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Rosa Angulo
Distribución del vino en Reino Unido
REINO UNIDO
Primer destino de las exportaciones españolas de vinos con D.O.
Poca relevancia de las exportaciones de vinos a granel sin D.O.
Reino Unido: MERCADO PRIORITARIO PARA EL SECTOR ESPAÑOL
Segundo destino de las exportaciones españolas
MERCADO DEL VINO EN U.K.
Mercado prioritario de las bodegas españolas
Principales Caractarísticas
• País básicamente importador • Vinos Blancos: los más consumidos • Las mujeres responsables del 80% de las compras • Fuerte presión fiscal • Factores claves para la compra • Mercado saturado y maduro Gran competencia
• Precio • Tipo de Uva
Gran escaparate para el mundo del vino
CÓMO SITUARSE EN EL MERCADO U.K.
¿Cómo vender el vino? 1. Distribuidor
2. Agente comercial o importador
1. Distribuidor
1. Agente Comercial o importador
ON-TRADE
Canal en el que se permite la venta de vino en el mismo establecimiento en el que se consume.
Características en U.K.: • Alto grado de fragmentación
• Vinos de mayor calidad
• Canal preferido para bodegas con pequeñas
cantidades y marcas poco conocidas
• Auge de la gastronomía española: forma de entrada muy interesante para bodegas pequeñas y D.O. poco conocidas
Puntos de venta en los que se permite la venta de alcohol para su consumo fuera del establecimiento.
Características en U.K.: • Principal canal de distribución (Valor y Volumen)
• Representa el 75% de las ventas
• Precios un tercio inferiores vs On-trade
• Importancia en las ventas Off-Trade de las
Promociones en Punto de Venta
OFF-TRADE
Mill. Litros 2010 2011 2012 2013
Off-trade 1.159,20 1.151,80 1.135,20 1.137,60
On-trade 249 243,5 240,5 239,4
Total 1.408,20 1.395,40 1.375,70 1.377,00
VENTA DE VINO EN UK SEGÚN CANAL
2% 4%
2% Fuente: Euromonitor International, Mayo 2014
Cuota de mercado (Valor) On-Trade Cuota de mercado (Valor) Off-Trade
Fuente: Nielsen, 2013 Aumento de las ventas en un 18% con respecto al año anterior
CANAL OFF TRADE
Fuente: Nielsen, Mayo 2014
CANAL OFF TRADE
Fuente: Nielsen, Mayo 2014
PRECIOS CANAL OFF TRADE
Fuente: Nielsen, Mayo 2014
TENDENCIAS del mercado a tener en cuenta Preocupación por la salud y
consumo responsable Crecimiento de las ventas de vinos
de baja graduación
Mayor concienciación medioambiental
Interés por vinos ecológicos y biodinámicos
Nuevos gustos de los consumidores
Crecimiento de las ventas de vinos rosados y espumosos
Innovación
Vino + Gastronomía
Fuerte crecimiento en la venta ON-Line
Mayor integración social al consumo de vino
Producto y packaging
LONDON WINE TRADE FAIR GRAN CENA DE LA ORDEN DE LOS CABALLEROS DEL VINO THE WINES FROM SPAIN TRADE FAIR COLABORACIONES CON IMPORTADORES WINES FROM SPAIN AWARDS PROMOCIONES TIENDAS INDEPENDIENTES CONSUMER SHOWS ACCIONES GASTRONÓMICAS PORTALES www.winesfromspain.com www.foodsfromspain.com
WINES FROM SPAIN / Actividades principales
Los nuevos Caballeros 2014: Mª José López de Heredia y José Velo-Rego
Tapas fantásticas 2014
London Wine Fair 2014 Awards 2013
R. U. OPORTUNIDAD PARA LOS VINOS ESPAÑOLES
6º Mercado mundial en consumo de vino
VINO + GASTRONOMIA: OPORTUNIDAD
El precio es un factor decisivo de compra
Gran competencia en el mercado
Mercado maduro y saturado
ICEX
Rosa Angulo
Observatorio ESPAÑOL del Mercado del VINO
Rafael del Rey
Competencia en el mercado británico del vino
Fundación para la Cultura del Vino, Haro - 29 mayo 2014 el VINO sólo se DISFRUTA con MODERACIÓN
el VINO sólo se DISFRUTA con MODERACIÓN
UK 2º importador mundial en 2013
FCV - Haro 29 mayo 2014
1.515 1.305
1.097 528 498
377 373 368
314 269 273
208 184 202
136 1.849
Alemania
Reino Unido
EEUU
Francia
Rusia
China
Canadá
Países Bajos
Bélgica
Italia
Japón
Suecia
Suiza
Dinamarca
República Checa
Resto
Millones de litros
Importaciones mundiales de vino 2013
3.947 3.736
2.538 1.524
1.171 1.184
976 953 885 915
780 654 591 546 472
4.444
EEUU
Reino Unido
Alemania
Canadá
China
Japón
Bélgica
Suiza
Países Bajos
Rusia
Hong Kong
Francia
Suecia
Dinamarca
Australia
Resto
Millones de Euros
Importaciones mundiales de vino 2013
25,315,6 mill €
9.494,8 mill ltrs
Creciendo, pero más estable
FCV - Haro 29 mayo 2014
1,84 1,80 1,81 1,81 1,77 1,80 1,87
1,97
2,22 2,13 2,17
2,22
2,43 2,43
1.67
3
1.83
4
2.01
5
2.17
6
2.33
3
2.34
3
2.32
3 2.55
3 2.83
5
2.73
6
2.92
8
3.02
1
3.19
6
3.17
0
909 1.02
2
1.11
4
1.20
5
1.31
7
1.30
0
1.24
4
1.29
4
1.27
5
1.28
2
1.35
2
1.35
8
1.31
3
1.30
4
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
STP/l
Mill STP
Mill l 5,6% p.a.
10,5% p.a.
2,3% p.a.
