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Distribución del vino en Reino Unido

REINO UNIDO

Primer destino de las exportaciones españolas de vinos con D.O.

Poca relevancia de las exportaciones de vinos a granel sin D.O.

Reino Unido: MERCADO PRIORITARIO PARA EL SECTOR ESPAÑOL

Segundo destino de las exportaciones españolas

MERCADO DEL VINO EN U.K.

Mercado prioritario de las bodegas españolas

Principales Caractarísticas

• País básicamente importador • Vinos Blancos: los más consumidos • Las mujeres responsables del 80% de las compras • Fuerte presión fiscal • Factores claves para la compra • Mercado saturado y maduro Gran competencia

• Precio • Tipo de Uva

Gran escaparate para el mundo del vino

CÓMO SITUARSE EN EL MERCADO U.K.

¿Cómo vender el vino? 1. Distribuidor

2. Agente comercial o importador

1. Distribuidor

1. Agente Comercial o importador

ON-TRADE

Canal en el que se permite la venta de vino en el mismo establecimiento en el que se consume.

Características en U.K.: • Alto grado de fragmentación

• Vinos de mayor calidad

• Canal preferido para bodegas con pequeñas

cantidades y marcas poco conocidas

• Auge de la gastronomía española: forma de entrada muy interesante para bodegas pequeñas y D.O. poco conocidas

Puntos de venta en los que se permite la venta de alcohol para su consumo fuera del establecimiento.

Características en U.K.: • Principal canal de distribución (Valor y Volumen)

• Representa el 75% de las ventas

• Precios un tercio inferiores vs On-trade

• Importancia en las ventas Off-Trade de las

Promociones en Punto de Venta

OFF-TRADE

Mill. Litros 2010 2011 2012 2013

Off-trade 1.159,20 1.151,80 1.135,20 1.137,60

On-trade 249 243,5 240,5 239,4

Total 1.408,20 1.395,40 1.375,70 1.377,00

VENTA DE VINO EN UK SEGÚN CANAL

2% 4%

2% Fuente: Euromonitor International, Mayo 2014

Cuota de mercado (Valor) On-Trade Cuota de mercado (Valor) Off-Trade

Fuente: Nielsen, 2013 Aumento de las ventas en un 18% con respecto al año anterior

CANAL OFF TRADE

Fuente: Nielsen, Mayo 2014

PRECIOS CANAL OFF TRADE

Fuente: Nielsen, Mayo 2014

TENDENCIAS del mercado a tener en cuenta Preocupación por la salud y

consumo responsable Crecimiento de las ventas de vinos

de baja graduación

Mayor concienciación medioambiental

Interés por vinos ecológicos y biodinámicos

Nuevos gustos de los consumidores

Crecimiento de las ventas de vinos rosados y espumosos

Innovación

Vino + Gastronomía

Fuerte crecimiento en la venta ON-Line

Mayor integración social al consumo de vino

Producto y packaging

LONDON WINE TRADE FAIR GRAN CENA DE LA ORDEN DE LOS CABALLEROS DEL VINO THE WINES FROM SPAIN TRADE FAIR COLABORACIONES CON IMPORTADORES WINES FROM SPAIN AWARDS PROMOCIONES TIENDAS INDEPENDIENTES CONSUMER SHOWS ACCIONES GASTRONÓMICAS PORTALES www.winesfromspain.com www.foodsfromspain.com

WINES FROM SPAIN / Actividades principales

http://www.winesfromspain.com/�

http://www.foodsfromspain.com/�

Los nuevos Caballeros 2014: Mª José López de Heredia y José Velo-Rego

Tapas fantásticas 2014

London Wine Fair 2014 Awards 2013

R. U. OPORTUNIDAD PARA LOS VINOS ESPAÑOLES

6º Mercado mundial en consumo de vino

VINO + GASTRONOMIA: OPORTUNIDAD

El precio es un factor decisivo de compra

Gran competencia en el mercado

Mercado maduro y saturado

ICEX

Rosa Angulo

Observatorio ESPAÑOL del Mercado del VINO

Rafael del Rey

Competencia en el mercado británico del vino

Fundación para la Cultura del Vino, Haro - 29 mayo 2014 el VINO sólo se DISFRUTA con MODERACIÓN

el VINO sólo se DISFRUTA con MODERACIÓN

UK 2º importador mundial en 2013

FCV - Haro 29 mayo 2014

1.515 1.305

1.097 528 498

377 373 368

314 269 273

208 184 202

136 1.849

Alemania

Reino Unido

EEUU

Francia

Rusia

China

Canadá

Países Bajos

Bélgica

Italia

Japón

Suecia

Suiza

Dinamarca

República Checa

Resto

Millones de litros

Importaciones mundiales de vino 2013

3.947 3.736

2.538 1.524

1.171 1.184

976 953 885 915

780 654 591 546 472

4.444

EEUU

Reino Unido

Alemania

Canadá

China

Japón

Bélgica

Suiza

Países Bajos

Rusia

Hong Kong

Francia

Suecia

Dinamarca

Australia

Resto

Millones de Euros

Importaciones mundiales de vino 2013

25,315,6 mill €

9.494,8 mill ltrs

Creciendo, pero más estable


1,84 1,80 1,81 1,81 1,77 1,80 1,87

1,97

2,22 2,13 2,17

2,22

2,43 2,43

1.67

3

1.83

4

2.01

5

2.17

6

2.33

3

2.34

3

2.32

3 2.55

3 2.83

5

2.73

6

2.92

8

3.02

1

3.19

6

3.17

0

909 1.02

2

1.11

4

1.20

5

1.31

7

1.30

0

1.24

4

1.29

4

1.27

5

1.28

2

1.35

2

1.35

8

1.31

3

1.30

4

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

STP/l

Mill STP

Mill l 5,6% p.a.

10,5% p.a.

2,3% p.a.

Desde donde?


