Diapositiva 1 - Fundacion para la Cultura del Vino

Diapositiva 1 - Fundacion para la Cultura del Vino

Distribución del vino en
Reino Unido
Rosa Angulo
REINO UNIDO
Primer destino de las exportaciones
españolas de vinos con D.O.
Segundo destino de las exportaciones
españolas
Poca relevancia de las exportaciones de
vinos a granel sin D.O.
Reino Unido: MERCADO PRIORITARIO PARA EL SECTOR ESPAÑOL
MERCADO DEL VINO EN U.K.
Mercado prioritario de las bodegas españolas
Principales
Caractarísticas
•
•
•
•
•
País básicamente importador
Vinos Blancos: los más consumidos
Las mujeres responsables del 80% de las compras
Fuerte presión fiscal
• Precio
Factores claves para la compra
• Tipo de Uva
• Mercado saturado y maduro
Gran escaparate para el mundo del vino
Gran competencia
CÓMO SITUARSE EN EL MERCADO U.K.
1. Distribuidor
¿Cómo vender el vino?
2. Agente comercial o importador
1. Distribuidor
1. Agente Comercial o importador
ON-TRADE
Canal en el que se permite la venta de vino en el mismo
establecimiento en el que se consume.
Características en U.K.:
• Alto grado de fragmentación
• Vinos de mayor calidad
• Canal preferido para bodegas con pequeñas
cantidades y marcas poco conocidas
• Auge de la gastronomía española: forma de
entrada muy interesante para bodegas pequeñas y
D.O. poco conocidas
OFF-TRADE
Puntos de venta en los que se permite la venta de alcohol
para su consumo fuera del establecimiento.
Características en U.K.:
• Principal canal de distribución (Valor y Volumen)
• Representa el 75% de las ventas
• Precios un tercio inferiores vs On-trade
• Importancia en las ventas Off-Trade de las
Promociones en Punto de Venta
VENTA DE VINO EN UK SEGÚN CANAL
Mill. Litros
2010
2011
2012
2013
Off-trade
1.159,20
1.151,80
1.135,20
1.137,60
2%
On-trade
249
243,5
240,5
239,4
4%
1.408,20
1.395,40
1.375,70
1.377,00
2%
Total
Fuente: Euromonitor International, Mayo 2014
Cuota de mercado (Valor) On-Trade
Fuente: Nielsen, 2013
Cuota de mercado (Valor) Off-Trade
Aumento de las ventas en un 18% con
respecto al año anterior
CANAL OFF TRADE
Fuente: Nielsen, Mayo 2014
CANAL OFF TRADE
Fuente: Nielsen, Mayo 2014
PRECIOS CANAL OFF TRADE
Fuente: Nielsen, Mayo 2014
TENDENCIAS del mercado a tener en cuenta
Preocupación por la salud y
consumo responsable
Crecimiento de las ventas de vinos
de baja graduación
Mayor concienciación
medioambiental
Interés por vinos ecológicos y
biodinámicos
Nuevos gustos de los
consumidores
Crecimiento de las ventas de vinos
rosados y espumosos
Innovación
Producto y packaging
Mayor integración social al
consumo de vino
Vino + Gastronomía
Fuerte crecimiento en la venta
ON-Line
WINES FROM SPAIN / Actividades principales









