10. Sustainable Agriculture â Social Responsibility â Green Practices Ultra Premium Premium Reserve INTEGRATED MANAGEMENT Expert wine consumer and knowledgeable of biodynamic concept, willing to pay more for the best quality and terroir expression... ORGANIC BIODYNAMIC Super Premium Consumers knowledgeable of the organic concept, which is willing to pay more for this type of quality products⊠ENTRY LEVEL/ BASIC CONCEPTS: Wine consumer, interested in natural products, but of average-low prices. Varietal Emiliana Portfolio Reserve
16. ⊠although in 2009 growth of organic products is 1%** ** Estudio Nielsen, Revista del Campo, 4 de mayo 2009 Strong Long Term Growth Organic market has tripled in last 6 years*
17. Demand Trends* 7% adults claim to âalways buy organicâ While 31% claims to âocasionally buy organicâ
18. Demand Trends* 79% believe organic products are safer for the environment 76% believe they are healthier
19. Demand Trends* The large NÂș of people who have a positive attitude towards organic products, suggests that this trend will continue, and in a few years shall represent a much larger % of the market 35% of people believe that organic food is more healthier, also they are willing to pay more for this kind of products
20. Product Claims All categories of Food & Beverages Nielsen mercado USA, âNielsen overview of Organic Wine and Beverage Alcoholâ, Abril 2 2009 Product Label Claim 52 Week $ Sales % Chg vs Year Ago % Chg vs 7 Years Ago Natural $21.4B +12% +43% Calorie Claim $17.1B +6% +31% --- Reduced Calories $11.3B +8% +30% --- No Calories $5.8B +/-0% +32% Organic $4.5B +25% +187% Carb Conscious $2.0B -2% +149% Antioxidants $1.8B +23% +214%
26. *Wine Enthusiast, mayo 2009 Size of US generations Wine consumed most frequently 2008 Domestic Imported
27. *Wine Enthusiast, mayo 2009 Importance of Internet Info when buying wine Percentage, top 3 box Frecueny of Purchase USD 20+ wine (750 ml), 2008 Frecuencia âfrecuentemente/ocasionalmenteâ, por generaciĂłn
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30. Millennials They ARE looking for a CONFIDENT, ASSURED, NO FLUFF, RELAXED, YET REFINED and EASY TO UNDERSTAND and PERSONAL brand. Further, they are looking for a brand with a PERSONAL VOICE, one that speaks to them alone (or at least seems to).