33 6 7 9 16 43 61 117 139 144 163 184

256 289

536 1.170

1,0% 0,2% 0,2% 0,3% 0,5% 1,4% 1,9% 3,7% 4,4% 4,5% 5,1% 5,8% 8,1% 9,1% 16,9% 36,9%

Resto

Países Bajos …

Hungría

Dinamarca

Bélgica

Argentina

Portugal

Sudáfrica

Alemania

Estados Unidos

Nueva Zelanda

Chile

España

Australia

Italia

Francia

Millones de STP

Principales proveedores de vino al Reino Unido 2013

11 1 2 3 6 16 19

45 62

110 111 112 122

191 243 251

0,8% 0,1% 0,1% 0,3% 0,4% 1,2% 1,4% 3,4% 4,8% 8,5% 8,5% 8,6% 9,3% 14,7% 18,6% 19,2%

Resto

Países Bajos

Irlanda

Hungría

Bélgica

Portugal

Argentina

Nueva Zelanda

Alemania

Sudáfrica

Estados Unidos

Chile

España

Francia

Australia

Italia

Millones de Litros

Principales proveedores de vino al Reino Unido 2013

3,171,5 mill STP

1.304,9 mill ltrs

71%

61,8%

Proveedores, que han evolucionado cómo?

FCV - Haro 29 mayo 2014 2,0%

0,5% -3,1%

16,3% 12,1%

5,4% 2,5%

3,6% 3,4%

2,1% 13,7%

6,3% 5,6%

0,3% 9,1%

5,3%

Resto

Países Bajos

Hungría

Dinamarca

Bélgica

Argentina

Portugal

Sudáfrica

Alemania

Estados Unidos

Nueva Zelanda

Chile

España

Australia

Italia

Francia

Evolución pples proveedores de vino al Reino Unido 2000-2013 p.a.

0,0% 0,0% 0,0%

-6,7% 22,9%

0,2% 3,3%

11,9% -2,5%

5,8% 4,7%

7,0% 3,5%

-1,6% 4,0%

5,3%

Resto

Países Bajos

Irlanda

Hungría

Bélgica

Portugal

Argentina

Nueva Zelanda

Alemania

Sudáfrica

Estados Unidos

Chile

España

Francia

Australia

Italia

Evolución pples proveedores de vino al Reino Unido 2000-2013 p.a.

Total 5%

Total 2,8%

Qué compra?


85,6 402,2 0,77

0,93

110,9 434,8

1.372,3

2.241,2

1,83

2,82

750,2

793,4

204,3

524,1

5,84

6,27

35,0

83,6

1.673,1

3.170,0

1,84 2,41

908,6

1.313,2

Mill STP 2000 Mill STP 2013 STP/l 2000 STP/l 2013 Mill l. 2000 Mill l. 2013

TOTAL

Espumoso

Envasado

Granel y > 2l2

Mosto

12,7%

70,7%

16,5%

33,1%

60,4%

6,4%

5,1%

82,0%

12,2%

12,2%

82,6%

3,9%

Qué le vende quien (valor)?


339,6

109,1

7,9

45,2

0,6

3,1

2,8

8,5

1,6

0,3

808,0

404,2

124,0

202,4

148,3

128,8

78,0

123,5

63,4

59,9

20,5

21,4

157,2

8,4

34,7

31,3

62,9

6,4

51,7

0,8

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Francia

Italia

Australia

España

Chile

N. Zelanda

EE.UU.

Alemania

Sudáfrica

Portugal

Importaciones en UK

2013 en Mill STP

Espumoso

Envasado

Granel y > 2l.

• Mucho > 2l de Australia, Chile, N Zelanda, EEUU y Sudáfrica.

• España todo envasado y 3º en espumoso

Qué le vende quien (volumen)?


32,9

2,7

22,2

20,4

0,2

1,0

0,5

2,1

0,6

0,0

195,2

42,3

154,9

93,0

70,1

38,0

33,5

55,1

28,1

13,5

21,8

198,0

13,9

8,2

41,7

71,8

76,4

5,0

15,9

5,2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Italia

Australia

Francia

España

Chile

EE.UU.

Sudáfrica

Alemania

Nueva Zelanda

Argentina

Importaciones en UK

2013 en Mill Ltrs

Espumoso

Envasado

Granel y > 2l.

• Para España, muy importante el espumoso y el que menos de > 2l tras Alemania

En qué segmento (total)?


Francia 191,1; 6,12

Italia 250,5; 2,14

Australia 243,1; 1,19

España 121,6; 2,11

Chile 112,0; 1,64

N Zelanda 44,5; 3,66

EEUU 110,8; 1,30

Alemania 62,3; 2,22

Sudáfrica 110,4; 1,06

0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

0 50 100 150 200 250

STP

/ lit

ro

Millones de litros

Importaciones de vino total en UK 2013

Francia y Nueva Zelanda con precios medios altos Francia,

Italia y Australia con volumen

En qué segmento (envasado)?


Francia 154,9; 5,22; 808,0

Italia 195,2; 2,07; 404,2

España 93,0; 2,18; 202,4

Chile 70,1; 2,12; 148,3

N. Zelanda 28,1; 4,58; 128,8

Australia 42,3; 2,93; 124,0

Alemania 55,1; 2,24; 123,5 EEUU 38,0;

2,05; 78,0

Sudáfrica 33,5; 1,89; 63,4

0,00

1,00

2,00

3,00

4,00

5,00

6,00

0 50 100 150 200

STP

/ lit

ro

Millones de litros

Importaciones de vino envasados en UK 2013

Para España, ¿qué significa (total)?


356,1 299,1

158,2 157,4

146,5 78,9

51,0 48,9

41,5 37,7 31,5 29,9 28,0 27,5 22,2

332,5

Francia

Alemania

Italia

Reino Unido

Portugal

EEUU

Bélgica

Holanda

China

Japón

Rusia

Canadá

Suiza

Dinamarca

Suecia

Resto

Exportaciones españolas de vino 2013

404,9 341,4

258,6 256,8

116,6 110,9 104,6

93,0 92,6 92,0

75,7 73,8

50,8 45,7 45,5

464,9

Alemania

Reino Unido

Francia

EEUU

Bélgica

Suiza

Holanda

Portuga

Japón

Italia

Canadá

China

Suecia

México

Dinamarca

Resto

Exportaciones españolas de vino 2013

2,628,0 mill €

1.846,9 mill ltrs

Para España, ¿qué significa (envasados)?