LONDON WINE TRADE FAIR
GRAN CENA DE LA ORDEN DE LOS CABALLEROS DEL VINO
THE WINES FROM SPAIN TRADE FAIR
COLABORACIONES CON IMPORTADORES
WINES FROM SPAIN AWARDS
PROMOCIONES TIENDAS INDEPENDIENTES
CONSUMER SHOWS
ACCIONES GASTRONÓMICAS
PORTALES
www.winesfromspain.com
www.foodsfromspain.com
Los nuevos Caballeros 2014: Mª José
López de Heredia y José Velo-Rego
Tapas fantásticas 2014
London Wine Fair 2014
Awards 2013
R. U. OPORTUNIDAD PARA LOS VINOS ESPAÑOLES
6º Mercado mundial en consumo de vino
Mercado maduro y saturado
Gran competencia en el mercado
El precio es un factor decisivo de compra
VINO + GASTRONOMIA: OPORTUNIDAD
ICEX
Rosa Angulo
Competencia en el
mercado británico del vino
Observatorio ESPAÑOL del Mercado
del VINO
Rafael del Rey
el VINO sólo se DISFRUTA con
MODERACIÓN
Fundación para la Cultura del Vino, Haro - 29 mayo 2014
UK 2º importador mundial en 2013
Importaciones mundiales de vino 2013
EEUU
Reino Unido
Alemania
Canadá
China
Japón
Bélgica
Suiza
Países Bajos
Rusia
Hong Kong
Francia
Suecia
Dinamarca
Australia
Resto
Millones de Euros
3.947
3.736
2.538
1.524
1.171
1.184
976
953
885
915
780
654
25,315,6
591
mill €
546
472
4.444
Importaciones mundiales de vino 2013
Millones de litros
1.515
1.305
1.097
Alemania
Reino Unido
EEUU
Francia
Rusia
China
Canadá
Países Bajos
Bélgica
Italia
Japón
Suecia
Suiza
Dinamarca
República Checa
FCV - Haro 29 mayo 2014
Resto
528
498
377
373
368
314
269
273
208
184
202
136
9.494,8
mill ltrs
1.849
3.170
1.304
3.021
2.928
3.196
2.553
2.323
2.343
2.333
2,43
2,43
2012
2013
2,22
2,13
2,17
2009
2010
1.358
1.352
1.282
1.294
1.244
1.300
2,3%
p.a.
1.317
1.205
2.015
1.114
1.834
1.022
909
1.673
Mill l
2.176
5,6%
p.a.
1.275
Mill STP
2.736
STP/l
2.835
10,5%
p.a.
1.313
Creciendo, pero más estable
2,22
1,97
1,84
2000
1,80
1,81
1,81
1,77
1,80
2001
2002
2003
2004
2005
1,87
2006
2007
FCV - Haro 29 mayo 2014
2008
2011
Desde donde?
Principales proveedores de vino al
Reino Unido 2013
61,8%
71%
Principales proveedores de vino al
Reino Unido 2013
Millones de STP
1.170
Francia
Italia
Australia
España
Chile
Nueva Zelanda
Estados Unidos
Alemania
Sudáfrica
Portugal
Argentina
Bélgica
Dinamarca
Hungría
Países Bajos…
Resto
536
289
256
184
163
144
139
117
61
43
16
9
3,171,5
7
6
mill STP
33
Millones de Litros
36,9%
16,9%
9,1%
8,1%
5,8%
5,1%
4,5%
4,4%
3,7%
1,9%
1,4%
0,5%
0,3%
0,2%
0,2%
1,0%
251
243
Italia
Australia
191
Francia
122
112
111
110
España
Chile
Estados Unidos
Sudáfrica
Alemania
Nueva Zelanda
Argentina
Portugal
Bélgica
Hungría
Irlanda
Países Bajos
FCV - Haro 29 mayo 2014
Resto
62
45
19
16
6
3
2
1
11
1.304,9
mill ltrs
19,2%
18,6%
14,7%
9,3%
8,6%
8,5%
8,5%
4,8%
3,4%
1,4%
1,2%
0,4%
0,3%
0,1%
0,1%
0,8%
Proveedores, que han evolucionado cómo?
Evolución pples proveedores de vino al
Reino Unido 2000-2013 p.a.
5,3%
9,1%
Francia
Italia
Australia
España
Chile
Alemania
Sudáfrica
Portugal
Argentina
5,6%
6,3%
Países Bajos
Resto
-3,1%
0,5%
2,0%
3,5%
7,0%
4,7%
5,8%
Chile
Estados Unidos
Sudáfrica
Total
5%
Alemania
-2,5%
11,9%
Nueva Zelanda
3,3%
0,2%
Argentina
Portugal
12,1%
16,3%
Dinamarca
-1,6%
España
13,7%
Bélgica
Hungría
Australia
Francia
2,1%
3,4%
3,6%
2,5%
5,4%
5,3%
4,0%
Italia
0,3%
Nueva Zelanda
Estados Unidos
Evolución pples proveedores de vino al
Reino Unido 2000-2013 p.a.
22,9%
Bélgica
Hungría
Irlanda
Países Bajos
Resto
FCV - Haro 29 mayo 2014
-6,7%
0,0%
0,0%
0,0%
Total
2,8%
Qué compra?
TOTAL
3.170,0
524,1
16,5
%
2,41
1,84
6,27
5,84
1.673,1
204,3
12,2
%
2.241,2
70,7
%
85,6
5,1
%
402,2
Mill STP 2000 Mill STP 2013
Granel y > 2l2
2,82
0,77
STP/l 2000
1.313,2
83,6
908,6
82,0
%
12,7
%
Envasado
Mosto
1,83
1.372,3
Espumoso
0,93
35,0
3,9
%
750,2
82,6
%
110,9
STP/l 2013
FCV - Haro 29 mayo 2014
12,2
%
Mill l. 2000
793,4
434,8
Mill l. 2013
6,4%
60,4
%
33,1
%
Qué le vende quien (valor)?
0%
10%
Francia
20%
30%
40%
50%
60%
España
90%
Importaciones
en UK
21,4
2013 en
Mill STP
157,2
124,0
8,4
202,4
45,2
Chile 0,6
148,3
34,7
N. Zelanda 3,1
128,8
31,3
EE.UU. 2,8
Alemania
Sudáfrica 1,6
Portugal 0,3
62,9
78,0
123,5
8,5
100%
20,5
404,2
109,1
Australia 7,9
80%
808,0
339,6
Italia
70%
51,7
63,4
59,9
FCV - Haro 29 mayo 2014
Espumoso
Envasado
Granel y > 2l.
• Mucho > 2l de
Australia, Chile,
N Zelanda,
6,4
EEUU y
Sudáfrica.
• España todo
0,8 envasado y 3º
en espumoso
Qué le vende quien (volumen)?
0%
10%
Italia
20%
30%
40%
50%
Sudáfrica 0,5
Argentina 0,0
Importaciones
en UK
2013 en
13,9
Mill Ltrs
8,2
41,7
70,1
71,8
38,0
55,1
15,9
28,1
13,5
FCV - Haro 29 mayo 2014
Espumoso
Envasado
Granel y > 2l.
76,4
33,5
100%
21,8
93,0
20,4
Alemania 2,1
Nueva Zelanda 0,6
90%
154,9
Chile 0,2
EE.UU. 1,0
80%
198,0
22,2
España
70%
195,2
32,9
Australia 2,7 42,3
Francia
60%
5,2
• Para España,
muy importante
5,0
el espumoso y
el que menos
de > 2l tras
Alemania
En qué segmento (total)?
7,00
Importaciones de vino total
en UK 2013
6,00
Francia
191,1; 6,12
STP / litro
5,00
N Zelanda
44,5; 3,66
4,00
3,00
Francia y Nueva
Zelanda con precios
medios altos
España 121,6; 2,11
2,00
Alemania
62,3; 2,22
Francia,
Italia y
Australia
con
volumen
Italia
250,5; 2,14
Chile 112,0; 1,64
EEUU 110,8; 1,30
Australia
243,1; 1,19
1,00
Sudáfrica
110,4; 1,06
0,00
0
50
100
150
Millones de litros
FCV - Haro 29 mayo 2014
200
250
En qué segmento (envasado)?
6,00
Importaciones de vino
envasados en UK 2013
5,00
N. Zelanda 28,1;
4,58; 128,8
Francia 154,9;
5,22; 808,0
STP / litro
4,00
Australia 42,3;
2,93; 124,0
3,00
Italia 195,2;
2,07; 404,2
Alemania 55,1;
2,24; 123,5
EEUU 38,0;
2,05; 78,0
España 93,0;
2,18; 202,4
2,00
Sudáfrica 33,5;
1,89; 63,4
1,00
Chile 70,1;
2,12; 148,3
0,00
0
50
100
Millones de litros
FCV - Haro 29 mayo 2014
150
200
Para España, ¿qué significa (total)?
Exportaciones españolas de vino 2013
404,9
341,4
Alemania
Reino Unido
258,6
256,8
Francia
EEUU
Bélgica
Suiza
Holanda
Portuga
Japón
Italia
Canadá
China
Suecia
México
Dinamarca
Resto
116,6
110,9
104,6
93,0
92,6
92,0
75,7
73,8
50,8
45,7
45,5
