Document

advertisement
1
Copyright ACNielsen 2004
Building Value:
Trends and Challenges for
Australian Wine Brands
Australian Off Premise Market 2004
Anton Van Den Berg
Marketing Director, ACNielsen Australia
November 2004
2
Copyright ACNielsen 2004
Agenda

Executive Insights
Key Trends
Data Source

Key Issues
Market Shape and Value
Wine Brand Successes in 2004

Implications
Retailer Dynamics
Innovation and NPD
Likely Trends
3
Copyright ACNielsen 2004
Executive Insights
4
Copyright ACNielsen 2004
Key Trends

Value Growth in the Alcohol Market
Driven by beer and RTD category
Stable value growth in wine market

Table Wine Growth fuelled by whites
Particularly above $10

Brand Challenges
Changing retail landscape
Challenge to get attention in a busy market
5
Copyright ACNielsen 2004
ACNielsen ScanTrack Liquor

Only off premise industry measure
 Draws data from over 2,300 outlets
 Only industry measure of outlet sales to consumers
% Value
ScanTrack
Liquor
Coverage
Benefit
65%
35%
Total Other Liquor Stores
And Hotels
(ACNielsen Sample Audit)
Ritchies / Liquor Barons /
ALH/ Grape/ Chambers
Coles Myer Liquor Group
Woolworths Liquor Group
Total Liquor Sales
6
Copyright ACNielsen 2004
Category Performance
7
Copyright ACNielsen 2004
Remarkable growth platform from beer category,
wine growth appears to have leveled
Beer
Share
Growth
40%
9%
25%
6%
18%
14%
17%
3%
Packaged Only
Total Wine
Including Cask
RTD
Including Cider
Spirits
Including Liqueurs
Total Value
$11bn
Value MAT to April 04, Off Premise
8
Copyright ACNielsen 2004
Liquor’s total value growth benchmarks
particularly well
Share
Growth
40%
9%
25%
6%
4.5% Growth
14%
Total Packaged Liquor
Beer
Packaged Only
Total Wine
Including Cask
RTD
Including Cider
Spirits
7.1% Growth
Total Packaged Grocery
18%
Total Convenience
8.2%17%
Growth
3%
Including Liqueurs
Value MAT to April 04, Off Premise
9
Copyright ACNielsen 2004
Retailers derive less than a third of their revenue
from manufacturers outside the top 5
Fosters
Lion Nathan
Top 5 Players
Diageo
68% Value of the Market
Maxxium
Orlando Wyndham
Southcorp
Hardy Wines
Independent
Swift & Moore
De Bortoli Wines
Total Off Premise Alcohol – Top 10 Players, Value MAT April 2004
Copyright ACNielsen 2004
10
Table Wine Value Split by Price
% Share
530 Brands Under $10
30%
Under $10
2,400 Brands Over $10
Over $10
70%
100 Brands Make Up 50% of the
Australian Off Premise Table Wine
Market
Total Table Wine – Value MAT September 2004
Copyright ACNielsen 2004
11
Table Wine Growth Split by Price
12%
% Growth
% Growth
7%
8%
White
4%
Red
2%
0%
Under $10
Over $10
Total Table Wine – Value MAT September 2004
Copyright ACNielsen 2004
12
Table Wine Growth Split by White/Red by Price
12%
% Growth
8%
White
Red
2%
0%
Under $10
Over $10
Total Table Wine – Value MAT September 2004
Copyright ACNielsen 2004
13
Top White Growth Brands Over $10 for 2004
Brand
Growth
20%
BROWN BROS
WOLF BLASS
9%
HOUGHTON
9%
29%
EVANS & TATE
9%
GOUNDREY
PETER LEHMANN
14%
YALUMBA
10%
TAYLORS
10%
FOUR SISTERS
10%
MOONDAH BROOK
18%
STONELEIGH
47%
Total Table Wine – Value MAT September 2004
Copyright ACNielsen 2004
Outside Top 10
Table Wine
Brands
7 of 8 outside
the Big 4
Manufacturers
14
Top White Growth Brands Over $10 by Value
Contribution for 2004
Brand
Rank
BROWN BROS
1
EVANS AND TATE
2
HOUGHTON
3
STONELEIGH
4
WOLF BLASS
5
YELLOWTAIL
6
OYSTER BAY
7
PETER LEHMANN
8
MADFISH BAY
9
MOONDAH BROOK
10
BROOKLAND VALLEY
11
Total Table Wine – Value MAT September 2004
Copyright ACNielsen 2004
5 WA brands
and 2 from New
Zealand
7 of 11 outside
the Big 4
Manufacturers
15
The struggle for Attention Under $10

Media spend across all alcohol is on the rise
In particular the wine market
TV for Hardys, Lindemans, Wolf Blass, Saltram
and Half Mile Creek

Wine market is flooded with brands with more
entering fast
- Current wine surplus
Private labels and cleanskins offer margin
guarantees in a competitive price environment
16
Copyright ACNielsen 2004
Opportunity Takers Above $10

Strong brands on the march
- Often family owned
- Often using niche or emerging varietals
Sauvignon Blanc Semillon Blends
Sauvignon Blanc
Italian styles

Focused on strong brand image
Regionality certainly seems to count!
Not necessarily above the line support
17
Copyright ACNielsen 2004
Retailer Dynamics

Close to half the off-premise wine market
value is in the stewardship of 2 retailers
Wine will start entering supermarket aisles
Real implications for range rationalisation
Real implications for brand and price
positioning (there are no sales team in the
aisles)

Liquor is a real and attainable growth prize for
the 2 major retailers
Requires a business model that specifically
caters for an evolving retail landscape
18
Copyright ACNielsen 2004
Innovation and NPD

Several launches have made an impact in the
wine market in last 12 months
Pink – probably the launch of recent years
White Shiraz – including Banrock Station
Half Mile Creek – distribution via a brewer
19
Copyright ACNielsen 2004
Implications
20
Copyright ACNielsen 2004
Implications

Wine growth steady but the opportunities in
the wine market are not going to the big
companies as a group
Strong brands regardless of manufacturer are
the key, scale simply provides the resource to
leverage success and positioning
Surplus wine makes cleanskin and private label
solid margin protection options. Driving brand
equity behind brands reduces the need for
retailers to default to these options
21
Copyright ACNielsen 2004
Retailer Dynamics

Retail Environment
Supermarket aisles will change our landscape
Need skilled National Account Management
Real implications for brand and price
positioning (there are no sales team in the
aisles)
22
Copyright ACNielsen 2004
23
Copyright ACNielsen 2004
Download
Related flashcards

Fictional salespeople

61 cards

Create Flashcards