82,5

75,8

7,1

35,3

19,8

27,4

15,5

11,0

20,1

0,8

8,6

12,8

9,1

2,2

8,7

60,7

27,1

32,2

43,9

11,5

23,2

12,7

12,6

14,2

1,8

20,0

7,5

1,2

3,2

9,4

1,8

125,8

109,6 108,0

51,0 46,8

43,1 40,0

28,1 25,3 21,8 20,9

16,1 14,0 12,4 11,6 10,5

186,5

Reino Unido

Alemania

Portugal

EEUU

Francia

Holanda

China

Japón

Suiza

Italia

Dinamarca

Canadá

Suecia

Rusia

Bélgica

Resto

Exportaciones españolas de vino envasado 2013

DOP (<15% alc)

Sin DOP

total env

200,8

172,3

149,0

88,1

58,7

41,8

42,2

53,8

27,3

32,5

28,5

23,7

5,1

26,6

2,4

174,8

35,7

50,2

32,8

8,7

25,7

21,4

20,2

3,9

20,8

9,8

4,9

9,0

27,6

3,7

12,8

131

236,5 222,5

181,8 96,8

84,4 63,1 62,4 57,6

48,0 42,4

33,4 32,7 32,6 30,3

15,1 306,1

Reino Unido

Alemania

EEUU

Suiza

Holanda

Francia

China

Canadá

Japón

México

Suecia

Dinamarca

Portuga

Bélgica

Italia

Resto

Exportaciones españolas de vino envasado 2013

DOP (15% alc.)

Sin DOP

Total env.

1,545,7 mill €

745,4 mill ltrs

Con Cava y licor, un mercado fundamental

18,5 17,5 21,9 23,0 30,4 39,0 37,0 35,7

154,8 176,5 161,4 141,2

145,7 169,9 178,8

200,8

60,5

68,1 64,7

70,9 67,6

71,5 80,6

67,6 45,1

41,9 34,2

35,7 31,9

27,2 31,7 31,0

278,9 304,0

282,1 270,8 275,6

307,6 328,2 335,1

2006 2007 2008 2009 2010 2011 2012 2013

Exportación española de vinos

envasados en mill €

Total env

Otros vinos

Espumoso

DOP (< 15% alc)2

Sin DOP env

Observatorio ESPAÑOL del Mercado del VINO

Rafael del Rey

Competencia en el mercado británico del vino

Fundación para la Cultura del Vino, Haro - 29 mayo 2014 el VINO sólo se DISFRUTA con MODERACIÓN

el VINO sólo se DISFRUTA con MODERACIÓN

Mucha más información en: www.oemv.es

Gracias

http://www.oemv.es/�

1

© Wine Intelligence 2014

Wine Intelligence 2014 Macro trends in the UK wine market

May 2014

2

Economy emerging from recession after five years of austerity and falling incomes

Duty “escalator” on wine of RPI + 2% discontinued. . . For now

Wine volumes peaked in 2007 and have been declining ever since

Off-trade has held up well, but on-trade has suffered

Basic wine drinking habits have not changed too much

Price per bottle has gone up

Some new opportunities and threats

UK market 2014: key themes

3

Economic recovery. . . .

UK GDP will be + 2.9% in 2014 according to the IMF, making the

UK the fastest growing economy in the G7

Unemployment has fallen to a five year low of 6.5%, having been over 8% just 18 months ago

4

. . . However this is masking some more fundamental changes to the economy

Real wages have been declining for 6 years, so

consumers are on average about 8% worse off in real terms, according to the NIESR

Wealth inequality is growing: the top 1% of earners now earn 16% of all UK income, up from 9% in 1992 (Spain: 9%)

Younger people are behaving very differently to their parents at the comparable stage in life

Sources: NIESR, IFS, Wine Intelligence/London Wine Fair Carpe Vinum Vol 1: Generation Y

5

Over the past 20 years, wine has been winning relative to other drinks. . .

Source: ONS Household Survey, 1992-2011

6

However over the past 5 years wine has been in decline in absolute terms. . . As duty has risen

UK wine sales volumes 2008-13: -9% UK wine sales volumes 2011-12: -3.2% Change in duty on a bottle of wine 2008-13: +36%

Sources: IWSR 2013, WSTA

7

Additionally some spending has migrated into a new occasion: “indulgent” night at home

Consumers have shifted spending patterns upwards to reflect the impact of duty increases

£10+ £4 £6 £8 £5 £7 £9

“indulgent” spend range 2008

“indulgent” spend range 20013

“everyday” spend range 2008

“everyday” spend range 2013

Source: Wine Intelligence Vinitrac 2008, 2013, WI analysis

8

2009 2013

Top White Varietals 1. Chardonnay 2. Pinot Grigio 3. Sauv Blanc

No change

Top Red Varietals 1. Merlot 2. Cab Sauv 3. Syrah

No change

Top Regions by consumer purchase %

1. Rioja 2. Bordeaux 3. Cotes du Rhone

No change

Top choice cues 1. Promotion 2. Recommendation 3. Varietal

1. Varietal 2. Promotion 3. Country of origin

Has anything really changed?

9

Share of UK Portraits by population size Base = all UK regular wine drinkers (n>1,000)

12% 16%

29% 21%

17% 17%

28%26%

7%9%

7% 11%

2009 2013

AdventurousConnoisseurs

Generation Treaters

Mainstream-at-Homers

Risk-averse Youngsters

Senior Sippers

Kitchen Casuals

*

*

*

*

*:statistically significantly higher than the 2009 wave at a 95% confidence level *:statistically significantly lower than the 2009 wave at a 95% confidence level Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers

More fundamental changes have happened in how UK consumers interact with the wine category

10

Share of UK Portraits by wine consumption volume Base = all UK regular wine drinkers (n>1,000)

Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers

6% 8%

23% 16%

20%20%

27%25%

12%16%

12% 15%

2009 2013


Generation Treaters



Senior Sippers

Kitchen Casuals

High value segments are drinking more. . . .