Exportaciones españolas de vino 2013
356,1
299,1
Francia
Alemania
158,2
157,4
146,5
Italia
Reino Unido
Portugal
EEUU
Bélgica
Holanda
China
Japón
Rusia
2,628,0 mill
€
Canadá
Suiza
Dinamarca
Suecia
464,9
Resto
FCV - Haro 29 mayo 2014
78,9
51,0
48,9
41,5
37,7
31,5
29,9
28,0
27,5
22,2
1.846,9
mill ltrs
332,5
Para España, ¿qué significa (envasados)?
Exportaciones españolas de vino
envasado 2013
Reino Unido
200,8
Alemania
EEUU
172,3
149,0
Resto
88,1
236,5
50,2
222,5
181,8
35,7
32,8
96,8
Holanda
58,7 25,7 84,4
Francia 41,8 21,4 63,1
China 42,2 20,2 62,4
Canadá 53,8 3,9 57,6
Japón 27,320,8 48,0
México 32,59,8 42,4
Suecia 28,54,9 33,4
Dinamarca 23,79,0 32,7
Portuga 5,127,6 32,6
Bélgica 26,63,7 30,3
12,8 15,1
Italia 2,4
Suiza
Exportaciones españolas de vino
envasado 2013
8,7
174,8
DOP (15% alc.)
Sin DOP
Total env.
1,545,7
mill €
131
306,1
Reino Unido
82,5
Alemania
75,8
51,0
EEUU
35,3 11,5 46,8
Francia 19,8 23,2 43,1
Holanda 27,4 12,7 40,0
China 15,512,6 28,1
Japón 11,014,2 25,3
Suiza 20,11,8 21,8
Italia 0,820,0 20,9
Dinamarca 8,67,5 16,1
1,2 14,0
Canadá 12,8
3,2 12,4
Suecia 9,1
9,4 11,6
Rusia 2,2
1,8 10,5
Bélgica 8,7
Portugal 7,1
Resto
FCV - Haro 29 mayo 2014
27,1
32,2
109,6
108,0
43,9
60,7
DOP (<15% alc)
Sin DOP
total env
745,4
mill ltrs
125,8
186,5
Con Cava y licor, un mercado fundamental
304,0
278,9
41,9
307,6
282,1
34,2
45,1
68,1
60,5
64,7
270,8 275,6
35,7
70,9
31,9
328,2 335,1 Exportación
31,7
31,0
27,2
71,5
80,6
67,6
española
de vinos
envasados
en mill €
Total env
67,6
Otros vinos
154,8
176,5
169,9
161,4
141,2
178,8
200,8
Espumoso
145,7
DOP (< 15%
alc)2
18,5
17,5
21,9
23,0
30,4
2006
2007
2008
2009
2010
39,0
37,0
35,7
2011
2012
2013
Sin DOP env
Gracias
Mucha más
información en:
www.oemv.es
Competencia en el
mercado británico del vino
Observatorio ESPAÑOL del Mercado
del VINO
Rafael del Rey
el VINO sólo se DISFRUTA con
MODERACIÓN
Fundación para la Cultura del Vino, Haro - 29 mayo 2014
Wine Intelligence 2014
Macro trends in the UK wine market
May 2014
© Wine Intelligence 2014
1
UK market 2014: key themes
 Economy emerging from recession after five years of austerity and falling
incomes
 Duty “escalator” on wine of RPI + 2% discontinued. . . For now
 Wine volumes peaked in 2007 and have been declining ever since
 Off-trade has held up well, but on-trade has suffered
 Basic wine drinking habits have not changed too much
 Price per bottle has gone up
 Some new opportunities and threats
2
Economic recovery. . . .
UK GDP will be + 2.9% in 2014
according to the IMF, making the
UK the fastest
growing
economy in the G7
Unemployment has fallen
to a
five year low of 6.5%, having
been over 8% just 18 months ago
3
. . . However this is masking some more fundamental
changes to the economy
 Real wages have been declining for 6 years, so
consumers are on average about 8%
worse off in
real terms, according to the NIESR
 Wealth inequality is growing: the top 1%
of
earners now earn 16% of all UK
income, up from 9% in 1992 (Spain: 9%)
 Younger people are behaving very differently
to their parents at the comparable stage in life
Sources: NIESR, IFS, Wine Intelligence/London Wine Fair Carpe Vinum Vol 1: Generation Y
4
Over the past 20 years, wine has been winning relative to
other drinks. . .
Source: ONS Household Survey, 1992-2011
5
However over the past 5 years wine has been in decline in
absolute terms. . . As duty has risen
UK wine sales volumes 2008-13:
-9%
UK wine sales volumes 2011-12:
-3.2%
Change in duty on a bottle of wine 2008-13: +36%
Sources: IWSR 2013, WSTA
6
Consumers have shifted spending patterns upwards to
reflect the impact of duty increases
 Additionally some spending has migrated into a new occasion: “indulgent”
night at home
“indulgent”
spend range
2008
“indulgent”
spend range
20013
“everyday”
spend range
2013
“everyday”
spend range
2008
£4
£5
£6
£7
£8
Source: Wine Intelligence Vinitrac 2008, 2013, WI analysis
£9
£10+
7
Has anything really changed?
2009
2013
Top White Varietals
1. Chardonnay
2. Pinot Grigio
3. Sauv Blanc
No change
Top Red Varietals
1. Merlot
2. Cab Sauv
3. Syrah
No change
Top Regions by
consumer purchase %
1. Rioja
2. Bordeaux
3. Cotes du Rhone
No change
Top choice cues
1. Promotion
2. Recommendation
3. Varietal
1. Varietal
2. Promotion
3. Country of origin
8
More fundamental changes have happened in how UK
consumers interact with the wine category
Share of UK Portraits by population size
Base = all UK regular wine drinkers (n>1,000)
7%
7%
28%
17%
11% *
9% *
26%
Adventurous
Connoisseurs
Generation Treaters
Mainstream-at-Homers
17%
Risk-averse Youngsters
29%
21% *
Senior Sippers
12%
16% *
Kitchen Casuals
2009
2013
*:statistically significantly higher than the 2009 wave at a 95% confidence level
*:statistically significantly lower than the 2009 wave at a 95% confidence level
Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers
9
High value segments are drinking more. . . .
Share of UK Portraits by wine consumption volume
Base = all UK regular wine drinkers (n>1,000)
12%
12%
27%
20%
15%
16%
25%
20%
Adventurous
Connoisseurs
Generation Treaters
Mainstream-at-Homers
Risk-averse Youngsters
Senior Sippers
23%
16%
6%
8%
2009
2013
Kitchen Casuals
Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers
10
. . . And spending over £4 in £10 on wine
Share of UK Portraits by spend on wine
Base = all UK regular wine drinkers (n>1,000)
16%
17%
25%
20%
18%
24%
Adventurous
Connoisseurs
Generation Treaters
Mainstream-at-Homers
22%
Risk-averse Youngsters
19%
Senior Sippers
4%
12%
5%
Kitchen Casuals
2009
2013
18%
Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers
11
Winners and losers in this new world
•
•
•
•
•
Higher value products, and channels,
aimed at affluent young urbanites
Brands that have genuine meaning and
can offer “experiences”
Sparkling wine
Lowest cost producers
Producers with good trading relationships
with major supermarkets



