United States: which strategies in order to adapt its wines to the U.S. market?

Wednesday June 19 2013 by Vitisphere

Sacred world's first wine consuming market, the United States would contain a high growth potential. Especially for wines sold more than 10 $ a bottle, according to Vinexpo-IWSR studies. However, addressing the U.S. market is not easy, consisting in 51 separate states, featuring different application of three tier system. But if one believes the figures shelled by Pauline Oudin (Sopexa New York), the game is worth it: 30% of Americans drink wine and 15,000 new consumers join them on a daily basis. Globally, imported wines account for 27% of U.S. wine consumption. Speaking at a Vinexpo conference, Sebastien Trézeux (Baron Philippe de Rothschild) estimates that three pillars allowed Mouton Cadet to become the second brand of French wines in the US. The first one is its distributor, Constellation Brands since 2005, then the proximity to the consumer, provided by monitoring trends and promotion (like the partnership with the Ryder Cup), and finally a DNA remaining in Pauillac. "Illustrating the second point of this approach, Mouton Cadet launched its first varietal wine, a 100% Sauvignon Blanc with a screw cap".

Pioneer in the settlement of pino grigio in the United States, the Italian group Santa Margherita based its strategy on another tripod. According to Ettore Nicoletto (Santa Margherita), "one must combine innovation, quality and marketing in order to succeed. Innovation is the creative response to an opportunity. But do not make the slightest qualitative concession! The placement price is also a strong marketing asset. Santa Margherita used it well in order to become a reference. " Pauline Oudin adds that the "U.S. market requires a significant marketing support". Before launching web campaigns (including social networks), operators should promote their wines directly to professionals, "even before trying to approach consumers".



[Photo: detail of the Bottle Shock movie poster]


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