How to get the most out of Marketing from New Zealand Winegrowers New Zealand Winegrowers
I July 2013 I Issue 1
Seminars & Masterclasses Trade & Media Visits Investment in China & Europe
America’s Cup Market Specific Programmes
NZ WINEGROWERS
MARKETING CONTACTS NEW ZEALAND CONTACTS Chris Yorke Global Marketing Director T: 09 306 5551 M: 021 419 194 chris@nzwine.com
Felicity Johnston Marketing Executive T: 09 306 5645 M: 021 552 173 felicity@nzwine.com
Anne-Marie McKenzie Marketing Projects Manager T: 09 306 5550 M: 021 306 550 annemarie@nzwine.com
Jennifer Duncan-Marsh Marketing Office Administrator T: 09 306 5522 jenniferd@nzwine.com
INTERNATIONAL CONTACTS Natalie Potts Asia T: +852 2511 3883 M: +852 5428 5792 natalie@nzwine.com
Robert Ketchin Canada T: +1 705 444 0195 M: +1 705 444 3213 rketchin@ketchin.com
David Strada USA T: +1 415 567 5511 M: +1 415 806 0236 dstrada@earthlink.net
Chris Stroud Europe T: +44 207 973 8079 M: +44 791 741 7388 cstroud@nzwine.com
Ranit Librach USA T: +1 212 254 2729 M: +1 917 705 8051 ranit.nzwine@gmail.com For any event related queries, please contact the Global Events Team at events@nzwine.com.
Cover image and inside spread: 2013 New Zealand Wine Seminar San Francisco
NEW ZEALAND WINE MARKETING 2013 - 2014
CONTENTS 2 4 5 8 10 12 14 16
Introduction Seminars & Masterclasses Trade & Media Visits Asia USA Canada Europe Australia
New Zealand Winegrowers would like to thank O-I New Zealand for their support of the Marketing Programme in Canada.
New Zealand Winegrowers would like to thank JF Hillibrand for their support of the Marketing Programme in China.
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INTRODUCTION
Chris Yorke Global Marketing Director Dear Winery, Welcome to New Zealand Wine Marketing for 2013-2014. There is no cost to the programme enclosed, so please read this booklet carefully as it will illustrate how to get the most out of levy-funded Marketing. Please also read the User-Pays Global Events Booklet which explains the events that you can sign up to for an additional cost. The levy-funded Marketing Programme is predominantly focused on the markets where we expect the most growth in exports: • North America, i.e. the USA and Canada • Asia, in particular China • Mainland Europe There is some activity still focused in the UK and Australia to protect our competitive position, however most work in these markets is carried out by wineries and importers. One of the key elements of the programme is to deepen the understanding of key trade, media and educators about New Zealand wine. We do this by: • Developing strong relationships with the key influencers in market • Bringing these influencers to New Zealand and inspiring them to write about our wines and regions, or run seminars and masterclasses
In 2012 New Zealand Winegrowers and New Zealand Trade & Enterprise announced the largest ever joint collaboration between government and the wine industry in New Zealand. The Wine High Impact Project was born with the aim to help grow the sales of New Zealand wine in China and Northern Europe. Joint strategies have been established for the year ahead and a new team is in place to build on the learnings of the past year and deliver some exciting plans. Look out for the emails. A major part of the levy investment is in our team overseas - you will see their details on the inside front cover. Please let them know when you are travelling and look out for their communications. Please also check out the Members Section of nzwine.com which provides a whole raft of useful information including market reports, Wine Intelligence reports, Euromonitor reports, Nielsen statistics, export and domestic reports as well as market specific updates and press. As always, continue giving us your feedback and ideas. We look forward to working with you throughout the next year. Cheers,
We also produce collateral and websites to ensure we communicate our and your messages about New Zealand wine consistently. Chris Yorke Global Marketing Director
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USEFUL TIPS Read this, and future Marketing Newsletters. Keep your Brand Profile information up to date via the New Zealand wine portal (portal.nzwine.com). - From an internal perspective, we use the information you provide on which markets you have or are seeking distribution in when considering wine selection for seminars and masterclasses, and when planning itineraries for visiting trade and media. We also use this information to determine who to send important market-specific updates to. See page 6 for instructions on how to update your Brand Profile. - Externally, it is also a good idea to include Twitter feeds, facebook feeds, videos, images and sustainability stories on your Brand Profile, to further engage viewers on nzwine.com. - If you do not have your username and password for the nzwine portal, please contact Jennifer Duncan-Marsh, jenniferd@nzwine.com. Submit your wines for our bi-annual blind tastings. These tastings are where we source the wines we use in our international seminars and masterclasses. Make use of the market information made available to you. The information we provide is an excellent tool for gaining an understanding of new markets, improving your understanding of existing markets, and making informed business decisions. This information is available on the Members Section of nzwine.com. Contact jenniferd@nzwine.com if you need assistance. Use the New Zealand wine collateral to ensure a unified New Zealand wine message in markets. Our current collateral and order information is available in the Members Section of nzwine.com. Let us know when you are travelling! Having winemakers, viticulturists, winery principals etc in market, and in direct contact with relevant trade, media and consumers is invaluable, and adds real substance to seminars, masterclasses and promotions. Make sure your vintage 2010 wines onwards are registered as sustainable on the New Zealand Wine Registration website nzwineregistration.com. Any 2010 or later vintage wines must be registered as 100% sustainable for participation in any New Zealand Wine Marketing activity.
