7-9/11/2019

香港會議展覽中心Hong Kong Convention and Exhibition Centre

Game Changer: Marketing Wine in Millennial Bottles

酒類行業會議 「酒」進新世代──釀造千禧消費浪潮

Date 日期 : 7 / 11 / 2019 (Thursday 星期四 )

Time 時間 : 2pm – 5pm

Venue 地點 : Seminar Room, Hall 3C, HKCEC

香港會議展覽中心 展覽廳 3C 研討室

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Wine Industry Conference Game Changer: Marketing Wine in Millennial Bottles

酒類行業會議 「酒」進新世代──釀造千禧消費浪潮

Programme 程序表

Date 日期 : 7 / 11 / 2019 (Thursday 星期四)

Time 時間 : 2pm – 5pm

Venue 地點 : Seminar Room, Hall 3C, HKCEC香港會議展覽中心展覽廳 3C 研討室

Language 語言

: English (Simultaneous Interpretation in Putonghua will be provided)英語 ( 附設普通話即時傳譯服務 )

Programme Advisor and Moderator會議顧問兼主持人

: Debra Meiburg MW 葡萄酒大師 Debra Meiburg

Remarks 備註 : Free Admission 費用全免

The wine industry is changing rapidly: over the past years, the millennials are drinking more wines than any other age group and has become far more important to the global wine markets. Stepping into its 12th edition of HKIWSF, the Wine Industry Conference returns this year with the theme of“Game Changer: Marketing Wine in Millennial Bottles”. Eagerly awaited by the world's top wine professionals in search of the latest industry trends, experts from the industry including Masters of Wine, winery owner and wine journalists will offer the full picture of the rising trends ranging from wine marketing e-commerce, to sustainability in wine.

過去數年，酒業發展瞬息萬變——千禧世代消費者冒起，酒類產品消耗量超越其他年齡層，並

在全球酒市場佔據重要席位。香港國際美酒展本年踏入第 12 屆，載譽歸來的酒類行業會議以

『「酒」進新世代──釀造千禧消費浪潮』為題，誠邀行內專家包括葡萄酒大師、酒莊莊主及

品酒記者等仔細分析千禧消費者最新動向，讓全球葡萄酒界行家可藉此機會獲取最新的行業訊

息，市場推廣、電子商貿到可持續發展等範疇均一一掌握。

Time 時間 Programme 程序1:30pm – 2:00pm

Registration 登記

2:00pm – 2:10pm

Welcome Remarks and Trophies Ceremony 歡迎辭與贈送紀念品By Mr Johnny Wan, Director, Exhibitions Market Development, Hong Kong Trade Development Council香港貿易發展局展覽市場拓展總監溫少文先生

2:10pm – 3:40pm

Key Trends in the Rising Millennial Wine Market 千禧世代主流趨勢Speaker 講者 : Tommy Keeling, Research Director (Asia Pacific), IWSR Drinks Market AnalysisIWSR Drinks Market Analysis 亞太區調研總監 Tommy KeelingConsumption of imported still wine in China has grown nearly 500% in the past decade but the ride has not been a smooth one. Is the slowdown that has been seen over the past two years just a temporary hitch as seen in 2012-14 or the start of a more prolonged slowdown, brought about by growing economic uncertainty? And what of local wines, which still make up over half of consumption? Will young Chinese, who are have been the drivers of wine growth stick with the category or move on to something else?

Despite the slowdown, per capita consumption remains small compared with China's Asia peers. China's youth are better connected than ever, drink a greater variety of alcoholic beverages, eat more diverse foods and travel more. Ecommerce makes wine more accessible. Wine has unique advantages that other categories can't match - classier and less filling than beer, more varied and meal friendly than spirits. Ultimately only wine can seriously challenge baijiu in the mealtime drinking occasion.

Marketing to Male Millennials 進軍千禧男性市場

Speaker 講者 : Felicity Carter, Editor-in-Chief, Meininger's Wine Business International Meininger's Wine Business International 雜誌主編 Felicity CarterAs more women take to wine, the wine trade is in danger of overlooking the emerging male drinker. Is it true that men prefer drier wines than women? How does taste develop in younger men and what kinds of packaging and marketing cues do they respond to?