11

Share of UK Portraits by spend on wine Base = all UK regular wine drinkers (n>1,000)

Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers

4% 5%

18% 12%

20%19%

25%22%

17%24%

16% 18%

2009 2013


Generation Treaters



Senior Sippers

Kitchen Casuals

. . . And spending over £4 in £10 on wine

12

• Higher value products, and channels, aimed at affluent young urbanites

• Brands that have genuine meaning and can offer “experiences”

• Sparkling wine

• Lowest cost producers

• Producers with good trading relationships with major supermarkets

Source: Wine Intelligence, Vinitrac® UK, August 2013, n=1,019, UK regular wine drinkers

Mid-price supermarket wines

Undifferentiated brands

Products which can be easily substituted (eg own label suppliers)

Winners and losers in this new world

13

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FUNDACION PARA LA CULTURA DEL VINO.

Haro, 29 de Mayo 2014

Índice

1 Santander Advance/ Internacional

2

3

Servicios UK

Nuevo Portal Santander Trade

Pilares de

Advance Financiación

Programa de Financiación y Vinculación pymes

Fondo Advance

Talento y Formación Internacional

Advance Desarrollo

Empleo Conectividad

Advance Financiación

Financiación doméstica corto plazo

Crédito Advance • Bonifica el tipo de interés en función de la vinculación • Diferenciales del 3,50%, dependiendo de la vinculación y el importe

• Otros productos Advance para facilitar la gestión de cobros y pagos de las pymes

Financiación Internacional corto plazo

Plan Exporta • Financiación comercio exterior: exportación e importación • Especialistas de negocio internacional y servicios auxiliares • Bonificación precio por su uso por Banca Electrónica

Financiación Largo Plazo

Objetivo: ser líderes en líneas de mediación ICO y en distribución de fondos BEI

Oferta muy competitiva para cubrir sus necesidades: • Préstamos Hipotecarios • Leasing / Renting para equipamiento • Lanzamiento de Bansacar Advance

Advance Desarrollo INTERNACIONALIZACIÓN

Portal / Club Santander

Trade

• Portal de Negocio Internacional. Análisis de mercado y contacto con potenciales socios comerciales

• www.santandertrade.com

International Desk

• Red de especialistas distribuidos por geografía para apoyar a los clientes en su expansión exterior

Conexión Internacional

• Misiones Comerciales “virtuales" y “físicas”. Ponemos en contacto a las pymes con los distintos mercados donde Grupo Santander está presente

Eventos locales con clientes

• Desayunos: reuniones promoción negocio 15-20 pymes

• Charlas de internacionalización: para 50-75 pymes

http://pre.unovip.front.universia.net/�

Índice


2

3

Servicios UK


Santander UK, Servicios para empresas

- Uno de los “Big Five”:

- Cuota de mercado del 10% - 1.157 sucursales - Más de 14 millones de clientes activos - Tier 1 del 11,6%

- Más de 35 centros de empresas cubriendo todo el Reino Unido (incluyendo Irlanda del Norte y Jersey) con previsión de 50 en 2014

- Atención personaliza para empresas con facturación por encima de £250.000

- Crecimiento de un 13% en crédito a Pymes en 2013

- Cuota de mercado de empresas del 6%


1. CUENTAS CORRIENTES - Cuentas Residentes en divisa local (GBP) y 20 divisas extranjeras (USD, EUR…)

- Cuentas No Residentes en divisa local para clientes de Santander España que busquen gestionar sus ventas inglesas.

- Comodidad para los clientes ingleses. - Facilidad de gestión de cobros y repatriación de fondos - Gestión de la apertura desde su sucursal en España

2. CUENTAS DEPOSITO - Depósitos a plazo fijo (GBP, EUR y USD)

- Fortaleza del grupo Santander - Fortaleza en el mercado ingles:

- Santander UK tiene actualmente un Rating A solo siendo superado por HSBC entre los bancos ingleses*

- Cuentas remuneradas para la gestión de picos de tesorería (Corporate Bonus Account)

- Hasta un 0.70% de remuneración con liquidez total para gestionar su día a día.


3. SERVICIOS TRANSACCIONALES - Gestión de Ingresos

- Recogida directa de efectivo por G4S - Entregas de efectivo y cheque a través de la red de oficinas de correos (más de 11.000 puntos a

su disposición) que cubre todo el Reino Unido.

- Pagos Nacionales

- Faster Payments (D+0)

- Pagos nacionales por debajo de £100,000 libras y en el que el banco receptor forme parte del sistema.

- Chaps (D+0)

- Pagos nacionales por encima de £100,000 libras o en aquellos casos en que no se pueda enviar un pago como Faster Payment

- Bacs (D+3)


3. SERVICIOS TRANSACCIONALES - Pagos Internacionales

- Via Swift

- Dependiendo de la divisa y destino entre D+0 y D+2

- Tarjetas

- Visa débito para los intervinientes en cuenta* - Tarjetas de crédito corporativas a través del programa Air Plus para empresas con facturación

superior a 2,5 millones libras** 4. TPVs - Servicio ofrecido en alianza con Elavon

- Los clientes de Santander UK tienen las siguientes ventajas:

- Los fondos se reciben en cuenta al día siguiente en lugar de los 4 días del mercado inglés. - Descuentos en las tarifas de implementación. - Cobros en distintas divisas y conversión. - Facilidad de gestión de la devolución del IVA de clientes extranjeros.


5. BANCA ONLINE*

- Funcionalidades:

- Movimientos de los últimos 13 meses y copia electrónica de los extractos bancarios enviados.

- Pagos nacionales, internacionales, transferencias internas…

- Los pagos pueden ser introducidos hasta con 180 días de antelación.

- Creación de nuevos usuarios, modificación de datos de contacto de forma totalmente electrónica.

- Gestión de pagos masivos (hasta 2.500 pagos por fichero). - Autorización de operaciones y modificaciones a través de

cripto calculadora de alta seguridad.

- Información completa del estado de los pagos, así como de los usuarios que los ejecutaron.

- Personalización de normas de firma propias acorde a las necesidades de la empresa.

- Gestión de la banca online desde el extranjero


6. NEGOCIO INTERNACIONAL

- Cartas de Crédito (negociación, confirmación…) y SBLCs

- Avales de licitación, garantías de buena ejecución, anticipo...

- Cobranzas documentarias

- Seguros de cambio de divisa

7. FINANCIACIÓN

- Líneas de financiación.