GLOBAL EVENTS Don’t forget that in addition to levy activities of New Zealand Winegrowers, there are supplementary user pays events and promotions in major international markets. If you are interested in being involved in the events please see the Global Events Booklet, or go to nzwinemarketing.com. For any event related queries, please contact the Global Events Team at events@nzwine.com.
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SEMINARS & MASTERCASSES BACKGROUND During 2013-2014 New Zealand Winegrowers will fund approximately 30-40 New Zealand wine seminars/ themed tables at New Zealand Wine Fairs, trade exhibitions and other industry events in our core markets. The seminars are another strong tool for promoting the New Zealand wine brand and generating positive media coverage: “It was a wonderful demonstration of Sauvignon Blanc from various New Zealand regions and will likely form the basis of a column.” New Zealand Wine Seminar, Toronto 2013 “There were just 18 wines in the seminar, curated by British Master of Wine Tim Atkin; and yet this amounted to a quietly nuanced performance, demonstrating the strides that country has made with the heartbreak grape.” New Zealand Pinot Noir Seminar, Los Angeles 2013
THEMES Seminar themes are developed in consultation with staff in overseas markets and are in line with the current/future industry supply scenario. Themes are also selected based on the previous topics covered and the nature of the audience and stage of development of New Zealand wines in the market.
TARGET AUDIENCE Seminars are conducted to relatively small (usually around 50-75) targeted audiences of influential trade, media and knowledgeable consumers.
FORMAT The formats primarily constitute: • A masterclass format with a panel of expert presenters • A self-pour, themed table format with wines set up in flights and presentations rolling on LCD screens
HOW WINES ARE SELECTED Wines are selected via two blind tastings which take place September/October and mid February. The tastings are judged by teams of expert judges under normal wine competition rules.
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2013 New Zealand Wine Masterclass in Montréal
ENTRY DETAILS & CRITERIA FOR BLIND TASTINGS • Entry into the blind tastings is open to all New Zealand wineries. It is preferable that the wines entered are available in export markets. • The next New Zealand Wine blind tasting will take place on 2 October 2013 and all wineries will receive notification in August that the proposal is available for completion on nzwinemarketing.com. The proposal will include full details on the selected themes for the seminars. • There is no cost for entering wines into the tasting and wineries can submit as many wines as they wish for as many seminars as they wish. • Freight (ex New Zealand) will be covered by New Zealand Winegrowers as long as wineries ensure the wine is supplied in time for the consolidated shipment. • Wineries should ideally be exporting to the market where the seminar is being held (some exceptions may be made if the wine expounds the seminar theme better than any other which is exported there, or if it is a new market).
REGISTRATION DEADLINE Friday 6 September 2013
CONTACT Anne-Marie McKenzie T: 09 306 5550 annemarie@nzwine.com
TRADE AND MEDIA VISITS Hosting international media and trade has always been an integral part of the New Zealand Winegrowers marketing strategy. During this last year, itineraries have been formulated for 71 visitors from 15 markets. With the industry’s limited advertising spend, the resultant press coverage from these visits throughout the years has been a powerful tool in driving awareness and sales of New Zealand wine. Whilst it is still early days, so far more than half of the visitors have already produced articles or conducted promotions/seminars on New Zealand wine as a result of their visit. These articles can be found in the Member’s Section of nzwine.com. The glowing feedback from the visitors is testament to the quality and professionalism of the visit programme: “Not a single complaint or quibble as everything was superbly organised and went according to plan. Fantastic job!.. Because my trips to Martinborough and Waiheke were SO inspirational and informative, I’m now looking to produce special reports for these 2 regions for the Wine Advocate & eRobertParker. com. I’m going to try to get them out for Issue 206, released 1st May.” Lisa Perrotti-Brown MW, Wine Advocate “The energy and vitality in the New Zealand wine scene right now is gripping. Never before have the wines seemed so expressive or accurate.” Matthew Jukes, The Daily Mail “I was very impressed with the level of honesty that I saw in NZ, coupled with the collegiate atmosphere and the willingness to exchange ideas and information. Putting out raw, baby varieties (in this case, the emerging Grüner Veltliners) for critique takes some guts, and I salute the producers who participated. NZ has got its challenges too, not least of which is getting past the outsized success of Sauvignon Blanc, but I think it’s very well placed for the future. There’s not just great potential there, but also the willingness to try new things and make mistakes.” Felicity Carter, Drinks Business International “It was impressive to see an array of producers seeking verity of site and soul of wine production than making ‘fit-for-market’ wines, with an eye on
sustainable practices and lo-fi winemaking input. Some exciting discoveries amongst the reaffirmation from high profile, marquee producers too. And some experimentation. The participation and progressive nature of NZ wine was at the forefront throughout the trip.” Mike Bennie, Freelance Writer (Australia Gourmet Traveller WINE, Time Out Sydney, Men’s Style, wineFront.com.au)
HOW ARE THESE VISITS FUNDED? For guests who New Zealand Winegrowers specifically target, slots in an itinerary are purchased by a combination of New Zealand Winegrowers (with levy funds) and wineries. The slots encompass overview tastings, regional tastings, introductory/ farewell sessions etc. For ad hoc visits where guests approach New Zealand Winegrowers seeking assistance, often they will pay their own flights but all domestic and organisational costs are covered via the user-pays system as per the above with New Zealand Winegrowers, New Zealand Trade & Enterprise and wineries purchasing slots. Most trade buyer trips are funded by their supplying companies, and the domestic costs are covered by wineries on the itineraries.