Mid-price supermarket wines
Undifferentiated brands
Products which can be easily substituted
(eg own label suppliers)
Source: Wine Intelligence, Vinitrac® UK, August 2013, n=1,019, UK regular wine drinkers
12
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13
FUNDACION PARA LA CULTURA
DEL VINO.
Haro, 29 de Mayo 2014
Índice
1
Santander Advance/ Internacional
2
Servicios UK
3
Nuevo Portal Santander Trade
Pilares de
Advance
Financiación
Programa de Financiación y
Vinculación pymes
Fondo
Advance
Advance
Desarrollo
Talento y
Formación
Internacional
Empleo
Conectividad
Advance Financiación
Crédito Advance
Financiación
doméstica
corto plazo
Financiación
Internacional
corto plazo
• Bonifica el tipo de interés en función de la vinculación
• Diferenciales del 3,50%, dependiendo de la vinculación y el
importe
• Otros productos Advance para facilitar la gestión de cobros y
pagos de las pymes
Plan Exporta
• Financiación comercio exterior: exportación e importación
• Especialistas de negocio internacional y servicios auxiliares
• Bonificación precio por su uso por Banca Electrónica
Objetivo: ser líderes en líneas de mediación ICO y en
distribución de fondos BEI
Financiación
Largo Plazo
Oferta muy competitiva para cubrir sus necesidades:
• Préstamos Hipotecarios
• Leasing / Renting para equipamiento
• Lanzamiento de Bansacar Advance
Advance Desarrollo
INTERNACIONALIZACIÓN
Portal / Club
Santander
Trade
• Portal de Negocio Internacional. Análisis
de mercado y contacto con potenciales
socios comerciales
International
Desk
• Red de especialistas distribuidos por
geografía para apoyar a los clientes en su
expansión exterior
Conexión
Internacional
• Misiones Comerciales “virtuales" y “físicas”.
Ponemos en contacto a las pymes con los
distintos mercados donde Grupo Santander
está presente
Eventos locales
con clientes
• www.santandertrade.com
• Desayunos:
reuniones promoción negocio 15-20 pymes
• Charlas de internacionalización:
para 50-75 pymes
Índice
1
Santander Advance/ Internacional
2
Servicios UK
3
Nuevo Portal Santander Trade
Santander UK,
Servicios para empresas
- Uno de los “Big Five”:
- Cuota de mercado del 10%
- 1.157 sucursales
- Más de 14 millones de clientes activos
- Tier 1 del 11,6%
- Más de 35 centros de empresas cubriendo todo el Reino Unido (incluyendo Irlanda del Norte
y Jersey) con previsión de 50 en 2014
- Atención personaliza para empresas con facturación por encima de £250.000
- Crecimiento de un 13% en crédito a Pymes en 2013
- Cuota de mercado de empresas del 6%
Santander UK,
Servicios para empresas
1. CUENTAS CORRIENTES
-
Cuentas Residentes en divisa local (GBP) y 20 divisas extranjeras (USD, EUR…)
-
Cuentas No Residentes en divisa local para clientes de Santander España que busquen
gestionar sus ventas inglesas.
-
Comodidad para los clientes ingleses.
Facilidad de gestión de cobros y repatriación de fondos
Gestión de la apertura desde su sucursal en España
2. CUENTAS DEPOSITO
-
Depósitos a plazo fijo (GBP, EUR y USD)
-
-
Fortaleza del grupo Santander
Fortaleza en el mercado ingles:
- Santander UK tiene actualmente un Rating A solo siendo superado por HSBC entre los
bancos ingleses*
Cuentas remuneradas para la gestión de picos de tesorería (Corporate Bonus Account)
-
Hasta un 0.70% de remuneración con liquidez total para gestionar su día a día.
Santander UK,
Servicios para empresas
3. SERVICIOS TRANSACCIONALES
-
Gestión de Ingresos
-
-
Recogida directa de efectivo por G4S
Entregas de efectivo y cheque a través de la red de oficinas de correos (más de 11.000 puntos a
su disposición) que cubre todo el Reino Unido.
Pagos Nacionales
-
Faster Payments (D+0)
-
-
Chaps (D+0)
-
-
Pagos nacionales por debajo de £100,000 libras y en el que el banco receptor forme parte
del sistema.
Pagos nacionales por encima de £100,000 libras o en aquellos casos en que no se pueda
enviar un pago como Faster Payment
Bacs (D+3)
Santander UK,
Servicios para empresas
3. SERVICIOS TRANSACCIONALES
-
Pagos Internacionales
-
Via Swift
-
-
Dependiendo de la divisa y destino entre D+0 y D+2
Tarjetas
-
Visa débito para los intervinientes en cuenta*
Tarjetas de crédito corporativas a través del programa Air Plus para empresas con facturación
superior a 2,5 millones libras**
4. TPVs
-
Servicio ofrecido en alianza con Elavon
-
Los clientes de Santander UK tienen las siguientes ventajas:
-
Los fondos se reciben en cuenta al día siguiente en lugar de los 4 días del mercado inglés.
Descuentos en las tarifas de implementación.
Cobros en distintas divisas y conversión.
Facilidad de gestión de la devolución del IVA de clientes extranjeros.
Santander UK,
Servicios para empresas
5. BANCA ONLINE*
-
Funcionalidades:
-
Movimientos de los últimos 13 meses y copia electrónica de
los extractos bancarios enviados.
-
Pagos nacionales, internacionales, transferencias internas…
-
Los pagos pueden ser introducidos hasta con 180 días de
antelación.
-
Creación de nuevos usuarios, modificación de datos de
contacto de forma totalmente electrónica.
-
Gestión de pagos masivos (hasta 2.500 pagos por fichero).
Autorización de operaciones y modificaciones a través de
cripto calculadora de alta seguridad.
-
Información completa del estado de los pagos, así como de
los usuarios que los ejecutaron.
-
Personalización de normas de firma propias acorde a las
necesidades de la empresa.
-
Gestión de la banca online desde el extranjero
Santander UK,
Servicios para empresas
6. NEGOCIO INTERNACIONAL
-
Cartas de Crédito (negociación, confirmación…) y SBLCs
-
Avales de licitación, garantías de buena ejecución, anticipo...
-
Cobranzas documentarias
-
Seguros de cambio de divisa
7. FINANCIACIÓN
-
Líneas de financiación.
-
-
Corto plazo
Largo plazo
Financiación estructurada, créditos sindicados…
Hipotecas (equipo inmobiliario especializado en el sector inmobiliario)
Gestión de cobros  Factoring
Índice
1
Santander Advance/ Internacional
2
Servicios UK
3
Nuevo Portal Santander Trade
Nuevo portal Santander Trade
www.santandertrade.com
Servicios
ofrecidos
por
Santander para facilitar las