Desde donde?
FCV - Haro 29 mayo 2014
33 6 7 9 16 43 61 117 139 144 163 184
256 289
536 1.170
1,0% 0,2% 0,2% 0,3% 0,5% 1,4% 1,9% 3,7% 4,4% 4,5% 5,1% 5,8% 8,1% 9,1% 16,9% 36,9%
Resto
Países Bajos …
Hungría
Dinamarca
Bélgica
Argentina
Portugal
Sudáfrica
Alemania
Estados Unidos
Nueva Zelanda
Chile
España
Australia
Italia
Francia
Millones de STP
Principales proveedores de vino al Reino Unido 2013
11 1 2 3 6 16 19
45 62
110 111 112 122
191 243 251
0,8% 0,1% 0,1% 0,3% 0,4% 1,2% 1,4% 3,4% 4,8% 8,5% 8,5% 8,6% 9,3% 14,7% 18,6% 19,2%
Resto
Países Bajos
Irlanda
Hungría
Bélgica
Portugal
Argentina
Nueva Zelanda
Alemania
Sudáfrica
Estados Unidos
Chile
España
Francia
Australia
Italia
Millones de Litros
Principales proveedores de vino al Reino Unido 2013
3,171,5 mill STP
1.304,9 mill ltrs
71%
61,8%
Proveedores, que han evolucionado cómo?
FCV - Haro 29 mayo 2014 2,0%
0,5% -3,1%
16,3% 12,1%
5,4% 2,5%
3,6% 3,4%
2,1% 13,7%
6,3% 5,6%
0,3% 9,1%
5,3%
Resto
Países Bajos
Hungría
Dinamarca
Bélgica
Argentina
Portugal
Sudáfrica
Alemania
Estados Unidos
Nueva Zelanda
Chile
España
Australia
Italia
Francia
Evolución pples proveedores de vino al Reino Unido 2000-2013 p.a.
0,0% 0,0% 0,0%
-6,7% 22,9%
0,2% 3,3%
11,9% -2,5%
5,8% 4,7%
7,0% 3,5%
-1,6% 4,0%
5,3%
Resto
Países Bajos
Irlanda
Hungría
Bélgica
Portugal
Argentina
Nueva Zelanda
Alemania
Sudáfrica
Estados Unidos
Chile
España
Francia
Australia
Italia
Evolución pples proveedores de vino al Reino Unido 2000-2013 p.a.
Total 5%
Total 2,8%
Qué compra?
FCV - Haro 29 mayo 2014
85,6 402,2 0,77
0,93
110,9 434,8
1.372,3
2.241,2
1,83
2,82
750,2
793,4
204,3
524,1
5,84
6,27
35,0
83,6
1.673,1
3.170,0
1,84 2,41
908,6
1.313,2
Mill STP 2000 Mill STP 2013 STP/l 2000 STP/l 2013 Mill l. 2000 Mill l. 2013
TOTAL
Espumoso
Envasado
Granel y > 2l2
Mosto
12,7%
70,7%
16,5%
33,1%
60,4%
6,4%
5,1%
82,0%
12,2%
12,2%
82,6%
3,9%
Qué le vende quien (valor)?
FCV - Haro 29 mayo 2014
339,6
109,1
7,9
45,2
0,6
3,1
2,8
8,5
1,6
0,3
808,0
404,2
124,0
202,4
148,3
128,8
78,0
123,5
63,4
59,9
20,5
21,4
157,2
8,4
34,7
31,3
62,9
6,4
51,7
0,8
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Francia
Italia
Australia
España
Chile
N. Zelanda
EE.UU.
Alemania
Sudáfrica
Portugal
Importaciones en UK
2013 en Mill STP
Espumoso
Envasado
Granel y > 2l.
• Mucho > 2l de Australia, Chile, N Zelanda, EEUU y Sudáfrica.
• España todo envasado y 3º en espumoso
Qué le vende quien (volumen)?
FCV - Haro 29 mayo 2014
32,9
2,7
22,2
20,4
0,2
1,0
0,5
2,1
0,6
0,0
195,2
42,3
154,9
93,0
70,1
38,0
33,5
55,1
28,1
13,5
21,8
198,0
13,9
8,2
41,7
71,8
76,4
5,0
15,9
5,2
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Italia
Australia
Francia
España
Chile
EE.UU.
Sudáfrica
Alemania
Nueva Zelanda
Argentina
Importaciones en UK
2013 en Mill Ltrs
Espumoso
Envasado
Granel y > 2l.
• Para España, muy importante el espumoso y el que menos de > 2l tras Alemania
En qué segmento (total)?
FCV - Haro 29 mayo 2014
Francia 191,1; 6,12
Italia 250,5; 2,14
Australia 243,1; 1,19
España 121,6; 2,11
Chile 112,0; 1,64
N Zelanda 44,5; 3,66
EEUU 110,8; 1,30
Alemania 62,3; 2,22
Sudáfrica 110,4; 1,06
0,00
1,00
2,00
3,00
4,00
5,00
6,00
7,00
0 50 100 150 200 250
STP
/ lit
ro
Millones de litros
Importaciones de vino total en UK 2013
Francia y Nueva Zelanda con precios medios altos Francia,
Italia y Australia con volumen
En qué segmento (envasado)?
FCV - Haro 29 mayo 2014
Francia 154,9; 5,22; 808,0
Italia 195,2; 2,07; 404,2
España 93,0; 2,18; 202,4
Chile 70,1; 2,12; 148,3
N. Zelanda 28,1; 4,58; 128,8
Australia 42,3; 2,93; 124,0
Alemania 55,1; 2,24; 123,5 EEUU 38,0;
2,05; 78,0
Sudáfrica 33,5; 1,89; 63,4
0,00
1,00
2,00
3,00
4,00
5,00
6,00
0 50 100 150 200
STP
/ lit
ro
Millones de litros
Importaciones de vino envasados en UK 2013
Para España, ¿qué significa (total)?
