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Scandinavia
Mathieu BechetFrédéric GarciaFlorence Limousi
How can Domaine “Clos Florentin”enter this market ?
Overview of countries
✓ 21 L wine per capita /year✓ Consumption : + 40%✓ Exports to Norway and Denmark
✓ 16 L wine per capita / year✓ Consumption : + 50%
No productionGrowing consumptionState monopolyFew inhabitants
✓ 10 L wine per capita / year✓ Consumption : doubled
The State Monopoly
❖ Vinmonopolet : 85% ❖ Importer for Vinmonopoly
and “on-trade”
★ Systembolaget : 90%★ Assortiment to order★ Swedish wineclubs
❑ ALKO OY : 65% ❑ Importer for ALKO OY or for "on-
trade"
❑ Small-scale ferry trade
Calls fo tendersLicensed importers
Consumer profile
★ BiB = 50%★ Traditional wines ↓★ But back to “old world” qualitative
wines
❖ BiB = 30% ❖ Seasoned consumers❖ Traditional European wines
❑ BiB = 40%❑ Vodka : 24% ❑ Adapting their taste in a more
traditional way.
Open-mindedPrefer red wines, few roséQuality for European wines
❖ Italy : 1st ❖ France: 2nd ❖ Chile : less qualitative❖ Languedoc : 300,000 L
Competitive context
★ Italy: 1st (value) ★ France: 2nd (value)★ Chile & South Africa : less qualitative★ Languedoc : 4 M. L
❑ France : 1st (value) ❑ Chile : 2nd (value) ❑ Italy : 4th ❑ Languedoc : 1.5 M. L
Trends
★ Increase in quantity★ Increase in red, white and rosé★ BiB : stable
❖ Increase in quantity❖ Red : stable, white and rosé : increase❖ BiB : increase
❑ Decrease in quantity ❑ Red : stable, white : increase,
rosé : stable❑ BiB : increase
Increase in qualityFrench increase in volume
Import taxes❖ Excise tax : €0.48 / L ❖ VAT : 25% ❖ Taxes on packaging : €0.13❖ Environmental tax : €0.33
plastic €0.55 glass & metal, €0.14 cardboard
★ Alcohol tax : €2.3/L★ Excise tax : €2.77/L★ VAT : 25%★ Importer : 15% cut★ Systembolaget : 19% + €0.37/unit
(BiB)
❑ Excise tax : €3.39/L. ❑ VAT : 24%❑ Tax on packagings : Packing up :
€0.67/u, Recyclable : €0.17€ /u❑ Alko Oy : 54%
Market positioning
AOC standard red_€7.5/BiB
BiB, French: increase in volume, mostly red, high taxes
IGP entry level red, white_€6/BiB
Market positioningBiB, French: increase in volume, mostly red, high taxes
AOC mid-range red_€3.45/bottle
Bottle, seasoned, red, low taxes, open-minded
AOC high-range red, white€7.9/bottle
AOC upscale red €4.6/bottle
Market positioning
AOC mid-range red_ €17/BiB
Bottle, seasoned, red, low taxes, open-minded
IGP entry-level rosé_€2.1/bottle
Market positioning
BiB, mostly red but increase in white, high taxes
IGP entry level red, white_€6/BiB
AOC standard red_ €9.5/BiB
Market positioning
Marketing Strategy
★ Calls for tenders -> importers
❖ Specialised press & contests ➢ AOC high-range ➢ AOC upscale
❖ Low alcohol and fachionable packaging➢ IGP rosé
❖ Calls for tenders -> importers➢ AOC mid-range BiB
❑ Directly contact the monopoly ✓ IGP entry level, BiB ✓ AOC standard BiB
❑ Specialised press & contests ✓ AOC upscale red