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Low Alcohol Wines
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Transcript of Low Alcohol Wines
COMMUNICATING LOW ALCOHOL WINES (LESS THAN 10º) TO YOUNG
CONSUMERS
Catharina QueitschIoanna Mavrikou
Isik GulcubukEco-2, Prof. Alfredo Coelho (SupAgro Montpellier) and Prof. Luigi Galletto (University of
Padova)Montpellier, 19 November 2010
OUTLINE
1. Overview of the Market
2. Marketing Research and Segmentation
3. Targeting and Positioning
4. Marketing Mix
1. Product
2. Price
3. Place
4. Promotion
5. Discussion
OVERVIEW
Reducing alcohol intake is nothing revolutionary!
Switch to the lower-calorie/lower-fat intake and healthier lifestyles.
Public health and safety are considerable. E.g. Drink-driving
Consumers’ tastes and attitude evolved
Natural high alcohol content in new world wines
OVERVIEW
Most consumers of reduced alcohol are women
Successful as a concept. Increasing interest of producers and researches but less marketed.
Reduced-alcohol wines have experienced some success as a product category but have yet to fulfill their potential
MARKETING RESEARCH AND SEGMENTATION
Identifying the markets for a specific niche
Analyzing competitive situation
Low Alcohol Wines are “Niche Market” those who are health conscious and looking for prestige
Important factors: Age, Gender, Education, Income, Lifestyle
TARGETING AND POSITIONING
Targeting: Offers an opportunity to focus on the requirements of specific buyers
Age 25 – 35,Young Working Women in Plazas with an income of 2000-3000 EUR/month
Positioning: Place the product in the mind of the consumer and distinguish the brand
Fancy and fashionable wine for urban women with health conscious lifestyle
“fancy and fashionable wine for urban women”
THE MARKETING MIX
Product
Price
Promotion
Place
Customer Value
Cost
Communication
Convenience
Winery Perspective Customer Perspective
PRODUCT
Rosé wine, 9% volume
The wine is from Provence: Famous for the rose wines, warm and mild climate and beautiful surroundings
Varieties: Grenache, Syrah and Mourvedre
Process: Blending (Partial Reverse Osmosis)
Packaging: 750 ml in glass bottle with plastic cork
Labeling: Innovative, modern and attractive
Brand
Very Chic “lush and colorfu$y explosive as they could be”
Very ChicRose Wine
“lightest rose ever”The joy of discovering unique experiences
PRICE
Value added price strategy
Pricing of the low alcohol market: 4-25EUR
Retailer price: 6.99EUR
PLACE
Available in
city supermarkets
trendy restaurants
bars
PROMOTION
Product has to be sold carefully, going for positive & healthy lifestyle associations, showing the product to be something more than a drink.
The majority of advertising promotes the social attributes & acceptability of product in its “Very Chic” right, rather than replacement for full strength wines.
Focusing not on the “low alcohol content” but on fit&light living.
PROMOTION
“Very Chic” is going to be introduced to the market at the London Fashion Week; wine tubes are going to be distributed.
Very Chic “wine in tubes to be distributed in fashion week”
PROMOTION
Posters & leaflets
Prints in fashion magazines
Display signs in supermarkets
Followed with social media penetration via facebook, twitter and blogs.
PROMOTION
Entertainment :
After-Work Parties
Beach Parties
Happy Hour Haircut
“Drink and Stylize” Events for Designer Boutiques
** A!er Work Pa"y **
** Beach Pa"y **
Discussion
Taste is not a key quality for promoting low alcohol wine...
If advertising is expanding than awareness will be heightened and education about what the product is actually offering will be improved.
ReferencesMasson, Aurier, D’Hauteville (2008): Measuring Acceptability of a New Product Through Consumers’ Prolonged Exposure: The Case of Low-Alcohol Wine, 4th International Conference of the Academy of Wine Business Research, Siena (Italy)
Masson, Aurier, D’Hauteville (2008): Effects of non-sensory cues on perceived quality: the case of low-alcohol wıne, International Journal of Wine Business Research Vol 20 No 3, pp 215-229
Meillon, Urbano, Guillot, Schlich (2010): Acceptability of partially dealcoholized wines – Measuring the impact of sensory and information cues on overall liking in real-life settings, Food Quality and Preference 21 (2010) pp 763–773
Pickering (2000): Low- and Reduced-alcohol Wine: A Review, Journal of Wine Research, 11: 2, pp 129 — 144
Masson, Meillon, Cadiere (2009): Quality wınes with reduced alcohol content (VDQA), ANR-05-PNRA-011
Howley, Young (1992): Low-Alcohol wines: The consumer’s choice?, International Journal of Wine Marketing Vol 4 No 3, pp 43-56
Novak(2004): Alcohol Promotion and the marketing Industry: Trends, Tactics and public health, www. apolnet.org/arapo.html
http://www.telegraph.co.uk/foodanddrink/wine/7044370/Low-alcohol-wines-time-to-lighten-up-a-little.html
www.winebusiness.com