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TRANSCRIPT
The Future of the Industry in Washington
“It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change.”
— Charles Darwin
3
“To be Recognized as the Premier Fine Wine
Company in the World.”
Our Purpose
SMWE Confidential
“Providing People Remarkable Wine Experiences from World Class Wine Estates.”
The World is Changing…
• Consumer Shifts • Cultural shifts • Wine Trend Evolution • Retailer Evolution
Consumer Evolution
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Evolution of Red Wine Preferences Total Food - 750 ml
Source: Nielsen 52 Week Time periods – Total Food
$364,221,991
$853,926,583
$351,313,583 $306,062,291
$129,834,274 $62,145,117
$133,278,675
$423,774,360
$78,741,428
$548,458,255
$-
$900,000,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
CABERNET SAUVIGNON MERLOT SHIRAZ/SYRAH PINOT NOIR Red Blends
Dollars
Evolution of White Wine Preferences Total Food - 750 ml
9 Source: Nielsen 52 Week Time periods – Total Food
$618,156,786
$945,088,242
$129,768,049
$322,181,520
$105,160,322
$329,179,948
$78,719,692 $91,104,629 $74,527,754 $40,489,272 $11,302,830
$171,416,983
$-
$1,000,000,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
CHARDONNAY PINOT GRIGIO/PINOT GRIS SAUV BLANC/FUMERIESLING WHITE BLEND WHITE ZINFANDEL
Dollars
$15+ WINES ARE A HOT GROWTH SEGMENT…
CABERNET SAUVIGNON CONTINUES TO GROW
PINOT NOIR CONTINUES TO GROW RAPIDLY
RED BLENDS, THE SECOND LARGEST RED WINE SEGMENT GROWING RAPIDLY.
MILLENIALS DESIRE FOR IMPORTS.
Trade Evolution
Considerations…
Create Purpose Ensure Thoughtfulness Embrace Trends Build Excitement Innovative Mindset
Confidential - DRAFT
Innovation Process
Discovery Development Execution
Discover, identify and ideate around new
areas for innovation
Develop innovation through new products,
brands or ways of working that were
identified in “Discovery”
Execute new innovation in the business or
marketplace
Our Approach to Innovation…
Effectively manage, develop, and launch new innovation to respond to the environment
and create remarkable consumer experiences.
Innovation
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INTRODUCING…
I N T R I N S I C
“I see wine as a bridge between the agricultural setting where grapes are grown, and the urban setting where they are enjoyed. INTRINSIC is raw yet elegant and establishes new cutting edge techniques for Cabernet.”
Juan Muñoz-Oca, Head Winemaker Columbia Crest.
Winemaking Approach • Grapes were left on skins for 9 months (average
is 7 days) further extracting the intrinsic qualities of the grape, creating an unexpected silky texture.
• As concrete is integral to the urban environment, 20% of the wine was aged in concrete tanks, highlighting the mineral character in the wine.
• The final blend includes some traditional barrel aged wine for a classic yet avant-garde wine.
Wine & Winemaker
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3/23/2017 24 Highly Confidential
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Wine worth believing in…
Highly Confidential
The Concept
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A collaboration:
Chateau Ste. Michelle Head Winemaker Bob Bertheau with:
Michel Gassier: from an established wine family in the Southern Rhône. Garnering attention for his Syrah wines from the Costières de Nîmes AOC.
Philippe Cambie: a very well-regarded consultant. Has close to ½ of his clients in the prestigious Chateauneuf-du-Pape region in the Southern Rhône.
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Highly Confidential
TENET: Wine worth believing in…
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Partnership with Holland America
Cruise Lines
Introducing BLEND by Chateau Ste. Michelle on ms Koningsdam Whether you’re a wine connoisseur or a novice, you’re invited to experience the art of winemaking at BLEND. In collaboration with Washington State’s oldest and most acclaimed winery, this intimate venue enables guests to blend their own wine and enjoy it at dinner or in the privacy of their stateroom.
Launches April 2016
“The best way to predict the future is to invent it.”