FCV - Haro 29 mayo 2014
356,1 299,1
158,2 157,4
146,5 78,9
51,0 48,9
41,5 37,7 31,5 29,9 28,0 27,5 22,2
332,5
Francia
Alemania
Italia
Reino Unido
Portugal
EEUU
Bélgica
Holanda
China
Japón
Rusia
Canadá
Suiza
Dinamarca
Suecia
Resto
Exportaciones españolas de vino 2013
404,9 341,4
258,6 256,8
116,6 110,9 104,6
93,0 92,6 92,0
75,7 73,8
50,8 45,7 45,5
464,9
Alemania
Reino Unido
Francia
EEUU
Bélgica
Suiza
Holanda
Portuga
Japón
Italia
Canadá
China
Suecia
México
Dinamarca
Resto
Exportaciones españolas de vino 2013
2,628,0 mill €
1.846,9 mill ltrs
Para España, ¿qué significa (envasados)?
FCV - Haro 29 mayo 2014
82,5
75,8
7,1
35,3
19,8
27,4
15,5
11,0
20,1
0,8
8,6
12,8
9,1
2,2
8,7
60,7
27,1
32,2
43,9
11,5
23,2
12,7
12,6
14,2
1,8
20,0
7,5
1,2
3,2
9,4
1,8
125,8
109,6 108,0
51,0 46,8
43,1 40,0
28,1 25,3 21,8 20,9
16,1 14,0 12,4 11,6 10,5
186,5
Reino Unido
Alemania
Portugal
EEUU
Francia
Holanda
China
Japón
Suiza
Italia
Dinamarca
Canadá
Suecia
Rusia
Bélgica
Resto
Exportaciones españolas de vino envasado 2013
DOP (<15% alc)
Sin DOP
total env
200,8
172,3
149,0
88,1
58,7
41,8
42,2
53,8
27,3
32,5
28,5
23,7
5,1
26,6
2,4
174,8
35,7
50,2
32,8
8,7
25,7
21,4
20,2
3,9
20,8
9,8
4,9
9,0
27,6
3,7
12,8
131
236,5 222,5
181,8 96,8
84,4 63,1 62,4 57,6
48,0 42,4
33,4 32,7 32,6 30,3
15,1 306,1
Reino Unido
Alemania
EEUU
Suiza
Holanda
Francia
China
Canadá
Japón
México
Suecia
Dinamarca
Portuga
Bélgica
Italia
Resto
Exportaciones españolas de vino envasado 2013
DOP (15% alc.)
Sin DOP
Total env.
1,545,7 mill €
745,4 mill ltrs
Con Cava y licor, un mercado fundamental
18,5 17,5 21,9 23,0 30,4 39,0 37,0 35,7
154,8 176,5 161,4 141,2
145,7 169,9 178,8
200,8
60,5
68,1 64,7
70,9 67,6
71,5 80,6
67,6 45,1
41,9 34,2
35,7 31,9
27,2 31,7 31,0
278,9 304,0
282,1 270,8 275,6
307,6 328,2 335,1
2006 2007 2008 2009 2010 2011 2012 2013
Exportación española de vinos
envasados en mill €
Total env
Otros vinos
Espumoso
DOP (< 15% alc)2
Sin DOP env
Observatorio ESPAÑOL del Mercado del VINO
Rafael del Rey
Competencia en el mercado británico del vino
Fundación para la Cultura del Vino, Haro - 29 mayo 2014 el VINO sólo se DISFRUTA con MODERACIÓN
el VINO sólo se DISFRUTA con MODERACIÓN
Mucha más información en: www.oemv.es
Gracias
1
© Wine Intelligence 2014
Wine Intelligence 2014 Macro trends in the UK wine market
May 2014
2
Economy emerging from recession after five years of austerity and falling incomes
Duty “escalator” on wine of RPI + 2% discontinued. . . For now
Wine volumes peaked in 2007 and have been declining ever since
Off-trade has held up well, but on-trade has suffered
Basic wine drinking habits have not changed too much
Price per bottle has gone up
Some new opportunities and threats
UK market 2014: key themes
3
Economic recovery. . . .
UK GDP will be + 2.9% in 2014 according to the IMF, making the
UK the fastest growing economy in the G7
Unemployment has fallen to a five year low of 6.5%, having been over 8% just 18 months ago
4
. . . However this is masking some more fundamental changes to the economy
Real wages have been declining for 6 years, so
consumers are on average about 8% worse off in real terms, according to the NIESR
Wealth inequality is growing: the top 1% of earners now earn 16% of all UK income, up from 9% in 1992 (Spain: 9%)
Younger people are behaving very differently to their parents at the comparable stage in life
Sources: NIESR, IFS, Wine Intelligence/London Wine Fair Carpe Vinum Vol 1: Generation Y
5
Over the past 20 years, wine has been winning relative to other drinks. . .
Source: ONS Household Survey, 1992-2011
6
However over the past 5 years wine has been in decline in absolute terms. . . As duty has risen
UK wine sales volumes 2008-13: -9% UK wine sales volumes 2011-12: -3.2% Change in duty on a bottle of wine 2008-13: +36%
Sources: IWSR 2013, WSTA
7
Additionally some spending has migrated into a new occasion: “indulgent” night at home
Consumers have shifted spending patterns upwards to reflect the impact of duty increases
£10+ £4 £6 £8 £5 £7 £9
“indulgent” spend range 2008
“indulgent” spend range 20013
“everyday” spend range 2008
“everyday” spend range 2013
Source: Wine Intelligence Vinitrac 2008, 2013, WI analysis
8
2009 2013
Top White Varietals 1. Chardonnay 2. Pinot Grigio 3. Sauv Blanc
No change
Top Red Varietals 1. Merlot 2. Cab Sauv 3. Syrah
No change
Top Regions by consumer purchase %
1. Rioja 2. Bordeaux 3. Cotes du Rhone
No change
Top choice cues 1. Promotion 2. Recommendation 3. Varietal
1. Varietal 2. Promotion 3. Country of origin
Has anything really changed?