HOW ARE GUESTS SELECTED FOR THESE VISITS? New Zealand Winegrowers in Auckland consults carefully with our in-market managers to ensure that the media chosen cover an appropriate range of mediums and target audiences, and the trade guests are from appropriate establishments within our target market segments. Other factors such as the person’s standing in the market place, prior visits to New Zealand, future commissions secured etc are also taken into consideration.
HOW ARE WINERIES INCLUDED ON AN ITINERARY? As the first step in selecting wineries, the guests are asked to forward a wish list of wineries they would like to see. They are supplied with a list of wineries interested in their respective market in advance to aid this selection. Please note, New Zealand Winegrowers uses the Brand Profile reports from portal.nzwine.com as the primary source to ascertain who is in the market/ seeking to be in the market. Please ensure you keep your profile up to date. In order that we have flexibility to introduce the guest to less familiar companies, we
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HOW TO UPDATE YOUR BRAND PROFILE
Chinese Delegates with Bob Campbell MW
1. Log into the New Zealand Wine Portal at portal.nzwine.com.
try and ensure that wineries from their wish list to not completely fill the itinerary.
2. Select ‘>>Brand Profiles’ on the home page.
Regional Tastings are also included where possible on the itineraries to enable a greater number of wineries to gain exposure, plus ensure the visitor has a solid, representative overview of the region.
3. Select ‘Edit’ under the ‘Action’ column, for the brand you wish to update.
HOW ARE THE ITINERARIES FORMULATED AND EXECUTED? The professionalism of the itinerary formulation process is facilitated with the online visit programme within nzwinemarketing.com. The reporting mechanisms within the site eliminate any risk of visit clashes plus allow full analysis of visits by region, winery and guest. Whilst New Zealand Winegrowers Marketing Projects Manager Anne-Marie McKenzie oversees the formulation of all itineraries, a number of Itinerary Coordinators are contracted as required to execute the logistical requirements on each itinerary.
4. Update your details. 5. Select ‘Save Profile’ if you wish to make further edits before your information is published on nzwine.com. If your information is complete and ready to be published, select ‘Publish Profile’.
Note: Information on the markets you have distribution/ are seeking distribution in will not be published to nzwine.com. We use this information internally, to communicate information/updates about the markets, to the relevant wineries.
The process for formulating and executing itineraries is: 1. Target guests identified and invitation issued by inmarket Managers, with possible story angles/sales opportunities pitched at this time. 2. Guests asked to complete a Profile & Requirements Template that asks a multitude of questions ranging from “What are your key aims for the visit?” to “Do you have any special dietary requirements?” 3. An initial outline itinerary is then developed in consultation with in-market Managers and regional bodies. At this stage the itinerary will detail how aims will be met, plus an outline of who the guest will see in which region and on what day. 4. Once the guest has agreed to the draft, it will then load onto nzwinemarketing.com. 5. The guest then approves the draft version online, then it is issued to those wineries featured.
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6. Wineries are invited to accept, decline or request a reschedule for the visits. Upon accepting, a winery completes all contact and visit location details which flow through onto the itinerary. 7. When all visits have been accepted and all final bookings made, a final itinerary is issued to the guests/wineries online and a welcome pack with a hard copy version is sent to the guest’s arrival hotel. 8. To ensure the visit schedule stays on track, most visits have wineries collecting the guest from the prior visit. 9. After the trip a survey is sent to the guest to get feedback, which is then communicated out to the industry as appropriate. 10. Coverage/new listings resulting from the trip is monitored and communicated to those wineries involved when it appears.
