THE NIELSEN GLOBAL LIQUOR SYMPOSIUM AND GLOBAL WINE FORUM

Posted on Oct 30, 2009 - 03:13 PM

Government

Although RTDs now look to be back on track for growth, the 30% short-term decline in the category value (post-excise increase) illustrates how the Australian Government can be a real driver of structural change. Of significance is the current call for the ban of broadcast advertising of alcohol. A ban on television and radio advertising could lead to retail media becoming an even more integral part of the marketing mix.

Wine

The majority of consumers have a real lack of knowledge on wine, but are thirsty to learn. A lot of wine shoppers buy the brand, or the packaging. With the extraordinary success of NZ Sauvignon Blanc worldwide, the question was raised at the Symposium whether the comparative decline of Australian wines was down to the product, or the marketing.

A 2009 report by Miller Zell on effective in-store triggers found that 43% of shoppers want more information on product details. A similar percentage of shoppers want product comparisons. Tesco in the UK provided this in the form of an online wine selector, advising consumers which wines went with which meals. This type of communication needs to be followed through in-store to speak to these consumers as shoppers.

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