Webinar: key takeaways from AWITC 2016 Outlook - Damien Wilson, Robert Joseph, Rob McMillan, Robyn Lewis
Plus insights into the US, UK and Chinese wine markets for the year ahead
By Robyn Lewis
This webinar is the first in a series proposed by Prof. Damien Wilson, an Australian wine business expert, currently Associate Professor of Marketing and Hamel Family Chair in Wine Business, at the School of Business and Economics, Sonoma State University in California. One objective of this webinar series is to raise awareness and the level of understanding amongst producers and members of industry regarding wine marketing in the digital era.
This was conceived following discussions and a joint presentation by Prof. Damien Wilson and Robyn Lewis, Founder of VisitVineyards and the WineFoodTechMedia Group, to the Senate Enquiry into the Australian Grape and Wine Industry in 2015 (results tabled Feburary 2016).
In their presentation, Prof Wilson and Ms Lewis highlighted the need for industry education and self-empowerment, particularly with regard to online and other forms of marketing, both domestically and for exports. Sadly this need remains unaddressed in Australia, but it is hoped that the webinar series may provide an introduction for some producers, in particular in this instance those wishing to target the US wine market.
As Prof. Wilson stated: "For the first time in history, we can now capture this data (on wine consumption and trends) and identify market opportunities thanks to the skills of those versed in the machinations of consumers in the digital era. Without the requisite baseline and skills in e-data collection, Australian wine producers risk being dismissed as irrelevant in the modern age." (see full transcript here)
The webinar includes in-depth commentary from Robert Joseph, Consultant Editor of Wine Business International, also a wine producer and Visiting Professor at the School of Wine and Spirits Business, Burgundy School of Business, Dijon, and Rob McMillan, Executive VP and Founder of the Silicon Valley Bank Wine Division, and author of the Annual State of the Wine industry Report (see below).
It aims to cover how the wine industry can best move forward in this area, commencing with the key takeaways of AWITC 2016 in Adelaide in July 2016, looking at the overall place of Australia in the global wine industry, and where we go from here.
Topics covered include:
- why has Australian wine struggled in the international marketplace?
- what price points are performing, including the UK?
- 'premiumization' in the USA and the fragmentation of the US markets
- the rapid evolution of US consumers
- what do we make vs what do consumers want?
- NZ successes at the higher end of the US market
- what does the 'halo effect' require to succeed?
- insights into the Chinese market
- giving international consumers a reason to buy
- don't neglect the baby-boomers
- the importance of a data-driven approach and pinpoint marketing
- the need to listen to consumers
A transcript of key highlights will follow.
You can also download a copy of the SVB State of the (US) Wine Industry 2016 Report here (25 July 2016, 7 MB), by Rob McMillan.
Some key forecasts in thie Report are that "in 2016, we expect to see:
- First drop in U.S. per capita wine consumption in 20 years
- Overall fine-wine sales to grow 9-13%
- U.S. retail bottle prices above $10 to show modest increase"
You can also watch the videocast replay (1 hr 3 mins) where the Report findings are discussed in a videocast with Rob McMillan plus, Paul Mabray, Chief Strategy Officer of VinTank; Amy Hoopes, Chief Marketing Officer/EVP Global Sales at Wente Family Estates; and Jeff Bitter of Allied Grape Growers.
We hope you find these resources of value, thank you once again for completing our 2016 wine (and related beverages) industry survey, and if you have any feedback or questions, please email Robyn »
To see our recommendations, ratings and reviews you must be a logged-in subscriber.
To subscribe please enter your email address in the "Subscribe Now - it's Free" box on the right and click the "Join" button, or fill in this form >