TIPS FOR HOSTING MEDIA/TRADE GUESTS
Dos Ahead of Time • Carefully read the proposal/background on the guest so you are familiar with what they do and what they require. Ensure full pricing/agent details are available, especially for trade guests. • Ensure appropriate people are available - i.e. at least one or all of owner, senior winemaker and viticulturalists. • With media in particular, think about how you can ensure your visit stands out in the guest’s memory. How can you ensure they taste your wines/ get an understanding of your company, but in a distinctive, memorable manner? If time allows, you could taste the wines in a few different locations - i.e. take them to the particular vineyards from where the wine comes, or set up part of the tasting in a barrel room so you can try different tank/barrel samples etc. If providing lunch or dinner try and ensure the food/wine really match and complement your wines. Think about the location for dining - if you do not have a restaurant, have a picnic style lunch in a particularly attractive vantage point of your vineyards/premises. If your premises is not particularly enticing then take the guest out to a location (boat/beach/lakeside etc) which captures the regional beauty and taste your wines/have lunch or dinner there.
On the Day • Offer the guest some time for toilet/refreshments etc on arrival, rather than launching immediately into tasting. • Start by providing the guest with a summary of the visit’s agenda to assess if it suits their requirements, and also so they are able to pace themselves accordingly. • Provide a brief background of your company, where possible highlighting company history, vision, goals, product offering, etc. • Ensure wines are all served at an appropriate temperature and all necessary supplies are available - i.e. spittoons, fresh water, crackers etc. Ensure also that there are seats and a table/counter top for a guest to make notes as they taste. • Show wines that best meet their requirements. Do not be tempted to include your entire range. It can be good, nevertheless, to include a few special wines which whilst not necessarily meeting requirements, demonstrate the company’s abilities or a particular theme you are communicating. • Provide a tasting sheet with the wines listed in the order they are being shown, plus local market pricing and agent details. Whilst the guest will want to refer to this during the session, they most likely will not want to take it away due to bulk, so have an electronic version also available either on memory stick or for emailing later. • In addition to wine information, also have company background information and photos available on a memory stick for them to take away. • Be professional in what you say about the competition and industry in general. A few media look for opportunities to generate scandal/gossip etc to heighten the ‘newsworthiness’ of their stories. • Keep a close eye on the time, so you have communicated what you need to before the following winery arrives to collect the guest.
Don’ts • Do not forget the visit date and time. • Do not show a huge selection of non-relevant wines. • Do not spend too long taking the guest on a tour of the winery, as most get quite bored with winery interiors. • Do not introduce activities during the visits which have absolutely no relevance and prevent the guest getting a full understanding of you and your wines. • Do not criticise competitors or the industry - this can be seen as unprofessional. • Do not go over your allocated time. If you have any queries please contact Anne-Marie McKenzie on 09 306 5550 or annemarie@nzwine.com.
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ASIA NEW ZEALAND WINE CERTIFICATION PROGRAMME - CHINA Together with New Zealand Trade & Enterprise, we have created New Zealand wine’s first formal trade certification in China. The two tiered education programme is designed to support the development of a team of qualified New Zealand wine educators in this fast growing market. Bob Campbell MW and other New Zealand wine experts will lead the higher tier of certification, designed to ‘educate the educators’ who, if successful, are then qualified (pending New Zealand Winegrowers approval) to teach the introductory tier of New Zealand wine certification.
TRANSLATIONS OF NZWINE.COM & NEW ZEALAND WINE COLLATERAL Having created the New Zealand Wine Certification Programme in China, we now have translations of our core varietals, regions and messages in Chinese. We will use this to create a website that will allow trade, media, educators and consumers to discover more about New Zealand wine. Having wineries use these standardised translations of our core messages will ensure we are communicating consistently.
JAPANESE SOMMELIERS ASSOCIATION MASTERCLASSES We are presenting New Zealand wine masterclasses in Yokohama, Fukuoka, and potentially additional cities, with the Japanese Sommeliers Association (JSA). In excess of 400 JSA members are expected to attend these masterclasses, which will focus on the regional characters of New Zealand’s lead varieties.
TOP: JSA Seminar Attendees in Fukuoka 2013, ABOVE: JSA Seminar Attendees in Yokohama 2013, LEFT: Students at the Level 2 New Zealand Wine Certification Programme in Shanghai 2013
INBOUND TRADE & MEDIA VISITS Our focus is on hosting key trade and media from China, supplemented by visitors from Hong Kong, Japan and Singapore. For China, this activity will be augmented by the New Zealand Trade & Enterprise Wine High Impact Programme.
SEMINARS & MASTERCLASSES New Zealand Winegrowers masterclasses will be held in multiple cities throughout Asia. These events will focus on New Zealand’s leading varieties in Asia, namely Full-Bodied Reds, Sauvignon Blanc and Pinot Noir.
CHINA MARKET EDUCATION ROADSHOW
PR & MEDIA RELATIONS
Along with the development of the Guide to Market for China, New Zealand Trade & Enterprise and New Zealand Winegrowers will co-present a series of seminars throughout New Zealand’s regions, designed to improve the business skills of New Zealand wine producers doing business in China.
New Zealand Winegrowers and New Zealand Trade & Enterprise will develop a communications and media plan for the New Zealand wine brand in China. Significant work is required in the area of database development, capturing all the relevant commentators, educators and trade groups in China.
