Wines of Argentina Kansas Nov 2011

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and tango to Malbec and Torrontés



AgendaWhat will we see during hour meeting

–

2 – Starting Point: Wine Marketing Scenario3 – The Brand –

5 – Malbec World Day



– And Wines of Argentina ☺



Argentina

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Argentine Wine

• 5°Largest wine producer• 9°Wine Exporter• More than 1,300 bodegas across the country• .• Malbec and Torrontés: Unique grapes•• Main markets: USA, Canada, UK and Brazil.

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Wines of Argentina

• We bring together 214 wineries from every Argentine wineregion, whose exports account for 95% of the country’s total wineexports.

•Mendoza Foundations, the National Tourist Board, Marca País , the

Federal Council of Investment and the Argentine Wine Corporationare some o e organ za ons a suppor e ac v esof Wines of Argentina.

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Wines of Argentina

Our vision: to consolidate Argentina’s position among the leading wine

exporting countries of the New World.

ur m ss on: to contr ute to t e g o a success o t e rgent ne w ne

industry by developing the brand Vino Argentino and enhancing its

, .

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Wines of Argentina

Since 1993 we have organized activities in 72 cities and 36 countries.

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PR NoraFavelukesNew York

PR AndrewMaidmentLondres

PR Dana LeeHarrisVancouver

PR Hugo,SabogalBogotá

EdelmanSan Pablo

RalphsToronto

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Wines of Argentina1993: “Argentine Top Wines” was created within the framework of the Argentine Wine

Association (Asociación Vitivinícola Argentina ).

1995: The Agreement for the Promotion of ArgentineWines Abroad was signed by the National and Provincial

Governments and all the exporting wineries of the country.

Public Relations Office in the United Kingdom. First Wines

of Argentina Annual Tasting was held in London with the

participation of 35 wineries and the support of the ArgentineMinistry of Foreign Affairs and the Exportar Foundation.

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Wines of Argentina

1999: a Special Fund was created for

the promotion of Argentina wine exports

to the UK and the US.

2003: After a market research on the

brand and wines abroad, a new corporate

image was designed and the firstadvertising campaign.

2004: The new campaign was launched

n e , e an raz n .

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Wines of Argentina

2006: Opening of UK Office and new

advertising campaign.

2007: TNS Gallup Market research in

US, Brazil, Mexico, UK and Denmark.

2008: New Advertising campaign

2010: New media strategy

2011: Re Branding

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–





– Wine Marketing Scenario



Starting point

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Starting point

o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.

ncrease promot ona act v ty o pro ucers n t e an ew or .

Nueva Escocia 2007

Ontario 2006

Nebraska 2007

Washington 2004 Navarra 2010Marco de Jerez 2010

Estados Unidos 2005

Virginia 2000 Sur de Francia 2007

spa a

La Rioja 2009 DO Penedés 2010Bourdeaux 2008

Idaho 2009Michigan 2008

Queensland 2001Australia 1997 - 2007

Victoria 2006Nueva Gales 2008

Tasmania 1996 - 2002 - 2008

Australia del Sur2008

Chile 2008

Argentina 2003

Sudáfrica 2003Brasil 2009Uruguay 2004

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Nueva Zelanda



Starting point

o repro ucc n es ruc ura en e e o un oy cíclica en el Nuevo Mundo.Main European wine producers investment on regional promotion

France: 279 million euros.a y: m on euros.

Spain: 160 million euros

For 2009-2013

Focus markets for these investments:

.such as Canada, Russia and China are also attracting investments.

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Fuente: Wine Sur, agosto 2010



Argentina: Exports - bottled wines (MM u$s)

467,6450

500

350

400 América

Total exportado 2002 = 109 MM u$s

250

300 Total exportado 2010 = 695 MM u$s

176,6150

200 Europa

16,2

34,8

0

50 Asia

Europa del Este

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2002 2003 2004 2005 2006 2007 2008 2009 2010

Fuente: Caucasia



Argentina: Exports - bottled wines by varietal

AÑOS COMPLETOS Y PROYECCIÓN 2011

MALBEC CABERNET SAUVIGNON GENERICO TINTO CHARDONNAY TORRONTES

350

400

250

300

150

200

0

50

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2002 2003 2004 2005 2006 2007 2008 2009 2010 2011



Argentina´s Position in Wine World

CONSUMPTION EXPORTS (VOLUME)

8° Place - 4,3%Between UK and

Russia

9° Place – 3,4%Between

Germany andPortugal

6° Place - 4,5% ° –

Between China andAustralia

,

Between NezZealand and UK

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´

Starting point


2010. Overall growth of bottle wine exports - 17,9% in FOB value.

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“For the first time, Argentina exports more wine to the US than Chile.”



Starting point


Argentina and Chile in the USA

USD 135,3 million (+17,9%) USD 103,5 million (+8,4%), m on cases + ,

Average Price: USD 35,62 (+11,58%), m on cases - ,

Average Price: USD 29,29 (+9,8%)

Janurary-June 2011. Growth rates compared to 2010 first semester.Source: Caucasia Wine Thinking

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Starting point


Why is USA so important for our exports?

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Starting point


Why is USA so important for our exports?

• mer ca s to ay t e ma n wor w ne consumer.

•25% of the consumed wine is imported.

•17 years of consecutive consumption growth (with 2001 and 2008-2009 crisis).

•From 2010, the US has become the biggest wine consumer (330 million cases´vs. rance s m on .

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– VINO ARGENTINO



WHAT IS A BRAND?

