Prokupac 2020

How to establish an indigenious grape variety in key markets

Thomas Curtius MW Chapter 1: The Global Perspective Tough competition ahead

64.000 producers on wine-searcher.com Breaking the wall of wine is more complex than ever

• Only 1 of 3 Americans drinks wine once a month • Beer and spirits as strong competitors for wine • Rising health issues in key markets • Uncertainty due to trade and tariff politics • Fragmented markets to adress • Negative effects of COVID Chances are also high

• New adventurous consumer segments • New consumer markets • Sommeliers look for the exciting new stuff • Less traditional gatekeepers (Parker´s influence declines) • Social media opens new roads to the consumers • Diversity of styles increases • Positive post-COVID effects Take advantage of trends in key-markets

• More diversity & innovation – ABC, packaging matters • More natural – organic, less intervention, vegan, low S02 • More terroir – origin counts • More storytelling – stories behind the wine itself crucial • Less Parker more WoM • Less is more – fresher, less oak, less-alcohol, food-friedly styles • Less but better – trading-up in restaurant Chapter 2: Best Practice Examples Nerello Mascalese @Mt. Etna

• Perception of „Burgundy of the Mediterranean“ • Trend started 20 years ago, 5 to more than 300 producers • Rise of vineyard prices – 150.000$/ha • Strong focus on history, terroir and winemaking • Ancient styles, high altitude, volcanic soil, premium, natural • Strong producer personalities like Franchetti and Cornelissen • From niche to mainstream: various taste profiles • Producers work together in communications Blaufränkisch @Burgenland

• Restructuring after wine scandal in 1986 • Focus on premium quality rather than mass wines • Winemakers such as Triebaumer took leading role • Winemakers worked together • First international blends to meet benchmarks • Burgendland Blaufränkisch as a kind of trademark for Austria • Marketing and education („Weinakademie Austria“)

Example: Malbec in Argentina

• Argentinian Malbec is a kind of a trademark today • Rise of Malbec started after economic crisis in the 1980ies • Focus on export of premium Malbec • Heavy investment into winemaking technologies • Evolution into single vineyard, top-premium qualities • Leading producers such as Catena spread the message Chapter 3: Prokupac SWOT Chances for Prokupac • Indigenious grape fits into terroir category • Different styles for different segments • High-quality wines meet sommeliers´ expectations • Food friendly • Different styles, price points to serve different markets • Interesting stories to tell • Serbia associated with meat land gril – fits to barbecue culture in Germany and other key markets Challenges for Prokupac • Serbia not percieved as high quality wine country • At least no clear image of Serbian Wines for many consumers • Limited Access to international markets • Clear styles for market segments to be definded • High-price for premium quality difficult to place in the on-trade • Packaging needs some modernization and improvement • Language – Prokupac difficult • Limited volumes of top wines for the international market • Inconsistent overall quality • Limited ressources for marketing and launch Chapter 4: Road to Markets Four Styles of Prokupac

Int. grape Rosé Styles dominated a) intense blend b) elegant Prokupac <15%

Prokupac dominated 100% Prokupac blend >50% Four Roads to Market

• Easy-drinking • „First-contact“ wines • Entry-level • Entry-premium+ wines Int. grape • Benchmark drinkers • Causual consumers Rosé Styles • Women dominated • International styles • Lifestyle a) intense blend • Med.-involved consumers • Emerging markets • Wine bars b) elegant Prokupac <15%

• (Top-)Premium • Premium+ segment • Signature wines Prokupac • Richer styles • Sommelier´s choice dominated • Involved consumers • 100% Prokupac blend Terroir stories • Sommelier´s choice • Wine geeks >50% • More individual styles • Mature markets • Terroir stories A Road to Premium Markets

Product Packaging Place Promotion

• Top-Premium quality • Focus on grape • Selected markets • Focus on WoM first • Prokupac 85-100% follwed by origin • Premium-segment • Create „Trust“ & Awareness • Single vineyard • Modern int. design • Low volume outlets • Personal Stories • Restraint use of oak but recognizable • On-trade • Brand-ambassadors • Food-friedly style Serbian origin • Sommeliers • Terroir focus • Innovative • Social media • Easy to understand • Roadshows/trips Take-away Lessons

• Clear focus on wine quality in international markets • Work together to increase impact – Producers, educators ... • Keep it simple – what does Prokupac stand for • Develop a clear strategy for the road to market • Traget-group focused Storytelling (personal, scientific, etc.) • Focus on WoM: On-Trade and Key Influencer first • Take your time, be realistic and patient Thank You !!!!