- Corto plazo - Largo plazo - Financiación estructurada, créditos sindicados… - Hipotecas (equipo inmobiliario especializado en el sector inmobiliario)

- Gestión de cobros Factoring

http://www.thevillageuk.com/media-library/santander-trade.aspx

Índice


2

3

Servicios UK


Nuevo portal Santander Trade www.santandertrade.com

¿Quieres obtener información sobre los mercados y seleccionar los países más atractivos para un producto o servicio de interés?

Una vez identificado un mercado potencial, busca socios potenciales a los que comprar o vender..

Convertidor de 147 divisas Informes semanales y

mensuales sobre el mercado de divisas

Servicios ofrecidos por Santander para facilitar las operaciones internacionales de las empresas.

¿Interesado en información sobre las regulaciones, barreras de entrada, costes arancelarios?... ¿que hay que conocer cuando se compra o vende desde el extranjero?

Países más importadores o exportadores de un producto

Más de 25,000 informes de mercados

Más de 10,000 páginas de información sobre 186 países

Más de 2.000 directorios de empresas de más de 150 países

Más de 1,000,000 de licitaciones internacionales

Más de 40,000 ferias internacionales por todo el mundo

Asociaciones profesionales, informes financieros de empresas y mucha más información

Bases de datos sobre más de 120 países

Actualizaciones semanales y mensuales

Calculadora el coste de una importación una vez conocido el Icoterm acordado

¿Cómo te puede ayudar el Banco Santander a alcanzar tus ambiciones internacionales?

International Desk

¿Como abrir una cuenta en el extranjero? ¿Que servicios bancarios pueden ofrecerme?

Más de 2,500 páginas donde encontrar: Normativa laboral, fiscal y mercantil, Pasos y costes para crear una empresa, Sectores de inversión más activos en un país de interés…

El Usuario Supernet enlazará con todos los servicios accediendo al portal a través de Supernet.

Debe logarse en Supernet Empresas. Una vez dentro de su Supernet, debe hacer clic en el Portal Plan Exporta. ¡Bienvenido! El cliente ya puede disfrutar de la totalidad de los servicios.

1 1

2

Portal Plan Exporta 3

2

3

Acceso directo del Supernet ¡¡sin claves adicionales!!

Usuario Supernet

Proceso para dar de alta a un usuario invitado

El Usuario Supernet puede invitar a compañeros de la empresa que no tengan acceso a Supernet para que estos accedan desde www.santandertrade.com

1

2 El Usuario Supernet pinchando en Mi cuenta accede al servicio de invitaciones Introduce la dirección de email del compañero a invitar. Se puede invitar hasta un máximo de 3 compañeros. Estas invitaciones pueden ser modificadas/eliminadas por el Usuario Supernet.

1

2

Muchas gracias

Selling online in the UK Market How wineries from Rioja can succeed in a

crowded market

Justin Howard-Sneyd MW The Hive Wine Consulting Ltd

Who am I?

Global Wine Consultant to: Laithwaite’s Wine (a brand of Direct Wines) £350 Million a year Over 4 Million cases

Owner / Founder Domaine of the Bee 4 Hectares in the Roussillon £40,000 a year 350 cases

What are we going to cover?

Why should you sell ‘D2C’ (Direct to Consumer)?

What counts as D2C?

How big is the market in the UK?

Who are the players?

What are the major trends in online and digital?

What about going it alone?

The Global picture

How to get around the bottleneck…..

Selling Direct!

The Direct-to-consumer Sector

How big is UK D2C market?

Slide reproduced with the kind permission of Wine Intelligence

What is D2C?

Grocers through grocery sites

Grocers through dedicated sites

Big wine retailers with a website

Traditional mail-order that also sell online

Small independents, who supplement their shop sales

Online-only players

Non-wine companies that offer wine

Grocery websites

Grocers ‘Wine Direct’ sites

The demise of Morrisons

Just as Waitrose launches a new site…..

Bricks and Mortar wine retailers selling online

Traditional Mail-Order, now ‘multi-channel’

New ‘web only’ players

Small independents who sell online

Who else?

New players coming soon? With the Napa Valley so close to Silicon Valley, it is no surprise that there has been a rush to use digital technology to enhance wine drinkers’ experience. Geeks love wine. There’s lots of data to play with

Survival of the fittest?


Tesco (Grocery + wine site)

Direct Wines (Laithwaite's, Sunday Times Wine Club, Avery's)

Sainsbury's (Grocery + wine site)

The Wine Society

Asda (Grocery site)

Naked Wines

Virgin Wines

Majestic

Others

Waitrose

Morrisons

TOTAL Online market for wine – approximately £800 Million

Why are they buying?


What stops them buying?


How are online sales going?

Source: Harper’s Report – Online Wine – July 2013

Macro trends

Personalisation

Mobile optimisation

Peer to peer recommending / selling

Community / interaction and ratings

Group buying

Social media integration

Smart recommendations

Brands selling direct

Personalisation

Mobile optimisation

Wine community

Group buying

Social Media

Smart recommendations

Club W ‘preference’ questionnaire

Any recommendation should be subtle and importantly relevant

WANT: Relevant and personal offers from brands

ACCEPT: Balance of promotional and service information

REJECT: Offers/adverts for unrelated products

“What's hot" - current best sellers. Lists of other customer's favourite wines. Wines that are outside my

price range (too expensive or too cheap).”

Laithwaite’s customer research

8%

57%

60%

70%

76%

79%

87%

Select wines based on the ratings and favourites of other customers

Select wines based on countries / regions I select

Select wine based on a taste profile created by answering taste-related …

Select wines based on grape varieties I select

Select specific wines I’ve tried and enjoyed before

Select wines based on styles I select

Select wines similar to wines I’ve tried and enjoyed before

How appealing are the following methods which Laithwaite’s could use to tailor your wine plan cases?

% = Net Scores (All appealing minus all unappealing)

Customers want us to use their wine preferences to select wines for them. It has to feel personal.

Laithwaite’s customer research

The Laithwaite’s recommendation tool

Brands selling direct

What about going it alone?

