Wine Australia for Australian Wine in China

Transcription

1 Wine Australia for Australian Wine in China Market Program User-Pays Activities December 2016

2 Wine Australia China Overview Australian exports to mainland China surged in the year ended June 2016 as value increased by 50 per cent to A$419 million and volume increased by 40 per cent to 75 million litres. China is the second most valuable market for Australian wine exports and the growth is expected to continue with the China Australia Free Trade Agreement now in place. Australia s market share in China also remains strong, accounting for 24 per cent of the value and 15 per cent of the volume of total bottled imports as of year ending May 2016, ranking us second behind France. Australia s average value of bottled imports (US$7.78/litre) is the highest among the top seven importing countries. To capitalise on the market opportunities in China, we have a program of activities including those that target off-premise trade, online promotions, participation in consumer fairs, trade shows, tasting roadshows, Langton s tastings and the Wine Australia Annual Awards that recognise those wine professionals who have helped raise the profile of Australian wine in China. Willa Yang,

3 Upcoming China Activities ACTIVITY LOCATION DATE AUDIENCE PARTICIPANTS ProWine China 2016 Shanghai, China 7 9 November 2016 China Food and Drinks Fair (Chengdu) 2017 Australian Wine Retail Promotion 2016 Wine Australia China Roadshow first and second tier cities Chengdu, China Nanjing, China Beijing and 3 second-tier cities in mainland China March 2017 (TBC) April/May 2017 (dates tbc) May 2017 Educators, media, Trade, importers, distributors Consumers, educators, media, trade, importers, distributors Ccnsumers Consumers, educators, media, trade, importers, distributors New Updated Updated 7 December 2016 Please refer to website for past and cancelled activity details Contacts China Willa Yang Head of Market, China T: State and Regional Enquiries Ali Lockwood Manager - Stakeholder Engagement E: ali.lockwood@wineaustralia.com T: Marketing Stuart Barclay General Manager - Marketing E: stuart.barclay@wineaustralia.com Brand Enquiries Anna Harvey - Marketing Officer E: market.programs@wineaustralia.com T:

4 Australian Wine Retail Promotion 2016 Consumers Participants Audience Hosts Location When Cost (AUD) Excluding GST Special conditions Register By Payment By CH0516 Brands States Consumers Wine Australia Nanjing April/May 2017 (dates tbc) $550 per brand (maximum 3 SKUs per brand tier). To help build the premium image of Australian wine and to communicate a strong regional message, the wines showcased during the retail promotion will be restricted to those that meet the following criteria: Branded Australian wines (no private label, bulk wines, export only label, etc.). Existing sale in Australian domestic market. At least one exhibiting wine has received 90 points and above from reputable third party endorsers, like James Halliday or Jeremy Oliver or equivalent. Wine Australia will make the final selection decision. For each promotion to be confirmed we target participation of 10 brands with 20~30 SKUs. Each brand tier can register up to 3 SKUs for the promotion. The cost is an estimate only and may change according to the final agreement with the event organiser and final number of exhibitors. TBC TBC Overview In China, traditional retail stores are still one of the main channels for consumers to buy wines especially at medium to premium levels. Working with premium retailers will enable Australian wines with higher price points to have greater visibility with high-end consumers. In this year, Wine Australia is partnering with Austrade to host an upcoming retail promotion for about two weeks in November at Nanjing Golden Eagle Shopping Mall, one of the most premium shopping malls that located at the most flouring commercial street in the heart of the Nanjing, Jiangsu Province. The event will potentially collaborate with premium Australian food and consumer brands. The aim of the promotion is to expose Chinese consumers to Australia s premium wines with the expression of their diversity, quality and regionality. The promotion is also trying to leverage the potential listing opportunity for the participating brands within the mall. Nanjing is the capital of Jiangsu Province and 2nd largest city in the east China region other than Shanghai, with a total population of 8 million that contributed 972 billion GDP in 2015, having served as one of the four great ancient capitals of various Chinese dynasties, kingdoms and republican governments in the history. Located in the heartland of the Yangtze River Delta, Nanjing is home to one of the world s largest inland ports, and ranked as 5th economic centre city after Beijing, Shanghai, Guangzhou and Shenzhen. Summary of Activity What and How In-store promotional collaboration with one premium shopping mall in Nanjing. Promotions will run in-store for about two weeks, including two weekends. The participating outlet in the mall will be setup for the Australia week with promotional banners, collateral and branding according to the event theme. A dedicated area for free daily tastings to showcase all participating SKUs with prominent banners and branding. Importer sales staff will be encouraged to promote the retail promotion and Australian wine sales, together with trained out-sourcing promoters. Public relations and communications support by Wine Australia, Australian Trade Commission and Retailer. Social media support (Weibo and Wechat). Different topics to encourage consumers to purchase and the endorsement of key third party opinion leaders. In-store screen to play promotional videos where possible. What do you get for your investment Direct retail opportunity for 2~3 SKUs of each brand in one of the most premium shopping mall in Nanjing for two weeks. Inclusion of your brand in on-site tastings. Potential media coverage for your brand: social media. Opportunity to directly engage active wine consumers. Potential listings for your brand in one of the most premium shopping mall in Nanjing. What does success look like? Direct sales generation. Increased Australian wine and individual brand awareness among consumers. Relationship established with premium shopping mall in Nanjing. A minimum of 10 pieces of media coverage pre-event, and during the event, including social media posts by the official account of Wine Australia, Austrade, Golden Eagle Mall and some local key opinion leader of lifestyle Potential listing opportunities in this shopping mall.