operaciones internacionales
de las empresas.
¿Quieres obtener información sobre los mercados y
seleccionar los países más atractivos para un producto
o servicio de interés?
Una vez identificado un mercado potencial, busca
socios potenciales a los que comprar o vender..
 Convertidor de 147 divisas
 Informes semanales y
mensuales sobre el mercado
de divisas
Países más importadores o exportadores de un producto
Más de 25,000 informes de mercados
Más de 10,000 páginas de información sobre 186 países
Más de 2.000 directorios de empresas de más de 150 países
Más de 1,000,000 de licitaciones internacionales
Más de 40,000 ferias internacionales por todo el mundo
Asociaciones profesionales, informes financieros de empresas y mucha más información
¿Interesado en información sobre las regulaciones,
barreras de entrada, costes arancelarios?... ¿que hay
que conocer cuando se compra o vende desde el
extranjero?
¿Cómo te puede ayudar el Banco Santander a alcanzar
tus ambiciones internacionales?
Bases de datos sobre más de 120 países
Actualizaciones semanales y mensuales
Calculadora el coste de una importación una vez conocido el Icoterm acordado
International Desk
¿Como abrir una cuenta en el extranjero? ¿Que servicios bancarios pueden ofrecerme?
Más de 2,500 páginas donde encontrar: Normativa laboral, fiscal y mercantil,
Pasos y costes para crear una empresa, Sectores de inversión más activos en un país de
interés…
Usuario Supernet
El Usuario Supernet enlazará con todos los servicios accediendo al portal a
través de Supernet.
1
1
2
Debe logarse en
Supernet Empresas.
2 Una vez dentro de
3
Portal Plan Exporta
Acceso directo del Supernet
¡¡sin claves adicionales!!
su Supernet, debe
hacer clic en el
Portal Plan Exporta.
3 ¡Bienvenido! El
cliente ya puede
disfrutar de la
totalidad de los
servicios.
Proceso para dar de alta a un usuario invitado
El Usuario Supernet puede invitar a compañeros
de la empresa que no tengan acceso a Supernet
para que estos accedan desde
www.santandertrade.com
1
2
1
El Usuario Supernet pinchando
en Mi cuenta accede al servicio
de invitaciones
2
Introduce la dirección de email
del compañero a invitar. Se
puede invitar hasta un máximo
de 3 compañeros. Estas
invitaciones pueden ser
modificadas/eliminadas por el
Usuario Supernet.
Muchas gracias
Selling online in the UK
Market
How wineries from Rioja can succeed in a
crowded market
Justin Howard-Sneyd MW
The Hive Wine Consulting Ltd
Who am I?
Global Wine Consultant to:
Laithwaite’s Wine (a brand of
Direct Wines)
£350 Million a year
Over 4 Million cases
Owner / Founder
Domaine of the Bee
4 Hectares in the Roussillon
£40,000 a year
350 cases
What are we going to cover?
Why should you sell ‘D2C’ (Direct to Consumer)?
What counts as D2C?
How big is the market in the UK?
Who are the players?
What are the major trends in online and digital?
What about going it alone?
The Global picture
How to get around the
bottleneck…..
Selling Direct!
The Direct-to-consumer Sector
How big is UK D2C market?
Slide reproduced with the kind permission of Wine Intelligence
What is D2C?
Grocers through grocery sites
Grocers through dedicated sites
Big wine retailers with a website
Traditional mail-order that also sell online
Small independents, who supplement their shop sales
Online-only players
Non-wine companies that offer wine
Grocery websites
Grocers ‘Wine Direct’ sites
The demise of Morrisons
Just as Waitrose launches a
new site…..
Bricks and Mortar wine
retailers selling online
Traditional Mail-Order, now
‘multi-channel’
New ‘web only’ players
Small independents who sell
online
Who else?
New players coming soon?
With the Napa Valley so
close to Silicon Valley, it
is no surprise that there
has been a rush to use
digital technology to
enhance wine drinkers’
experience.
Geeks love wine.
There’s lots of data to
play with
Survival of the fittest?
How big is UK D2C market?
Tesco (Grocery + wine site)
Direct Wines (Laithwaite's, Sunday Times Wine
Club, Avery's)
Sainsbury's (Grocery + wine site)
The Wine Society
Asda (Grocery site)
Naked Wines
Virgin Wines
Majestic
Others
Waitrose
Morrisons
TOTAL Online market for wine – approximately £800 Million
How big is UK D2C market?
Slide reproduced with the kind permission of Wine Intelligence
Why are they buying?
Slide reproduced with the kind permission of Wine Intelligence
What stops them buying?
Slide reproduced with the kind permission of Wine Intelligence
How are online sales going?
Source: Harper’s Report – Online Wine – July 2013
Macro trends
Personalisation
Mobile optimisation
Peer to peer recommending / selling
Community / interaction and ratings
Group buying
Social media integration
Smart recommendations
Brands selling direct
Personalisation
Mobile optimisation
Wine community
Group buying
Social Media
Smart recommendations
Club W ‘preference’ questionnaire
Any recommendation should be subtle and
importantly relevant
WANT:
Relevant and personal offers from brands
ACCEPT:
Balance of promotional and service information
REJECT:
Offers/adverts for unrelated products
“What's hot" - current best sellers. Lists of other
customer's favourite wines. Wines that are outside my
price range (too expensive or too cheap).”
Laithwaite’s customer research
Customers want us to use their wine preferences
to select wines for them. It has to feel personal.
How appealing are the following methods which
Laithwaite’s could use to tailor your wine plan cases?
Select wines similar to wines I’ve tried
and enjoyed before
87%
79%
Select wines based on styles I select
Select specific wines I’ve tried and
enjoyed before
76%
Select wines based on grape varieties I
select
70%
Select wine based on a taste profile
created by answering taste-related…
60%
Select wines based on countries /
regions I select
Select wines based on the ratings and
favourites of other customers
57%
8%
Laithwaite’s customer research
% = Net Scores
(All appealing minus all unappealing)
The Laithwaite’s recommendation tool
Brands selling direct
What about going it alone?
4 types of ecommerce
