PLAN DE MARKETING ESTRATÉGICO AXIAL VINOS 2015 Cristell Nonay
ANEXO PORTAFOLIO AXIAL VINOS
A CREATIVE COMPANY THAT DEVELOPS AXIAL VINOS AND EXPORTS SPANISH WINE SPANISH WINE CREATIVITY
SPANISH WINE CREATIVITY SINCE 1999 EXPERIENCE VALUE AGILITY AUTHENTICITY CULTURE AWARD-WINNING BRANDED WINES LONG-TERM STRATEGIC PARTNERSHIPS WITH SUPPLIERS, IMPORTERS AND RETAILERS.
Louis Geirnaerdt & Eugenie van Ekeris AXIAL VINOS IS A CREATIVE COMPANY THAT DEVELOPS AND EXPORTS SPANISH WINE. Led by Louis Geirnaerdt and Eugenie van Ekeris, we count on an enthusiastic, flexible and reliable team. AXIAL VIDEO With a 100% customer-oriented attitude, we deliver on our promises and we are always ready to meet the needs of a changing marketplace. PdMMoncayo Red GARNACHA SYRAH 65% Garnacha, 35% Syrah
PdMMoncayo Red - 10 months in oak barrels GARNACHA 100% Garnacha
PdMMoncayo Red - 10 months in oak barrels SYRAH 100% Syrah
PdMMoncayo Red - 12 months in oak barrels ESSENCE 85% Syrah, 15% Garnacha STRONG-PERSONALITYWINES PRADOS
GARNACHA SYRAH
SUSTAINABLEWINES ECO-PROWINE Pagos del Moncayo was selected by the EuropeanMoncayo Project Pagosdel introduced has project, the of part pro-active a As European Wine Project Eco-Prowine as the core model winery for sustainable Cost) Cycle andLife Analysis Cycle methodologythe LCA-LCC (Life of wine production within the Spanish wine industry. productionevenprocessmake more andaimingto sustainable its certify its PdM Moncayowinesits and responsible trustworthy winesas certify toward this EU sustainability labelling scheme. labelling EUsustainability towardthis
www.pagosdelmoncayo.com Jardín de Lúculo Signature wines from Navarra
JARDÍNDELÚCULO Rosé LOSBOHEMIOS ROSADO 100%GarnachaAtlántica
JARDÍNDELÚCULO YoungRed LOSBOHEMIOS 100%GarnachaAtlántica
MODERNPOETRY JARDÍNDELÚCULO months6ageing - Red 100%GarnachaAtlántica AWAKENINGOFANCESTRAL TRADITIONS
GARNACHAATLÁNTICA
JUANGLARÍA WINEMAKER whyreasonthe That’s past. fromour legacy greatest the are vineyards Garnacha Atlántica old these that “Webelieve Oenology in France France in Oenology it.” aboutbragandwe want to legacy this proud ofWe’re recovering. vineyards’ these of project the wekick-started
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La Granja 360GranjaLa blendWhite VERDEJOVIURA 30%Viura 70% Verdejo,
La Granja 360GranjaLa Rosé ROSADO 100%Garnacha
La Granja 360GranjaLa Red TEMPRANILLO 100%Tempranillo
La Granja 360GranjaLa barrelsoakmonths 2in - blendRed TEMPRANILLOGARNACHA 50%Garnacha 50% Tempranillo,
La Granja 360GranjaLa barrelsoakmonths 2in - blendRed FRIENDLY ENTERTAINMENT GARNACHASYRAH 50%50%Garnacha,Syrah La GranjaLa 1080 barrelsoakmonths 6in - blendRed SMOOTHFORWINE ADVENTUROUS SIPSDAILY 60%Garnacha 40% Tempranillo, La Granja 360GranjaLa Sparkling TRENDY CAVA 30%Parellada 70%Xarel·lo,
ANIMALHEROES MACY:OUR ADOPTED PIGGY In takes. it decisions andenvironmental-related social- these mindfulnesstowardsall acts 360Granja La La Granja 360 Social Responsibility Social 360 Granja La the to contributing animalsfarmrescuedadopts360 Granja La Farm(USA), Sanctuary with collaboration improvementwelfare.animal of www.lagranja360.com SAVOURTHE SPANISH SENSATION
MARQUÉSDEMONTAÑANA White VIURA 100%Viura
MARQUÉSDEMONTAÑANA Red GARNACHA 100%Garnacha
Red - Semi-Crianza - Red MARQUÉSDEMONTAÑANA 6 months in oak barrelsoakmonths 6in SELECCIÓNESPECIAL NEO-LUX 100%Garnacha
CROSS-GENERATIONALWORK LOCALTRADITION GARNACHA VIURA
50+ PASSIONATE50+ VINE-GROWERS RomansTemplar. Knights andthe Celts, of times BCandsecondspansthe century the in backrooted is Calatayud in cultivation Vine Today's vine growers join forces aiming to keep alive the spirit of this wine making tradition in the land they were born. Thesewineswereborn. they land the in makingwinetradition this of spirit the keepalive to aiming forces growersjoin vine Today's WINE-MAKINGCOOPERATIVE Getting back to the roots the to back Getting influencing further latter The growersfromCalatayud. mastervine the of body-and-soul the areThey dedication. that of result the are the difficulty of the organic hand-cultivating techniques used to ensure the preservation of our roots.our of preservation theensure usedto techniques hand-cultivating organic the of difficulty the
