Dutch Report – history, trends & figures in The

Janna Rijpma-Meppelink Vinoloog, winewriter, consultant Author: Janna, wineguide only for women Wine & Food in the Netherlands • No real historic wine culture . Only in the South (brabant, Wine in the Netherlands

• Simon van der Stel –origin Dutch- • 1671 two in Muiderberg – South Africa • Present: (65 hectare) and (55 hectare) • Every province has his own vinyards • -- > 130 commercial producers - > 240 ha vineyards, - > 1 million bottles - grapes: Muller-Thurgau, ,, but primarily resistant crossings and hybrids like , Pinotin, VB-91-26-5, , Monarch, Acolon, De Baron, Johanniter etc.

Dutch winery The Dutch Way

- Regular lunch takes < 30 minutes - Regular lunch is sandwich - Regular drink during lunch is milk….

- Diner (in general) is served at 5 or 6 p.m. - Regular home diner takes 30 minutes - 1 course/plate, no wine during diner Trends: - internet | home delivery -Restaurants : Quick | quality | health| wine per glas Dutch wine market

250.000 connaisseurs & profesionals 500.000 average knowledge & interest 750.000 some interest in wine 3,5 million without serious interest

17,1 million inhabitants Gastronomy in the Netherlands

• Since 1957 , the first Michelin Star restaurant in The Netherlands. • Since 2007 own guide for The Netherlands Since 2017| 2018 :

• 3 x 3-star Michelin restaurants 17 x 2-star Michelin rest. 85 x 1-star Michelin rest.

Gault&Millau (over 600 restaurants) Gastronomy

– Amsterdam is ‘booming” – musea – more tourists – Rotterdam keeps an important position - Lots of new talents – new generation of chefs | sommeliers - Interest in regional products | elegant food |more vegetables | sustainability - Coravin is helpfull | wine per glas popular Dutch wine market • Consumption - 1990: 14,5 ltr per capita - 2000: 18,8 ltr - 2012: 21,8 ltr • - 2017 : 21,8 ltr per capita

• In 2016|2017 the consumption was: • More white (46%) at the expense of red ! • More sparkling (due drop consumer tax) • Rose (light colour) still popular (11%) • Better knowledge customer – different demand • More special wineshops – different offer Dutch wine market

• Verkooppunten 10-20 • Boni slijterij (13) • Grapedistrict (12) • Henri Bloems Vinotheek (12) • De Gouden Ton (10)

• Verkooppunten 21-40 • Supercoop Slijterij

• Verkooppunten 41-80 • Spar • Deen slijterij Vomar Slijterij • Dekamarkt slijterij Dirck III en Hoogvliet

• Verkooppunten more than 80 • Jumbo, Gall & Gall and Wijnkring Dutch wine market Dutch wine market Dutch wine market IWSR Research (2016|2017) Dutch wine market

• Wine bottles value of €10 and more • - sales will grow

• Wine bottles value between €5 - € 10 • - sales will grow

• Wine bottles value less than € 5 • - sales will decline but still the major sales • Average price bottle is €3,50 Dutch wine market • Consumption glasses per moment :

• 34 % drinks several times a week • 30% drinks 1 glass a week • 20 % drinks once a month • 17% sometimes in a year

• When are we drinking: • 79 % (average) drinks wine at home • (Source: Nielsen wine report 2016) Dutch wine market

• Knowledge of wine is poor (says 77%) • Interest in wine knowledge is high • Winebars, wine education is explosive IWSR int Wine & Spirit research Dutch Market

• We drink more white than red wines • We (still) have a good market for rosé • The light provence colour is favorite also produced from.: , . • Dark rose is less popular • Quantity (2007-2016) stays almost the same • (a plus of 3% ) • Quality wine • 55+ important group

IWSR int Wine & Spirit research Dutch Market

• France will stay our first supplier • (every 3 bottle is French) • South Africa is # 2, Spain # 3

• Import of wines from other countries increased (f.e. Italy and Chili) Dutch Wine Market Dutch wine market Dutch Wine Market

. LFE • Delta Wines |DGS|COENCOOP|PALLAS • Verbunt | wijnkring • Les genereux • Goessens Wijnen • Jean Arnaud Wijnimport • Kwast Wijnimport • Ockhuysen Wijnimport • Residence Wijnen • Oud Reuchlin & Boelen • Walraven Sax • Vinitesse • Anfors-Imperial.com • Poot Agenturen • Wijnimport BART • De Bruijn Wijnkopers • Vinoblesse • Sauter Wijnen Dutch wine market

• The Netherlands has two giant grocers

• Albert Heijn (Gall & Gall) & Jumbo • Wine is important • Shelf navigation on style (taste profiles) • Easier for consumers \ confusing for winelovers • Pro’s and contra’s about shelf navigation Where do we buy the wine ? The Netherlands