9
Share of UK Portraits by population size Base = all UK regular wine drinkers (n>1,000)
12% 16%
29% 21%
17% 17%
28%26%
7%9%
7% 11%
2009 2013
AdventurousConnoisseurs
Generation Treaters
Mainstream-at-Homers
Risk-averse Youngsters
Senior Sippers
Kitchen Casuals
*
*
*
*
*:statistically significantly higher than the 2009 wave at a 95% confidence level *:statistically significantly lower than the 2009 wave at a 95% confidence level Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers
More fundamental changes have happened in how UK consumers interact with the wine category
10
Share of UK Portraits by wine consumption volume Base = all UK regular wine drinkers (n>1,000)
Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers
6% 8%
23% 16%
20%20%
27%25%
12%16%
12% 15%
2009 2013
AdventurousConnoisseurs
Generation Treaters
Mainstream-at-Homers
Risk-averse Youngsters
Senior Sippers
Kitchen Casuals
High value segments are drinking more. . . .
11
Share of UK Portraits by spend on wine Base = all UK regular wine drinkers (n>1,000)
Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers
4% 5%
18% 12%
20%19%
25%22%
17%24%
16% 18%
2009 2013
AdventurousConnoisseurs
Generation Treaters
Mainstream-at-Homers
Risk-averse Youngsters
Senior Sippers
Kitchen Casuals
. . . And spending over £4 in £10 on wine
12
• Higher value products, and channels, aimed at affluent young urbanites
• Brands that have genuine meaning and can offer “experiences”
• Sparkling wine
• Lowest cost producers
• Producers with good trading relationships with major supermarkets
Source: Wine Intelligence, Vinitrac® UK, August 2013, n=1,019, UK regular wine drinkers
Mid-price supermarket wines
Undifferentiated brands
Products which can be easily substituted (eg own label suppliers)
Winners and losers in this new world
13
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FUNDACION PARA LA CULTURA DEL VINO.
Haro, 29 de Mayo 2014
Índice
1 Santander Advance/ Internacional
2
3
Servicios UK
Nuevo Portal Santander Trade
Pilares de
Advance Financiación
Programa de Financiación y Vinculación pymes
Fondo Advance
Talento y Formación Internacional
Advance Desarrollo
Empleo Conectividad
Advance Financiación
Financiación doméstica corto plazo
Crédito Advance • Bonifica el tipo de interés en función de la vinculación • Diferenciales del 3,50%, dependiendo de la vinculación y el importe
• Otros productos Advance para facilitar la gestión de cobros y pagos de las pymes
Financiación Internacional corto plazo
Plan Exporta • Financiación comercio exterior: exportación e importación • Especialistas de negocio internacional y servicios auxiliares • Bonificación precio por su uso por Banca Electrónica
Financiación Largo Plazo
Objetivo: ser líderes en líneas de mediación ICO y en distribución de fondos BEI
Oferta muy competitiva para cubrir sus necesidades: • Préstamos Hipotecarios • Leasing / Renting para equipamiento • Lanzamiento de Bansacar Advance
Advance Desarrollo INTERNACIONALIZACIÓN
Portal / Club Santander
Trade
• Portal de Negocio Internacional. Análisis de mercado y contacto con potenciales socios comerciales
• www.santandertrade.com
International Desk
• Red de especialistas distribuidos por geografía para apoyar a los clientes en su expansión exterior
Conexión Internacional
• Misiones Comerciales “virtuales" y “físicas”. Ponemos en contacto a las pymes con los distintos mercados donde Grupo Santander está presente
Eventos locales con clientes
• Desayunos: reuniones promoción negocio 15-20 pymes
• Charlas de internacionalización: para 50-75 pymes
Índice
1 Santander Advance/ Internacional
2
3
Servicios UK
Nuevo Portal Santander Trade
Santander UK, Servicios para empresas
- Uno de los “Big Five”:
- Cuota de mercado del 10% - 1.157 sucursales - Más de 14 millones de clientes activos - Tier 1 del 11,6%
- Más de 35 centros de empresas cubriendo todo el Reino Unido (incluyendo Irlanda del Norte y Jersey) con previsión de 50 en 2014
- Atención personaliza para empresas con facturación por encima de £250.000
- Crecimiento de un 13% en crédito a Pymes en 2013
- Cuota de mercado de empresas del 6%
Santander UK, Servicios para empresas
1. CUENTAS CORRIENTES - Cuentas Residentes en divisa local (GBP) y 20 divisas extranjeras (USD, EUR…)
- Cuentas No Residentes en divisa local para clientes de Santander España que busquen gestionar sus ventas inglesas.
- Comodidad para los clientes ingleses. - Facilidad de gestión de cobros y repatriación de fondos - Gestión de la apertura desde su sucursal en España
2. CUENTAS DEPOSITO - Depósitos a plazo fijo (GBP, EUR y USD)
- Fortaleza del grupo Santander - Fortaleza en el mercado ingles:
- Santander UK tiene actualmente un Rating A solo siendo superado por HSBC entre los bancos ingleses*
- Cuentas remuneradas para la gestión de picos de tesorería (Corporate Bonus Account)
- Hasta un 0.70% de remuneración con liquidez total para gestionar su día a día.
Santander UK, Servicios para empresas
3. SERVICIOS TRANSACCIONALES - Gestión de Ingresos
- Recogida directa de efectivo por G4S - Entregas de efectivo y cheque a través de la red de oficinas de correos (más de 11.000 puntos a
su disposición) que cubre todo el Reino Unido.
- Pagos Nacionales
- Faster Payments (D+0)
- Pagos nacionales por debajo de £100,000 libras y en el que el banco receptor forme parte del sistema.