www.marquesdemontanana.com
EXPERIENCED HANDS FROM BIERZO
LA MANOLA Americanbarrelsoakmonths 3in - Red MENCÍAROBLE 100%Mencía
MENCIA
POTENT SINGULAR
THE NY’s REVOLUTIONTHENY’s A WINEA DISTINCTIVELYOWN ITS ManoLa MencíahasRobleParker, Robert by points 90 with twice and rated WineEnthusiast in buybest times three being After The New Yourk Times, 2013 Times, NewTheYourk NewTimeswine York prestigious The mostamongchasedenthusiasts. wineswinethe New oneof the York’s into turned recently critic Eric Asimov reviewed La Mano Mencía Roble on September 19, 2013, pointing out Bierzo as ‘a region of tremendous of regionAsimov Manoreviewed La ‘a Eric as Bierzo Mencíaout onRoble September pointing 2013, critic 19, potential with wines that are distinctively its own. Consumers who choose wisely will most likely not be disappointed’. benot mostlikely own.Consumers will whoits choose wisely distinctively are that wines with potential www.lamanowine.com THESUN-BASED ENERGIZER
White blend White ESPERNZA 15%Viura 85% Verdejo, VERDEJOVIURA
ESPERANZA vines years-old 50 - White 100%Verdejo RUEDAVERDEJO
SPANISHFRESHNESS
SUNRISING
VERDEJO NATIVEGRAPE VARIETY Ruedathe beenhasgrowngrape VerdejoThein history. of centuries throughoutits character Rueda’s shape to gives variety VerdejoThe wine region for over centuries. Its origin dates back to the 11th century, to the times of king Alfonso VI, when the basin of the river Duero RuedaD.O.river the of whenbasin the VI, Alfonso king of times the to century, 11th the to back dates origin Its centuries. over for regionwine w as repopulated with people from Cantabria, the Basque Country and the Muslim southern regions; it was probably the latter, the latter, thewas probably it BasqueMuslimtheandCountrysouthern regions; frompeopleCantabria, was repopulatedwith so-called mozarabes, who brought the Verdejo variety from North Africa, after a period of adaptation in the south of Spain. Spain. of south the in adaptation of period a after fromAfrica, North mozarabes,variety whoVerdejo broughtthe so-called
www.esperanzawines.com ELEGANCECOMES ASSTANDARD
Red - 2 months in Americanoakmonths 2in - Red ZUMAYA TEMPRANILLO 100%Tempranillo
Red - 12 months in Americanoakmonths 12 in - Red ZUMAYA CRIANZA 100%Tempranillo
PURENATURE
EXPRESSIVE & ELEGANT NEO-LUX EXPRESSIVE ELEGANT& NEO-LUX
RIBERADELDUERO CASTILLA A magic ‘wine’ land land ‘wine’ magic A
www.zumayawine.com
RIOJAON FLUX
Red JAVIER SANJAVIER PEDRO 100%Tempranillo TINTOJOVEN
JAVIER SANJAVIER PEDRO &French months 14in - Red Americanbarrelsoak CRIANZA 100%Tempranillo RIOJA’S PROMISE RIOJA’S
INSPIRATIONMEANS FEELINGCONNECTED TOTHELAND
JAVIER SANJAVIER PEDRO 3RDGENERATION WINEMAKERSOF RIOJA'S Self-made winemaker with more winemaker with Self-made than 30 years of experience of years 30 than WINEMAKERSOFSOMONTANO SINCE 1640
BESTUÉ White BLANCO 100%Chardonnay
BESTUÉ Rosé ROSADO 40%60%Merlot Sauvignon, Cabernet
BESTUÉ Red JOVEN 100%Merlot
BESTUÉ barrelsoakmonths 7in - Red FINCARABLEROS 50%50%Tempranillo Sauvignon, Cabernet
MODERNITY-TRADITION BESTUÉ barrelsoakmonths 13in - Red FINCASANTA SABINA 20%80%Tempranillo Sauvignon, Cabernet KNOW-HOWHERITAGE AND LOCALISM CABERNETSAUVIGNON MERLOT TEMPRANILLO CHARDONNAY
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CRUZDEPIEDRA White BLANCO 100%Macabeo
CRUZDEPIEDRA Rosé ROSADO 100%Garnacha
CRUZDEPIEDRA Red TINTO 100%Garnacha
CRUZDEPIEDRA barrelsoakmonths 6in - Semicrianza - Red SELECCIÓNESPECIAL 100%Garnacha
CO-WORKING ONLYAUTOCHTHONOUS VARIETIES
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ALBADA BLANCO White 100%Macabeo
ALBADA TINTO Red 100%Garnacha UNIQUE
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LA MIRADALA SURAL White BLANCO 100%Macabeo
LA MIRADALA SURAL Rosé ROSADO 100%Garnacha
LA MIRADALA SURAL Red FREEDOM EXHUBERANTCURVES NEO-LUX TINTO 100%Garnacha
GARNACHA MACABEO
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FUENTESPINA Americanbarrels oakmonths 4in - Red GRANATE 100%Tempranillo
FUENTESPINA Americanbarrels oakmonths 7in - Red ROBLE7 100%Tempranillo