Experiencing Wine Beyond the Glass 酒杯以外的超凡品酒體驗

Speaker 講者 : Tommy Tse, PR Director – Asia and GTR, Treasury Wine Estates 富邑葡萄酒集團 公關總監 – 亞洲及全球旅遊零售 謝建業Driven by consumer insights and marketing understanding, Treasury Wine Estates has innovated the consumer brand experience for wine through innovative use of Augmented Reality technology. As the first wine company to introduce AR technology on wine labels, TWE's innovation in this space commenced with the launch of an AR app designed for the 19 Crimes brand in the U.S. in 2017. In 2019, a version of the app was launched in Mainland China with tailor-made content for Chinese consumers.

The Living Wine Labels app has been downloaded more than 1.3 million times globally, ranking in the top 50 non-paid apps in the food and beverage category for multiple weeks, and was selected as a “Top Ten App for Wine Lovers”by Drinks Business as well as honoured with the “Best Innovation” award by Wine Business Observation at Chengdu Wine Fair 2019. The success of the Living Wine Labels platform is an example of how wine producers are taking a disruptive approach to brand marketing in a crowded category to capture young consumers.

3:40pm – 4:00pm

Panel Discussion 專題討論

4:00pm – 4:15pm

Question & Answer Session 問答環節

4:15pm – 5:00pm

Wine Tasting and Networking Session 試酒交流環節Sponsored by Wai Shing Wine & Spirits 由偉成洋酒贊助

Remarks 備註 :

- Free admission. Seats are granted on a first-come-first-served basis. 免費入場。座位有限，先到先得。- Trade only and persons under 18 will not be admitted. 只接待 18 歲或以上業內人士進場。 - The Organiser reserves the right to make any changes without prior notice. 主辦機構保留任何更改之權利而不作另行通告。

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Programme Advisor & Moderator會議顧問兼主持人

Ranked 7th Most Powerful Woman in Wine (by The Drinks

Business), and Entrepreneur of the Year (South China Morning Post

& AmCham’s Women of Influence Awards), one of approximately

350 "Masters of Wine" in the world, Debra Meiburg MW is widely

considered the global authority on the Asian wine market. She is

Founding Director of MWM Wine School – Hong Kong’s premier

wine school offering WSET courses and a variety of educational

wine courses and workshops; Meiburg Wine Media, Asia’s leading wine marketing and events

agency; and the Cathay Pacific Hong Kong International Wine and Spirit Competition. Her

other key roles include wine consultant for Cathay Pacific Airways and Cathay Dragon, and

Chair of the Education Committee for the Institute of Masters of Wine.

A Hong Kong resident for over 30 years, Debra is an award-winning author, international

speaker, producer and host of several documentaries and TV shows, including Taste the Wine

which is broadcast in 26 countries, Grape Moments, a video series broadcast via taxis to 70

million monthly viewers in China, and the online video series Meet the Winemaker. Her suite of

award-winning wine educational books and tools are currently distributed on four continents

and her five-volume book series, Debra Meiburg’s Guide to the Hong Kong, Shanghai, Beijing,

Singapore and Taiwan Wine Trades, has firmly established Debra as a key voice in the Asian

wine trade.

Debra Meiburg MW 是亞洲葡萄酒市埸的國際權威。她是亞洲首位，全球 350 多位之一獲得封葡萄

酒大師（Masters of Wine）的殊榮。Debra 名列全球最具影響力的酒類貿易專業媒體飲料商業雜誌

「葡萄酒界最具權力女性」第七位，並獲得《南華早報》和美國商會評為最具影響的女性年度企業家

獎。她創辦了香港高端品酒教育機構 MWM 葡萄酒學校，提供優質葡萄酒課程及國際認可的 WSET

證書課程 ; 她亦是葡萄酒市場策劃及傳訊顧問公司 Meiburg Wine Media，以及國泰航空香港國際美

酒品評大賽的創辦人。Debra Meiburg MW 的其他職銜包括國泰航空及國泰港龍航空的專業品酒顧

問，以及葡萄酒大師學院教育委員會主席。 於香港定居超過 30 年的 Debra 是屢獲殊榮的葡萄酒專欄

作家，電視名人，國際企業演說家及電視節目主持人 - 包括在 26 個國家的電視頻道播出的品嚐葡萄

酒「品嚐美酒」，以及通過出租車向中國每月 7000 萬觀眾播放的一分鐘葡萄酒節目葡萄時刻。

Key Trends in the Rising Millennial Wine Market千禧世代主流趨勢

A proud internationalist with a broad range of interests, Tommy grew up in Luxembourg with English and Spanish parents. After gaining a Master's degree in biochemistry from Cambridge University, he spent five years studying and working in China in a variety of industries ranging from cinema to pharmaceuticals. Fluent in four of the world's most widely spoken languages, he runs the Singapore office and is responsible for Asia-Pacific markets.