4 types of ecommerce

Ad hoc ecommerce. Passively list your wines, add a shop, and sit and cross your fingers – ROI 1/5

Targeted ecommerce – mailings or emails to specific groups of customers, to generate a response – ROI 3/5

Recurring purchase clubs – customers commit to a regular shipment – every month or every quarter – ROI 5/5

Gifting – making it easy for your customers to gift wine is a powerful way to spread the word, and let your best customers act as brand advocates – ROI 5/5

3 points of principle

D2C cannot just be an add-on. You have to align your whole business and brand to deliver brilliant a D2C experience

Wine ecommerce is hard, but can be very profitable. Make sure you choose the right tools and approach it in the right way

Treat D2C like the sales channel that it is. You have to ‘work it’ to generate sales

My website

Please join our mailing list at www.domaineofthebee.com

Our software provider

www.blackboxx.biz

Our software provider

www.blackboxx.biz

D2C cannot just be an add-on. You have to align your whole business and brand to deliver brilliant a D2C experience

Wine ecommerce is hard, but can be very profitable. Make sure you choose the right tools and approach it in the right way

Treat D2C like the sales channel that it is. You have to ‘work it’ to generate sales

Thank you!

Justin Howard-Sneyd MW The Hive Wine Consulting Ltd www.thehivewine.com [email protected] +44 7740 288 641

http://www.thehivewine.com/�

mailto:[email protected]�

Spanish Fine Wine in the UK Independent Sector

• May 29th 2014

• Presented by Simon Field MW

• Buyer Berry Bros and Rudd.

No 3 St James’s St. London

Berry Bros and Rudd • 1698 History and Tradition

• Royal Household

• Innovation; Internet, Heathrow, BBX

• Horeca; FMV incorporates Morris and Verdin , Richards Walford et al

• En Primeur

• Wholesale; Virgin Atlantic, Houses of Parliament, Royal Albert Hall etc.

1698 The Sign of the Coffee Mill

Held In The Balance • Lord Byron

• Aga Khan

• William Pitt The Younger

• Beau Brummell

• Laurence Olivier

• Vivien Leigh

Like with Like

Wine Sales 12 m to 30/4/2014

£ Million T/O GP % +/-

Total 120 26 -2

Bordeaux 30 ( 25%) 16 -35

Spain 6 ( 5%) 30 43

Spanish Gold Offer and Tasting 2012/2013. IWC Specialist Merchant of Year Spain 2013

SPAIN: Premium vs brand • Spanish paradox; largest production 48.51

million hl in 2013. Generic value; € 0.40 ltr lower than France ( € 0. 70) and Italy ( € 0.43)

• Yet largest fall in domestic consumption; down 19.5% in 5 years from 2007-2011

• EU restructuring, despite grubbing up 150,000 hrs has effect of making vines more productive ( 11 rather than 4.5 tonnes per hectare)

Possible solutions • Consolidation of the production chain

• Increase exports

• New markets; USA ; China ( 3 million cases in 2013 but 40% in bulk)

• Move from bulk to premium

• Further penetration into Fine Wine market.

• Combination of all of the above

The Export Drive • Domestic /Export 46%/54%

• In 1982 it was 70%/30%

• UK OFF- trade 2013 Spain No 5

• Volume + 13% 873,000 h/l

• Value + 14% £ 546 million

Premium and Fine Wine • Premium; quantifiable ££ • Fine Wine more nebulous; ageing

ability/reputation/ investment value • Production; Contador ( 500 cs) vs Unico ( 8-

10,000 cases) and the secondary market • Wine Advocate • Auction Market; Sotheby’s New York 11/09 $

1.09 million • Live-EX; Super-Tuscan, Burgundy, Napa

Cabernets

Artadi ; 2004 Pison 100 points

Unico Year Market ££££

Vega Sicilia Unico 2004 1,848











Issues • Spanish wines are generally offered when

deemed ready to drink. The Bodega takes on the cash flow. Little room for speculation.

• EP model is youthful and does not have a timetable unlike eg Burgundy EP in London in January

• BBR Fine Wine Offer; Vega Sicilia Unico 2004 , 6000 bottles sold April 2014

• Latest BBR Offer ; 9600 bts 904 2004 ( £ 144/6) May 2014

Icons and halos • Iconic wines; halo effect • New icons; Faraona, Pagos, single

vineyards such as Valdegines from Artadi , VDT.

• Regional identity; Eg Bierzo , Monsant • White wines; Galician grapes, Albarino

and Godello, also Treixadura, Xarel-lo and Txakoli

• Premium whites; Pazo de Senorans Anada, Allende Matires , As Sortes, Belondrade y Lurton

Price Points in BBR ( By Value; UK average over £10 is 2.2%)

13%

7%

7%

9%

9%

10% 5%

40%

£5-£10

£10- £ 15

£ 15-£ 20

£ 20-£30

£30-£50

£50-£75

£75-£100

£100+

A few examples……

• LRA 904 1982 • LRA 890 1998 • Clos de L’Obac 2004 • Aurus 2005 • Remirez de Ganuza GR 2005 • Muga Aro 2009 • Temanthia 2009 • El Pison 2010 • Contador 2011

Rioja • 29% of all UK Spanish sales by volume, 3% of UK

wine market. • 34% of Exports are to UK. 2% up on 2012. • 2.71 million cases in 2013. + 4% Volume, +7%

Value • 45% Sin Crianza, 23% Crianza, 28% Reserva, 3%

Gran Reserva. • Fine Wine polarised between modern styles (

Contador, Aurus, El Pison, Remirez de Ganuza, Circion) released younger, and classics, ( 890, 904, Tondonia GR, Prada Enao)

• New kids on the block; Macan, Alvaro Palacios

Unrivalled Tradition

The Rioja Factor; UK Off-Trade for last three years

Premium Wines in other regions • Ribera del Duero ( Hacienda Monasterio) • Toro ( Numanthia, Pintia) • Ribeira Sacra ( Bibei) • Valencia ( Mustiguillo Quinto do Coral) • Priorat ( Finca Dofi, Clos Mogador) • Jumilla ( Casa Castillo) • Navarra ( Arizano, Chivite) • Sherry ( la Bota, En Rama, Barbadillo Reliquia etc) • Cava (Gramona Celler Batlle, Raventos y Blanc) • Penedes, Costers del Segre, etc • Globally the significant % demand increase for

premium wine must be met in Spain too!

