COMMUNICATING LOW ALCOHOL WINES (LESS THAN 10) TO YOUNG CONSUMERS

Catharina Queitsch Ioanna Mavrikou Isik Gulcubuk

Eco-2, Prof. Alfredo Coelho (SupAgro Montpellier) and Prof. Luigi Galletto (University of Padova) Montpellier, 19 November 2010

OUTLINE
1. 2. 3. 4. Overview of the Market Marketing Research and Segmentation Targeting and Positioning Marketing Mix 1. 2. 3. 4. 5. Product Price Place Promotion

Discussion

OVERVIEW
Reducing alcohol intake is nothing revolutionary! Switch to the lower-calorie/lower-fat intake and healthier lifestyles. Public health and safety are considerable. E.g. Drinkdriving Consumers tastes and attitude evolved Natural high alcohol content in new world wines

OVERVIEW
Most consumers of reduced alcohol are women Successful as a concept. Increasing interest of producers and researches but less marketed. Reduced-alcohol wines have experienced some success as a product category but have yet to fulll their potential

MARKETING RESEARCH AND SEGMENTATION

Identifying the markets for a specic niche Analyzing competitive situation

Low Alcohol Wines are Niche Market those who are health conscious and looking for prestige Important factors: Age, Gender, Education, Income, Lifestyle

TARGETING AND POSITIONING

Targeting: Oers an opportunity to focus on the requirements of specic buyers Age 25 35,Young Working Women in Plazas with an income of 2000-3000 EUR/month

Positioning: Place the product in the mind of the consumer and distinguish the brand Fancy and fashionable wine for urban women with health conscious lifestyle

fancy and fashionable wine for urban women

THE MARKETING MIX

Winery Perspective Product Price Promotion Place Customer Perspective Customer Value Cost Communication Convenience

PRODUCT
Ros wine, 9% volume The wine is from Provence: Famous for the rose wines, warm and mild climate and beautiful surroundings Varieties: Grenache, Syrah and Mourvedre Process: Blending (Partial Reverse Osmosis) Packaging: 750 ml in glass bottle with plastic cork Labeling: Innovative, modern and attractive Brand

Very Chic

lush and colorfu$y explosive as they could be

lightest rose ever The joy of discovering unique experiences

Rose Wine

Very Chic

PRICE

Value added price strategy Pricing of the low alcohol market: 4-25EUR Retailer price: 6.99EUR

PLACE
Available in city supermarkets trendy restaurants bars

PROMOTION
Product has to be sold carefully, going for positive & healthy lifestyle associations, showing the product to be something more than a drink. The majority of advertising promotes the social attributes & acceptability of product in its Very Chic right, rather than replacement for full strength wines. Focusing not on the low alcohol content but on t&light living.

PROMOTION

Very Chic is going to be introduced to the market at the London Fashion Week; wine tubes are going to be distributed.

Very Chic

wine in tubes to be distributed in fashion week

PROMOTION
Posters & leaets Prints in fashion magazines Display signs in supermarkets Followed with social media penetration via facebook, twitter and blogs.

PROMOTION
Entertainment : After-Work Parties Beach Parties Happy Hour Haircut Drink and Stylize Events for Designer Boutiques

** A!er Work Pa"y **

** Beach Pa"y **

Discussion
Taste is not a key quality for promoting low alcohol wine... If advertising is expanding than awareness will be heightened and education about what the product is actually oering will be improved.

References
Masson, Aurier, DHauteville (2008): Measuring Acceptability of a New Product Through Consumers Prolonged Exposure: The Case of LowAlcohol Wine, 4th International Conference of the Academy of Wine Business Research, Siena (Italy) Masson, Aurier, DHauteville (2008): Eects of non-sensory cues on perceived quality: the case of low-alcohol wne, International Journal of Wine Business Research Vol 20 No 3, pp 215-229 Meillon, Urbano, Guillot, Schlich (2010): Acceptability of partially dealcoholized wines Measuring the impact of sensory and information cues on overall liking in real-life settings, Food Quality and Preference 21 (2010) pp 763773 Pickering (2000): Low- and Reduced-alcohol Wine: A Review, Journal of Wine Research, 11: 2, pp 129 144 Masson, Meillon, Cadiere (2009): Quality wnes with reduced alcohol content (VDQA), ANR-05-PNRA-011 Howley, Young (1992): Low-Alcohol wines: The consumers choice?, International Journal of Wine Marketing Vol 4 No 3, pp 43-56 Novak(2004): Alcohol Promotion and the marketing Industry: Trends, Tactics and public health, www. apolnet.org/arapo.html http://www.telegraph.co.uk/foodanddrink/wine/7044370/Low-alcohol-wines-time-to-lighten-up-a-little.html www.winebusiness.com