jfortune@bigpond.net.au

…and just how well do you know your customers?

Wine Consumer

So much choice, so little time

Is yourindecision final?

After The Economist

Range of varieties, blends and styles

Lots of consumers, lots of preferences

…marketing director of large supermarket trying to imagine life with 2.3 children, a mortgage and how such people might 

choose their wine for dinner tonight

Do you rely on this man for your wine choice?

Or are you a hunter‐gatherer?Repeat purchase

Searched for fine wine

Tried a tasting

Checked local store

Loved all those medalsRead a wine review

Enjoyed it in a restaurant

MEVisited cellar door

Had it on an airplane

It was on special

Shared with friends / gift

Found it overseas

Need wine

Choose shop

Brand loyal

Browse

Choose

Buy

Drink

Occasion; the cupboard is bare

Special trip or general

Do I know what I want?

How much time?

Brand, special, different

Buy – any loyalty “hooks”

Occasion

…and you thought you just grabbed that bottle from the shelf!

The consumer squeeze – why identity needs to be immediate and certain

Then                                                        Now

Wine brands and lines

Hours in a day to choose

Number

The consumer squeeze ‐managing the three moments of truth for wine

• The FirstMoment of Truth is a the point at which the shopper makes a decision on what wine to buy

3 to 7 seconds to notice it on the shelf (well maybe a little longer for wine?)

• The ThirdMoment of Truth is if the shopper easily remembers what wine it was

Cues & associations

• The SecondMoment of Truth is when the shopper drinks the wine

Delight

(concept derived from  P&G)

Not your average wine 

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but then

its not an average wine story

Red? White? Red?White?

Tough decisions about Australian wine

…and what made you think they would all like Shiraz?

Blends will surprise

Shiraz and Cabernet 

You will love blends

Cabernet, Shiraz and Merlot

Add some colour and direction 

Reminding us of diversity

part of sharing the delights of wine with all consumerspart of making the initial wine experience 

enjoyablearrived in world trade when supermarkets

were becoming part of the supply chainhad the advantage of affordable quality“spoke” to the consumer in plain Englisha diverse range of varieties and styles

The world would seem to have waited a long time to broadly experience wine when Australian wine hit the global market

Australia is quite a big place with lots of areas producing unique wines

For Australia’s loyal wine consumers and new adventurers– change is happening

Brand personalities…a bit more about Australia

accessibility Brand ChampionsWines that appeal to a broad market base through accessibility, ease of enjoyment and a strong premium brand message about product and country.

innovation Generation NextWines driven by innovation (marketing; product; packaging) that appeal to consumers who drink wine for social occasion and/or peer group affinity, not just wine attribute.

interest Regional HeroesWines from somewhere rather than wines from anywhere -adding and sustaining interest for consumers by fostering a clear association between region and variety and/or style.

aspiration Landmark AustraliaHigh-profile, aspirational wines built on inherent quality and world-class reputation.

AWBC 2007

Who arewe?

Brand Champions

Generation Next

Regional Heroes

Landmark Australia

What are we?

Accessible

Innovative

Interesting

Aspirational

Why are we different

Fantastic value

Extending tastes

Geographic signatures

Quiet achievers

Why would you enjoy us?

Full range of enjoyment

New styles & varieties

Association between 

wine & place

We build memories

A conversation with Australian wine

ACKNOWLEDGMENTS

• Ideas and thoughts tested on a range of  patient wine industry people and interested consumers• Material and data acknowledged and sourced mainly from web searches• Images courtesy of web sites and more formal open access material such as FLICKR and SlideShare

Jim Fortunejfortune@bigpond.net.au