Satisfying the wine consumer - the Swedish way!

Transcription

1 Satisfying the wine consumer - the Swedish way!

2 AGENDA Why we exist and who we are How we work Wine sales The South African success The future

3 Uppdraget Alkoholens avigsidor Svensk alkoholpolitik Alkoholpolitik i Europa Systembolagets forskningsfond Systembolaget 3

4 Our History 1850 First local monopoly on spirit 1919 Ration books introduced Monopoly including wine 1955 Ration book abolished Systembolaget as today established 1977 Beer > 3,5% included in monopoly 1991 First self service store opened 1995 Sweden joining EU Import monopoly abolished Systembolaget 4

5 Our mandate: To help limiting the harmful effects of alcohol Systembolaget 5

6 Our mandate means: Limited access via Number of stores Opening hours Sales regulations No maximisation of profits or additional sales Brand neutrality, transparency and equal treatment. Balancing responsibility with service Systembolaget 6

7 Our vision: A society where everyone can enjoy alcoholic drinks with due regard to their health and without harming themselves or others Systembolaget 7

8 Our business concept: To sell alcoholic beverages responsibly while offering a firstclass standard of service and sharing our knowledge of alcohol and health Systembolaget 8

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10 Systembolaget in brief 413 stores 500 agents 114 million customers/ year employees Turnover SEK 23.3 billion 410 suppliers articles articles in ordering range Systembolaget 10

11 Store formats Small stores Medium sized stores Large stores Superstores Wine cellar stores Food Hall stores Systembolaget 11

12 Key figures opinion index OPI Systembolaget 12

13 AGENDA Why we exist and who we are How we work Wine sales The South African success The future

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15 We consider Convenience 8 trends The ME brand

16 Product range strategy Our focus: Consideration The environment Human rights Health Knowledge and expertisediversity with breadth & depth Inspiration Value for money Brand neutrality Quality control Efficiency

17 Product range structure Systembolaget 20

18 Launch plan Systembolaget 21

19 Purchasing process Launch plan Request for tenders Tasting and purchasing Tender examination Tasting for product descriptions Tasting for wine writers Sensory & laboratory Quality control First order from stores Launch Lead time app 25 weeks

20 Blind tastings samples tasted out of tenders Best price/ quality ratio in relation to specifications and taste profile as described in tender request. Brand neutral

21 Quality control To ensure that the same style and quality winning the blind tasting also ends up on shelf.

22 AGENDA Why we exist and who we are How we work Wine sales The South African success The future

23 The market today 449 million litres 23,5 billion SEK

24 Wine sales/ category 2009

25 Volume share different packaging 2009

26 Volume old vs new world

27 Volume share wine/ country

28 AGENDA Why we exist and who we are How we work Wine sales The South African success The future

29 SA wine sales vs total (excl fortified wine)

30 Sanctions liftedfirst wines in Sweden December 1993 KWV Chardonnay 92 Boschendal Grd Cuvée Sauvignon Blanc 92 Nederburg Pinotage 90 Meerlust Rubicon 87

31 Key success factors SA: 1. Conditions Climate giving full-bodied wines- in favour by many Swedish consumers Several big, brand building export companies Flexible wine legislation English speaking Winemakers being customer driven WOSA understanding the potential

32 Key success factors SA: 2. Offer Over delivering on quality in both entryand premium segments Diversified styles Early on bag-in-box

33 Key success factors SA: 3. Swedish market Many importers early engaged in the SA wines High amount of press coverage- SA 20 mill. vs other NW countries 2 mill. hits on Google. Systembolaget to follow customer preference- many new launches. Transparent sales statistics Swedes travelling to SA- building friendship

34 AGENDA Why we exist and who we are How we work Wine sales The South African success The future

35 The future Excellent service Customer segmentation Corporate Social Responsibility

36 Systembolaget 39

37 Customer segmentation

38 Cautious traditionalists (17%) Dutiful and traditional Only drink on special occasions Women and men Over represented in the 60+ age group Handicrafts Books Crosswords 19% 12% 31% 38% Wine Beer Spirits Cider Music

39 Blokes who yearn to learn (8%) High interest in alcoholic drinks Men aged 30-60, Beer is a major hobby Consumption during boys nights out, mostly beer and whisky Buy new products on each occasion Motor sport TV Hunting & Fishing 20% 5% 49% 26% Wine Beer Spirits Cider Partying Gambling (horce-racing, lottery, poker)

40 Sophisticated connoisseurs (13%) Considerable interest Sociable, like organised parties Men and women aged 50+ Consume during meals with friends, mainly wine Buy new products on each occasion Travel Books Cooking 18% 21% 3% 58% Wine Beer Spirits Cider Sailing/Golf Culture

41 Unpretentious bon vivants (13%) Not that knowledgeable about alcoholic drinks but keen to learn more Alcohol a large part of everyday life Men and women 40+ Reasons for consumption: feels slightly luxurious and might have health benefits Sailing/Golf Cooking Travel 19% 29% 4% 48% Wine Beer Spirits Cider

42 Social experience seekers (10%) Young, inquisitive and enjoy challenges Alcohol has a social context Women and men aged Reasons for consumption: to feel more relaxed/exhilarated, to get drunk and get away from everyday life for a bit. Music Fashion Partying 17% 13% 36% 34% Wine Beer Spirits Cider TV/Computer games Eating out

43 Healthy security seekers (13%) Not particularly knowledgeable about alcohol but keen to try new things Appearance is important Women aged Buy new products each time Fashion Working out Partying 17% 15% 30% 38% Wine Beer Spirits Cider Eating out Home styling

44 Folksy bargain hunters (13%) Traditional and do not stand out Price is important Think that there s too much snobbery associated with wine Men and women 50+ Consume in their leisure time, mainly wine and beer. However, they drink more spirits than the average. 24% 8% 33% 35% Wine Beer Spirits Cider Watching sports Music Books Clubs/ Associations Travel

45 Multifaceted connoisseurs (1.4%) Alcoholic drinks are their main interest They are expert allrounders Men 50+ Consume mostly wine, usually during weekday dinners Buy new products each time Cooking Travel Clubs/ Associations 20% 17% 1% 62% Wine Beer Spirits Cider Sailing/Golf Culture

46 Those who don t drink alcohol (11%)

47 Systembolaget customer satisfaction index- in comparison with other retail

48 Social responsibility Systembolaget 51

49 A Nordic monopoly co-opertaion on CSR Systembolaget 52

50 Long-term commitment for a sustainable supply chain Systembolaget 53

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52 T hankyou! Vision & Affärsidé Systembolaget i korthet Etik & Värderingar Försäljningsregler Historia Nyckeltal Dotterbolagen Systembolaget 55