FUENTESPINA + barrels oakFrench months 16in - Red SELECCIÓN ageing bottle of year 1 100%Tempranillo TRADITIONALISTS Red - 18 months in French oak barrels + barrels oakFrench months 18in - Red F DEFUENTESPINAF ageing bottle of years 2 RECOGNISABLEVALUE FORMONEY 100%Tempranillo
FERNANDOVEGAS WINEMAKER into We look shouldwines! superb red create us let tomorrow that will morning vines thecomingthe seeoverup to splendid ‘It’s CEO of Avelino Vegas GroupVegas Avelino CEOof a to thanks wine, the ofdrop single every in present is spirit This roots. our forgetting not but present the in working future, the consolidated team that works hard to accomplish the excellence of every single Fuentespina wine.’Fuentespina single every of excellence accomplishthe worksto hardteam that consolidated
www.avelinovegas.com THESPANISH WHITE VARIETALS
MONTESPINA VERDEJO White 100%Verdejo
White - LIMITED EDITIONLIMITED - White CIRCE 100%Verdejo
SENSUALEXPERIENCE
EXOTIC
AVELINOVEGAS WINEMAKER the in project risky whatwasa kick-started winery, Vegas Avelino the of Director current Fernando - Vegasof father Vegas, Avelino Founder of Avelino Vegas GroupVegas Avelino of Founder scarce aprovided fact This star. wasgrapethe wherewhite aregion a in winery a of foundation the 50’s: the of Spain closed-up prospective of growing in a time when the world’s thirst for wine was coloured red. Nevertheless, this visionary kept on going with with goingon kept visionary this Nevertheless, red. waswinecoloured for thirst whenworld’s time thea growingin of prospective the project until turning a small familiar winery into a referent in Spain. He understood the market’s future shifts and got to to andgot shifts Hefuture understood market’s Spain. the in referent a into winery familiar small a turning until project the foresight which is today’s driver of the world’s biggest wine markets: the end-consumer thirst for quality smooth whites. quality for end-consumer the markets:wine thirst biggest world’s the of driver today’s is which foresight
www.avelinovegas.com SPANISHWINECREATIVITY AXIALVINOS’ SPANISH LIMITED EDITIONS
A true taste through the essence of Spain. D.O. CAMPOD.O. DEBORJA. Produced Bodegaby Pagos del Moncayo: hand-made elaborationopen in artisanal lagars to maximizeto expressivenesslagars theand personality of this superbwine. this of Red PENÉLOPESÁNCHEZ 85%15%Garnacha,Syrah Spanish deep soul. D.O. TORO. Limited Edition of a semicrianza (6 months semicrianza(6 of a of TORO. D.O.Edition Limited ageing in oak barrels) produced ageingoak in barrels) DO in Toro where vineyards enjoy 2,800 hours/year of sunlight giving birth birth giving sunlight hours/year of 2,800 enjoy vineyards months6oaking - Red to the best raw material for the elaboration of this thethis rawbestto theelaborationof for material TORILES Torode 100% Tinta ‘bright’ wine. ‘bright’
Sensual Experience of Uniqueness. SEMI-SWEET - Red D.O. CALATAYUD.D.O. semi-sweet of wineseries Exclusive DIVINALÁGRIMA 12%Merlot, 78% Tempranillo, coming from organic grapeshand-cultivating that 10%Syrah ensure the preservation of its roots. its of preservationensurethe
BRANDBUILDING CREATIVITY meetthe to ready promisesalways andourwe onare wedeliver 100%a attitude, Withcustomer-oriented Strategic Marketing Strategic andconceptswine creative consumerbuilding conductingmarketplacechangingby a research, needs of supporting our client’s Marketing efforts. In Axial Vinos, we go beyond the branding strategy, creating creating webeyondstrategy, brandinggo the Vinos, Axial In efforts. Marketing client’s our supporting complete brand universes that convey the best of Spain all over the world.the over all Spain of best conveythe that completebrand universes PLAN DE MARKETING ESTRATÉGICO AXIAL VINOS 2015 Cristell Nonay
ANEXO MATERIALES PARA CATA CON CONSUMIDOR FINAL
AROMAS ENCUESTA En esta tabla puedes marcar los aromas que has percibido en cada una Muchas gracias por participar en esta cata, nos gustaría que nos ayudaras realizando de las catas. ¡No hay respuesta incorrecta! Cada persona puede esta breve encuesta. Cuando termines de rellenarla recorta por la linea de puntos y distinguir matices diferentes de un mismo vino. entrega esta parte a la persona encargada de la cata.
