low alcohol wines

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COMMUNICATING LOW ALCOHOL WINES (LESS THAN 10º) TO YOUNG CONSUMERS Catharina Queitsch Ioanna Mavrikou Isik Gulcubuk Eco-2, Prof. Alfredo Coelho (SupAgro Montpellier) and Prof. Luigi Galletto (University of Padova) Montpellier, 19 November 2010

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Page 1: 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

Page 2: Low Alcohol Wines

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

Page 3: Low Alcohol Wines

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

Page 4: Low Alcohol 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

Page 5: Low Alcohol Wines

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

Page 6: Low Alcohol Wines

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

Page 7: Low Alcohol Wines

“fancy and fashionable wine for urban women”

Page 8: Low Alcohol Wines

THE MARKETING MIX

Product

Price

Promotion

Place

Customer Value

Cost

Communication

Convenience

Winery Perspective Customer Perspective

Page 9: Low Alcohol Wines

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

Page 10: Low Alcohol Wines

Very Chic “lush and colorfu$y explosive as they could be”

Page 11: Low Alcohol Wines

Very ChicRose Wine

“lightest rose ever”The joy of discovering unique experiences

Page 12: Low Alcohol Wines

PRICE

Value added price strategy

Pricing of the low alcohol market: 4-25EUR

Retailer price: 6.99EUR

Page 13: Low Alcohol Wines

PLACE

Available in

city supermarkets

trendy restaurants

bars

Page 14: Low Alcohol Wines

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.

Page 15: Low Alcohol Wines

PROMOTION

“Very Chic” is going to be introduced to the market at the London Fashion Week; wine tubes are going to be distributed.

Page 16: Low Alcohol Wines

Very Chic “wine in tubes to be distributed in fashion week”

Page 17: Low Alcohol Wines

PROMOTION

Posters & leaflets

Prints in fashion magazines

Display signs in supermarkets

Followed with social media penetration via facebook, twitter and blogs.

Page 18: Low Alcohol Wines

PROMOTION

Entertainment :

After-Work Parties

Beach Parties

Happy Hour Haircut

“Drink and Stylize” Events for Designer Boutiques

Page 19: Low Alcohol Wines

** A!er Work Pa"y **

Page 20: Low Alcohol Wines

** Beach Pa"y **

Page 21: Low Alcohol Wines

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.

Page 22: Low Alcohol Wines

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