The niche in the market: The case of Belgian Wines
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THE NICHE IN THE MARKET: THE CASE OF BELGIAN WINES Dr. Jonas De Maere Belgian Wines Ltd. www.belgianwines.com @jonasdemaere @BelgianWines
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Presentation Wine and Business Innovation Summit (WBIS) 2014.
Transcript of The niche in the market: The case of Belgian Wines
THE NICHE IN THE MARKET: THE CASE OF BELGIAN WINES
Dr. Jonas De Maere
Belgian Wines Ltd.
www.belgianwines.com
@jonasdemaere
@BelgianWines
HOW TO DISTINCT IN A SATURATED MARKET?
@jonasdemaere
@jonasdemaere
WINE CONSUMPTION IN BELGIUM
27 liter per capita (9th place)• IMPORT MARKET (!!) • French wine ( 2011: 58% 2004: 71%)
Source: GfK Belgium (2012)
@jonasdemaere
WORLDWIDE WINE PRODUCTION
Position Country Hectares
1 Spain 1,018,000
2 France 800,000
3 Italy 769,000
4 China 570,000
… … …
91 Belgium 130
Source: OIV (2012)
@jonasdemaere
WINE PRODUCTION IN BELGIUMDenomination 2005 2012
PDO (Appellations)
Haspengouw AOC 20ha 26a 25ha 08a
Hageland AOC 13ha 41a 12ha 92a
Heuvelland AOC 3ha 06a 9ha 52a
Côtes Sambre et Meuse AOC 6ha 43a 25ha 98a
PGI (Land wines)
Vlaamse Landwijn 6ha 48a 13ha 13a
Vin de Pays de Jardins de Wallonie
4ha 37a 4ha 15a
“Table Wines”
Belgische Wijn 38ha 80a
Total 64ha 39a 130ha 05a
Source: FOD Economie – Update 29/11/2012
SUMMARY
Consumption (27L)400 000 000 bottles
Production 500 000 bottles
≈ 0,1%
BELGIAN WINES• Expensive:
average retail price = €11
• Concentrated:5 largest estates represent about 60% of the market
@jonasdemaere
THE BELGIAN WINE MARKET
Source: GfK Belgium (2012)
@jonasdemaere
THE BELGIAN WINE MARKET
• How do we reach the consumer?• How do we justify the price?• What about the quality (style)?• How do we promote Belgian Wines?
MARKETING MIX THE WINE MARKET BELGIAN WINES
Place 95% of sales in supermarkets 5% in specialized wineshops
0,1% of the market volume
Price 94% of wines sold are below €7 Average price €11 (cheapest wine €7)
Product French wine dominates Belgian wines are unknown
Promotion Hughe promotional budgets No promotional budgets at all
@jonasdemaere
THE CASE OF BELGIAN WINES LTD.
@jonasdemaere
THE MARKETING MIX
•Best Belgian wine competition•Workshops, tastings•Build legitimacy•Restaurants (sommeliers)
Belgian Wines• shop and webshop
Wineries• competitors and
suppliersRestaurants
• sommeliers
Expensive• €11 euro
Quality • important
Differentiation• Price/Quality ratio
Nice product • small volumes
Shifting consumer trends• terroir and sustainability
Market competition• wines from other
countries
Product Price
PromotionPlace
Educate the consumer
HOW TO DEVELOP YOUR BRANDThe importance of
THE PLACE VS THE BRAND
1. Have a brilliant idea if you didn’t have a brilliant idea you wouldn’t be at #WBIS
2. Understand your market price, volume, consumer, …
3. Decide how you are going to build your brand what are you exactly going to sell?
4. Find which marketing mix fits your brand price, distribution, promotion, …
5. Believe in what you are doing identify yourself with your brand
@jonasdemaere
@jonasdemaere
THANK YOU!Belgian Wines Ltd.Kapelstraat 3 – 9120 Melsele, Belgiumwww.belgianwines.com
@jonasdemaere @BelgianWines @belgianwino BelgianWines.com
Dr. Jonas De Maere+32 498 32 83 [email protected]