1 - DATOS PERSONALES AROMAS PERCIBIDOS Sexo Hombre Mujer Edad 18-30 30-45 45-60 >60 NOMBRE DEL VINO Estado Civil Soltero/a Casado/a
2- HÁBITOS DE CONSUMO
¿Con qué frecuencia bebes vino? ¿Cuánto te sueles gastar en una botella Todas las semanas de vino tinto (comercio especializado, Una vez al mes bodega o supermercado)? Esporádicamente < 5 € Casi nunca 5-10 € 10-15 € ¿Dónde lo consumes con mayor 15-20€ frecuencia? 30+ € En casa Bares y restaurantes ¿Dónde buscas recomendación a la hora Eventos familiares y reuniones de amigos de comprar un vino? Comidas de trabajo Prensa especializada Clubs Puntuaciones y reseñas de expertos Otros (especificar, por favor) Familiares y amigos Compañeros de trabajo Personal de ventas
¡Muchas gracias por tu colaboración!
PLAN DE MARKETING ESTRATÉGICO AXIAL VINOS 2015 Cristell Nonay
ANEXO PLAN ESTRATÉGICO PARA BODEGAS LA CASA DE LÚCULO
STRATEGIC MARKETING PLAN 2015-2016 INDEX Keys to embrace change
NAVARRA DO IN THE WORLD INTERNATIONAL WINE MARKET INSIGHTS
CONTEXT PROJECT 1 DESCRIPTION & MEANING POTENTIAL TARGET CONSUMER H-SNOBS
S-PARTENRING HOT SPOTS OF PARTNERING
POTENTITAL ALLIANCES 2 USA POTENTITAL ALLIANCES STRATEGY SPAIN
POTENTITAL ALLIANCES GERMANY
3 STRATEGIC MARKETING PLAN 2015/16 CONTEXT NAVARRA’S TOP MARKETS FOR 2015 Navarra wine in the world EXPORT’S MARGINS BY DESTINATION
800 1,35 €/L 700 600 2,87 €/L 500 4,48 €/L 400 300 6 BIGGEST MARKETS FOR NAVARRA 2,24 €/L 200 2,84 €/L Volume (million L) Volume 100 0 Country HL Rank % total Germany UK USA China Canada 1. Spain 242.210 3 63,4 Chg 12-13 17,40% 6,80% 25,40% 53,50% 46,60% 2. Germany 24.090 3 6,3 Volume (million L) Value (Million €) 3. UK 22.474 4 5,9 4. Holland 17.217 2 4,5 5. Switzerland 16.926 2 4,4 THE USA = TOP RENTABLE 6. China 11.089 2 2,9 MARKET FOR NAVARRA Highest quality perception of Navarra wine + biggest growth of exports of mature markets. (Average price = 4.48 €/L) 2012/2013 EXPORTS OF NAVARRA WINE WITH D.O.P GERMANY TOP IN VOLUME Germany leads the ranking but the EXPORTS EU COUNTRIES EXPORTS OTHER COUNTRIES TOTAL margins are very low due to market Total 87.904 HL Rank 3 Total 51.591 HL Rank 3 Total 139.495 HL Rank 3 saturation & end-consumer's clichés Top 10 Top 10 Top 10 toward value perception. (Average price = 1.35 €/L) Country HL Rank* % total Country HL Rank* % total Country HL Rank* % total 1 Germany 24.090 3 27,4 1 Switzerland 16.927 2 32,8 1 Germany 24.090 3 17,26 2 UK 22.474 4 25,6 2 China 11.089 2 21,49 2 UK 22.474 4 16,11 MARKET OPPORTUNITIES 3 Holland 17.217 2 19,6 3 USA 8.299 6 16,08 3 Holland 17.217 2 12,34 4 Denmark 7.655 2 8,7 4 Norway 3.705 2 7,18 4 Switzerland 16.926 2 12,13 5 France 4.035 3 4,59 5 Russia 2.283 4 4.42 5 China 11.089 2 7,94 6 Belgium 3.452 4 4 6 Japan 2.154 4 4,18 6 USA 8.299 6 5,94 Postioning Jardín de Lúculo wtihin 7 Sweden 2.088 4 2,37 7 Canada 1.843 6 3,57 7 Denmark 7.655 2 5,48 the 20+ segment as a value wine.* 8 Poland 1.618 3 1,84 8 Rest no E.U. 559 2 1,08 8 France 4.035 3 2,89 * Navarra ranks third after Rioja and Ribera del 9 Ireland 1.616 2 1,8 9 Brazil 520 3 1,01 9 Norway 3.705 2 2,65 Duero but still quality perceived is significantly lower than Italian and French wines. 10 Austria 858 2 0,97 10 India 238 1 0,46 10 Belgium 3.452 4 2,47 Total top 10 85.103 96,80% Total Top 10 47.617 92,30% Total top 10 118.942 85,30%
