Champagne & Wine

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Kerstin Becker
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Reinvent the wine business
Hello wine business professionals,

Ever thought about the problem, that wine marketing is mainly targetting a demographic of 40+ and that a brand new category of wine-drinkers - the fastest growing segment, actually - is between 20 and 40 year old and that these youngsters do not have all the knowledge about the art of drinking wine nor do they understand their taste?

Yes, there are seminars that cost $ 300 and not everybody is willing to spend that amount of money nor do they want to be humiliated everytime in the restaurant when ordering a bottle of wine.

So, what can be done?

What if there was a brand new product that could educate the new wine drinkers in a non intimidating way?

Would you like to hear more about it?

Kerstin
- 20 Jan 2005, 04:22 am
Kerstin Becker wrote: > Hello wine business professionals, > > Ever thought about the problem, that wine marketing is mainly > targetting a demographic of 40+ and that a brand new category of > wine-drinkers - the fastest growing segment, actually - is between 20 > and 40 year old and that these youngsters do not have all the > knowledge about the art of drinking wine nor do they understand their > taste? > > Yes, there are seminars that cost $ 300 and not everybody is willing > to spend that amount of money nor do they want to be humiliated > everytime in the restaurant when ordering a bottle of wine. > > So, what can be done? > > What if there was a brand new product that could educate the new wine > drinkers in a non intimidating way? > > Would you like to hear more about it? > > Kerstin
Pieter Blijenberg
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Re: Reinvent the wine business
Dear Kerstin,

I believe you are absolutely right. Your remark is the central thought behind VillaVino (the new world of wine) where we focus on the wine experience instead of wine as a "technical" (professional) product. Like if we are all someliers.
Target group for us is 20-45 yrs. Combining wine to themes like music (VillaVino lounge).

However we are not based in the US, but in the Netherlands. I will be interested in sharing ideas.

Pieter

On 20-01-2005, 05:22, Kerstin Becker wrote:
Hello wine business professionals,

Ever thought about the problem, that wine marketing is mainly targetting a demographic of 40+ and that a brand new category of wine-drinkers - the fastest growing segment, actually - is between 20 and 40 year old and that these youngsters do not have all the knowledge about the art of drinking wine nor do they understand their taste?

Yes, there are seminars that cost $ 300 and not everybody is willing to spend that amount of money nor do they want to be humiliated everytime in the restaurant when ordering a bottle of wine.

So, what can be done?

What if there was a brand new product that could educate the new wine drinkers in a non intimidating way?

Would you like to hear more about it?

Kerstin
- 23 Jan 2005, 08:26 am
Pieter Blijenberg wrote: > Dear Kerstin, > > I believe you are absolutely right. Your remark is the central > thought behind VillaVino (the new world of wine) where we focus on > the wine experience instead of wine as a "technical" (professional) > product. Like if we are all someliers. > Target group for us is 20-45 yrs. Combining wine to themes like music > (VillaVino lounge). > > However we are not based in the US, but in the Netherlands. I will be > interested in sharing ideas. > > Pieter > > > On 20-01-2005, 05:22, Kerstin Becker wrote: > > Hello wine business professionals, > > > > Ever thought about the problem, that wine marketing is mainly > > targetting a demographic of 40+ and that a brand new category of > > wine-drinkers - the fastest growing segment, actually - is between 20 > > and 40 year old and that these youngsters do not have all the > > knowledge about the art of drinking wine nor do they understand their > > taste? > > > > Yes, there are seminars that cost $ 300 and not everybody is willing > > to spend that amount of money nor do they want to be humiliated > > everytime in the restaurant when ordering a bottle of wine. > > > > So, what can be done? > > > > What if there was a brand new product that could educate the new wine > > drinkers in a non intimidating way? > > > > Would you like to hear more about it? > > > > Kerstin
Elizabeth Riadi Group moderator
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Re: Reinvent the wine business
Thank you very much for your message. This is exactly why I started my company Il Vino Imports in the US.
My goal is to promote not only my wine selection, but also the culture of wine and educate people about wine and wine drinking. You are very right when you mentioned how some people are intimidating and these are the people that I classify as people with little knowledge and those who want to look like experts.

As a consumer, I was really fed up with a market full of wines that taste terrible and highly priced. So what I did before I started my business, I used to carry my wines from France and Italy in my luggage and bring them back to Georgia for my personal consumption. I shared some of my wines with my friends and I noticed how much they appreciated and enjoyed these wines. So I became the Wine Connoisseur Engineer in the company I worked for as an Electrical Engineer. My colleagues always approached me for information and questions about which wines to drink and with what.

So I took this hobby a step forward and I started my company Il Vino Imports. Anyways, part of the services I offer my customers and their customers is wine Education. I encountered many people who wanted to learn and drink wine, but they did not know how??? Now these people really enjoy a good glass of wine and they have the ability to shop for a good bottle of wine. This is the most rewarding part of my business.

I would definitely like to hear more of your thoughts and share them with the forum members.

