This morning at FENAVIN, Robert Joseph, one of the fifty most influential personalities in the world of international wine, has analyzed the saturation that exists on the wine market and the sales tools that are necessary to differentiate it from the competition.
The English analyst, journalist and wine producer, Robert Joseph, has imparted a master conference at FENAVIN called 'The Great Engima: What Wines Seduce the Consumer in the World?', representing a matter of utmost importance for the wine producing sector in view of the increase in the number of wineries and wine labels and the generalized drop in sales.
Robert Joseph, considered to be one of the fifty most influential personalities in the world of wine according to the prestigious British magazine Decanter and Editor-at-Large of the Wine Business International, started his lecture by comparing the sales process with 'speed dating', arguing that time is scarce in order to sell what we are doing. On average the decision to buy one wine or another in a supermarket takes us about a minute, yet if we find a countless number of references in the gondola, what would lead us to choose one wine or another? Under the title: 'Do I like it?', he has highlighted the importance of listening and talking to the consumer. Only those producers and distributors that communicate with the consumers will find a niche on the giant wine market.
A market that does nothing but grow exponentially in the number of wineries in the New World -South America, China, Australia, South Africa…-, and likewise in the number of labels and in turn in the number of wines pertaining to each brand. Also, in comparison with the New World, which is implementing the certification of sustainability in all its products, "Europe is just like the ostrich that buries its head in the sand", lagging behind in this matter, which undoubtedly represents a handicap in that pertaining to sales on the international market.
"There are currently more wines than ever and we have been accumulating a surplus of product since the sixties, yet unlike those years, wine is now good, of excellent quality and under this situation a global challenge presents itself, in which differentiation with regards to our competition is fundamental and there is only one way to undertake this: by offering the consumers what they really want to drink and what they want to buy."
In a global market, which is very much alive and constantly evolving, one in which the consumer finds a broad-ranging offer, it is vital that some sort of equilibrium be found between the three purchasing criterions that motivate the consumer: quality, style and price, which are in turn branded by the -Desire, Fear- dichotomy, which is inherent to human beings. The wine market is marked by the existence of very few strong brands and advertising is inefficient because of the limitations in budget that exist. Likewise, the power of the consumer motivators and specialized journalists is disappearing because consumers are now obtaining information on wines through the Internet -blogs and social networks- and even more by way of recommendations made by acquaintances, decisive factor in the purchase decision of a certain wine. Also, from the consumer's point of view, that which is "different", individual freedom and a preference for red wines that are easier to understand and less full-bodied and for smooth, sweet white wines is gaining in importance. Likewise, women are taking on a prominent role as regular buyers, fact that is forcing the industry to take into account the factors that have an influence on this important market niche, which is based on the quality and style of what the consumer wants to purchase. In comparison with men, women have other priorities. They are less concerned about the level of the wine and more interested in an ideal, and not only for them but also for those surrounding them. Unlike women, men are in search of regions and brands. Hence, in this context it is a contradiction that wine is made by men and for men, as is the case with trying to reach the consumer by way of technical and complex language, which is adequate for the winemaker or vine grower, but not for the consumer.
To finish off Joseph has spoken about the QR Codes (Quick Response Barcode), system that stores information in a matrix barcode, or two-dimensional code, which was created by a Japanese company and that is characterized by a three-square pattern that is found on the corners of the labels and that allows access to an on-line link in which the potential consumer can download all the information about a certain product. According to Joseph, "the value of having this tool available is tremendous, because it represents a direct link between the company and the consumer, allowing the company to know the consumers tastes and preferences." In short, the idea is to "know what the consumer wants, because the future of the wine market will be in the hands of those producers and distributors that know how to communicate with the consumers."