SOURCE: "Datos de las Denominaciones de Origen Protegidas de Vinos (DOPs) - Focus on Los Bohemios due to Campaña 2012-2013 - Ministerio de Agricultura, Alimentación y Medio Ambiente" end-consumer's price sensibility. BRIEFING * RANK = Sales ranking of Navarra within the following regions: Rioja, Ribera del Duero, WINE PRIVATE LABELCariñena, Somontano, Campo de Borja, Toro, Bierzo, Calatayud
STRATEGIC MARKETING PLAN 2015/16 CONTEXT Navarra wine in the world WHO'S BUYING SPANISH WINE? WHO'S BUYING SPANISH 10 importers in 2014 TOP
BRIEFING WINE PRIVATE LABEL WINE EXPORTS BY COMMUNITY WINE EXPORTS BY Wine, must and vinager in 2014 Where is produced? (million litres) Who sales it better? (Euros/litre)
STRATEGIC MARKETING PLAN 2015/16 CONTEXT Navarra wine in the world
RED-ROSÉ PRODUCTION SHARE BY D.O.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Rosado Tinto
NAVARRA LEADS THE ROSÉ WINE SALES 2012-2013 RED WINE SALES 2012-2013 Calatayud 26% SPANISH EXPORTS OF 100% Calatayud 74% Bierzo 31% ROSÉ WINE 100% Bierzo 69% Toro 15% 35% (ONLY BEHIND RIOJA). 85% Somontano 65% Campo de Borja 23% 45% 77% Campo de Borja 55% But they do sell more red 37% 61% Cariñena 63% Toro 39% wines than rosé wines. Ribera del Duero 61% 39% 39% Cariñena 61% 60% 43% Somontano 40% Navarra 57% Opportunity for Los 29% 37% Rioja 71% Ribera del Duero 63% Bohemios Rosado within 35% 37% Navarra 65% Rioja 63% Navarra's top export 0 20.000 40.000 60.000 80.000 100.000 0 500.000 1.000.000 1.500.000 (HL) markets. Exports Domestic sales Exports Domestic sales
STRATEGIC MARKETING PLAN 2015/16 CONTEXT Current Situation and Goals to fulfill
WINE = AFFORDABLE NEO-LUX AFFORDABLE NEO-LUX In-hand brands Bright is beautiful short-term (Serve consumers in the right place at the right (informative brands + dreamintelligence) time - strategic s-partnering + tribal mark eting) Democatic pricing Poetic Indulgence (bargaining) (help customer to expand one's perception of mid-term beauty and escape from reality - mak e them feel embellished going beyond reality - rituals) Currencies of change Playful inside-out perks CURRENT SITUATION long-term (doing good mak es me feel good as consumig (help urbanites enjoy outdoor spaces as a reward - rewards) inject a daily dose of exploration in their lifes) LABEL DIFFERENCIATIION leads to a lack of demand of the mainstream wine consuming Key Possibilities – Overall strategy groups. Strengthening the ‘Authenticity’ by engaging and managing ‘THE TRIBE’ CURRENT TURNOVER: < 150K Thought generation GOAL 2016-2017: > 300K Filters
Opinion leaders Partners Tribal management
Thought communication via B2B/B2C
STRATEGIC MARKETING PLAN 2015/16 CONSUMER
MEN BETWEEN 30 AND 65 YEARS OLD
H-SNOBS OPEN-MINDED (HOMOSEXUAL WINE SNOBS) HIGHER SPENDING POWER THAN STRAIGHTS SHOWING-OFF ACTIVE SOCIAL LIFE LUXURY-ORIENTED (MAINSTREAM) EDUCATED CONSUMER BUT OPEN TO BRANDS THAT CONVEY THE VALUES OF THEIR COMMUNITY
GAY PEOPLE DRINK 16% MORE THAN STRAIGHT PEOPLE Gay men and women, on average, dine out in restaurants and eat fancier food than straight people. AD-HOC GOURMET TRENDY ICONIC