Alvaro Palacios L’ Ermita 2013 750 bts

Release In Bond Prices • Haut Brion 2013 £ 2400

• Lynch Bages 2013 £ 600

• Beaucastel 2012 £ 480

• Clos des lambrays GC £ 1320

• Unico 2004 £ 2040

• Pagos Viejos 2012 £ 384

• Faraona 2013 £ 6060

• Margaux 2009 £ 8400

Mike Laing

About Armit Wines ◦ Founded in 1988 in London, by John Armit ◦ Since 2008, 75% owned by Baarsma Wine Group Holding

(BWGH), 25% by management ◦ Multi-channel importer and distributor of premium

wines. Second office in Hong Kong since 2008. ◦ Exclusive Agent for La Rioja Alta SA since 2009, for both

UK and Hong Kong ◦ Over 60 Exclusivities including Sassicaia, Ornellaia,

Angelo Gaja, Giacosa, Seresin Estate, Tahbilk, Domaine Leflaive, Domaine Huet, Pierre Gimonnet

Why are these top of market sectors important?

How is Rioja perceived in these sectors?

What is Rioja’s share of the market in these

sectors? Is there opportunity and if so, how can Rioja

grow its market share in these sectors?

UK: no.1 export market for Rioja ◦ c. 33m litres, ⅓ total Rioja exports

73% of UK wine drinkers recognise “Rioja” as a

region of origin: 1. Bordeaux 2. Champagne 3. Burgundy 4. Chablis 5. Chianti 6. Rioja

96% of Rioja off-trade sales are over £6/bt, around £1/bt more than the market average

91% YOY growth in the £10+ category at June 2013 (Nielsen)

Rioja represents 36% of Total Spanish sales

by value in the UK and 28% by volume- Spain’s flagship

Spanish Domestic market in decline Overall Spanish sales to UK are declining meaning Rioja is

even more important to Spain than before (Off-Trade: -2% value, -8.8% volume as at Apr ’14, Nielsen)

Flat Growth in sales of Rioja to UK:+0.14% in 2013 (Drinks

Business) Growing pressure on wineries and grape growers through

over-reliance on driving volume through multiple sector Danger of eroding perception of Rioja as a classic region

Highly influential opinion formers Proves that you are competitive with all other

great wines from around the world on quality Visibility of brands Unlikely to be sold via discount Ability to gain customer loyalty as opposed to

looking for the next bargain or distressed sale Direct contact with consumers- advice via hand-

selling and thus gives potential to educate and exchange ideas, as well as take their money!

“Rioja. It’s a disaster zone. Of course, there are some good wines…But the average quality level is terrible. The region has great vineyards, but most of these grapes end up in factory like wineries where they are industrially processed. Barrel cellars containing 10 000 barrels, which aren’t topped up or tasted, but instead routinely racked every six months. And so much American oak, and so much bad oak. Few wines survive this oxidative regime well. Yet the region is commercially successful. It’s mad” Dr Jamie Goode, www.wineanorak.com

“There is certainly room in the UK market for higher priced Riojas and putting more emphasis on these wines would help Rioja’s image”

Tom Perry, Catavino, The State of Rioja

Boost Rioja’s share of the premium market ◦ Shifts perception away from “cheap” and sales via

discounting ◦ Halo effect on Spain in general, as flagship region ◦ Reduces financial pressure ◦ Encourages better care of vineyards ◦ Supportive of health message “drink less but drink

better” ◦ Reinforces Rioja’s USPs- plenty of other areas can

do cheap(er) volume, formulaic, branded wines but very few can rival Rioja for history, heritage and advantages given by nature

PREMIUM ON TRADE ◦ Typical Spanish presence on List c. 5% of listing ◦ Rioja taking average 20% of those Spanish listings ◦ Rioja therefore c. 1% of a total list

◦ Example of Spanish specialist with 100% Spanish

list BUT who only lists 12% Rioja “Not everything called Rioja is a guarantee of quality…I’m not especially going to promote that area because there are also some beautiful [other] wine areas in Spain”

SPECIALIST OFF TRADE ◦ Typical list has 5-6% Spanish SKUs ◦ Rioja share is greater, range of 25-40% of total

Spanish SKUs ◦ Rioja thus averaging 2% of total SKUs

What are the first three words the come to mind when you hear “Rioja”? Most popular responses: 1) “Tempranillo” 2) “Classification” (by age not quality) 3) “Classic” (Spanish region) 4=) “QPR” -Good quality price ratio 4=) “Meat”- Partner for red meats

BUT What didn’t they say?

SPECIALIST OFF TRADE: ◦ All were agreed that it was helpful: Clear terminology Easy to understand system Easy to link to stylistic guide BUT not to quality

PREMIUM ON TRADE ◦ Mixed reaction: at least 50% for, 50% against

AGAINST

A guide to age, not quality Consumers don’t understand it Inconsistent indicator of value FOR Good guide to style for matching with food Easy to categorise on wine lists

OPTIONS: Price; Vintage; Producer; Specific Terroir; History/Emotion; Recommendation

SPECIALIST OFF TRADE

1. Recommendation (75% of answers) 2. Price ◦ PREMIUM ON TRADE 1. = Recommendation and History/Emotion 2. Price 3. Producer NO VOTES FOR VINTAGE or TERROIR

SPECIALIST OFF TRADE ◦ Overwhelmingly “Yes”, over 70% would like to do

more. Main reason: Offer of value compared to other classic regions WHAT NEEDS TO CHANGE TO MAKE THIS HAPPEN

1. Move away from the sub £6 image, discount-led sales

2. Better marketing and consumer awareness, with focus on £7-15 quality offer

3. Improve quality control in the DOC

PREMIUM ON TRADE ◦ Two thirds said “Yes” (Most that said “no” had a different

regional slant to their list) ◦ Why?

