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WMTC20: Key Lessons Europe Can Share With US Wine Marketers

Zephyr Conferences
March 05, 2020
24

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.

Zephyr Conferences

March 05, 2020
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  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

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  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!

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  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.

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  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

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  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

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  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

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  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

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  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

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  9. SOPEXA I HOPSCOTCH GROUPE
    New wine collective business models
    Crafting an attractive global message
    platform
    Fostering industry leadership
    TODAY’S
    DISCUSSION

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  10. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    NEW WINE
    COLLECTIVE
    BUSINESS MODELS

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  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

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  12. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    MESSAGE
    SATURATION?

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  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

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  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

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  15. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    CASE STUDIES

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  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

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  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

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  18. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    HOW TO CRAFT AN
    ATTRACTIVE GLOBAL
    COMMUNICATION
    MESSAGE?

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  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

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  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).

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  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

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  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

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  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

    View full-size slide

  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

    View full-size slide

  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

    View full-size slide

  26. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    IN CONCLUSION

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  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

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  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!

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  29. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    Contacts
    Sarah Moreau – Public Relations & Content Director
    Email: [email protected]
    LinkedIn: https://www.linkedin.com/in/sarah-moreau/
    Nelly Dhommee – Senior Account Manager
    Email: [email protected]
    LinkedIn: https://www.linkedin.com/in/nellydhommee/
    Sopexa Agency
    T. +1 212-477-9800
    LinkedIn: https://www.linkedin.com/company/sopexa-usa/

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  30. SOPEXA I HOPSCOTCH GROUPE
    © The information contained in this document is the property of Sopexa
    THANK YOU

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