- Chaps (D+0)
- Pagos nacionales por encima de £100,000 libras o en aquellos casos en que no se pueda enviar un pago como Faster Payment
- Bacs (D+3)
Santander UK, Servicios para empresas
3. SERVICIOS TRANSACCIONALES - Pagos Internacionales
- Via Swift
- Dependiendo de la divisa y destino entre D+0 y D+2
- Tarjetas
- Visa débito para los intervinientes en cuenta* - Tarjetas de crédito corporativas a través del programa Air Plus para empresas con facturación
superior a 2,5 millones libras** 4. TPVs - Servicio ofrecido en alianza con Elavon
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5. BANCA ONLINE*
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- Pagos nacionales, internacionales, transferencias internas…
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cripto calculadora de alta seguridad.
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7. FINANCIACIÓN
- Líneas de financiación.
- Corto plazo - Largo plazo - Financiación estructurada, créditos sindicados… - Hipotecas (equipo inmobiliario especializado en el sector inmobiliario)
- Gestión de cobros Factoring
Índice
1 Santander Advance/ Internacional
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Servicios UK
Nuevo Portal Santander Trade
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Muchas gracias
Selling online in the UK Market How wineries from Rioja can succeed in a
crowded market
Justin Howard-Sneyd MW The Hive Wine Consulting Ltd
Who am I?
Global Wine Consultant to: Laithwaite’s Wine (a brand of Direct Wines) £350 Million a year Over 4 Million cases
Owner / Founder Domaine of the Bee 4 Hectares in the Roussillon £40,000 a year 350 cases
What are we going to cover?
Why should you sell ‘D2C’ (Direct to Consumer)?
What counts as D2C?
How big is the market in the UK?
Who are the players?
What are the major trends in online and digital?
What about going it alone?
The Global picture
How to get around the bottleneck…..
Selling Direct!
The Direct-to-consumer Sector
How big is UK D2C market?
Slide reproduced with the kind permission of Wine Intelligence
What is D2C?
Grocers through grocery sites
Grocers through dedicated sites
Big wine retailers with a website
Traditional mail-order that also sell online
Small independents, who supplement their shop sales
Online-only players
Non-wine companies that offer wine
Grocery websites
Grocers ‘Wine Direct’ sites
The demise of Morrisons
Just as Waitrose launches a new site…..
Bricks and Mortar wine retailers selling online
Traditional Mail-Order, now ‘multi-channel’
New ‘web only’ players
Small independents who sell online
Who else?
New players coming soon? With the Napa Valley so close to Silicon Valley, it is no surprise that there has been a rush to use digital technology to enhance wine drinkers’ experience. Geeks love wine. There’s lots of data to play with
Survival of the fittest?
How big is UK D2C market?
Tesco (Grocery + wine site)
Direct Wines (Laithwaite's, Sunday Times Wine Club, Avery's)
Sainsbury's (Grocery + wine site)
The Wine Society
Asda (Grocery site)
Naked Wines
Virgin Wines
Majestic
Others
Waitrose
Morrisons
TOTAL Online market for wine – approximately £800 Million
How big is UK D2C market?
Slide reproduced with the kind permission of Wine Intelligence
Why are they buying?
Slide reproduced with the kind permission of Wine Intelligence
What stops them buying?
Slide reproduced with the kind permission of Wine Intelligence
How are online sales going?
Source: Harper’s Report – Online Wine – July 2013
Macro trends
Personalisation
Mobile optimisation
Peer to peer recommending / selling
Community / interaction and ratings
Group buying
Social media integration
Smart recommendations
Brands selling direct
Personalisation
Mobile optimisation
Wine community
Group buying
Social Media
Smart recommendations
Club W ‘preference’ questionnaire
Any recommendation should be subtle and importantly relevant
WANT: Relevant and personal offers from brands
ACCEPT: Balance of promotional and service information
REJECT: Offers/adverts for unrelated products
“What's hot" - current best sellers. Lists of other customer's favourite wines. Wines that are outside my
price range (too expensive or too cheap).”
Laithwaite’s customer research
8%
57%
60%
70%
76%
79%
87%
Select wines based on the ratings and favourites of other customers
Select wines based on countries / regions I select
Select wine based on a taste profile created by answering taste-related …
Select wines based on grape varieties I select
Select specific wines I’ve tried and enjoyed before
Select wines based on styles I select
Select wines similar to wines I’ve tried and enjoyed before
How appealing are the following methods which Laithwaite’s could use to tailor your wine plan cases?
% = Net Scores (All appealing minus all unappealing)
Customers want us to use their wine preferences to select wines for them. It has to feel personal.
Laithwaite’s customer research
The Laithwaite’s recommendation tool
Brands selling direct
What about going it alone?
4 types of ecommerce
Ad hoc ecommerce. Passively list your wines, add a shop, and sit and cross your fingers – ROI 1/5
Targeted ecommerce – mailings or emails to specific groups of customers, to generate a response – ROI 3/5
Recurring purchase clubs – customers commit to a regular shipment – every month or every quarter – ROI 5/5
Gifting – making it easy for your customers to gift wine is a powerful way to spread the word, and let your best customers act as brand advocates – ROI 5/5
3 points of principle
D2C cannot just be an add-on. You have to align your whole business and brand to deliver brilliant a D2C experience
Wine ecommerce is hard, but can be very profitable. Make sure you choose the right tools and approach it in the right way
Treat D2C like the sales channel that it is. You have to ‘work it’ to generate sales
My website
Please join our mailing list at www.domaineofthebee.com
Our software provider
www.blackboxx.biz
Our software provider
www.blackboxx.biz
D2C cannot just be an add-on. You have to align your whole business and brand to deliver brilliant a D2C experience
Wine ecommerce is hard, but can be very profitable. Make sure you choose the right tools and approach it in the right way
Treat D2C like the sales channel that it is. You have to ‘work it’ to generate sales
Thank you!