1. Belief in better consumer awareness, perhaps because of a more international clientèle (especially in London)

2. Belief in potential of whites, particularly if style was to adapt

WHAT NEEDS TO CHANGE 1. Get rid of image of cheap wine 2. Improve access to mature wine (!) 3. Marketing and consumer awareness to be improved 4. Fresher styles, less oak 5. More stories/romance, terroir specific

1) “As a category, are we missing something vis à vis Italian or French wines?”

2) “What is expected from a brand, a company and a wine to be sold at this level?”

3) “What matters most: quality of the wine, length of the portfolio, image, brand, packaging, commercial effort, presence in the market…?”

Parallels with Rioja: ◦ Flagship region ◦ Strong sense of regional identity and winemaking styles ◦ Important Sub-regions and sub-zones ◦ Traditions ◦ Market recognition ◦ Importance of Reserve wines ◦ Scale…

Large houses still dominate but smaller growers now

increasingly important with particular top of market appeal. Seen as fresh, dynamic, authentic, terroir message. Complimentary to the Grandes Marques

Larger houses very successful in segmenting their offer.

Huge marketing spend to reinforce each of their brands

Rioja has: Good recognition and reputation as a classic region and is identified with value Identifiable USPs and versatility of styles Strong brands Support in the quality sector and opportunity to further grow penetration Rioja should: Align labelling/classification closer to quality than to age Promote quality rather than quantity and “value” rather than “cheap” Continue to raise consumer awareness

Every poor quality bottle in circulation, labelled as Rioja in any shape or form, does potential harm, not least to those who are trying to lift their quality and the price that they command. The damage for the region and the industry as a whole can be long-term. By working with the quality sector and endeavouring to gain penetration there, the image is improved and the future more secure.

“There is scarcely anything in the world that some man cannot make a little worse, and sell a little more cheaply. The person who buys on price alone is this man's lawful prey”

John Ruskin (1819-1900) English Art Critic & Essayist

FUNDACIÓN PARA LA CULTURA DEL VINO

WINE SALES: THE PERSPECTIVE OF A MAIL-ORDER WINE MERCHANT.

VENTAS DE VINO: LA PERSPECTIVA DE UN DISTRIBUIDOR DE VENTA DIRECTA.

Presentation by Pierre Mansour, Wine Buyer

The Wine Society 29th May 2014

PRESENTATION OVERVIEW 1. Introduction to The Wine Society

2. Wine Sales

3. Spain & The Wine Society

4. Spain- the future looks bright

5. Q & A

Introduction to The Wine Society • Oldest wine co-operative in the world (1874)

• Independent wine merchant

• Mail order/distance selling model/digital

• Strategy: to offer members

- high quality wine and services at minimum added cost - best overall value (price:quality:service)

What makes The Wine Society different? • Shareholders are our customers (members):

non-profit & non-growth maximising measure success by member satisfaction long term view select wines only quality invest in costly services that add value

(warehousing; delivery; events; member services; keeping stock)

Wine Sales • Turnover £70m p.a./ 700k 9ltrs • Prices £5 to £100+ (average is £8.80) • SKU’s 6500 Own-label range most popular Members purchasing is adventurous, so able to sell esoteric wines from less-known areas

Wine Sales Top Five Countries by sales:

1. France 2. Italy ↑ 3. Chile ↓ 4. Spain ↑ 5. New Zealand ↑

Spain & The Wine Society

Last 3 years Spanish volume sales up +19%

• Quality & value • Individuality

• Resurgence of white wines (+332%)

• New own-label Spanish wines

• Fine wine

• Spain is trendy

Spain & The Wine Society

Sales by region:

Rioja 38% Sherry 14% Valencia/Murcia 13% Navarra 9% Galicia 6% Catalunya 7%

Ribera del Duero 3% Calatayud 3% Rueda 2% Castilla y Leon 2% La Mancha 1% Other 2%

The Wine Society’s buying approach to Spain

• Quality, individuality & value

• Local not international

• Branding which evokes Spain

• Producers who match The WS ethos

• Producers who add value

Spain- The Future Looks Bright

• Continue focus on native grapes/ancient vineyards • Unlock potential of “other” indigenous grapes (eg

albillo; bobal etc) • Resist “internationalisation” in plantings &

winemaking • Communicate Spain’s diversity without confusing

consumers • Nurture a young, energetic Spanish champion for

the UK market

UK RETAIL PRICE POINTS AND HOW TO GET THERE ED ADAMS MW, La Báscula wines

Uk Retail market • 80% supermarkets • 10% + independents • 10% others

The consumer

Price points and how to get there

Wine Cost Sell Agent Margin £1:€1.19 6 x 75cl Duty Shipping

Landed cost ex VAT per bottle

Retail Sell Less Vat Margin

Red € 3.00 € 3.95 24.05% £3.32 £19.92 £12.30 £0.60 £5.47 £9.99 £8.33 34.30%

reserve € 1.40 € 1.90 26.32% £1.60 £9.58 £12.30 £0.60 £3.75 £7.99 £6.66 43.73%

Red € 1.40 € 1.90 26.32% £1.60 £9.58 £12.30 £0.60 £3.75 £5.99 £4.99 24.94%

Red € 1.00 € 1.15 13.04% £0.97 £5.80 £12.30 £0.60 £3.12 £4.99 £4.16 25.06%

Red € 1.00 € 1.10 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51%

Red € 1.00 € 1.10 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51%

Red € 1.00 € 1.10 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51%

Summary • Critical to have a good agent • Make sure your selling price includes all listing fees,

marketing support (including promotions) and obviously also your margin

• Better and easier, if possible, to offer net net pricing and the customer does their own promotions. Good news is the era of the BOGOF appears to be dying.

• Remember buyers can be slippery eels. Be prepared and beware!

U K O N P R E M I S E May 2014

BACKGROUND

KEY QUESTIONS

1.How easy is to sell wine?

2.How to increase success?

3.What is the best approach?

HEADWINDS

1.Consumption

2. Competition

3. Disposable income

Source: Asda income tracker – Centre for Economics and Business Research April 2014

DISPOSABLE INCOME – M A R C H ’ 1 4

KEY QUESTIONS




SUCCESS

• Listing x1

• Food matching x1

• Below £20 x3 • Usual suspect x3

• House wine x5

• By the glass x7

x20

KEY QUESTIONS




LAMP OR SHADE?

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