VA L U E I N N O VAT I O N

WINE

S E G M E N TAT I O N

M O R E P E O P L E D R I N K I N G L E S S A L C O H O L

C O N S U M P T I O N PAT T E R N S

• Ceremonial-based

• In-conjunction with food

• Social

R E D E F I N E D PAT T E R N

• Young and social

• Non-dining

• Entertainment

• Beer replacement

C O R E C A PA B I L I T I E S

• Distribution network: Market and restaurant oriented

• Knowledge enhanced: Different types of grapes for every type of wine, more complex

• Logistics: Regular delivery, changes with season

• Supply-chain with the producer

• Production: Traditional wine production

C O R E C A PA B I L I T I E S - R E D E F I N E D

• Distribution network: Pubs, clubs

• Logistics: New channels added for new networks

• Supply-chain with the producer: Soda and sprit added and only one type of grape producer

• Production: Gas handling production, different capper

R E D E F I N E D S E G M E N TAT I O N

• 18 - 30 years old

• Irregular wine drinkers

• Beer preference

• Big bottles

• Diet

• Price

• Lack-off wine knowledge

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hedonist

H O M E H E D O N I S T

S

I M A G E O R I E N T E D

E C L E C T I C

C O N S E RVAT I V E

34-55 < 34

45 - 54

> 45

They only drink wine on the weekends when

they invite friends and relatives to share lunch or dinner,

which is consistent with a “social-oriented”

view of wine consumption.

They get enjoyment and satisfaction from

choosing and drinking the “right” wine and like the image that drinking wine portrays towards

the others. For this kind of consumer wine is a

“status symbol”

People belonging to this segment are heavy wine consumers: they

drink wine every day at lunch/dinner time because they

like it and they think that wine is the drink that tastes best with food. They are loyal to their brands.

Consumers in this segment are comparatively well-educated relative

to the general population and aged on average in the 45-54. When purchasing wine, they

don’t take into account the occasion during which the wine will be drunk and they seek

little information.

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hedonist

H O M E H E D O N I S T

S

I M A G E O R I E N T E D

E C L E C T I C

C O N S E RVAT I V E

C L U B & P U B

PA R T Y

18 - 30

18 - 30

Party in da house!

Party out with friends! You don’t have to drink beer anymore!

W I N E E R ! B Y K AVA K L I D E R E

• It’s like spritzer but it’s winer!

• Less alcohol, ~ 6% - 8%

• Easy to drink

• Size

• 400 ml: For pubs & clubs and individual home drinkers

• 1000 ml: Home party and dinner

• Next step: 700 ml, ready to prepare wine

W I N E E R !

• 3 different types

• Red + Soda

• White + (Sprite / Soda)

• Rose + Soda

4 P S

• Product: Spritzer, wine with gas, less calories

• Price: Slightly expensive than beer

• Place: Pubs/Clubs, chain markets, supermarkets

• Promotion:

• Free launch party tickets for four water gates

• Cocktail recipes

D R I N K L I G H T LY

M M M M D E L I C I O U S