BRAND IDENTITY REPUTATION+=PROMESA DESEMPEÑO+DIFERENCIACIÓN CONSISTENCIA+



The power of the origin´

FEEDBACK

e percep on o a coun ry s mage co ors e percep on peop e ave o s pro uc sindustry

OF ARGENTINEWINES

ARGENTINA´SIMAGE

31FEEDBACK



Spain´

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Australia´

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France´

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Italy´

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Argentina´

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Argentina´s ImageryTODAY THE SYNTHESIS OF THE PERCEPTION OF ARGENTINA IS THE COUPLESOCCER + TANGO

Soccer Tango

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Argentina´s Imagery.

Soccer Tango

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Our goal is to be part of Argentina´s Imagery

occer TangoARGENTINA

Wine

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PASSION



Defining Argentine inner way of being

VISCERALCOLLECTIVELY

SENSUAL

OVERFLOWING WITHEMOTION

SEXY

INDIVIDUALSENSORIAL

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TITLE

“…WE ARE MOVED BY OUR PASSIONS.”



BRAND POSITIONINGFROM THE THEORY, THERE ARE 6 POSSIBLE WAYS FOR BRAND POSITIONING

R I E N C E

O N A L I T

Y

D U C T

Quality

VarietiesPleasure

Jo

Country´s Culture

Rituals

E X P

P E R

P R OPrice / Value

PremiumSharing

S

Values EMOCIONALRATIONAL

P R O C E S

Handcrafted

Industrial

Innovative R A S T R U C T U R

Technology

Location

Wineries

P U R P O S

Enjoy

Relax

Organic I N

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WHERE HAVE WE STAND ONWE HAVE BEEN TALKING ABOUT THE CHARACTERISTICS OF OUR PRODUCTS

D U C T

Quality

VarietiesPleasure

Jo

Country´s Culture

Rituals

P R OPrice / Value

PremiumSharing

S

Values EMOCIONALRATIONAL

P R O C E S

Handcrafted

Industrial

Innovative R A S T R U C T U R

Technology

Location

Wineries

P U R P O S

Enjoy

Relax

Organic I N

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BRAND POSITIONINGPOSITIONING OF OUR COMPETITORS. OPPORTUNITY AREA.

D U C T

R I E N C E

Pleasure

Jo O N A L I T

Y

Country´s Culture

Rituals

P R O

E X P

Sharing

S

P E R

Values EMOCIONALRACIONAL

P R O C E S

R A S T R U C T U R

P U R P O S

I N

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identification - projection

Personality

Offer´s style

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TO SUM UP



ARGENTINA´S ESSENCE

ARGENTINA IS AND ALSO IS

• European

• Fun

• Elegant

•

• Latina

• Nostalgic

• Informal

•

• Cultured

• Friendly

• Chaotic

• Wild

• Individualistic

• Civilized

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OXIMORON:

A figure of speech or expressed idea in

conjunction and create a new meaning.

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- p: v meo.com




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Who is the consumer ofArgentine wines?

50

M k h (2007)



Market research (2007)

Mature, 30 years or more.

Both sexes. Women are involved in more mature.

Middle-upper class.

Live in cities. Value price-quality ratio.

Willing to try and experience new things.

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Those who (for identification or projection) feel attracted to theAr entine wa of bein .

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Consumer

How do we get to him or her?

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One of the most significant insights of 2007study is that wine is a category that requires an

resources. Advertising alone has not strengthor a eal. Wine industr re uires thedevelopment of other tools.

Press - Tastings – Education – Trade MKT

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Wines of Argentina advertising campaings allocated in world´s most

important wine magazines.

Decanter / Prazeres da Meza /

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ne pec a or arper sWines AccessIN / Adega / Off License / WineEnthusiast.

CHANGING THE FOCUS



CHANGING THE FOCUSFOCUS ON THE CONSUMER

• ang ng me a strategy

< Trade magazines> On line marketing strategies

•Changing our events in the markets

Partnerships with Decanter and Wine Spectator.Bajo Fondo concerts.

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Digital campaigns



Digital campaigns

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Digital campaigns



Digital campaigns

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Digital campaigns



Digital campaigns

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Digital campaigns



Digital campaigns

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Digital campaigns



Digital campaigns• More than 15,000 users installed the application.

•

• 19 games played for user (average).

• 7:11 minutos average stay.

• 199.648 visited the application.• 210.915 wines were produced.

• , was e average quan y o w nes crea e y eac user.

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Digital campaigns



Digital campaigns

TWITTER TASTINGS

• ,• 18 wine bloggers

• True reach of more than 35,000 people.• Argentina Trend topic (wine) N°1 in September.

Public Tastings in London, SF and NY.

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MONITORING



El monitoreo en redes sociales que diariamente nos llega através de Meltwater Buzz permitió durante este mes recibirinformación sobre usuarios con sentimientos positivos hacia el

vino argentino, como así también con experiencias negativascomo la de la imagen.

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Vinexpo y Twitter



Vinexpo y Twitter

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Vinexpo y Twitter



Vinexpo y Twitter

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Agenda



g

What will we see during hour meeting

–2 – Starting Point: Wine Marketing Scenario3 – The Brand –




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Malbec World Day

Wines of Argentina decided to establish April

’

emblematic variety. The signature grape had its party in 40 cities around the world.

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Argelia Hong Kong



Argelia o g o g

ArmeniaAustraliaBolivia

JapanMalasyaMorocco

razBulgaryCanada

ex coPanamaPeru

ChinaColombia

NetherlandsRussia

DenmarkDominican RepublicEcuador

SpainSweedenSwitzerland

FinlandFranceGreece

UcraniaUKUSA

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Germany Vietnam



+500 pieces in media about “Malbec World Day”

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5.000 visits to our website within the 15 previous days to the celebration.

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#mwd (Malbec World Day) was Trend Topic on April 17th.One of the most tweeted themes of the da +60.000 tweets

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Thank you!

[email protected]

Wines of Argentina Kansas Nov 2011

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