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NEW ZEALAND WINE MARKETING 2013 - 2014
GUIDES TO MARKET We will develop and publish guides for our two largest markets; China and Japan. Information will include legal requirements, taxes, market structures, tips for success and much more. These guides will benefit not only those who are looking to enter the market but also those who are already conducting business there. The guides will be updated throughout the year as required.
MARKET DATA & ANALYSIS Market information and updates will be regularly communicated to wineries. This will enable members to achieve a good understanding of the market, and provide them with relevant and timely information to assist their assessment of, and subsequent decisions in the market. Euromonitor reports for China, Japan, Hong Kong, Singapore and South Korea will also be available annually.
NEW ZEALAND WINEGROWERS OFFICE IN HONG KONG We have opened a New Zealand Winegrowers office in Hong Kong, which is manned by our Asia Marketing Manager, Natalie Potts. If you are planning to visit Hong Kong, please let Natalie know, natalie@nzwine.com.
TOP: Chinese Delegates Enjoy Hawke’s Bay Our World in Your Glass 2013, ABOVE: Attendees at the 2013 New Zealand Wine Fair Seminar in Guangzhou, LEFT: Debra Meiburg MW Presents the 2013 New Zealand Wine Fair Seminar in Hong Kong
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USA AMERICA’S CUP LEVERAGE
INBOUND TRADE & MEDIA VISITS
July - September 2013
New Zealand Winegrowers will look to host key influential members from both the press and trade. The main focus will be sommeliers, in order to build a buzz around New Zealand wine in the on-premise.
New Zealand Winegrowers will work with New Zealand Trade & Enterprise to capitalise on the America’s Cup taking place in San Francisco. The Restaurant Programme kicked off in July and will run through September in approximately 25 restaurants and wine bars in the San Francisco area. Participating restaurants will all feature New Zealand wines by the glass and bottle during the programme and will also promote New Zealand wines via customized packages.
KEY INFLUENCER ACTIVITY Along with the seminars, masterclasses, tastings and other key influencer activity we run throughout the year, we will launch a proactive communications campaign to ensure contact with the key influencers, even when there are no events taking place.
Two masterclass sessions will also take place in San Francisco during the Louis Vuitton Cup and America’s Cup races. VIP trade and media from across the United States will be flown to San Francisco for each two-day session involving a high level masterclass and on-water experience. The masterclasses will be held on August 20 and September 9, please let us know if you will be travelling in market over this period.
VARIETAL FESTIVALS We plan to have a presence at the various varietal festivals taking place throughout the year: Pinot Days - San Francisco, Los Angeles, Chicago and New York, World of Pinot Noir and the International Alsace Varietal Festival. Participation in these shows will allow us to showcase the quality and diversity of our wines as well as position ourselves amongst the other top producers from around the world.
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ABOVE: Traditional Maori Welcome to Tim Atkin MW (Presenter) and Attendees at a New Zealand Pinot Noir Seminar in Los Angeles BELOW: 2013 New Zealand Wine Seminar in San Francisco
SEMINARS & MASTERCLASSES We will once again hold a seminar at the annual Society of Wine Educators conference taking place in August 2013. We will continue to host seminars in New York and San Francisco in May 2014, around the Wine Fairs. For all seminars we will look for influential trade members who have visited New Zealand as hosts, so that we have a strong draw for attendees. Following the success of our 20122013 masterclass series, we will continue to hold a masterclass in both New York and San Francisco, and for 2013-2014 we will add two new cities; Las Vegas and South Miami. Both of these markets show great potential for New Zealand wine and influencers in these markets have been asking for some attention. To add something different to the New York and San Francisco masterclasses, we will create a unique experience and bring attendees out of each city so that we have their full attention and provide a memorable experience.
rs rowe ineg nd W USA la a e Z et New Mark e To Guid
NEW ZEALAND WINEGROWERS E-NEWSLETTER FOR TRADE & MEDIA New Zealand Winegrowers will continue to produce its e-newsletter, NZ Dirt, that is distributed to local trade and media. Newsletters will highlight what is happening in the vineyards and wineries, Q&As with key influencers who have visited New Zealand, and overall trends and updates from New Zealand, all geared towards keeping New Zealand top of mind with influential trade and media. New for 2013-2014, we will look to have guest writers contribute to add something new and increase our open rates.
MARKET DATA & ANALYSIS
GUIDE TO MARKET REVISIONS The Guide to Market that was launched in December 2012 will be updated with current statistics and relevant information.
As the number of New Zealand wine producers entering the United States continues to grow, market data and analysis is crucial for all producers looking to establish and/or grow their business. Along with our updates to the Guide to Market, New Zealand Winegrowers will look to provide wineries with pertinent market information including The Wine Market Council report, and consumer trends and other key market updates. The USA based New Zealand Winegrowers team will also try to help with specific questions in trying to make sense of the complicated USA market. Euromonitor reports for the USA will be available annually.
