Did you know that we are one of the world’s biggest

premium wine companies?

Icon can be a bit overused – this one has global recognition

biggest ^ and the best premium wine

company?

Same company

How does the consumer identify with Fosters and how does Fosters identify with the consumer

“Consumer led, customer drivenWe believe in placing the consumer and the customer at the heart of everything we do. We strive to be innovative in the way that we respond to the changing needs of our consumers and customers. i-Nova is Foster's global innovation hub providing leading insights into consumer and shopper behaviour that informs every aspect of our business from brand development and marketing to supply chain and logistics.”

The customer

The consumer

But who are we……and what perhaps happened to Fosters Wine Estates?

Interview with Trevor O’Hoy (8 Feb 2008, Australian Financial Review Boss)

Great Article…..but

About 28 mentions of Fosters

vs. about 20 mentions of Southcorp

SOUTHCORP HAS BEEN GONE FOR YEARS: Purge the name Southcorp – it was only ever a “stable”; for new consumers & probably majority non-Australian market it is a distraction

Gone in June 08

Why do Foster’s brands stand out?

http://images.google.com.au/imgres?imgurl=http://www.winestar.com.au/images/wolfplatshz.jpg&imgrefurl=http://www.winestar.com.au/prod1783.htm&h=350&w=84&sz=7&hl=en&start=1&sig2=iNhRFubnqd1rUntsQrmvdg&tbnid=hj6Z2btWAvKnQM:&tbnh=120&tbnw=29&ei=_rCtR4zaMp3-hQO2gp2kAg&prev=/images?q=wolf+blass+platinum&gbv=2&hl=en&safe=off

Why does the market view Fosters and its wines like this?

What’s the issue?

* Consumers are not interested & customers do not need to know about financial metrics – the market invents its own stories!

It is never about financial metrics*

They represent the results of driving a good KPI which is…….connect with the consumer and build loyalty

Is FWE loyal to its 25 million wine consumers?

Avg l /hdNumber of wine drinkers

Aus 28 3,760,714

Americas 10 17,910,000 EMEA 20 4,230,000

25,900,714

Let’s not be bashful about

our assets

PEOPLE – an inspired global team

VINEYARDS – the lifeblood, and with 15,000 hectares we understand regional & global variation

Australia is big; so you will find us everywhere

And now let’s get a wine in front of the

consumer

My day at the shops

• 55 varieties of biscuits• 26 types of yoghurt• 18 choices of toothpaste• 41 different breads• 25 juices …………..

…… who will help me when it comes to 100’s or thousands of wine labels?

A conversation with Fosters wine

A conversation with Fosters wine – right now

A conversation with Fosters - adventure

A conversation with Fosters wine – stretch yourself

Its about Foster’s customers and consumers

ACKNOWLEDGMENTS

• The Financial Review for forgetting that it is consumers who will drive the future of Fosters•Ideas and thoughts have arisen from a range of directions in analysing the wine world, and Australia’a part in it; a lot of people have generously given time• 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

Dr Jim Fortunejfortune@bigpond.net.au+61 409 676 5665 Union StBEULAH PARK SA 5067Australia

Endnote:

• To obtain Fosters wine story involves an amazing amount of web site dredging with limited cross site integration (yes I have confirmed I am over 18 on too many occasions)

• Key documents like Fosters Sustainability Report 2007, Fosters Business Review 2007, and the AWITC (Aug 2007) presentation contain great information & have been used for source data