5 China Food and Drinks Fair (Chengdu) 2017 Education Trade Media Consumer Importers Distributors Overview After three successful years we have established a strong Australian presence at China s Food, Wine & Spirits Fair in Chengdu and Wine Australia will again participate in 2017 supporting our positioning as a leading fine wine producer. Participants Audience Hosts Location When Cost (AUD) Excluding GST Special conditions Register By Payment By CH0216 Brands (new to market) Brands (existing in market) Regions (Regional body can organise a group of exhibitors to exhibit in the show) States (State can organise a group of exhibitors to exhibit in the show) Consumers Educators Media Off-premise trade Distributors Wine Australia Chengdu, China March 2017 (TBC) $6,100 per booth (6sqm shared space) Bottles required per SKU 5-6 bottles per SKU for the show, 2 bottles of your flagship or premium wine for networking dinner, and another 1-2 bottles of the wines to be selected by Wine Australia for daily tasting class. Limited SKUs Up to 10 SKUs per booth Participants: minimum 16/ maximum 16 Regional focus Winery brand wines (no private labels, bulk wines, export only label, etc.); Existing sale in Australian domestic market; At least one wine from each brand to-be-showcased has received 90 points and above from reputable third party endorsers, like James Halliday or equivalent; Wine Australia will make the final selection decision. EVENT FULL This event provides brands with an opportunity to showcase their wines to the trade in China and meet potential importers, distributors and retailers. The Fair is China s longest established and most influential food and wine show and attracts more than 100,000 Chinese importers and buyers from many of China s regional cities. The event has dedicated imported wine halls which increasingly feature new-to-market brands. A minimum of 16 booths (6sqm per shared booth) will be allocated for the Wine Australia hosted and branded Australian pavilion which is approximately 112sqm. A small area will be dedicated to wine tasting classes within the Pavilion. Wine Australia s certified wine educators will present themed tasting classes on the first two days. The classes are an opportunity for visitors to the stand to learn more about the history, evolution and revolution of Australian wines as well as their diversity and regionality. A group dinner for all participating exhibitors on day one will be attended by key media, educators, trade and influencers to facilitate further commercial and networking opportunities. Summary of Activity What do you get for your investment? A/V equipment Direct marketing support Event management by Wine Australia Exhibitor space 6sqm Glassware Marketing materials Photography Public relations and social media support by Wine Australia Signage Spittoons Staff Theming What does success look like? Participating in this event may help you and your brand: Find an importer Generate new business leads off-premise Network with influential trade Other: an opportunity for exposure in the market via traditional media, online media and social media. What others have said about this event Approximately 85 per cent of Wine Australia exhibitors at the Chengdu Fair 2015 felt the Roadshow met or exceeded their expectations. Approximately 70 per cent of Wine Australia exhibitors at the Chengdu Fair 2015 expressed interest in exhibiting again at the Chengdu Fair.

