The current global wine industry is highly competitive, especially in major export markets. Entering a market is not easy, but the hardest part is to be established and consolidated position. Here are some wineries opinion that tell what might be the key.
Entering a market is already difficult but the task becomes even more complicated when you have to sell. Large consumer markets in the world are atomized brands, wineries, wine with infinities that one can find in a supermarket, wine bar or restaurant. That’s why when exporting wineries choose to perform some actions to differentiate themselves.
According exports for the first six months of the year, the main export destinations for still wines in bottle to Argentina were the USA, UK, Canada, Brazil, the Netherlands and Denmark. USA is the leading country of Argentine exports and is the second largest consumer of wine, but could soon overcome and get ahead of France. This makes the country an American market, especially when wine consumption is increasing especially among the younger population. That’s why the wineries bet this country as the main market at the time of placing their wines. Prospects in the United States are good, but keep in mind that it is a very competitive market. The keys to be stored in the major world markets do not have a specific recipe. Most wineries DaDV consulted agreed that it is best to know yourself and develop a business strategy according to the objectives to be achieved. Arizu (son), Luigi Bosca, on primary keys when entering a market, said that mostly have to know the country thoroughly, segments of consumer prices, which are the favorite wines in this country and what is the most suitable communication to let them know our wines, all these previous research works are needed and especially choose a good dealer according to the winery. Meanwhile, Lucas Nemesio Partner – Managing Director of the Bodega NQN said points to consider are consumer education and trade of the country / region, the consistency of the product in time, competitiveness, value added (over delivery) and a persistent, clear and concise message. But to separate from other wineries should know themselves, find their personality and strengths and not their similarities with. For Argentina teamwork and show us the world as such is a substantial difference. While Leonardo Biondolillo, manager of Production and Marketing of Tempus Alba, how to succeed in the big markets is looking for differentiation, not only in our wines but also of marketing channels. The high demand of markets makes success is based on quality, price and basically the project sustainability. Our profile is strongly linked to commitment to product quality, mainly supported by vineyards, high tech agricultural / winemaking and ongoing training of human capital. Among the wineries consulted also stressed in communicating the health benefits of moderate consumption of wine, go for variety and area, follow the trends that are taking place in the world such as the fruity and soft wine, and reduce the number of tags within each winery. When talking about the shortcomings of the country and position on world markets, Lucas Nemesio commented that one of the flaws that Argentina commits is individualism, lack teamwork and perseverance in achieving a common goal based on the knowledge . While Leonardo Biondolillo, in this regard said that Argentina macro level is making an effort to introduce their wines abroad. The lack of historical cooperatives in our country is one of the most relevant when thinking about sustained growth in foreign markets failures. It sometimes happens that small wineries can not by themselves develop a market and come to fruition, this is mainly a problem of scale that can be easily solved by gathering efforts of several actors who are in similar situations. New Consumers When speaking to capture different consumers such as young people and women, all views of the respondents to Day to Day Wine seem to agree. Most said they would expect to find very specific niches where has not yet achieved a position as country category. The Director of the Bodega NQN said that at a later stage we may have a better performance in those specific niches for our character, if we act with creativity, but it is too early to talk about it. Biondolillo Leonardo commented that both young women are becoming increasingly important in wine consumption US players, as well as other parts of the world, so the ability to develop new products that appeal to these consumers is analyzed . Everything depends on the production profile of the winery but there are several examples of this such as the production of rosé wines, sparkling and very fruity red wines without oak complexity. Brazil In the case of Latin America, Brazil is the big market for Argentina, in addition to appearing as the second largest consumer of wine in front of countries like Chile and Uruguay, and Argentina just behind. For this country it seems that the most important point to consider is to choose who is going to work (importer / distributor). Marketing margins are very high in this country and this goes directly to the quality / price of the wines. It is true that the Brazilian consumer is still not educated or has a highly developed culture vinous but it is indisputable that the great potential this market has regarding the importation of Argentine wines. Consumer empowerment is fundamental to raise the annual per capita consumption of wine and wineries where they have to put more effort if they want to position their wines in this market, said Leonardo Biondolillo tool. Nemesio Lucas said it is a market that amazes us every day and I think the key to our success in this country have been the ease of language and vast knowledge of their culture, compatibility with our consumers, closeness, dynamism and adapting our business to the specific requirements and of course a quasi custom appoggiatura with different marketing actions. On the other hand, Alberto Arizu (son) joined these views the potential of this market, adding that consumers would be educated, but when exporting must know where to point the guns in the country’s largest South America.