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CANADA NOVA SCOTIA PORT OF WINES FESTIVAL 25-28 September 2013 New Zealand Winegrowers annually participates with a regional counter, allowing New Zealand Winegrowers staff to meet and educate Liquor Board buyers, media, on-trade and consumers at this event. New Zealand Winegrowers Canada also conduct marketing meetings with key Liquor Board buyers from Nova Scotia, Newfoundland, New Brunswick and Prince Edward Island who attend this event to discuss the New Zealand Winegrowers Canada strategy and promote future marketing opportunities. New Zealand Winegrowers also arranges meetings with wine media attending the festival, taking them through the wines and updating them on the latest New Zealand wine statistics and information.
VANCOUVER INTERNATIONAL WINE FESTIVAL 24 February - 2 March 2014 The Vancouver International Wine Festival is attended by over 25,000 consumers and 7,500 trade. In 2014 New Zealand Winegrowers will again bid to host a Regional Counter and wine/food pairing luncheon. At the festival, New Zealand Winegrowers Canada networks with key wine media, Liquor Board buyers (national), top sommeliers, wine educators and private wine shop owners.
BRITISH COLUMBIA LIQUOR DISTRIBUTION BRANCH (BCLDB) IN-STORE PROMOTION April or May 2014 Each year, New Zealand Winegrowers solicits and negotiates a feature promotion with the BCLDB that promotes the varietals and regions of New Zealand. Sales results for the category can increase by as much as 71% for the month year over year. The BCLDB creates end aisle cut case displays, shelf talkers and a catalogue on New Zealand wine for distribution throughout all the participating stores.
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LIQUOR CONTROL BOARD OF ONTARIO (LCBO) VINTAGES RELEASE & INSTORE PROMOTION June 2014 For many years, New Zealand Winegrowers have negotiated an annual VINTAGES release and catalogue feature, supported with a media preview tasting. The media preview tasting, circulated to all the key daily writers and bloggers, has traditionally achieved significant coverage on the release and the insights to the New Zealand release theme. In addition this coming year New Zealand Winegrowers hope to secure a Vintages LCBO mini country thematic that will tie in with a trade/consumer tasting event targeting the LCBO VINTAGES customer database.
SOCIÉTÉ DES ALCOOLS DU QUÉBEC (SAQ) RELEASE & IN-STORE PROMOTION 25 May - 21 June 2014 New Zealand Winegrowers have again negotiated a feature promotion and wine release with the SAQ for May/June 2014. This promotion could also include a New Zealand Pinot Noir release which will be featured in Cellier magazine. These in-store promo activities will generate considerable awareness for the New Zealand category and increase New Zealand wine sales significantly.
NOVA SCOTIA LIQUOR CONTROL COMMISSION (NSLC) NEW ZEALAND FEATURE May or June 2014, P03 New Zealand Winegrowers has potentially negotiated a New Zealand wine feature promotion and wine release to sell into the Summer 2014 wine market. This will benefit both new and current New Zealand brands in the market. Details to follow.
NEW ZEALAND HIGH COMMISSION & NEW ZEALAND TRADE & ENTERPRISE ACTIVITIES New Zealand Winegrowers works with the New Zealand High Commission, New Zealand Trade & Enterprise and KEA Chapters to promote New Zealand wines. We utilise any surplus diplomatic wines left over from Wine Fairs by creating tasting events and educational opportunities with key influencers throughout the year.
ABOVE LEFT: Bill Zacharkiw Judges at the 2012 Air New Zealand Wine Awards, ABOVE RIGHT: 2013 New Zealand Wine Self-Pour Seminar in Toronto
INBOUND TRADE & MEDIA VISITS New Zealand Winegrowers will host key Liquor Board buyers and Canadian media in New Zealand over the next year, including visits to key wine regions and possibly COPNL. The aim of these visits is to educate visitors, create New Zealand wine ambassadors and grow the New Zealand wine category in their market.
SEMINARS & MASTERCLASSES New Zealand Winegrowers will offer a series of educational seminars for the purposes of Liquor Board training of front line staff (throughout the year). Plus trade training for students in Wine & Spirit Education Trust (WSET), Canadian Association of Professional Sommeliers (CAPS), and continuous education for on-trade, media and wine educators.
PR & MEDIA RELATIONS New Zealand Winegrowers will continue to provide ongoing support of Canadian media, including day to day liaison, media enquiries for statistics, and samples. New Zealand Winegrowers will also pitch New Zealand wine focused stories, coordinate trip itineraries, educate media and organise one on one focused tastings.
brand strategy, key messages and supply chain status. These meetings help the Liquor Board Category Managers define new strategies and promotions to maximise growth of the New Zealand category.
PROVISION OF INFORMATION TO NEW ZEALAND WINERIES & CANADIAN TRADE Canadian trade will be briefed on the New Zealand Winegrowers Canadian strategy and marketing plan for 2013-2014. New Zealand Winegrowers conducts agent meetings and webinars to ensure agents are up to date on the Canada strategy and events.
