The Importation Challenge: Finding the right market and channels to market for imported wines. The key to success means tracking changes in consumer spending, re-balancing your portfolio to a RRP of $20 and seeking new distribution channels that serve the economy conscious consumer.

2. Drivers
of
change
Consumers:
1

3. The
buyer’s
journey
www.flickr.com/photos/mtsofan/3239757376

4. 1.
Barrier
to
purchase
declines
to
$20
www.flickr.com/photos/mtsofan/3410477570

5. Increased
bargain
buying
www.flickr.com/photos/tany-­‐kely/3121945021

6. 2.
People
eat
out
less

7. People
eat
out
cheaper
www.flickr.com/photos/caribb/3425394982

8. Less
of
this

9. More
of
this
www.flickr.com/photos/thepartycow/170952289

10. …and
more
of
this
www.flickr.com/photos/pierrelaphoto/2525986695

11. …and
more
of
this
www.flickr.com/photos/sundazed/3116850995

12. 3.
French
wines
lose
their
preference
www.flickr.com/photos/bcie/3278155765

13. 4.
People
want
simpler
labeling

14. Foreign
value?
www.flickr.com/photos/kevinomara/3238487634

15. …or
local
value?
www.flickr.com/photos/kevinomara/3375555073

16. 5.
Expanding
choice
and
great
deals
www.flickr.com/photos/liXleredelf/3010321143

17. Drivers
of
change
Industry:
2

18. 1.
IntroducYon
of
lower
price
labels

19. 2.
Inventory
clearances
drive
down
margins
www.flickr.com/photos/xrrr/2610807053

20. We
are
moving
volume
www.flickr.com/photos/sillydog/298332685

21. Our
compeYtors
are
also
moving
volume
www.flickr.com/photos/seaXleye/3217265872

22. 3.
Suppliers
seek
short
term
sales
by
stuffing
channels
www.flickr.com/photos/caseyako/3135825963

23. 4.
Distributors
reduce
number
of
brands
carried
www.flickr.com/photos/chrisYne592/2866727808

24. 5.
Channel
sYll
recovering
from
weak
sales
of
2006-­‐7
vintages
www.flickr.com/photos/zach_manchester/1331408596

25. Conclusion?
www.flickr.com/photos/emdot/2336856724

26. ImplicaYons
for
Wine
Importers:
3

27. 1.
Higher
level
of
domesYc
sales
over
direct
imports

28. 2.
Lower
margins
due
to
increased
pressure
on
prices

29. 3.
Lower
sales
at
top
end
www.flickr.com/photos/markonen/450656727

30. 4.
2007
vintage
sales
delayed
and
volume
reduced
30

31. 5.
Distributors
are
disenfranchised
www.flickr.com/photos/morberg/3556674976

32. DepleYons
are
down
www.flickr.com/photos/seaXleye/3024230332

33. RecommendaYons
and
acYons:
4

34. 1. Increase
sales
at
sub
$20:
• Re-­‐balance
exisYng
poraolio
• Shib
to
channels
in
Sub
$20
space
www.flickr.com/photos/xrrr/2321685873

35. 2. Invest
in
distribuYon
network:
• Re-­‐energize
exisYng
wholesalers
• Appoint
new
wholesalers
www.galwaymediaYon.ie/uploads/images/iStock_000002738475Small.jpg

36. 3. Leverage
promoYons,
make
deals
and
start
shipping
www.flickr.com/photos/bradleypjohnson/457370791

37. 4. Reduce
cost
of
operaYons
wherever
possible

38. David
Ednie
President
&
CEO
SalesChannel
Europe
Ph:
+33
676
60
09
25
(FRA)
Ph:
+61
415
94
51
57
(AUS)
Email:
david@saleschannel-­‐europe.com
Website:
www.saleschannel-­‐europe.com