+ MGA Liquor Committee Presentation July 2016 Agenda 1. De - - PowerPoint PPT Presentation

+ MGA Liquor Committee Presentation

July 2016

1. De Bortoli New Master Brand Reveal 2. Website Relaunch Unveiled 3. What’s New This Winter 4. The Next Big Things

Agenda

We Listened To Consumers

Here Is What They Had To Say...

Source: Food & Wine Insights Consumer Research May 2015

Source: Food & Wine Insights Consumer Research May 2015

“Consistency with branding is important…

If you like them you’ll buy more of their wine, but you need to be able to identify them as a brand” “It’s annoying that it’s hard to recognise the brand …

you don’t pick it up because you don’t know it’s De Bortoli”

P Female 20-35 Melb C Male 36-49 Melb

How Can We Help Consumers… On Their Path To Purchase?

New Identity

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Website Relaunch

debortoli.com.au

Live w/c 1st August 2016

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Content rich, Factual. BUT... Complicated, Takes time to absorb and navigate. AND... Who are we?

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Our Website Today

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Our New Home Page

What’s New This Winter?

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De Bortoli WOODFIRED

New Product

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Introducing...

De Bortoli WOODFIRED

Front Label Back Label Capsule

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Carton

Bouquet

Plump, dark fruits, plums, spice and dried herb

Appearance

Intense deep red with purple edge

Palate

Rich, mouthfilling, balanced tannin, cured meats,

• licorice. Authentically Heathcote

De Bortoli Family Winemakers

Four Generations ESTD 1928

Variety - Shiraz

#1 selling red varietal in Australia* 51% of regular Australian wine drinkers have tried Shiraz in past 6 months**

Region - Heathcote

Home to big reds in Victoria Ancient cambrian soils are perfect for producing dark fruited and plump Shiraz

Capsule and Bottle

Premium tapered bottle and striking WOODFIRED capsule

Label Design

Premium and moody. Glowing embers burn through a corner of the label and link the design to the WOODFIRED name

Seriously good for washing down a chargrilled ribeye steak

Key Selling Features

*Source: Wine Intelligence 2015 **Source: Aztec Database April 2016

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Tasting Notes 2 Sided Trade Flyer

Point Of Sale Materials

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Concept Only Timing: August

Single Bottle Counter Display

Perfect for in-store theatre and tastings

Point Of Sale Materials

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Concept Only Timing: August Easy to assemble in store

Posters

A4, A3, A2 & A1

Wobbler

Point Of Sale Materials

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Concept Only Timing: August

Mouthwatering launch support to generate… Awareness... Product trial... And positive brand engagement Social Media Trade Advertising Consumer Advertising August 2016 August 2016 December 2016

Launch Support

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Concept Only

The Next Big Things...

• Shopper data tells us that 47% of shoppers rate ‘range of products stocked by

stores’ as extremely important

• Is your core range of products keeping up with industry trends?

Rosé….

Rosé is exerting market impact and driving positive growth (+16.0%)

ALSA State of the Industry report, March 2016

“If there's one big trend, it is Rosé. Historically, we would look at our reds and our whites, but you can take Rosé

• ut now as a separate category and I think rosé is

definitely here to stay”

David Reberger - Kemeny’s and LSA NSW

“What’s the next big thing after Marlborough Sauvignon Blanc? I think it is going to be dry, pale roses. That French style, but maybe that French style made in Australia”

Peter Nixon - head of Dan Murphy’s wine panel, The Shout 9 March 2016

La Boheme Pinot Noir Rose Bella Riva Sangiovese Rose Villages Grenache Rose Vinoque Nebbiolo Rose

“...the kind of rose proving to be most popular is the pale, dry style, typified by the wines of Provence, and often made in Australia most successfully from Pinot Noir...What’s more, people are spending good money for good pink wine: one of the biggest-selling local examples is the $20 De Bortoli La Boheme Pinot Noir Rose…”

Max Allen - The Australian 19 March 2016

“It’s awesome people are finally getting

• nto it. We made 50 per cent more La

Boheme last year than the previous, and I’ve made a shed load more again this year to keep up”

Steve Webber - Chief Winemaker De Bortoli Wines

Prosecco….

Dollars and litres growth for Prosecco have been tracking at around 45% for the past two years at a time when other sparkling varietals are recording notable declines

ALSA State of the Industry report, March 2016

“Everyone at the moment is talking about the rise of

Prosecco”

Vinomofo Co-founder Justin Dry

Recently, prosecco has overtaken champagne as the highest-selling sparkling wine internationally. And sales

• f the Italian-style sparkling wine in Australia have more

than tripled in the past two years — about 10 times the growth rate of champers.

Perth Now 13 November 2015

De Bortoli King Valley Prosecco ….Since September 2015, domestic sales of just over $700k or 17,000 six packs

Pinot Grigio and Sangiovese

Pinot Grigio is the fastest growing and most significant dollar contributor to bottled white growth, having accounted for 46 per cent of the segment’s dollar growth in 2015.

ALSA State of the Industry report, March 2016

Pinot Grigio grew 14.9% in 2015 adding one percentage point in its share bottled white wine.

ALSA State of the Industry report, March 2016

Pinot Gris is the other positively trending varietal, recording solid growth of eight per cent in 2015 on the back of 13.8 per cent gains in 2014

ALSA State of the Industry report, March 2016

Following two years of double digit growth (+22.4% in 2015) Sangiovese is the fastest growing bottled red grape varietal

ALSA State of the Industry report, March 2016

Bella Riva Pinot Grigio Bella Riva Sangiovese

This range of wines celebrates both the natural beauty of the King Valley and the vibrancy and innovation of this emerging wine

• region. Bella Riva in Italian means

beautiful riverbank - a fitting description for the spectacular location of De Bortoli’s picturesque vineyards on 3.5 kms

• f King River frontage.

RRP $18.99

Wines priced at more than $12 are driving the wine category growth as consumers are trading up to more premium offerings

ALSA State of the Industry report, March 2016

Is your core range keeping up with industry trends?

How many Roses do you have in your core range? How many Proseccos do you have in your core range? Local or imported? How many Pinot Grigios do you have in your core range? How many Sangioveses do you have in your core range?