WMTC20: Key Lessons Europe Can Share With US Wine Marketers

Learn about what European wine players are doing to strengthen their global presence and increase exports in the U.S. from Sopexa, a global food & beverage marketing agency known for its robust European wine client roster. This session will explore new wine collective business models, the challenges they faced when crafting global communication programs and the benefits of teaming up to foster industry leadership. Presented by Sarah Moreau and Nelly Dhommee, Sopexa.

Transcript

1. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Key Lessons Europe Can Share With US Wine Marketers March 5, 2020
2. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Sarah Moreau PR & Content Director Nelly Dhommée Senior Account Manager HELLO!
3. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Who ? SOPEXA is an INTERNATIONAL COMMUNICATIONS AGENCY. Our team has been living THINK GLOBAL, ACT LOCAL for over 60 years through its integrated network. Made up of FOOD & DRINK enthusiasts all over the world, our experts design and promote your COMMUNICATIONstrategies by adapting them to local markets.
4. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa HOPSCOTCH GROUPE + SOPEXA 35 offices, 60+ countries Where ? SOPEXA I HOPSCOTCH GROUPE
5. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa OUR CLIENTS – A SNAPSHOT WINE & SPIRITS FOOD TRAVEL & LIFESTYLE
6. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa EUROPEAN CAMPAIGNS LEADING AGENCY FOR CO- FINANCED EUROPEAN CAMPAIGNS WORLDWIDE A total of 10 European countries worked with Sopexa in 2018 OUR UNIQUE KNOW-HOW 100% DEPENDABLE 400 co-financed European campaigns over the last 12 years
7. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa MAIN EUROPEAN CATEGORIES • 200M € budget in 2019 (~ $217.6M) • 70-80% EU co-financing rate (2019) • Goals: Open new markets + diversify trading partners • Under 'Enjoy, it´s from Europe’ umbrella tagline 11-44 PROGRAMS • Each country determines available budget (ex: Austria had 13M € in 2019 vs 337M € for Italy) • 50% EU co-financing rate (2019) • Goals: Make EU winemakers more competitive + Enhance reputation of EU wines + Preserve traditions and boost rural economy • Must partner with Made in France private companies and brands to supply ~50% of budget OCM PROGRAMS FRENCH MINISTRY OF AGRICULTURE EU POLICY FOR THE PROMOTION OF AGRI-FOOD PRODUCTS EU POLICY FOR THE PROMOTION OF WINE PRODUCTS 360° MARKETING CAMPAIGN FOR FRENCH FOOD, SPIRITS AND WINE PRODUCTS ABROAD
8. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa SUBSIDIZED CAMPAIGNS WORLWIDE EXPERTISE European Union Chafea, Executive Agency For The European Commission French Ministry Of Agriculture USDEC, USDA and the American Associations of Soy Producers and California Grapes Tunisia's National Tourism Office Japanese Ministry of Agriculture and Fisheries aT Korea Agro-Fisheries & Food Trade Corp
9. SOPEXA I HOPSCOTCH GROUPE New wine collective business models Crafting an attractive global message platform Fostering industry leadership TODAY’S DISCUSSION
10. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa NEW WINE COLLECTIVE BUSINESS MODELS
11. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa WINE MARKET OVERVIEW FALLING WINE CONSUMPTION Total US wine consumption decreased in 2019 (for the first time in 25 years), posting a -0.9% volume loss from the year prior, according to preliminary figures released this month by IWSR Drinks STRONG INCREASE OF THE WINE COMPETITION The biggest producing countries are fighting for 1/4 of the American market DIFFERENT WAYS OF CONSUMPTION
12. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa MESSAGE SATURATION?
13. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa EUROPEAN GOALS ARE NOT SOLELY FOCUSED ON SALES Awareness of the benefits of EU’s agricultural products and of the HIGH STANDARDS applicable to production methods Raise PROFILE and increase consumption of EU’s agricultural products Awareness and recognition of EU’s QUALITY SCHEMES and certification Increase share of EU products in highest GROWTH markets Sustain normal market conditions on occasions of MARKET DISTURBANCE, loss of consumer confidence or other specific economic issues 01 02 03 04 05
14. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa SAME BUDGET, DIFFERENT OBJECTIVES MAIN OBJECTIVE: ENHANCE IMAGE • European RFPs are mostly focused on building image among consumers and promotion of the “European way” • Raise awareness and recognition of EU quality, traceability, safety, quality management, animal welfare and high standards applicable to the EU production methods 11-44 REGULATION - CHAFEA $198M (excl. CMO for wines) $200M MAIN OBJECTIVE: BOOST OFFER • US RFPs are mostly focused on boosting offer through trade representation and on-the-ground trade efforts MARKET ACCESS PROGRAM & FOREIGN MARKET DEV. PROGRAM - USDA
15. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa CASE STUDIES
16. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Case study Reach out to Sopexa for additional information
17. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Case study Reach out to Sopexa for additional information
18. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa HOW TO CRAFT AN ATTRACTIVE GLOBAL COMMUNICATION MESSAGE?
19. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Case study Reach out to Sopexa for additional information
20. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa THE NECESSITY TO PRIORITIZE MESSAGES MAIN MESSAGE European origins Modern image Regions’ complementarity 1 SECONDARY MESSAGE Quality schemes and certification Wines’ specificities How characteristics are so intimately linked to terroir, namely geographical origins and know-how: 2 DOO wines quality, resulting from centuries of winemaking expertise; Flavor subtlety profile of cool climate wines; Authentic and hand-crafted nature of these wines (small family-owned estates, blending, bottle-aged, etc.); Highlight on young generation of winemakers taking the reins and leading these wine regions towards a bright and exciting future; The surprising wines and styles these traditional regions are nonetheless able to offer (red from Germany, white from Bordeaux).
21. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa HOW TO GET THE MESSAGE OUT: FOSTERING INDUSTRY LEADERSHIP
22. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa HARNESSING WINE COLLECTIVES’ POWER Using the collective to INFLUENCE THE TRADE EMPOWERING SMALLER BRANDS in large-scale activations Finding true voice as an AGENT OF LEADERSHIP
23. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Case study Reach out to Sopexa for additional information
24. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Case study Reach out to Sopexa for additional information
25. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Case study Reach out to Sopexa for additional information
26. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa IN CONCLUSION
27. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa C H E C K L I S T Declining wine consumption, highly competitive market and new beverage alternatives are forcing wineries to rethink their marketing models By grouping together behind a common message, wine regions can foster greater awareness and differentiation Working together allows for larger impact on target audiences and easier market penetration
28. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa LOOK LEFT AND RIGHT… YOU MIGHT FIND YOUR NEXT BUSINESS PARTNER!
29. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa Contacts Sarah Moreau – Public Relations & Content Director Email: sarah.moreau@sopexa.com LinkedIn: https://www.linkedin.com/in/sarah-moreau/ Nelly Dhommee – Senior Account Manager Email: nelly.dhommee@sopexa.com LinkedIn: https://www.linkedin.com/in/nellydhommee/ Sopexa Agency T. +1 212-477-9800 LinkedIn: https://www.linkedin.com/company/sopexa-usa/
30. SOPEXA I HOPSCOTCH GROUPE © The information contained in this document is the property of Sopexa THANK YOU