Tommy 在盧森堡長大，父母分別是英國及西班牙藉，故涉獵領域甚廣，並擁有國際視野。在英國劍橋大學取得生物化學碩士學位後，Tommy 前往中國深造及工作，行業橫跨電影到藥劑。他能操四個國家語言，現於新加坡 IWSR 負責亞太市場調研工作。

About the Speakers 講者介紹Debra Meiburg MW葡萄酒大師 Debra Meiburg

Tommy Keeling, Research Director (Asia Pacific), IWSR Drinks Market AnalysisIWSR Drinks Market Analysis 亞太區調研總監 Tommy Keeling

Marketing to Male Millennials 進軍千禧男性市場

Felicity Carter is Editor-in-Chief of Meininger’s Wine Business International, published in Europe and read in more than 30 countries. Felicity is also a wine judge, having chaired panels at MUNDUS VINI and Best of Riesling, and judged in Portugal, Bordeaux and Georgia. She was on the Empowerment of Women in Wine panel of the 2105 Argentine Wine Awards, was the international judge of the 2014 and 2015 German Wine Queen competition, and has been on the international panel of the

Gourmet Traveller WINE Wine List of the Year award since 2008. She is a regular keynote speaker at international wine and wine tourism conferences, including MUST Fermenting Ideas in Portugal, the International Wine Tourism Conference, and conferences in South Africa, New York and in Europe. Before her current role, she wrote for newspapers and magazines in Australia, including The Sydney Morning Herald and The Age, and has written several books.

Felicity Carter 是歐洲發行雜誌 Meininger's Wine Business International 的總編輯，讀者遍佈超過30個國家。 Felicity也是酒評人，曾擔任MUNDUS VINI和全球最佳雷司令葡萄酒大獎賽的首席評判，亦曾在葡萄牙、波爾多及格魯吉亞擔任評審。她在 2015 年阿根廷葡萄酒大獎賽的女性評審團佔一席位，也曾任 2014 及 2015 年度德國葡萄酒皇后比賽的國際評審，自 2008 年起， Felicity 便出任 The Gourmet Traveller WINE 的年度葡萄酒大獎國際評審。她在多個國際酒類及酒業旅遊會議中穫邀為主題演講嘉賓，其中包括在葡萄牙舉行的 MUST Fermenting Ideas，國際酒業旅遊會議，和其他在南非、紐約及歐洲各地的行業會議。 加入現職前，她曾為澳洲的報章雜誌寫專欄，當中包括悉尼晨鋒報及世紀報，也曾出版數本著作。

Felicity Carter, Editor-in-Chief, Meininger's Wine Business International Meininger's Wine Business International 雜誌主編 Felicity Carter

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Experiencing Wine Beyond the Glass酒杯以外的超凡品酒體驗

Tommy brings a strong international background and more than 17 years of media, PR, brand marketing and communications experience spanning New York, San Francisco, Tokyo, Singapore, Beijing, Shanghai and Hong Kong.As Regional Head of PR for the publicly listed global wine company Treasury Wine Estates, Tommy leads brand building for TWE's portfolio of luxury wine brands as well as corporate and crisis communications for the company across the Greater China, Southeast Asia, Japan, South Korea, Middle East, Africa and the Global Travel Retail markets.