Vodka and WINE REMAIN LEISURE SNOBS URBANITES COMMS BIG FAVORITES CRUISES & POOL MIXOLOGY & CRAF- INDEPENDENT NEO-CLASSIC PARTIES TED WINE & SPITIRS LOCAL FASHION + AESTHETICS & MARKET SIGNALS (RSVP Cruising with pride (Opportunity for wine DEMOSNTRATIVE MINIMALISM & pool parties in the US) cocktails & independent ADQUISITIONS (Fine and classic ‘arts & wine retailers) (Local artisanals) cratfs’, design icons, Gay people appreciate ACTIVE CLUBBING decoration) (100% gay ambient) FUCTIONAL FOOD & SHIFTING IDENTITIES FOOD "AS AN ART FORM." HEALTH-CONCERNED (Like to combine different STORYTELLING About 68 percent of gay men MUSIC DIVAS (Nutritional information. roles within their daily (Saint Sebastian, Bacchus, say they enjoy eating foreign (Glam Music events such Feel attracted by esoteric routines) Hadrian & Antinous, etc... ) foods, compared to half of as Eurovision or gay icon side of bio-dynamic wines) SOURCE: "Datos de las Denominaciones de Origen Protegidas de Vinos (DOPs) - lesbians and just over 40 females such as Lady ECO-TREND SETTERS HEDONISTIC Campaña 2012-2013 - Ministerio de Agricultura, Alimentación y Medio Ambiente" percent of straight people. Gaga) MULTICULTI GOUMET (Early adopters of bio LIFESTYLE * RANK = Sales ranking of Navarra within the following regions: Rioja, Ribera del Duero, FANCY FOOD trends bacause is fancy) (Carpe Diem. Live the Cariñena, Somontano, Campo de Borja, Toro, Bierzo, Calatayud GAY SAUNAS (Early adopters of food moment. Follow group SOURCES: (Dating points) trends. Open to try new) roles but not mainstream) The Daily Best: Who Drinks the Most Alcohol? by Anneli Rufus, December 29th, 2010 Club Street: A Night Out: Gay People Drink More and Eat Better Than Straights by Jay Barmann, October 2nd, 2012 STRATEGIC MARKETING PLAN 2015/16 TOP GAY-FRIENDLY S-PARTNERING CITIES WHERE Hot spots of partnering 1. NEW YORK TO BE IN 2. BERLIN GERMANY 3. SAN FRANCISCO BERLIN: SCHÖNEBERG 4. AMSTERDAM COLOGNE: ALTSTADT 5. LOS ANGELES HAMBURG: ST. GEORG 6. TEL AVIV FRANKFURT: INNERSTADT HAMBURG: ST. GEORG 7. MADRID MUNICH: GLOCKENBACH- 8. LONDON VIERTEL 9. BARCELONA IN THE U.S.A. 10. PARIS NEW YORK: HELL’S KITCHEN & WEST VILLAGE SAN FRAN.: THE CASTRO & SOMA LAS VEGAS: THE STRIPT L.A.: WEST HOLLYWOOD
HAMBURG
BACELONA NUEVA YORK IMPORTED WINESITGES COLOGNE BERLIN SAN FRANCISCO MADRIDITALY LAS VEGAS FRANKFURT LOS ANGELES AM MAIN TORREMOLINOS
MUNICH IN SPAIN MUNICH SITGES: CARRER DEL PECAT BARCELONA: EIXAMPLE GRAN CANARIA MADRID: CHUECA GRAN CANARIA: PLAYA DEL INGLÉS & MASPALOMAS TORREMOLINOS: LA NOGALERA WEDDING CRUISES DINING OUTSIDE NIGHTLIFE HOTELS WINE PLANNERS & TRIPS
STRATEGIC MARKETING PLAN 2015/16 S-PARTNERING Hot spots of partnering SAN FRANCISCO NEW YORK LAS VEGAS POTENTIAL LOS ANGELES ALLIANCES
SAN NEW YORK LOS LAS VEGAS AUSTIN FRANCISCO BIRTHPLACE OF ANGELES MAGNET FOR MAGNET FOR GAY CAPITAL OF GAY LIFE AND GAY-FRIENDLY LGBTQ LGBTQ THE US, WORLD'S GAY PRIDE BEACHES, MAJOR TRAVELERS TRAVELERS MOST GAY FRIEN- MOVEMENT GAY EVENTS PALMS POOL & KIMBERMODERN DLY CITY ABBEY (#1 gay bar in DAYCLUB (Ditch (gay-owned, high- the world by Logo, bar, Fridays parties / design, one of the best EL RIO (bar, commu- RITZ BAR AND restaurant, lounge) Admission: $10) designed hotels in nity centre, events) LOUNGE (drag