Justin Howard-Sneyd MW The Hive Wine Consulting Ltd www.thehivewine.com [email protected] +44 7740 288 641
Spanish Fine Wine in the UK Independent Sector
• May 29th 2014
• Presented by Simon Field MW
• Buyer Berry Bros and Rudd.
No 3 St James’s St. London
Berry Bros and Rudd • 1698 History and Tradition
• Royal Household
• Innovation; Internet, Heathrow, BBX
• Horeca; FMV incorporates Morris and Verdin , Richards Walford et al
• En Primeur
• Wholesale; Virgin Atlantic, Houses of Parliament, Royal Albert Hall etc.
1698 The Sign of the Coffee Mill
Held In The Balance • Lord Byron
• Aga Khan
• William Pitt The Younger
• Beau Brummell
• Laurence Olivier
• Vivien Leigh
Like with Like
Wine Sales 12 m to 30/4/2014
£ Million T/O GP % +/-
Total 120 26 -2
Bordeaux 30 ( 25%) 16 -35
Spain 6 ( 5%) 30 43
Spanish Gold Offer and Tasting 2012/2013. IWC Specialist Merchant of Year Spain 2013
SPAIN: Premium vs brand • Spanish paradox; largest production 48.51
million hl in 2013. Generic value; € 0.40 ltr lower than France ( € 0. 70) and Italy ( € 0.43)
• Yet largest fall in domestic consumption; down 19.5% in 5 years from 2007-2011
• EU restructuring, despite grubbing up 150,000 hrs has effect of making vines more productive ( 11 rather than 4.5 tonnes per hectare)
Possible solutions • Consolidation of the production chain
• Increase exports
• New markets; USA ; China ( 3 million cases in 2013 but 40% in bulk)
• Move from bulk to premium
• Further penetration into Fine Wine market.
• Combination of all of the above
The Export Drive • Domestic /Export 46%/54%
• In 1982 it was 70%/30%
• UK OFF- trade 2013 Spain No 5
• Volume + 13% 873,000 h/l
• Value + 14% £ 546 million
Premium and Fine Wine • Premium; quantifiable ££ • Fine Wine more nebulous; ageing
ability/reputation/ investment value • Production; Contador ( 500 cs) vs Unico ( 8-
10,000 cases) and the secondary market • Wine Advocate • Auction Market; Sotheby’s New York 11/09 $
1.09 million • Live-EX; Super-Tuscan, Burgundy, Napa
Cabernets
Artadi ; 2004 Pison 100 points
Unico Year Market ££££
Vega Sicilia Unico 2004 1,848
Vega Sicilia Unico 2003 1,950
Vega Sicilia Unico 2000 1,950
Vega Sicilia Unico 1999 1,800
Vega Sicilia Unico 1998 3,060
Vega Sicilia Unico 1996 2,480
Vega Sicilia Unico 1995 2,990
Vega Sicilia Unico 1994 3,318
Vega Sicilia Unico 1989 2,450
Vega Sicilia Unico 1985 2,940
Vega Sicilia Unico 1982 3,306
Issues • Spanish wines are generally offered when
deemed ready to drink. The Bodega takes on the cash flow. Little room for speculation.
• EP model is youthful and does not have a timetable unlike eg Burgundy EP in London in January
• BBR Fine Wine Offer; Vega Sicilia Unico 2004 , 6000 bottles sold April 2014
• Latest BBR Offer ; 9600 bts 904 2004 ( £ 144/6) May 2014
Icons and halos • Iconic wines; halo effect • New icons; Faraona, Pagos, single
vineyards such as Valdegines from Artadi , VDT.
• Regional identity; Eg Bierzo , Monsant • White wines; Galician grapes, Albarino
and Godello, also Treixadura, Xarel-lo and Txakoli
• Premium whites; Pazo de Senorans Anada, Allende Matires , As Sortes, Belondrade y Lurton
Price Points in BBR ( By Value; UK average over £10 is 2.2%)
13%
7%
7%
9%
9%
10% 5%
40%
£5-£10
£10- £ 15
£ 15-£ 20
£ 20-£30
£30-£50
£50-£75
£75-£100
£100+
A few examples……
• LRA 904 1982 • LRA 890 1998 • Clos de L’Obac 2004 • Aurus 2005 • Remirez de Ganuza GR 2005 • Muga Aro 2009 • Temanthia 2009 • El Pison 2010 • Contador 2011
Rioja • 29% of all UK Spanish sales by volume, 3% of UK
wine market. • 34% of Exports are to UK. 2% up on 2012. • 2.71 million cases in 2013. + 4% Volume, +7%
Value • 45% Sin Crianza, 23% Crianza, 28% Reserva, 3%
Gran Reserva. • Fine Wine polarised between modern styles (
Contador, Aurus, El Pison, Remirez de Ganuza, Circion) released younger, and classics, ( 890, 904, Tondonia GR, Prada Enao)
• New kids on the block; Macan, Alvaro Palacios
Unrivalled Tradition
The Rioja Factor; UK Off-Trade for last three years
Premium Wines in other regions • Ribera del Duero ( Hacienda Monasterio) • Toro ( Numanthia, Pintia) • Ribeira Sacra ( Bibei) • Valencia ( Mustiguillo Quinto do Coral) • Priorat ( Finca Dofi, Clos Mogador) • Jumilla ( Casa Castillo) • Navarra ( Arizano, Chivite) • Sherry ( la Bota, En Rama, Barbadillo Reliquia etc) • Cava (Gramona Celler Batlle, Raventos y Blanc) • Penedes, Costers del Segre, etc • Globally the significant % demand increase for
premium wine must be met in Spain too!