GUIDE TO MARKET New Zealand Winegrowers will release an updated version of the ‘Canada Overview by Province’, a comprehensive guide on the Canadian market. Information will include key players, legal requirements, market structure, statistics, current trends and tips for success. This guide will benefit those who are in the Canadian market, and those who are looking to enter the market.
MARKET DATA & ANALYSIS
LIQUOR BOARD & KEY CHAIN ACCOUNT LIAISON & EDUCATION It is important for New Zealand Winegrowers to meet annually with all the key Liquor Boards (LCBO, BCLDB, SAQ, NSLC, ANBL, MLCC, PEILCC and NLLC) to build and maintain relationships and keep them informed on the New Zealand Winegrowers Canada
New Zealand Winegrowers will provide wineries with a top line assessment of consumer trends and forecasting, as well as data on New Zealand wine performance in the retail sector. In addition CATMAN reports from the LCBO and Liquor Board annual marketing plans and reviews will be sent for the following provinces; Ontario, Québec, British Columbia and Manitoba. Euromonitor reports for Canada will also be available annually.
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EUROPE BENELUX WINE PROFESSIONAL January 2014 Benelux Wine Professional is a leading wine and food exhibition for gourmet products. Over the course of the fair, many presentations, tastings, masterclasses and wine and food sessions are held. Held in Amsterdam, it attracts all of the key decision makers from the major wine and gastronomy industry within the Benelux region. New Zealand Winegrowers propose to take a stand and use it to showcase and raise awareness of the New Zealand wine brand to this important group. There may also be opportunities to host presentations and a dinner for key influencers.
INBOUND TRADE & MEDIA VISITS We will target a specific list of media and key influencers from across Europe to visit during 2013-14. In Mainland Europe we are working in conjunction with New Zealand Trade & Enterprise to identify key personnel that we would like to invite to New Zealand as part of the Wine High Impact Project in Europe. In addition, we will also invite key monopoly and retail buyers as well as journalists from Mainland Europe to attend New Zealand Winegrowers events in London, such as the New Release Tasting in November and the Annual Trade Tasting in January.
SEMINARS & MASTERCLASSES In 2013-2014 we plan to explore more of the current trends of New Zealand wine and develop relevant and interesting topics. These seminars and masterclasses will take place at key trade events such as the London Annual Trade Tasting, the Self Pour Tastings held within Europe and at major trade fair, ProWein. These events will benefit all levy paying wineries as they broaden the knowledge of the trade buyers
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NEW ZEALAND WINE MARKETING 2013 - 2014
Attendees at New Zealand Wine Seminar, Presented by Dominik Trick at ProWein 2013
and journalists to the variety of New Zealand, and encourage purchasing of a more diverse portfolio of varieties and brands.
PR & MEDIA RELATIONS The benefit of having a New Zealand Winegrowers office in Europe, staffed by experienced and respected wine trade professionals, is that all face to face media relations and all electronic communications with the important journalists and commentators have become very effective. In Mainland Europe, where the markets are seen as ‘growth’ markets, new PR companies have been appointed in the Netherlands, Sweden and Germany assisted by significant funding from the joint New Zealand Winegrowers/New Zealand Trade & Enterprise Wine High Impact Project. An appropriate allocation of levy funding will be directed to augmenting the New Zealand Trade & Enterprise effort and to identifying and positioning New Zealand wine with all the relevant commentators, educators and sommelier groups. In line with the ‘protect’ status of the UK and Ireland markets, media activity will be the key focus during 2013-2104, and a top priority for levy spending.
DEVELOPING & MAINTAINING RELATIONSHIPS WITH KEY INFLUENCERS In Mainland Europe we will be working hard to identify the key influencers who can help us build our position and reach the target audiences appropriate for New Zealand wine. This will be done through a series of hospitality events, such as dinners, tastings and networking functions. In the UK and Ireland, where we already possess strong relationships, these will be maintained through regular contact at trade events and tastings, as well as occasional hospitality.
EDUCATION OF KEY INFLUENCERS
MARKET DATA & ANALYSIS
During 2013-2014 we will work with educational bodies to raise the awareness and understanding of New Zealand wine. In Mainland Europe we will work with New Zealand Trade & Enterprise in the key focus markets of Germany, Sweden and the Netherlands, and use key influencers to hold tastings and seminars to educate the local trade and media.
We purchase Nielsen data to provide all wineries with an up to date snapshot of the status of the UK wine market and to be able to talk authoritatively to the UK trade and media. The information and a management summary are circulated in July and January.
Educational material will be developed and made available for use by the main educational bodies. Presentations will be translated into the local language for use by influencers and other educators in those markets.
GUIDES TO MARKET/WINE INTELLIGENCE REPORTS Wine Intelligence Landscape Country Guides have been purchased for Germany, Sweden, the Netherlands, and the UK, and will be made available to members when the most up to date versions become available.