America) parties, premier gay JOHN& PETE'S FOR THE LOVE OF HARVEY'S spot) FINE WINE AND COCKTAILS AND LAKEWAY RESORT (restaurant, videos, SPIRITS (West MORE EVENT (wine AND SPA live shows) CABRINI WINES Hollywood based) cocktails by author and (gay-friendly, weddings, SMITH & VINE world-renowned spa, resort activities, SWIRL ON OUT IN THE VINE- mixologist Tony Abou- meetings) CASTRO (elegant, ULTIMATE USA YARD (Gay wine Ganim) mostly men, mostly WEDDINGS tours) AYINAUSTINTEXA gay/straight) MON BEL AMI S.COM HAPPY W HOTELS NY HARTER YACHTS HOUR (event on first PURPLE UNIONS (one of the fanciest AT NEWPORT LUXOR Thursday of the month) Hotel chains in the BEACH (weekly LGBT poolpar- HORNBLOWER world) ty in summer) HALYCON (wedding cruise) SAN VICENTE INN COFFEELOUNGE (bungalows in WH) (gay-popular)
WEDDING CRUISES DINING OUTSIDE NIGHTLIFE HOTELS WINE PLANNERS & TRIPS
STRATEGIC MARKETING PLAN 2015/16 BACELONA S-PARTNERING IMPORTED WINESITGES Hot spots of partnering MADRIDITALY POTENTIAL
ALLIANCES GRAN CANARIA TORREMOLINOS MUNICH MADRID BARCELONA SITGES POSSI- GRAN LEGENDARY GAY ONE OF THE MOST LANZAROTE BLY THE GAYEST CANARIA NIGHTLIFE, POPULAR GAY DES- THE UPCOMING TOWN ON THE GAY ONE OF BIGGEST GAY TINATIONS IN EU GAY HOLIDAY MEDITERRANEAN EUROPE'S MOST PRIDE OF EUROPE DESTINATION OF AXEL HOTELS COAST POPULAR GAY LE NOMADE SUP- THE ISLANDS BERIESTAIN BEACH DESTINATION PERCLUB (pop-up NAIA restaurant) (concept-store that PARROTS HOTEL AXEL BEACH combines furniture MASPALOMAS with restaurant) CAFE LA OLA COMPLICATIONS SKY BAR (restaurant (Beach club & chill out) BAR (a bar hidden & terrace launge) SWIRL ON CASTRO wihtin the Boutique LORIA (restaurant + (elegant, mostly men, terrace lounge in H10 HOTEL (Luxury Franck Muller) GLOP'S VINATERIA mostly gay/straight) Arabic baths) Eixample) (Wine shop & bar) YÜGÖ THE VISTA BONITA GAY MICROCULTURA ECO FINCA DE BUNKER (fine PERBACCO RESORT ARRIETA (eco-villa) Japanese couisine (independent theatre) VINOTECA hidden in a 1st WW BIRDCAGE GAY CASA EL MORRO bunker) LIVE LOVE (gay RESORT wedding event) EL NOU SECRETO (An eco friendly (restaurant) collection of self- CELSO Y MANOLO PERFECT catering suites) (awarded tapas-bar in EATWITH (meal- WEDDING sharing platform) CLUB HOUSE 27 Chueca) (catering & villas COMPANY D.O. EVENTOS LA ROCA VILLAGE renting) (catering + wedding MISTER BNB (air planner) bnb for gays) LA CASA DE LA PORTERA WEDDING CRUISES DINING OUTSIDE NIGHTLIFE HOTELS WINE (indepnedent theatre PLANNERS & TRIPS at home) LAS ROZAS VILLA- GE TERRAZA DE VERANO
STRATEGIC MARKETING PLAN 2015/16 HAMBURG -PARTNERING S COLOGNE BERLIN Hot spots of partnering
FRANKFURT POTENTIAL AM MAIN ALLIANCES MUNICH
BERLIN HAMBURG COLOGNE MUNICH FRANKFURT GAY CAPITAL OF ATTRACTIVE & GAY DANCE PARTY EXTENSIVE GAY GAY BAR SCENE GERMANY TRENDY GAY CAPITAL GERMANY SCENE SCENE WEINEREI (Perlin, PLAYA IN KÖLN DEUTSCHE EICHE CONCORDE Fra Rosa & Forum) (beach club) (close to gay bars, (actively gay-friendly BRENNEREI WEIß ecological/sustainable, hotel) CORBOBAR WEIN AM RHEIN modern) (winebar) KATTWINKEL LUCKY'S (popular, trendy, (restaurant with an extensive wine list) THE FLUSHING (favorite gay bar RUTZ (restaurant & extensive selection of MEADOWS