1. A NEW BRAND IN WINE INNOVATION
January 18th, 2014

2. Summary
(1) The concept
(2) The team
(3) The benefits of wine in a can
(1) The target consumers
(2) The future…
January 18th, 2014

3. 1 – The concept : Why Winestar?
 Lack of good quality wines in a small packaging (like wine by the glass)
 Half bottles are not convenient (need a cork opener) and large quantity for 1 or 2
 Small plastic (or glass) bottles cannot preserve the wine so producers are reticent
 Glass is heavy and fragile, difficult to carry around (trek, picnic, delivery...)
 Glass uses a lot of energy to be recycled…while aluminium is 100% recyclable,
uses less energy and reduces the carbon footprint
January 18th, 2014

4. 1 – The concept : What is the Winestar® concept ?
 Delicious wines for every occasion
 Designed for young and demanding consumers
 Convenience : perfect for bars, outdoors, transports, hotels (minibars), home
 An innovative technology applied to consumer goods
 Ecological : the aluminium is 100% recyclable and reduces the carbon footprint
 An ambition : create the brand that will lead the growth in wine consumption !
January 18th, 2014

5. 1 - The concept – Wine awareness development
 Unlimited source of great French wines appreciated and famous worldwide
 A concept that revolutionizes the consumption of good quality and affordable
wines.
 An opportunity for small French wine regions to gain awareness worldwide
 A vast potential in Europe and worldwide.
January 18th, 2014

6. 1 – The concept : What’s in a can ?
 We source high quality wines from independent wine makers from various French
regions such as Languedoc, Bordeaux, Bourgogne, Rhone valley, Beaujolais, Loire
valley, Provence, etc. all AOC wines and contest winners
 Our first range is from Chateau de l’Ille, a famous Languedoc Corbières AOC
domain which was awarded over 200 medals in wine competitions…
 We developed a specific coating in the cans that prevent any contact between the
wine and the metal. Protection from light, oxygen and humidity.
 The wines are perfectly preserved and fresh, ready to drink !
January 18th, 2014

7. 2 - Who is Winestar® ? : the origins
 Winestar® is a startup company launched in 2012 in Paris
 Cedric Segal is a not a product of wine education. Paris business school graduate,
followed by 5 years experience in international trade in Japan
 Wine amateur and wine consumer
 Experienced in business development
January 18th, 2014

8. 2 - Who is Winestar® ? : A lean organization
 A network of sales agents :
- Paris : 1 regional sales agent
-
Brittany : 1 regional sales agent
- National : 1 sales agents person for supermarkets
- Sales agents in Ireland, Belgium, Germany, Italy…
We are recruiting more sales agents in Europe !
 International
- Sales office in Shanghai, Asian logistics hub in Hong Kong
We are looking for international distributors worldwide !
January 18th, 2014

9. 2 – Who is Winestar® ? : launched at Vinexpo 2013
Refreshing… Rosé wine in a can
Winestar® booth at Vinexpo
January 18th, 2014

10. 2 – Who is Winestar® ? : Large national media coverage…
January 18th, 2014

11. 2 – Who is Winestar® ? : and international coverage…
January 18th, 2014

12. 2 – Who is Winestar® ? : TV coverage…
January 18th, 2014

13. 3 – Benefits of wine in a can : market information
 Glass bottles are stagnant in the single-serve packaging mix ; cartons are growing from a
small base.
 Real innovation required to encourage new consumers into wine market.
 Supermarkets are the largest channels (about 40% of all wine).
 Retailers looking for single-serve sub category.
 Single serve appeals to a different demographic & creates new usage opportunities.
January 18th, 2014

14. 3 - Benefits of wine in a can : benefits for the consumers
 Singles and young couples at home now have the option to enjoy good quality wine by the
glass, to stay or to go...
 Develops new wine drinking opportunities at home, outside social gatherings
 Alternative to beer, currently the only other alcohol beverage in an individual packaging...
 A simple selection of good quality wines with a brand identity that brings confidence to a
rather complex offering in French wines (Chateaux, appellation, etc.)
 No need to go to the wine cellar for everyday drinking : consumers can fill their kitchen
cabinet and “forget about it...”
January 18th, 2014

15. 3 - Benefits of wine in a can : supermarkets and wine shops
 Additional sales that supplement the wines in glass bottles
 Increase of the basket value (currently around 4€ / bottle in France)
 Take market share to the beer category
 Countries new to wine requiring a smaller, more convenient and accessible entry point, for
example in Asia.
January 18th, 2014

16. 3 - Benefits of wine in a can : HoReCa
 Ideal for outdoor where convenience, safety and speed of serving are important, for
example outdoor concerts, festivals, sporting events, trekking, picnics, etc.
 Where ease of transport, weight and storage as well as safety are important (e.g. airlines,
cruise ships, trains etc).
 Where a tamper-proof container resistant to humidity and varying temperature is important,
such as hotel mini-bars.
 Restaurants avoiding losses from spoilage of partially consumed bottles of wine.
 Countries new to wine requiring a smaller, more convenient and accessible entry point, for
example in Asia.
January 18th, 2014

17. 4 – Target consumers
Based on category channel development to date and market intelligence, Winestar® has particular
appeal to the following market segments:
 Generation Y – a new generation of consumers are driving growth as they seek high quality,
convenient, sustainable packaging formats which fit their on-the-go lifestyles and
consumption habits.
 For the 18-25 demographic there has been an explosion in stylish bars and a demand for
premium quality drinks, including wine.
 Young adults are turning to wine because they perceive it as more sophisticated than beer.
 Women are drinking more wine and driving Rosé sales which they view as an entry point
into the wine category.
January 18th, 2014

18. 5 - The future developments
 Development towards export markets : USA
and Canada, South America, India, Australia,
etc
 The Crus Etoilés, a range of wines in limited
editions from small vineyards of exceptional
quality and prestigious appellations
 Raising funds to develop the range and
approach new markets
January 18th, 2014

19. Why is Winestar® different ?
 We focus on high quality wine instead of the usual entry level wines one
can find in the small packagings
 We aim to create a powerful brand that will introduce wine by the glass in
the homes
 Focus on the brand, not the wine technical details
January 18th, 2014

20. MERCI !
THANK YOU !
DANKE SCHÖN !
January 18th, 2014