Ad hoc ecommerce. Passively list your wines, add a shop,
and sit and cross your fingers – ROI 1/5
Targeted ecommerce – mailings or emails to specific groups
of customers, to generate a response – ROI 3/5
Recurring purchase clubs – customers commit to a regular
shipment – every month or every quarter – ROI 5/5
Gifting – making it easy for your customers to gift wine is a
powerful way to spread the word, and let your best
customers act as brand advocates – ROI 5/5
3 points of principle
D2C cannot just be an add-on. You have to align your
whole business and brand to deliver brilliant a D2C
experience
Wine ecommerce is hard, but can be very profitable.
Make sure you choose the right tools and approach it
in the right way
Treat D2C like the sales channel that it is. You have to
‘work it’ to generate sales
My website
Please join our mailing list at www.domaineofthebee.com
Our software provider
www.blackboxx.biz
Our software provider
D2C cannot just be an add-on. You have to align your
whole business and brand to deliver brilliant a D2C
experience
Wine ecommerce is hard, but can be very profitable.
Make sure you choose the right tools and approach it
in the right way
Treat D2C like the sales channel that it is. You have to
‘work it’ to generate sales
www.blackboxx.biz
Thank you!
Justin Howard-Sneyd MW
The Hive Wine Consulting Ltd
www.thehivewine.com
[email protected]
+44 7740 288 641
Spanish Fine Wine in the UK
Independent Sector
• May 29th 2014
• Presented by Simon Field MW
• Buyer Berry Bros and Rudd.
No 3 St James’s St. London
Berry Bros and Rudd
1698 History and Tradition
Royal Household
Innovation; Internet, Heathrow, BBX
Horeca; FMV incorporates Morris and Verdin ,
Richards Walford et al
• En Primeur
• Wholesale; Virgin Atlantic, Houses of
Parliament, Royal Albert Hall etc.
•
•
•
•
1698 The Sign of the Coffee Mill
Held In The Balance
•
•
•
•
•
•
Lord Byron
Aga Khan
William Pitt The Younger
Beau Brummell
Laurence Olivier
Vivien Leigh
Like with Like
Wine Sales
12 m to
30/4/2014
£ Million T/O
GP %
+/-
Total
120
26
-2
Bordeaux
30 ( 25%)
16
-35
Spain
6 ( 5%)
30
43
Spanish Gold Offer and Tasting 2012/2013. IWC
Specialist Merchant of Year Spain 2013
SPAIN: Premium vs brand
• Spanish paradox; largest production 48.51
million hl in 2013. Generic value; € 0.40 ltr
lower than France ( € 0. 70) and Italy ( € 0.43)
• Yet largest fall in domestic consumption; down
19.5% in 5 years from 2007-2011
• EU restructuring, despite grubbing up 150,000
hrs has effect of making vines more
productive ( 11 rather than 4.5 tonnes per
hectare)
Possible solutions
• Consolidation of the production chain
• Increase exports
• New markets; USA ; China ( 3 million cases in
2013 but 40% in bulk)
• Move from bulk to premium
• Further penetration into Fine Wine market.
• Combination of all of the above
The Export Drive
• Domestic /Export 46%/54%
• In 1982 it was 70%/30%
• UK OFF- trade 2013 Spain No 5
• Volume + 13% 873,000 h/l
• Value + 14% £ 546 million
Premium and Fine Wine
• Premium; quantifiable ££
• Fine Wine more nebulous; ageing
ability/reputation/ investment value
• Production; Contador ( 500 cs) vs Unico ( 810,000 cases) and the secondary market
• Wine Advocate
• Auction Market; Sotheby’s New York 11/09 $
1.09 million
• Live-EX; Super-Tuscan, Burgundy, Napa
Cabernets
Artadi ; 2004 Pison 100 points
Unico
Year
Market ££££
Vega Sicilia Unico 2004
1,848
Vega Sicilia Unico 2003
1,950
Vega Sicilia Unico 2000
1,950
Vega Sicilia Unico 1999
1,800
Vega Sicilia Unico 1998
3,060
Vega Sicilia Unico 1996
2,480
Vega Sicilia Unico 1995
2,990
Vega Sicilia Unico 1994
3,318
Vega Sicilia Unico 1989
2,450
Vega Sicilia Unico 1985
2,940
Vega Sicilia Unico 1982
3,306
Issues
• Spanish wines are generally offered when
deemed ready to drink. The Bodega takes on
the cash flow. Little room for speculation.
• EP model is youthful and does not have a
timetable unlike eg Burgundy EP in London in
January
• BBR Fine Wine Offer; Vega Sicilia Unico 2004 ,
6000 bottles sold April 2014
• Latest BBR Offer ; 9600 bts 904 2004 ( £
144/6) May 2014
Icons and halos
• Iconic wines; halo effect
• New icons; Faraona, Pagos, single
vineyards such as Valdegines from Artadi
, VDT.
• Regional identity; Eg Bierzo , Monsant
• White wines; Galician grapes, Albarino
and Godello, also Treixadura, Xarel-lo
and Txakoli
• Premium whites; Pazo de Senorans
Anada, Allende Matires , As Sortes,
Belondrade y Lurton
Price Points in BBR
( By Value; UK average over £10 is 2.2%)
13%
£5-£10
7%
40%
7%
£10- £ 15
£ 15-£ 20
£ 20-£30
£30-£50
£50-£75
9%
£75-£100
£100+
5%
9%
10%
A few examples……
•
•
•
•
•
•
•
•
•
LRA 904 1982
LRA 890 1998
Clos de L’Obac 2004
Aurus 2005
Remirez de Ganuza GR 2005
Muga Aro 2009
Temanthia 2009
El Pison 2010
Contador 2011
Rioja
• 29% of all UK Spanish sales by volume, 3% of UK
wine market.
• 34% of Exports are to UK. 2% up on 2012.
• 2.71 million cases in 2013. + 4% Volume, +7%
Value
• 45% Sin Crianza, 23% Crianza, 28% Reserva, 3%
Gran Reserva.
• Fine Wine polarised between modern styles (
Contador, Aurus, El Pison, Remirez de Ganuza,
Circion) released younger, and classics, ( 890, 904,
Tondonia GR, Prada Enao)
• New kids on the block; Macan, Alvaro Palacios
Unrivalled Tradition
The Rioja Factor; UK Off-Trade for last
three years
Premium Wines in other regions
•
•
•
•
•
•
•
•
•
•
•
Ribera del Duero ( Hacienda Monasterio)
Toro ( Numanthia, Pintia)
Ribeira Sacra ( Bibei)
Valencia ( Mustiguillo Quinto do Coral)
Priorat ( Finca Dofi, Clos Mogador)
Jumilla ( Casa Castillo)
Navarra ( Arizano, Chivite)
Sherry ( la Bota, En Rama, Barbadillo Reliquia etc)
Cava (Gramona Celler Batlle, Raventos y Blanc)
Penedes, Costers del Segre, etc
Globally the significant % demand increase for
premium wine must be met in Spain too!
Alvaro Palacios L’ Ermita 2013 750 bts
Release In Bond Prices
•
•
•
•
•
•
•
•
Haut Brion 2013 £ 2400
Lynch Bages 2013 £ 600
Beaucastel 2012 £ 480
Clos des lambrays GC £ 1320
Unico 2004 £ 2040
Pagos Viejos 2012 £ 384
Faraona 2013 £ 6060
Margaux 2009 £ 8400
Mike Laing