6 Wine Australia China Roadshow st and 2nd Tier Cities Education Trade Consumer Media Participants Brands (new to market) Brands (existing in market) Regions (Regional body can organise a group of exhibitors to exhibit in the show) States (State can organise a group of exhibitors to exhibit in the show) Audience Consumers Educators Media On-premise trade Off-premise trade Distributors Hosts Wine Australia Location Beijing and 3 second-tier cities in mainland China When May 2017 Cost (AUD) Excluding GST Price guide $4,100 $4,300 per booth Register By 31 JANUARY 2017 Payment By 30 MARCH 2017 CH0316 Overview Every year since 2011 Wine Australia has hosted free-pour tastings in China s first- and second-tier cities targeting trade, media and consumers. The tastings aim to maintain Australia s share of voice in the critical China market, now our largest in terms of wine exports. In 2017, Wine Australia will also host a series of grand tastings to give China s influential wine media and trade an opportunity to taste some of Australia s most highly rated wines as recognised by leading wine reviewers, as well as help brands secure commercial leads. First-tier city events will include a buyer tasting, a trade and VIP consumer tasting and an exclusive master class delivered by a prominent Australian wine commentator and co-presented by a Wine Australia accredited Chinese wine educator. Second-tier city events will include a buyer tasting, an educational tasting class and a trade tasting. Summary of Activity Across nine days and four cities the event program will include: Media Welcome Dinner First-tier cities only Media, opinion leaders, and wine buyers will be invited to a welcome dinner for all participating exhibitors. Each exhibiting booth will be allocated one seat at the dinner. Extra seats may be purchased if required. Time: 18:00 21:00 on the night before the event Wine samples: each exhibiting booth may contribute one or two wines to the dinner. It s recommended these wines be flagship wines or highly scored by independent wine reviewers.. Master Class First-tier cities only The 2.5 hour masterclass featuring wines will be attended by media, educators, sommeliers, importers, distributors and retailers. A prominent Australian wine commentator will deliver the master class and we expect approximately 100 attendees. Other key elements include: Time: 10:00 12:30 Guest panel and audience interaction Delivered in local language with help from professional local educators Branded collateral including a master class booklet with tasting information and a map of Australia s wine regions. Wine samples: six bottles of each featured wine with the list to be compiled by Wine Australia and the guest presenter(s). Participating brands will be considered for the master class but are not guaranteed inclusion. Wine Australia Foundation Program second-tier cities only The 2.5 hour tasting class is a general introduction to Australian wine and includes an overview of GI regions, key varieties, styles, the Label Integrity Program and a tasting of 6-8 wines. The class will be presented by one of Wine Australia s accredited Chinese wine educators and will be attended by local media, importers, distributors, retail and food service buyers. We expect approximately 100 attendees at each class. Other key elements include: Time: 10:00 12:30 Delivered in local language Branded collateral including a map of Australia's wine regions. Wine samples: six bottles of each featured wine with the list to be compiled by Wine Australia and the guest presenter(s). Any wines not available in-market will need to be shipped to the various venues by the exhibitors. Participating brands will be considered for the tasting class but are not guaranteed inclusion.

7 Wine Australia China Roadshow st and 2nd Tier Cities Education Trade Consumer Media Special Conditions Bottles required: 2-3 bottles per SKU per city, 6 bottles per SKU for each educational class. Fine wine focus Limited SKUs Up to 10 SKUs per exhibiting booth Participants Specify number minimum 35 wineries to go ahead Participants Specify number maximum 40 Regional focus Winery brand wines (no private labels, bulk wines, export only label, etc.); Existing sale in Australian domestic market; At least one wine from each brand to-be-showcased has received 90 points and above from reputable third party endorsers, like James Halliday or equivalent; Wine Australia will make the final selection decision. Wine Samples: any wines not available in-market will need to be shipped to the various venues by the wineries and they will be responsible for covering associated shipping costs and customs clearance. Wine Australia can provide shipping company details if required. Travel/flights: participating wineries and their importers will need to book all flights and accommodation on internal flights and hotels and arrange airport transfers if required. Translation: participating wineries will need to liaise with their importers for on-site translation requirements. Alternatively, Wine Australia will provide recommendations for translation assistance prior to the event. Register By 31 JANUARY 2017 Payment By 30 MARCH 2017 CH0316 Summary of Activity continued Buyer Tastings The 60-minute buyer tastings will be attended by wine buyers including local distributors, retailers, and food service buyers as well as media and educators. Approximately 100 buyers are expected in each city. Time: 13:30 14:30 Wine Samples: up to 10 SKUs per booth (at least one bottle of each SKU per event) including at least one wine that has been scored 90 points or above as rated by a reputable third party e.g. James Halliday, Jeremy Oliver, or equivalent Free-pour Grand Tastings The 3.5 hour free-pour tasting will follow the buyer tasting and will be attended by trade guests such as sommeliers/food service professionals, importers, distributors and retailers. It s expected 200 attendees will attend in each city. There will be an additional consumer tasting in the first-tier city targeting another 200 local consumers and wine lovers. Time: 14:30 18:00 (general trade tasting) 18:30 20:00 (consumer tasting in first-tier city only) Wine samples: up to 10 SKUs per booth (approximately two bottles of each SKU per event, one more bottle per SKU for the consumer tasting in the first tier city) including at least one wine that has been scored 90 points or above as rated by James Halliday, Jeremy Oliver, or equivalent What do you get for your investment? A/V equipment Direct marketing support Event management by Wine Australia Exhibitor Space Glassware Marketing materials Photography Public relations and social media support by Wine Australia Signage Spittoons Staff Theming What does success look like? Participating in this event may help you and your brand: Find an importer Generate new business leads on-premise Generate new business leads off-premise Network with influential trade Other an opportunity for exposure in the market via traditional media, online media and social media. What others have said about this event Approximately 70 per cent of exhibitors in 2015 secured commercial leads and some received orders within three months of the Roadshow. Approximately 70 per cent of exhibitors in 2015 felt the Roadshow met or exceeded their expectations. Approximately 90 per cent of exhibitors in 2015 expressed interest in exhibiting again as part of the Wine Australia China Roadshow.