New Zealand Winegrowers together with New Zealand Trade & Enterprise will identify opportunities for distribution in the focus markets of the Wine High Impact Project. A database of importers interested in New Zealand wineries will be made available. Finally, Euromonitor reports for Germany, Sweden, the Netherlands, the UK and Ireland will also be available annually.
SPECIALIST IMPORTERS TRADE TASTING (UK) Spring 2014 The Specialist Importers Trade Tastings, otherwise known as SITT, are a collection of focused wine tastings dedicated to serving the independent sector.
Only a hand-picked selection of specialist importers, boutique wineries and generic bodies are invited to participate in the tastings. The audience is made up of independent on- and off-trade buyers, and some of the country’s most influential wine columnists, bloggers and journalists. This enables New Zealand Winegrowers to showcase a range of wines that demonstrate our diversity and regionality and to engage with potential buyers from both the on- and off-trade for the benefit of all wineries.
IMBIBE FEATURE (UK) imbibe magazine has rapidly established itself as the UK’s leading publication for on-trade drinks professionals in premium establishments. New Zealand Winegrowers aims to work with imbibe and a group of leading sommeliers to produce a feature which showcases New Zealand wines and their suitability at different on-trade occasions. The aim being to encourage more ontrade establishments to include more New Zealand wine.
FAR LEFT: New Zealand Wine Dinner for Trade and Media in the Netherlands, LEFT: imbibe magazine
HOW TO GET THE MOST OUT OF NEW ZEALAND WINE MARKETING I NZWINE.COM
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AUSTRALIA INDUSTRY & TRADE PRESENTATIONS
INBOUND TRADE & MEDIA VISITS
Coinciding with the latest release of Nielsen data, these informal presentations will include category sales, information relevant to the various business channels in the Australian market, national and regional updates, trend forecasting and open discussion opportunities.
New Zealand Winegrowers will look to host key, influential members from both the press and the trade. The aims of these visits are to educate visitors, create New Zealand wine ambassadors and to further grow the New Zealand wine category within Australia.
The objectives of these presentations are to promote the New Zealand Winegrowers brand messages as well as cementing New Zealand Winegrowers’ position in the Australian wine market as the ‘go to’ source and reference point for trade seeking information on any New Zealand wine related issues. Providing up to date in-market analysis of New Zealand wine’s performance in the Australian market will arm the Australian wine trade with further confidence, and ultimately continue to influence the sales of New Zealand wine in Australia. The series of presentations will be targeted towards distributors, importers and wholesalers, as well as industry associations such as Sommeliers Australia, Independent Retailers Association, Wine & Spirit Education Trust (WSET) course providers and Australian university lecturers. Where possible, New Zealand Winegrowers will aim for these presentations to coincide with the national and/or state conferences of Australian distributors, industry bodies, and their teams. Each presentation will conclude with an informal tasting of regionally and varietally diverse New Zealand wines.
SEMINARS & MASTERCLASSES Continued communication and engagement with key Australian influencers will include the integrated scheduling of New Zealand wine themed in-market seminars and masterclasses. Objectives are to promote the New Zealand Winegrowers brand messages, specifically New Zealand wine’s premium varietal and regional diversity, as well as relay experiences and discoveries, whilst gaining access to the underground influencing of trade. Where possible, New Zealand Winegrowers will aim to execute these masterclasses in conjunction with other influencing trade and consumer events, such as Pinot Palooza.
Mike Bennie Presents in New Zealand
The A List of the Australian Wine Trade in New Zealand
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NEW ZEALAND WINE MARKETING 2013 - 2014
PR & MEDIA RELATIONS
GUIDE TO MARKET
MARKET DATA & ANALYSIS
New Zealand Winegrowers will continue to provide ongoing support of Australian media, including day to day liaison, media enquiries, pitching New Zealand wine focused stories, media education through seminars, and organised one on one focused tastings. We will continue to engage wine writers and leverage relationships to deliver key messages of New Zealand wine’s premium character, regional diversity, and sustainability through the introduction of a Media Contact Management Plan.
The Australian Guide to Market, will be published and released to members in September 2013, and will include up to date and detailed information on the market structures nationally and by state, channels of business, taxation, export certification, and existing trade agreements between Australia and New Zealand. Also included will be regularly updated market analysis, updated distributor, agent and wholesaler lists, pricing models and consumer and trend analyses.
Market data and analysis is crucial for all New Zealand wine producers looking to establish and/or grow their business further in Australia. New Zealand Winegrowers will look to provide wineries with a top line assessment of consumer trends and forecasting, as well as data that digs deep into the what, where, why and how of New Zealand wine performance in the retail sector. This information will provide New Zealand wine producers with market confidence, and is essential for wineries looking to enter the Australian market, and vital to wineries looking to track the performance of their agent or distributor against category wide trends. Euromonitor reports for Australia will be made available annually, and Nielsen reports biannually.
HOW TO GET THE MOST OUT OF NEW ZEALAND WINE MARKETING I NZWINE.COM
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NEW ZEALAND WINE MARKETING 2013 - 2014