uk - rebooting a mature market: tim wildman mw
DESCRIPTION
Tim Wildman MW revisited his 2007 Master of Wine Dissertation which was a marketing paper assessing the attitudes of the UK wine trade towards Australian wine. He was joined by a panel of UK experts including Robert Joseph, Editor-at-Large, Meininger Verlag; Pierpaolo Petrassi, Head of Beer/Wine/Spirits, Waitrose and Sarah Ahmed, Wine Writer and Founder of The Wine Detective and James Davis, Senior Wine, Spirits and Coffee Buyer, Greene King for a wide ranging discussion on how far Australia has come in six short years, how much has been achieved, how attitudes have changed, how styles have evolved, and consider the aspects of the dissertation that are still a work in progress. The panel drilled into how we engage consumers in a mature market and the relevance of various cues.TRANSCRIPT
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