Alvaro Palacios L’ Ermita 2013 750 bts
Release In Bond Prices • Haut Brion 2013 £ 2400
• Lynch Bages 2013 £ 600
• Beaucastel 2012 £ 480
• Clos des lambrays GC £ 1320
• Unico 2004 £ 2040
• Pagos Viejos 2012 £ 384
• Faraona 2013 £ 6060
• Margaux 2009 £ 8400
Mike Laing
About Armit Wines ◦ Founded in 1988 in London, by John Armit ◦ Since 2008, 75% owned by Baarsma Wine Group Holding
(BWGH), 25% by management ◦ Multi-channel importer and distributor of premium
wines. Second office in Hong Kong since 2008. ◦ Exclusive Agent for La Rioja Alta SA since 2009, for both
UK and Hong Kong ◦ Over 60 Exclusivities including Sassicaia, Ornellaia,
Angelo Gaja, Giacosa, Seresin Estate, Tahbilk, Domaine Leflaive, Domaine Huet, Pierre Gimonnet
Why are these top of market sectors important?
How is Rioja perceived in these sectors?
What is Rioja’s share of the market in these
sectors? Is there opportunity and if so, how can Rioja
grow its market share in these sectors?
UK: no.1 export market for Rioja ◦ c. 33m litres, ⅓ total Rioja exports
73% of UK wine drinkers recognise “Rioja” as a
region of origin: 1. Bordeaux 2. Champagne 3. Burgundy 4. Chablis 5. Chianti 6. Rioja
96% of Rioja off-trade sales are over £6/bt, around £1/bt more than the market average
91% YOY growth in the £10+ category at June 2013 (Nielsen)
Rioja represents 36% of Total Spanish sales
by value in the UK and 28% by volume- Spain’s flagship
Spanish Domestic market in decline Overall Spanish sales to UK are declining meaning Rioja is
even more important to Spain than before (Off-Trade: -2% value, -8.8% volume as at Apr ’14, Nielsen)
Flat Growth in sales of Rioja to UK:+0.14% in 2013 (Drinks
Business) Growing pressure on wineries and grape growers through
over-reliance on driving volume through multiple sector Danger of eroding perception of Rioja as a classic region
Highly influential opinion formers Proves that you are competitive with all other
great wines from around the world on quality Visibility of brands Unlikely to be sold via discount Ability to gain customer loyalty as opposed to
looking for the next bargain or distressed sale Direct contact with consumers- advice via hand-
selling and thus gives potential to educate and exchange ideas, as well as take their money!
“Rioja. It’s a disaster zone. Of course, there are some good wines…But the average quality level is terrible. The region has great vineyards, but most of these grapes end up in factory like wineries where they are industrially processed. Barrel cellars containing 10 000 barrels, which aren’t topped up or tasted, but instead routinely racked every six months. And so much American oak, and so much bad oak. Few wines survive this oxidative regime well. Yet the region is commercially successful. It’s mad” Dr Jamie Goode, www.wineanorak.com
“There is certainly room in the UK market for higher priced Riojas and putting more emphasis on these wines would help Rioja’s image”
Tom Perry, Catavino, The State of Rioja
Boost Rioja’s share of the premium market ◦ Shifts perception away from “cheap” and sales via
discounting ◦ Halo effect on Spain in general, as flagship region ◦ Reduces financial pressure ◦ Encourages better care of vineyards ◦ Supportive of health message “drink less but drink
better” ◦ Reinforces Rioja’s USPs- plenty of other areas can
do cheap(er) volume, formulaic, branded wines but very few can rival Rioja for history, heritage and advantages given by nature
PREMIUM ON TRADE ◦ Typical Spanish presence on List c. 5% of listing ◦ Rioja taking average 20% of those Spanish listings ◦ Rioja therefore c. 1% of a total list
◦ Example of Spanish specialist with 100% Spanish
list BUT who only lists 12% Rioja “Not everything called Rioja is a guarantee of quality…I’m not especially going to promote that area because there are also some beautiful [other] wine areas in Spain”
SPECIALIST OFF TRADE ◦ Typical list has 5-6% Spanish SKUs ◦ Rioja share is greater, range of 25-40% of total
Spanish SKUs ◦ Rioja thus averaging 2% of total SKUs
What are the first three words the come to mind when you hear “Rioja”? Most popular responses: 1) “Tempranillo” 2) “Classification” (by age not quality) 3) “Classic” (Spanish region) 4=) “QPR” -Good quality price ratio 4=) “Meat”- Partner for red meats
BUT What didn’t they say?
SPECIALIST OFF TRADE: ◦ All were agreed that it was helpful: Clear terminology Easy to understand system Easy to link to stylistic guide BUT not to quality
PREMIUM ON TRADE ◦ Mixed reaction: at least 50% for, 50% against
AGAINST
A guide to age, not quality Consumers don’t understand it Inconsistent indicator of value FOR Good guide to style for matching with food Easy to categorise on wine lists
OPTIONS: Price; Vintage; Producer; Specific Terroir; History/Emotion; Recommendation
SPECIALIST OFF TRADE
1. Recommendation (75% of answers) 2. Price ◦ PREMIUM ON TRADE 1. = Recommendation and History/Emotion 2. Price 3. Producer NO VOTES FOR VINTAGE or TERROIR
SPECIALIST OFF TRADE ◦ Overwhelmingly “Yes”, over 70% would like to do
more. Main reason: Offer of value compared to other classic regions WHAT NEEDS TO CHANGE TO MAKE THIS HAPPEN
1. Move away from the sub £6 image, discount-led sales
2. Better marketing and consumer awareness, with focus on £7-15 quality offer
3. Improve quality control in the DOC
PREMIUM ON TRADE ◦ Two thirds said “Yes” (Most that said “no” had a different
regional slant to their list) ◦ Why?
1. Belief in better consumer awareness, perhaps because of a more international clientèle (especially in London)
2. Belief in potential of whites, particularly if style was to adapt
WHAT NEEDS TO CHANGE 1. Get rid of image of cheap wine 2. Improve access to mature wine (!) 3. Marketing and consumer awareness to be improved 4. Fresher styles, less oak 5. More stories/romance, terroir specific
1) “As a category, are we missing something vis à vis Italian or French wines?”
2) “What is expected from a brand, a company and a wine to be sold at this level?”