About Armit Wines
◦ Founded in 1988 in London, by John Armit
◦ Since 2008, 75% owned by Baarsma Wine Group Holding
(BWGH), 25% by management
◦ Multi-channel importer and distributor of premium
wines. Second office in Hong Kong since 2008.
◦ Exclusive Agent for La Rioja Alta SA since 2009, for both
UK and Hong Kong
◦ Over 60 Exclusivities including Sassicaia, Ornellaia,
Angelo Gaja, Giacosa, Seresin Estate, Tahbilk, Domaine
Leflaive, Domaine Huet, Pierre Gimonnet




Why are these top of market sectors
important?
How is Rioja perceived in these sectors?
What is Rioja’s share of the market in these
sectors?
Is there opportunity and if so, how can Rioja
grow its market share in these sectors?

UK: no.1 export market for Rioja
◦ c. 33m litres, ⅓ total Rioja exports

73% of UK wine drinkers recognise “Rioja” as a
region of origin:
1.
2.
3.
4.
5.
6.

Bordeaux
Champagne
Burgundy
Chablis
Chianti
Rioja
96% of Rioja off-trade sales are over £6/bt, around
£1/bt more than the market average


91% YOY growth in the £10+ category at
June 2013 (Nielsen)
Rioja represents 36% of Total Spanish sales
by value in the UK and 28% by volumeSpain’s flagship

Spanish Domestic market in decline
Overall Spanish sales to UK are declining meaning Rioja is
even more important to Spain than before
(Off-Trade: -2% value, -8.8% volume as at Apr ’14, Nielsen)




Flat Growth in sales of Rioja to UK:+0.14% in 2013 (Drinks
Business)
Growing pressure on wineries and grape growers through
over-reliance on driving volume through multiple sector
Danger of eroding perception of Rioja as a classic region






Highly influential opinion formers
Proves that you are competitive with all other
great wines from around the world on quality
Visibility of brands
Unlikely to be sold via discount
Ability to gain customer loyalty as opposed to
looking for the next bargain or distressed sale
Direct contact with consumers- advice via handselling and thus gives potential to educate and
exchange ideas, as well as take their money!
“Rioja. It’s a disaster zone. Of course, there are some good
wines…But the average quality level is terrible. The region has
great vineyards, but most of these grapes end up in factory like
wineries where they are industrially processed. Barrel cellars
containing 10 000 barrels, which aren’t topped up or tasted, but
instead routinely racked every six months. And so much
American oak, and so much bad oak. Few wines survive this
oxidative regime well. Yet the region is commercially successful.
It’s mad”
Dr Jamie Goode, www.wineanorak.com
“There is certainly room in the UK market for
higher priced Riojas and putting more emphasis
on these wines would help Rioja’s image”
Tom Perry, Catavino, The State of Rioja

Boost Rioja’s share of the premium market
◦ Shifts perception away from “cheap” and sales via
discounting
◦ Halo effect on Spain in general, as flagship region
◦ Reduces financial pressure
◦ Encourages better care of vineyards
◦ Supportive of health message “drink less but drink
better”
◦ Reinforces Rioja’s USPs- plenty of other areas can
do cheap(er) volume, formulaic, branded wines but
very few can rival Rioja for history, heritage and
advantages given by nature

PREMIUM ON TRADE
◦ Typical Spanish presence on List c. 5% of listing
◦ Rioja taking average 20% of those Spanish listings
◦ Rioja therefore c. 1% of a total list
◦ Example of Spanish specialist with 100% Spanish
list BUT who only lists 12% Rioja
“Not everything called Rioja is a guarantee of
quality…I’m not especially going to promote that area
because there are also some beautiful [other] wine
areas in Spain”

SPECIALIST OFF TRADE
◦ Typical list has 5-6% Spanish SKUs
◦ Rioja share is greater, range of 25-40% of total
Spanish SKUs
◦ Rioja thus averaging 2% of total SKUs

What are the first three words the come to
mind when you hear “Rioja”?
Most popular responses:
1) “Tempranillo”
2) “Classification” (by age not quality)
3) “Classic” (Spanish region)
4=) “QPR” -Good quality price ratio
4=) “Meat”- Partner for red meats
BUT What didn’t they say?

SPECIALIST OFF TRADE:
◦ All were agreed that it was helpful:
 Clear terminology
 Easy to understand system
 Easy to link to stylistic guide BUT not to quality

PREMIUM ON TRADE
◦ Mixed reaction: at least 50% for, 50% against
AGAINST
 A guide to age, not quality
 Consumers don’t understand it
 Inconsistent indicator of value
FOR
 Good guide to style for matching with food
 Easy to categorise on wine lists


OPTIONS: Price; Vintage; Producer; Specific Terroir; History/Emotion;
Recommendation
SPECIALIST OFF TRADE
1. Recommendation (75% of answers)
2. Price
◦ PREMIUM ON TRADE
1. = Recommendation and History/Emotion
2. Price
3. Producer
NO VOTES FOR VINTAGE or TERROIR

SPECIALIST OFF TRADE
◦ Overwhelmingly “Yes”, over 70% would like to do
more. Main reason:
 Offer of value compared to other classic regions
WHAT NEEDS TO CHANGE TO MAKE THIS HAPPEN
1. Move away from the sub £6 image, discount-led
sales
2. Better marketing and consumer awareness, with
focus on £7-15 quality offer
3. Improve quality control in the DOC

PREMIUM ON TRADE
◦ Two thirds said “Yes” (Most that said “no” had a different
regional slant to their list)
◦ Why?
1. Belief in better consumer awareness, perhaps because of a
more international clientèle (especially in London)
2. Belief in potential of whites, particularly if style was to
adapt
WHAT NEEDS TO CHANGE
1. Get rid of image of cheap wine
2. Improve access to mature wine (!)
3. Marketing and consumer awareness to be improved
4. Fresher styles, less oak
5. More stories/romance, terroir specific



1) “As a category, are we missing something
vis à vis Italian or French wines?”
2) “What is expected from a brand, a
company and a wine to be sold at this level?”
3) “What matters most: quality of the wine,
length of the portfolio, image, brand,
packaging, commercial effort, presence in the
market…?”

