013 2015 2013 2015Bordeaux Other GWCs

FeaturetteFeaturette

EvolutionEvolution of of DemographicsDemographics

30%

35%

40%

45%

50%

Women Less than 35 Foreigners

0%

5%

10%

15%

20%

25%

Bordeaux Other GWCs

Online Tools 2013 vs.2015Online Tools 2013 vs.2015

0%10%20%30%40%50%60%70%80%90%

100%

Bordeaux Other GWCs

FeaturetteFeaturette

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Most Most ImpactfulImpactful FactorsFactors: Bordeaux: Bordeaux

0%

10%

Totally Negative Negative Neutral Positive Totally Positive

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Most Most ImpactfulImpactful FactorsFactors: : OtherOther GWCsGWCs

0%

10%

Totally Negative Negative Neutral Positive Totally Positive

FeaturetteFeaturette

Other GWCs…. Other GWCs…. “A Wine of Life”“A Wine of Life”

Use cooperation approach with other businesses and wineries.

Emphasize holistic experience

Stay in relationship with clients using digital tools

The Future? Relational marketing methods. Highlighting and enhancing authentic experiencein the business practices.

Bordeaux… Bordeaux… “A Wine of “A Wine of Art”Art”

Emphasize sophisticated wine experience

Combine wine and arts

Beginning to focus on connecting as a key factor

The Future? Holistic experiences (food, lodging, wellness) turned towards younger, hipster and female business clientele

TO BE CONTINUED …TO BE CONTINUED …

DiscoverDiscover the full report the full report of the of the surveysurvey in in NovemberNovember

duringduring thethe

http://agmbilbaorioja2015.com

ANNUAL GENERAL MEETING | BILBAO – RIOJA8 - 12 November 2015