Regards,
Elizabeth.
- 27 Jan 2005, 8:20 pm
Elizabeth Riadi wrote: > Thank you very much for your message. This is exactly why I started > my company Il Vino Imports in the US. > My goal is to promote not only my wine selection, but also the > culture of wine and educate people about wine and wine drinking. You > are very right when you mentioned how some people are intimidating > and these are the people that I classify as people with little > knowledge and those who want to look like experts. > > As a consumer, I was really fed up with a market full of wines that > taste terrible and highly priced. So what I did before I started my > business, I used to carry my wines from France and Italy in my > luggage and bring them back to Georgia for my personal consumption. > I shared some of my wines with my friends and I noticed how much they > appreciated and enjoyed these wines. So I became the Wine > Connoisseur Engineer in the company I worked for as an Electrical > Engineer. My colleagues always approached me for information and > questions about which wines to drink and with what. > > So I took this hobby a step forward and I started my company Il Vino > Imports. Anyways, part of the services I offer my customers and > their customers is wine Education. I encountered many people who > wanted to learn and drink wine, but they did not know how??? Now > these people really enjoy a good glass of wine and they have the > ability to shop for a good bottle of wine. This is the most > rewarding part of my business. > > I would definitely like to hear more of your thoughts and share them > with the forum members. > > Regards, > Elizabeth.
Philippe Bouckenooghe
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Re^2: Reinvent the wine business
Hello all,

Maybe I am a bit late joining the group but I just heard of openBC today.

I am definitely interested in hearing the opinions of other professionals. It is defintely true that younger consumers need to be found to help the business forward. Therefore i am trying to convince wineries in Spain to look at new packaging at marketing. One idea I have is to put good quality young wine with denominacion de origen in bag-in-box with modern design.

Any idea how consumers would react in your country to this.

Regards

Philippe Bouckenooghe
- 25 Jan 2006, 11:09 pm
Philippe Bouckenooghe wrote: > Hello all, > > Maybe I am a bit late joining the group but I just heard of openBC > today. > > I am definitely interested in hearing the opinions of other > professionals. It is defintely true that younger consumers need to be > found to help the business forward. Therefore i am trying to convince > wineries in Spain to look at new packaging at marketing. One idea I > have is to put good quality young wine with denominacion de origen in > bag-in-box with modern design. > > Any idea how consumers would react in your country to this. > > Regards > > Philippe Bouckenooghe
Christian Rümmelein Premium Member Group moderator
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Re: Reinvent the wine business
Dear Kerstin & respondants,

I agree to the issue totally, if though from the wine tourism point of view.

In the age group of 20-30 we have both a lack of experience (needed to learn assessing good wines) and budget for up-market wines, from 30+ at least in Europe (my focus is German speaking and Northern Europe) it is less an issue. Below that age we need to strengthen the quality aspects of good wines regardless packaging (which of course is an attractive tool, e.g. bag-in-box), and the "style of origin", or terroir. Why that?

The worst I hear from young (and even 30+) wine drinkers is "I don't care what grape or region it comes from, as long as it tastes good"). Of course this approach obviously affects my wine tourism market negatively, but this common statement also reflects the conflict in the wine market whether to focus wine making on the taste of the market (modern approach) or on the traditions, style and taste of the region (traditional terroir approach). I am clearly in favour of the latter. Otherwise young people will go for low-prized Supermarket oak-chipped new world shiraz and dislike all Rhone-Syrah...

Packing e.g. bag-in-box in our market is popular with all segments (a difference of budget rather than age), the inexperienced still buy mainly at supermarkets going for the "pleasing" easy accessible stuff. Here again it is all about educating the palate.

I agree that seminars designed for the younger target market can be a good solution, and it even can be interesting for me not to offer wine tours only for the "up-market wine lovers" but also some packages on the "entry level". As we are working closely with sommeliers and wine schools, should be a good chance in doing this, even if many wine tourism products are more up-market focused.
Still, I believe that there is a natural limit (of taste experience and budget) to change the target market demography.

Regards
Christian
This post was modified on 01 Feb 2007 at 10:32 am.
- 01 Feb 2007, 10:27 am
Christian Rümmelein wrote: > Dear Kerstin & respondants, > > I agree to the issue totally, if though from the wine tourism point > of view. > > In the age group of 20-30 we have both a lack of experience (needed > to learn assessing good wines) and budget for up-market wines, from > 30+ at least in Europe (my focus is German speaking and Northern > Europe) it is less an issue. Below that age we need to strengthen the > quality aspects of good wines regardless packaging (which of course > is an attractive tool, e.g. bag-in-box), and the "style of origin", > or terroir. Why that? > > The worst I hear from young (and even 30+) wine drinkers is "I don't > care what grape or region it comes from, as long as it tastes good"). > Of course this approach obviously affects my wine tourism market > negatively, but this common statement also reflects the conflict in > the wine market whether to focus wine making on the taste of the > market (modern approach) or on the traditions, style and taste of the > region (traditional terroir approach). I am clearly in favour of the > latter. Otherwise young people will go for low-prized Supermarket > oak-chipped new world shiraz and dislike all Rhone-Syrah... > > Packing e.g. bag-in-box in our market is popular with all segments > (a difference of budget rather than age), the inexperienced still buy > mainly at supermarkets going for the "pleasing" easy accessible > stuff. Here again it is all about educating the palate. > > I agree that seminars designed for the younger target market can be a > good solution, and it even can be interesting for me not to offer > wine tours only for the "up-market wine lovers" but also some > packages on the "entry level". As we are working closely with > sommeliers and wine schools, should be a good chance in doing this, > even if many wine tourism products are more up-market focused. > Still, I believe that there is a natural limit (of taste experience > and budget) to change the target market demography. > > Regards > Christian
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Champagne & Wine

Reinvent the wine business

Re: Reinvent the wine business

Re: Reinvent the wine business

Re^2: Reinvent the wine business

Re: Reinvent the wine business