Parallels with Rioja:
◦
◦
◦
◦
◦
◦
◦


Flagship region
Strong sense of regional identity and winemaking styles
Important Sub-regions and sub-zones
Traditions
Market recognition
Importance of Reserve wines
Scale…
Large houses still dominate but smaller growers now
increasingly important with particular top of market
appeal. Seen as fresh, dynamic, authentic, terroir message.
Complimentary to the Grandes Marques
Larger houses very successful in segmenting their offer.
Huge marketing spend to reinforce each of their brands
Rioja has:
 Good recognition and reputation as a classic region and is identified with value
 Identifiable USPs and versatility of styles
 Strong brands
 Support in the quality sector and opportunity to further grow penetration
Rioja should:
 Align labelling/classification closer to quality than to age
 Promote quality rather than quantity and “value” rather than “cheap”
 Continue to raise consumer awareness
Every poor quality bottle in circulation, labelled as Rioja in any shape or form, does
potential harm, not least to those who are trying to lift their quality and the price that
they command.
The damage for the region and the industry as a whole can be long-term. By working
with the quality sector and endeavouring to gain penetration there, the image is
improved and the future more secure.
“There is scarcely anything in the world that
some man cannot make a little worse, and
sell a little more cheaply. The person who
buys on price alone is this man's lawful prey”
John Ruskin (1819-1900)
English Art Critic & Essayist
FUNDACIÓN PARA
LA CULTURA DEL VINO
WINE SALES: THE PERSPECTIVE OF
A MAIL-ORDER WINE MERCHANT.
VENTAS DE VINO: LA PERSPECTIVA DE
UN DISTRIBUIDOR DE VENTA DIRECTA.
Presentation by Pierre Mansour, Wine Buyer
The Wine Society
29th May 2014
PRESENTATION OVERVIEW
1. Introduction to The Wine Society
2. Wine Sales
3. Spain & The Wine Society
4. Spain- the future looks bright
5. Q & A
Introduction to The Wine Society
• Oldest wine co-operative in the world (1874)
• Independent wine merchant
• Mail order/distance selling model/digital
• Strategy: to offer members
- high quality wine and services at minimum added cost
- best overall value (price:quality:service)
What makes The Wine Society
different?
• Shareholders are our customers (members):
non-profit & non-growth maximising
measure success by member satisfaction
long term view
select wines only quality
invest in costly services that add value
(warehousing; delivery; events; member services;
keeping stock)
Wine Sales
• Turnover
£70m p.a./ 700k 9ltrs
• Prices
£5 to £100+ (average is £8.80)
• SKU’s
6500
Own-label range most popular
Members purchasing is adventurous, so able to sell esoteric
wines from less-known areas
Wine Sales
Top Five Countries by sales:
1.
2.
3.
4.
5.
France
Italy
Chile
Spain
New Zealand
↑
↓
↑
↑
Spain & The Wine Society
Last 3 years Spanish volume sales up
• Quality & value
• Individuality
• Resurgence of white wines (+332%)
• New own-label Spanish wines
• Fine wine
• Spain is trendy
+19%
Spain & The Wine Society
Sales by region:
Rioja
Sherry
Valencia/Murcia
Navarra
Galicia
Catalunya
38%
14%
13%
9%
6%
7%
Ribera del Duero
Calatayud
Rueda
Castilla y Leon
La Mancha
Other
3%
3%
2%
2%
1%
2%
The Wine Society’s
buying approach to Spain
• Quality, individuality & value
• Local not international
• Branding which evokes Spain
• Producers who match The WS ethos
• Producers who add value
Spain- The Future Looks Bright
• Continue focus on native grapes/ancient vineyards
• Unlock potential of “other” indigenous grapes (eg
albillo; bobal etc)
• Resist “internationalisation” in plantings &
winemaking
• Communicate Spain’s diversity without confusing
consumers
• Nurture a young, energetic Spanish champion for
the UK market
UK RETAIL PRICE
POINTS AND HOW TO
GET THERE
ED ADAMS MW, La Báscula wines
Uk Retail market
• 80% supermarkets
• 10% + independents
• 10% others
The consumer
Price points and how to get there
Landed
cost ex
VAT per
Shipping bottle
Retail
Sell
Less Vat
Margin
£5.47
£9.99
£8.33
34.30%
£0.60
£3.75
£7.99
£6.66
43.73%
£12.30
£0.60
£3.75
£5.99
£4.99
24.94%
£5.80
£12.30
£0.60
£3.12
£4.99
£4.16
25.06%
£0.92
£5.55
£12.30
£0.60
£3.07
£6.00
£5.00
38.51%
9.09%
£0.92
£5.55
£12.30
£0.60
£3.07
£6.00
£5.00
38.51%
9.09%
£0.92
£5.55
£12.30
£0.60
£3.07
£6.00
£5.00
38.51%
Wine
Cost
Sell
Agent
Margin
£1:€1.19
6 x 75cl
Duty
Red
€ 3.00
€ 3.95
24.05%
£3.32
£19.92
£12.30
£0.60
reserve
€ 1.40
€ 1.90
26.32%
£1.60
£9.58
£12.30
Red
€ 1.40
€ 1.90
26.32%
£1.60
£9.58
Red
€ 1.00
€ 1.15
13.04%
£0.97
Red
€ 1.00
€ 1.10
9.09%
Red
€ 1.00
€ 1.10
Red
€ 1.00
€ 1.10
Summary
• Critical to have a good agent
• Make sure your selling price includes all listing fees,
marketing support (including promotions) and obviously
also your margin
• Better and easier, if possible, to offer net net pricing and
the customer does their own promotions. Good news is
the era of the BOGOF appears to be dying.
• Remember buyers can be slippery eels. Be prepared and
beware!
UK ON PREMISE
May 2014
BACKGROUND
KEY QUESTIONS
1.How easy is to sell wine?
2.How to increase success?
3.What is the best approach?
HEADWINDS
1.Consumption
2. Competition
3. Disposable income
DISPOSABLE INCOME –
Source: Asda income tracker – Centre for Economics and Business Research April 2014
MARCH’14
KEY QUESTIONS
1.How easy is to sell wine?
2.How to increase success?
3.What is the best approach?
SUCCESS
• Listing
x1
• Food matching
x1
• Below £20
• Usual suspect
x3
x3
• House wine
x5
• By the glass
x7
x20
KEY QUESTIONS
1.How easy is to sell wine?
2.How to increase success?
3.What is the best approach?
LAMP OR SHADE?