This document discusses consumer wine purchasing behavior and strategies for wine brands to connect with consumers. It notes that consumers have many options but little time to choose wine. It also outlines four types of Australian wine brands - Brand Champions that appeal through accessibility, Generation Next that innovates marketing and products, Regional Heroes that foster region-variety associations, and Landmark Australia that builds on quality and reputation. The document advocates helping consumers enjoy wine through education on Australia's diversity of wines.

1. jfortune@bigpond.net.au

2. …and just how well do you know your customers?

3. Wine Consumer

4. So much choice, so little time

5. Is your
indecision final?
After The Economist

6. Range of varieties, blends and
styles

7. Lots of consumers, lots of preferences

8. Do you rely on this man for your wine choice?
…marketing director of large supermarket trying to imagine
life with 2.3 children, a mortgage and how such people might
choose their wine for dinner tonight

9. Or are you a hunter‐gatherer?
Repeat purchase
Shared with friends / gift
Tried a tasting
Searched for fine wine
Checked local store
It was on special
Visited cellar door
ME
Enjoyed it in a restaurant
Found it overseas
Loved all those medals
Read a wine review
Had it on an airplane

10. …and you thought you just grabbed that bottle from the shelf!
Occasion; the
Need wine
cupboard is bare
Special trip or
Choose shop
general
Do I know what I
Brand loyal
want?
How much time? Browse
Brand, special,
Choose
different
Buy – any loyalty
Buy
“hooks”
Occasion Drink

11. The consumer squeeze – why identity needs to
be immediate and certain
Wine brands and lines
Number
Hours in a day to choose
Then Now

12. The consumer squeeze ‐ managing the three
moments of truth for wine
• The First Moment of Truth is a the point at which the shopper
makes a decision on what wine to buy
3 to 7 seconds to notice it on the shelf (well maybe a
little longer for wine?)
• The Second Moment of Truth is when the shopper drinks the
wine
Delight
• The Third Moment of Truth is if the shopper easily remembers
what wine it was
Cues & associations
(concept derived from P&G)

13. Not your average
wine
advertisement
but then
its not an average
wine story

14. Red? White? Red? White?
Tough decisions about Australian wine

15. …and what
made you
think they
would all
like Shiraz?

16. Blends will
surprise
Shiraz and
Cabernet

17. You will love
blends
Cabernet,
Shiraz and
Merlot

18. Reminding us of diversity
Add some colour and direction

19. The world would seem to have waited a long time to broadly
experience wine when Australian wine hit the global market
part of sharing the delights of wine with
all consumers
part of making the initial wine experience
enjoyable
arrived in world trade when supermarkets
were becoming part of the supply chain
had the advantage of affordable quality
“spoke” to the consumer in plain English
a diverse range of varieties and styles

20. Australia is quite a big place with lots of areas producing
unique wines

21. For Australia’s loyal wine consumers and new adventurers
– change is happening

22. Brand personalities…a bit more about Australia
accessibility Brand Champions
Wines that appeal to a broad market base through
accessibility, ease of enjoyment and a strong premium brand
message about product and country.
innovation Generation Next
Wines driven by innovation (marketing; product; packaging)
that appeal to consumers who drink wine for social occasion
and/or peer group affinity, not just wine attribute.
interest Regional Heroes
Wines from somewhere rather than wines from anywhere -
adding and sustaining interest for consumers by fostering a
clear association between region and variety and/or style.
aspiration Landmark Australia
High-profile, aspirational wines built on inherent quality and
world-class reputation.
AWBC 2007

23. A conversation with Australian wine
Who are What are Why are we Why would
we? we? different you enjoy us?
Brand Fantastic Full range of
Accessible
Champions value enjoyment
Generation Extending New styles &
Innovative
Next tastes varieties
Association
Regional Geographic
Interesting between
Heroes signatures
wine & place
Landmark Quiet We build
Aspirational
Australia achievers memories

25. Jim Fortune
jfortune@bigpond.net.au
ACKNOWLEDGMENTS
• Ideas and thoughts tested on a range of patient wine
industry people and interested consumers
• Material and data acknowledged and sourced mainly
from web searches
• Images courtesy of web sites and more formal open
access material such as FLICKR and SlideShare