• Supermarket • Retailer | slijter • Wine specialist • Wholesale trade • Internet Dutch wine market Dutch Wine Market Dutch wine market

• 78% of all wines is sold in supermarkets • 25% of these wines sold under ‘promotion’ • (Dutch consumer like special offers !!!) • Average price of wine in supermarket € 2,78 (70% of all still wines is < €3,00) • Average price of wine bottle is € 3,50 • More expensive wine in traditional wineshops • Increasing on-line sales, but still limited Dutch Wine Market Main Supermarkets

• Low service • Lidl (415 shops) market share: 10,3% • Aldi (493) market share ; 7% • Plus (261) market share: 6,2% • SPAR (195 ) 1,6% • Dirk vd Broek (119) market share: 3,7 % • Jumbo (584) market share : 16,4 % • Albert Heijn ( 953 shops)market share: 35,2 % • High service Source: Nielsen 2016 Supermarkets

The top supermarkets AH (Ahold Delhaize) and Jumbo have approx 1000 different wines On the shelf

(Magazine Allerhande (12x a year) & Magazine Hallo Jumbo (12x a year) Retailers/special wineshops

10 tot 50 shops: 50 tot 100 shops: Boni Slijterij C1000 Slijterij

Deen Slijterij Coop SLijterij Jumbo Slijterij Deka Slijterij MCD Slijterij Dirck III Spar Slijterij EM-TE slijterijen Supercoop Slijterij Hoogvliet Slijterij Plus Slijterij Poiesz Slijterij Vomar Slijterij HEMA (530)

Gall & Gall shops (+ 600) Dutch wine market Who is buying ?

Supermarkets: 71% female visitors (buying wine) 60 % male visitors Retailer/special wineshops: 30% male 15% female On internet: 60% is male 40% is female Dutch Wine Market

• .Sales of Red wines: • France 31,5% • Chili 15,8 % • Spain 14% • South Africa 13% • Italy 9% Dutch Wine Market

• .Sales of White wines: • France 30% • South Africa 14% • Germany 14% • Italy 10% • Spain 7% Dutch Wine Market

• .Sales of Rose wines: • France 51% • South Africa & Spain 10% • Italy 8% • Portugal 7% • Germany 4% Wine trends in The Netherlands

. Price is important . Buy one get one for free kills the market . German (dry) wines are popular . Red wines served cooler . Internet sales is increasing

. Stagnation reasons: . Non alcohol, special beers, hugo, spumante and mixed drinks and cocktails - Age of drinking increased from 16-18 years Consumer confidence

» Image building Dutch Wine Market Source: CBS voedingcentrum price 2007 -2017 % Dutch Wine Market Research Dutch Market

• Prices will be higher because of higher tax/ duty • Bright Future for Sparkling wine; the tax changed 1/1/2017 (1,10 euro less per bottle) • and sales will grow (plus 8,5% in 2016) • More interest for non-alcohol (beer|radler) • Interest for ‘chilled’ red wine with less tannine, low accid Dutch Wine Trends

• Apps are important: • IPAD | Wine Stein and Vivino helps consumer • Wim Over Wijn: less but better • Initative of the KNVW (Royal Dutch • Association of the Wine Trade) • 130 members • (75% of the winebranche) Winestein in AH & Gall en Gall Dutch Wine Trends • Wines from “new Europe” (s.a Hungary, Romania, Croatia, Czech republic) getting more populair. Attention for quality • More attention for Sustainable wines • Health, nature, environment, organic, fair trade, demeter, terra vitis. • Consumer is more interested in story behind the wine, and origin • Trust, classic wine countries, elegancy, cool climat, less alcohol Wine trends in The Netherlands

• White wines (more than the rest of the world) • Lower alcohol • More acidity/minerality • Chilled light red wine • Less wood dominated • European wines/unknown grapes • Sparkling wines • Rose stays popular • Organic wines | biodynamic |nature wines Dutch Wine Trends

• Vegan friendly • Wines without added sulphite (NSA) • Vin nature populair in restaurants (specialist, sommeliers) • Attention for ‘unknown’ grapes like fiano, teroldego, mencia, picpoul, godello, garnacha, muller thurgau, sylvaner etc in the Netherlands Italian Wine in the Netherlands

• Beauty - • Piedmonte - High rating image • Professional – not only a men ! • Better explanation region • More than barolo • Etiquette information - clear • Not only expensive Italian Wine in the Netherlands • Offering clear website : multiple languages • Image building | story-telling | .language English | French | Dutch • Finding The right partner • Improve knowledge trade & horeca & consumer • Wider Price offering • Wine fairs : Wine Professional, Taste, Horecava, Dranken Pakket Expo Houten Dutch Wine Market

• Sources: Nielsen | ABN Amro | Decanter| • Cees van Casteren | KVNW | Distrifood | • Wine & Food Assocation | Misset Horeca | CBS Foodcentre | STAP Nederlands instituur voor alcoholbeleid. Thanks for your attention