Prior to joining TWE, Tommy was Account Director at Cohn & Wolfe in Hong Kong where he implemented multi-phase marketing communications programs for fashion, beauty and FMCG brands. Before returning to Hong Kong, Tommy served at Weber Shandwick Beijing as lead of the P&G account where he drove PR-led integrated marketing initiatives combining celebrity endorsements, advertising, sponsored content, and digital activations into integrated marketing campaigns.Tommy began his career at Radio and Television Hong Kong writing and translating for the current affairs television programs. His experience also includes serving at the global PR consultancies The Hoffman Agency, Waggener Edstrom and Golin where he managed PR programs for global brands such as Microsoft, Toshiba, and PayPal.For four academic years, Tommy has taught PR, Advertising and Marketing Communications courses to university undergraduates as part-time lecturer at City University of Hong Kong and Hong Kong Baptist University.He holds an M.A. in Communication from Hong Kong Baptist University and a B.A. in Communication from the University of California, Davis. Tommy studied Japanese and International Business at Meiji Gakuin University in Yokohama, Japan, and is fluent in English and Chinese (Mandarin & Cantonese).

Tommy 在全球包括紐約、三藩市、東京、新加坡、北京、上海及香港有超過 17 年的傳媒、公關、和品牌行銷及傳播經驗。

作為國際上市公司富邑葡萄酒集團的公關部地區領導，Tommy 主要為集團代理的葡萄酒建立品牌，並為世界各地公司負責企業傳播及危機管理，當中包括大中華地區、東南亞、日本、南韓、中東、非洲及其它環球零售市場。

加入現職公司前，Tommy 在 Cohn & Wolfe Hong Kong 擔任客戶總監，為多個時裝、美容及快速消費品品牌推行多階段市場傳播項目。回流香港前，Tommy 在北京萬博宣偉 (Weber Shandwick) 主理客戶 P&G，推動以公關為主的綜合行銷倡議，將名人宣傳、廣告、贊助內容及數碼媒體融入綜合 X 營銷活動。

Tommy 的職業生涯始於香港電台，為時事電視節目寫稿及翻譯。他的經驗也包括在全球公關顧問公司如霍夫曼、萬卓環球及高誠公關等，為國際品牌如微軟、東芝和 PayPal 管理公關項目。

Tommy 曾在香港城市大學及香港浸會大學擔任兼職講師達四個學年，教授公關、廣告及市場通訊相關的本科課程。

他持有香港浸會大學的文學碩士（傳播）及戴維斯加利福尼亞大學文學士學位（傳播），亦曾在日本橫濱的明治學院大學修讀日本及國際事務。Tommy 能說流利的英語、普通話及廣東話。

Tommy Tse, PR Director – Asia and GTR, Treasury Wine Estates 富邑葡萄酒集團 公關總監 – 亞洲及全球旅遊零售 謝建業

Company Profile

Wai Shing Wine & Spirits was established in 1968, as a traditional local shop in Yuen Long selling a variety of goods serving the local community. When the Hong Kong government abolished duties on wine and beer in 2008, Wai Shing seized the opportunity to expand the retail business and began to build a network of chain stores. Now Wai Shing is one of Hong Kong's major brands in the wine and liquor business that has expanded to 16 retail shops, at the same time, there is an own company online website. Wai Shing focuses on fine wine, cognac, whisky and liqueur for both of the retail and wholesale market to meet the changing taste of consumers. In order to guarantee customers receiving the highest quality product at competitive price, Wai Shing imports wine directly from all over the world to meet the needs of the market.

公司簡介

偉成洋酒成立於 1968 年，初始於元朗區內一間傳統士多；後期隨著 2008 年香港政府取消葡萄酒和

啤酒稅，偉成洋酒抓住機遇，擴大零售業務，並開始建立連鎖店網絡。直至今日，偉成洋酒已擁有 16間分店，同時設有專屬網購平台，是香港酒類零售行業的主要連鎖品牌之一。偉成洋酒專注於優質葡

萄酒、白蘭地、威士忌和烈酒的零售和批發市場，以滿足消費者不斷變化的口味。為確保顧客能享用

到最優質的產品和更具競爭力的價格，偉成洋酒致力從世界各地進口優質葡萄酒，以迎合市場需要。

Capo D'Istria Merlot (Slovenia)

Sibaris Gran Reserva Sauvignon Blanc (Chile)

Wine Sponsors 葡萄酒贊助

Sponsored Wines 贊助酒款

Remarks 備註 :

- Free admission. Seats are granted on a first-come-first-served basis. 免費入場。座位有限，先到先得。- Trade only and persons under 18 will not be admitted. 只接待 18 歲或以上業內人士進場。 - The Organiser reserves the right to make any changes without prior notice. 主辦機構保留任何更改之權利而不作另行通告。