3) “What matters most: quality of the wine, length of the portfolio, image, brand, packaging, commercial effort, presence in the market…?”
Parallels with Rioja: ◦ Flagship region ◦ Strong sense of regional identity and winemaking styles ◦ Important Sub-regions and sub-zones ◦ Traditions ◦ Market recognition ◦ Importance of Reserve wines ◦ Scale…
Large houses still dominate but smaller growers now
increasingly important with particular top of market appeal. Seen as fresh, dynamic, authentic, terroir message. Complimentary to the Grandes Marques
Larger houses very successful in segmenting their offer.
Huge marketing spend to reinforce each of their brands
Rioja has: Good recognition and reputation as a classic region and is identified with value Identifiable USPs and versatility of styles Strong brands Support in the quality sector and opportunity to further grow penetration Rioja should: Align labelling/classification closer to quality than to age Promote quality rather than quantity and “value” rather than “cheap” Continue to raise consumer awareness
Every poor quality bottle in circulation, labelled as Rioja in any shape or form, does potential harm, not least to those who are trying to lift their quality and the price that they command. The damage for the region and the industry as a whole can be long-term. By working with the quality sector and endeavouring to gain penetration there, the image is improved and the future more secure.
“There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man's lawful prey”
John Ruskin (1819-1900) English Art Critic & Essayist
FUNDACIÓN PARA LA CULTURA DEL VINO
WINE SALES: THE PERSPECTIVE OF A MAIL-ORDER WINE MERCHANT.
VENTAS DE VINO: LA PERSPECTIVA DE UN DISTRIBUIDOR DE VENTA DIRECTA.
Presentation by Pierre Mansour, Wine Buyer
The Wine Society 29th May 2014
PRESENTATION OVERVIEW 1. Introduction to The Wine Society
2. Wine Sales
3. Spain & The Wine Society
4. Spain- the future looks bright
5. Q & A
Introduction to The Wine Society • Oldest wine co-operative in the world (1874)
• Independent wine merchant
• Mail order/distance selling model/digital
• Strategy: to offer members
- high quality wine and services at minimum added cost - best overall value (price:quality:service)
What makes The Wine Society different? • Shareholders are our customers (members):
non-profit & non-growth maximising measure success by member satisfaction long term view select wines only quality invest in costly services that add value
(warehousing; delivery; events; member services; keeping stock)
Wine Sales • Turnover £70m p.a./ 700k 9ltrs • Prices £5 to £100+ (average is £8.80) • SKU’s 6500 Own-label range most popular Members purchasing is adventurous, so able to sell esoteric wines from less-known areas
Wine Sales Top Five Countries by sales:
1. France 2. Italy ↑ 3. Chile ↓ 4. Spain ↑ 5. New Zealand ↑
Spain & The Wine Society
Last 3 years Spanish volume sales up +19%
• Quality & value • Individuality
• Resurgence of white wines (+332%)
• New own-label Spanish wines
• Fine wine
• Spain is trendy
Spain & The Wine Society
Sales by region:
Rioja 38% Sherry 14% Valencia/Murcia 13% Navarra 9% Galicia 6% Catalunya 7%
Ribera del Duero 3% Calatayud 3% Rueda 2% Castilla y Leon 2% La Mancha 1% Other 2%
The Wine Society’s buying approach to Spain
• Quality, individuality & value
• Local not international
• Branding which evokes Spain
• Producers who match The WS ethos
• Producers who add value
Spain- The Future Looks Bright
• Continue focus on native grapes/ancient vineyards • Unlock potential of “other” indigenous grapes (eg
albillo; bobal etc) • Resist “internationalisation” in plantings &
winemaking • Communicate Spain’s diversity without confusing
consumers • Nurture a young, energetic Spanish champion for
the UK market
UK RETAIL PRICE POINTS AND HOW TO GET THERE ED ADAMS MW, La Báscula wines
Uk Retail market • 80% supermarkets • 10% + independents • 10% others
The consumer
Price points and how to get there
Wine Cost Sell Agent Margin £1:€1.19 6 x 75cl Duty Shipping
Landed cost ex VAT per bottle
Retail Sell Less Vat Margin
Red € 3.00 € 3.95 24.05% £3.32 £19.92 £12.30 £0.60 £5.47 £9.99 £8.33 34.30%
reserve € 1.40 € 1.90 26.32% £1.60 £9.58 £12.30 £0.60 £3.75 £7.99 £6.66 43.73%
Red € 1.40 € 1.90 26.32% £1.60 £9.58 £12.30 £0.60 £3.75 £5.99 £4.99 24.94%
Red € 1.00 € 1.15 13.04% £0.97 £5.80 £12.30 £0.60 £3.12 £4.99 £4.16 25.06%
Red € 1.00 € 1.10 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51%
Red € 1.00 € 1.10 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51%
Red € 1.00 € 1.10 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51%
Summary • Critical to have a good agent • Make sure your selling price includes all listing fees,
marketing support (including promotions) and obviously also your margin
• Better and easier, if possible, to offer net net pricing and the customer does their own promotions. Good news is the era of the BOGOF appears to be dying.
• Remember buyers can be slippery eels. Be prepared and beware!
U K O N P R E M I S E May 2014
BACKGROUND
KEY QUESTIONS
1.How easy is to sell wine?
2.How to increase success?
3.What is the best approach?
HEADWINDS
1.Consumption
2. Competition
3. Disposable income
Source: Asda income tracker – Centre for Economics and Business Research April 2014
DISPOSABLE INCOME – M A R C H ’ 1 4
KEY QUESTIONS
1.How easy is to sell wine?
2.How to increase success?
3.What is the best approach?
SUCCESS
• Listing x1
• Food matching x1
• Below £20 x3 • Usual suspect x3
• House wine x5
• By the glass x7
x20
KEY QUESTIONS
1.How easy is to sell wine?
2.How to increase success?
3.What is the best approach?
LAMP OR SHADE?