Frankfurt) wine, gay) winebar) KATTWINKEL (voted (design hotel) best bar of the year) WEINTEUFEL WEIN & GLAS SCHMILINSKY MORO (popular (wine retailer) WEINBISTRO COMPAGNIE STREET FOOD brunch on Sunday) (independent wine FESTIVAL (Flomarkt VINOTHEK GALLO retailer) BEST OF POETRY ONE CONCIERGE NEGRO SLAM OPEN AIR environment & great affluence of attendees) (Concierge Services) STADT LAND (poetry festival) WEINSTUBE FOOD FESTIVAL KÖLNER DALLMAYR (winebar) (local food festival) EBAB (gay rooms & (Gourmet beverages apartments) KARNEVAL (biggest Carnival in EU) retailer) BAR RAVAL (Spanish food) HOME AROUND THE WORLD (Gay house exhange WEDDING CRUISES community) DINING OUTSIDE NIGHTLIFE HOTELS WINE PLANNERS & TRIPS KARNEVAL DER KULTUREN (street parade & market)
STRATEGIC MARKETING PLAN 2015/16 PLAN DE MARKETING ESTRATÉGICO AXIAL VINOS 2015 Cristell Nonay
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S I G N A L S 2 0 2 1 + P R CONVICT MADE O WINE D NEW NORMAL U R G WINE SENSORY ROOMS E M E I N G C R 0 1 8 PARTICIPATIVE DIY WINE AGEING T E 2 WINE MAKING BOTTLE MULTIDIMENSIONAL POST DEMOGRAPHIC M CONTROLS EMPOWERMENT DEMOCRATIC PAYING E WINEBARS ORCHID WINE NO HOUSE WINE INITIATIVE X U E N PACKAGING FOR SECRETIVE P S EMPATHETIC TECH. T R D SHARING GASTRONOMIC CLUBS HEALTH STYLE E HERITAGE HERESY DIGITAL DARWISM 2 0 1 5 LOW ALCOHOL N SINGLE SERVE BLUE WINEBLUE WINE INSTANT CULTURE WINES R NUCLEAR TOURISM O WINE BASED RADICAL TRANSPARENCY PACKAGING I DRINKS C ‘RITUALIZATION’ PAPER BASED E ECO PACKAGING ORGAN FARMING SHARING CULTURE RUIN PUBS GUILT FREE CONSUPTION N FRUIT FLAVOURED WINE INFUSED FOOD WINES SMART BOTTLES MEANINGFULNESS C WINE COCKTAILS SHARING PARENTAL STORYTELLING FOOD TRUCKS CONTROL THE NEW CRITIC: CROSS DEMOGRAPHIC ESOTERIC GRAPES E TASTE LED TARGETING OPTING OUT WINE BLENDS ELECTRONIC TONGUE FERTILIZATION WINE POP UP RESTAURANTS GAY TARGETED WINES DOING GOOD MAKES ME FEEL TREND RADAR POWDERED WINE GOOD SESON BASED YOGA IN THE VINEYARDS HUMAN TO HUMAN H2H LIMITED EDITIONS 4D PACKAGING SOLAR COIN RECONNECTION NUTRITION LABELS ECO EXOTIC FASHION TO NATURE EATABLE EMOTIONS ONLINE SHOPPING FEELING GOOD PRIVATE BRANDS HUMAN TEARS CHEESE HYPER DEMOGRAPHIC LOW CALORIES IRONY WINES BRITONS ACTUALLY PREFER US WOMEN DRINK WINE TO GASTRONOMY CHEAPER WINE RELAX, MEN LOOK FOR HIGH WASTE BASED FUNCTIONAL DRINKS GAMIFICATION QUALITY RAW MATERIALS PARENTS KEY TO EU POST DEMOGRAPHIC MILLENNIALS’ DRINKING HABITS UK WOMEN SHOP OFFLINE CITYSUMERS WINE INCUBATORS MARKET POLARIZATION WORLD LUXURY INVESTEMENTS ON THE RISE WINE SAMPLING TASTE BEFORE SUSTAINABLE OVER WINE ANGELS CONVENIENCE STORES SHOP BIO WINES
HISPANICS : US NEW AMERICANS LIKE RED WINE LIFESTYLE TRENDS POTENTIAL TARGET BETTER THAN WHITE WINE EXPERIENCE TRENDS COMMUNITY SHOP US MILLENIALS EMBRACING SPARKLING SPANISH WINE CAVA EU & US TYPICAL ONLINE BUYERS: CONSUMER TRENDS RICH MARRIED GUYS AUGMENTED REALITY POP UP STORES PRODUCT TRENDS IN STORE 3D PRINTING SHOPPING ADVAICE RAISE OF US PREMIUM WINES $10 14 SKYROCJETING PRODUCERS: GREECE, THIRSTY MINTs PER BOTTLE RANGE ISAREL (Mexico, Indonesia, Nigeria & Turkey) 'RAISING STAR' PRODUCERS: BRAZIL, WASTE POWERED STORES TURKEY, THAILAND & INDIA
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