SCANDINAVIAN WINE TRENDS Sweden - Norway - Finland

Transcription

1 SCANDINAVIAN WINE TRENDS 2019 Sweden - Norway - Finland

2 CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Independent bulk wine contact

3 CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona Independent bulk wine contact

4 CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona PWB is helps clients to find the right wines in bulk Independent bulk wine contact

5 CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona PWB is helps clients to find the right wines in bulk Yearly selection with less than 30 wines Independent bulk wine contact

6 CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona PWB is helps clients to find the right wines in bulk Yearly selection with less than 30 wines Value-driven clients that are looking for wines with USP s Independent bulk wine contact info@cruzliljegren.com

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8 SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING

9 SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine

10 SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l.

11 SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l. Why? Couch-drinking it s a thing

12 SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l. Why? Couch-drinking it s a thing The bag-in-box format facilities using wine in non-dining occasions

13 SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l. Why? Couch-drinking it s a thing The bag-in-box format facilities using wine in non-dining occasions Awareness is rising, monopolies are now transparent with information

14 CLIMATE-FRIENDLY :) PACKAGING

15 CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles PACKAGING

16 CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint PACKAGING

17 CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint Climate friendly messages on the shelfs PACKAGING

18 CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint Climate friendly messages on the shelfs Commercial wines bottled in the winery will disappear PACKAGING

19 CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint Climate friendly messages on the shelfs Commercial wines bottled in the winery will disappear Longer shelf life, a benefit with packaging close to market PACKAGING

20 IMPORTERS CREATING LOCAL WINE BRANDS

21 IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands

22 IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands Large importers have a mix of own brands and producer brands

23 IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands Large importers have a mix of own brands and producer brands Brands as diverse as TRE3 apor and Enzo Bartoli

24 IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands Large importers have a mix of own brands and producer brands Brands as diverse as TRE3 apor and Enzo Bartoli Can be stable business for the winery (as long as you don t run out of wine)

25 INTERNET RETAILERS CHALLENGING THE MONOPOLIES

26 INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers

27 INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers Sales amounting to 1,3% of total market (2016)

28 INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers Sales amounting to 1,3% of total market (2016) No one is ready to invest enough due to legal insecurity

29 INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers Sales amounting to 1,3% of total market (2016) No one is ready to invest enough due to legal insecurity Winefinder grew 25 percent last year

30 CONVERTING POPULAR BRANDS TO ORGANIC

31 CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget)

32 CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget) 10% of sales in Norway, 22% in Sweden

33 CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget) 10% of sales in Norway, 22% in Sweden Wine importers are converting their own brands to Organic

34 CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget) 10% of sales in Norway, 22% in Sweden Wine importers are converting their own brands to Organic The producer might need to purchase organic wine by bulk, this is allowed

35 VEGAN WINE OFFICIAL CATEGORY

36 VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category

37 VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia

38 VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia Importers pressuring wineries to `go Vegan

39 VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia Importers pressuring wineries to `go Vegan `Vegan sounds healthy, even for non-vegans

40 VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia Importers pressuring wineries to `go Vegan `Vegan sounds healthy, even for non-vegans The Vegan Society & The European Vegetarian Union

41 BAG IN BOX SALES STABILISED

42 BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine

43 BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine Stopped increasing at % marketshare

44 BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine Stopped increasing at % marketshare Design tend to be the most elaborated of all BIB markets

45 BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine Stopped increasing at % marketshare Design tend to be the most elaborated of all BIB markets Specialised packaging companies like FrontPac

46 ROSÉ (PROVENCE STYLE)

47 ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible

48 ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible Scandinavian taste moving towards lighter colour rosé

49 ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible Scandinavian taste moving towards lighter colour rosé Systembolaget writes modern style when requesting Provence style

50 ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible Scandinavian taste moving towards lighter colour rosé Systembolaget writes modern style when requesting Provence style Direct flights from Oslo to Nice resulted in 12% increase

51 ITALIAN WINE `100% INCREASE IN 10 YEARS

52 ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare)

53 ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare) Italy has 40% marketshare in red wine (in volume)

54 ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare) Italy has 40% marketshare in red wine (in volume) Italian Zinfandel, often in American-styled design

55 ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare) Italy has 40% marketshare in red wine (in volume) Italian Zinfandel, often in American-styled design Amarone leading all red wine sales above 10 per bottle

56 PROSECCO 50% GROWTH IN 5 YEARS

57 PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets

58 PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets 50% growth since 2013 on Systembolaget (now 30% marketshare)

59 PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets 50% growth since 2013 on Systembolaget (now 30% marketshare) Growing three times faster than the category as a whole

60 PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets 50% growth since 2013 on Systembolaget (now 30% marketshare) Growing three times faster than the category as a whole PLEX Prosecco marketing innovation by importer

61 QUESTIONS? Independent bulk wine contact