uk - rebooting a mature market: tim wildman mw

UK: Re-booting a mature market

chaired by Tim Wildman MW

Introducing the panel

Robert Joseph

Sarah Ahmed

Pierpaolo Petrassi MW

Tim Wildman MW

“Where did it all go wrong....Australia?”

A survey of the UK wine trade to determine current attitudes towards Australian wine

- Master of Wine Dissertation 2007

www.TimWildmanMW.com

grape supply ⇧international competition ⇧domestic competition ⇧retail power ⇧taxation ⇧ex-rates ⇧consumer demand ☟=value+profit ☟

THE LOST DECADE

Light at the end of the tunnel...

...or is it the train coming?

A survey of the UK wine trade to determine current attitudes towards Australian wine (2007)

AIMS:

To understand attitudes in general

To understand perceptions of style in particular

To understand the needs of buyers

To evaluate barriers to success in the on-trade

To identify the opportunities for premium wine

““the twenty the twenty year year

honeymoon honeymoon is finally is finally

over”over”

““consumers consumers pride pride

themselves themselves on having on having grown out grown out

of of Australian Australian

wine”wine”

““how do how do you stop you stop people people falling falling asleep asleep when when

drinking drinking Australian Australian

wine?”wine?”

““Australia’s Australia’s fine wine fine wine

credentials credentials have been have been

sacrificed at sacrificed at the alter of the alter of the gondola the gondola

end”end”

The Success Shadow...

Myth or Reality?

??

IN PERCEPTION

IN TRENDS

IN STYLE

GENERATION GAP

KEY FINDINGS SUMMARY:

High association with mass market wine (81%)

High association with large scale, homogenised wine production (94%)

Deep discounting has damaged Australia’s image as a fine wine producer (75%)

Needs to do more to communicate its fine wine credentials (92%)

Australian wine currently has an image problem in the UK market (76%)

A positive statistical correlation between visits to Australia and regional knowledge leading to greater willingness to list and sell more premium, regional wine

CALLS FOR:

Lower alcohol, less oak

Crisper whites, fresher reds

Restrained, savoury, food friendly styles

Renewal, refreshment, re-launch

SUGGESTED SOLUTIONS:

More tastings opportunities for both trade and consumers

More education for the trade

More trade trips to Australia

THE GOOD NEWS:

The success shadow was much less prevalent in on-trade than off-trade

Greatest opportunity for a premium message with the younger generation

Main barriers to success in on-trade revolve around issues of education and style suitability

THE OPPORTUNITY

To re-assess styles and forge new working relationships with the upcoming generation of buyers, sommeliers and journalists

“In the eyes of many in the UK trade Australia has become the McDonalds of the wine aisle. Its challenge now is to prove it can do fine dining”

culturculturalal

touristourismm

restaurarestaurantsnts

fine fine winewine

lifestylifestylele

FranceItaly

Spain

culturculturalal

touristourismm

restaurarestaurantsnts

fine fine winewine

lifestylifestylele

FranceItaly

Spain

In 2012, Tourism Australia conducted a Consumer Demand Research Project in twelve of Australia’s key tourism markets

Only 23% of those who have not been to Australia associated Australia with “good food and wine”. That figure rose to 53% amongst those who have visited

FOOD AND WINE TOURISM

Place

People and personality

Move to premium

My concept of what is happening in the Australian wine scene has changed foreverHarley Carbery, Wine Director, Joel Robuchon Restaurant (3 Michelin *), Las Vegas

My attitude to Australian wines has completely changed. Australia has a huge potential to position itself as a super premium destination in the world of wine. Joao Pires MS, Head Sommelier, Dinner by Heston Blumenthal (1 Michelin *), London

Any concept I previously held of a simple summation of Australian wine has been ripped to shreds. History, diversity, along with a great sense of “whats next?” are all aspects of what this amazing tour has given meRichard Harvey, Owner, Metrovino, Calgary, Alberta, Canada

“How do you stop people falling asleep when drinking Australian wine?”

Tweet @timwildmanmw using #savouroz

Panel discussion

Sarah Ahmed

Robert Joseph

Pierpaolo Petrassi MW

Tim Wildman MW

thank you

enjoy the rest of Savour

#hugwinsor