Diapositiva 1 - Fundacion para la Cultura del Vino
Transcription
Diapositiva 1 - Fundacion para la Cultura del Vino
Distribución del vino en Reino Unido Rosa Angulo REINO UNIDO Primer destino de las exportaciones españolas de vinos con D.O. Segundo destino de las exportaciones españolas Poca relevancia de las exportaciones de vinos a granel sin D.O. Reino Unido: MERCADO PRIORITARIO PARA EL SECTOR ESPAÑOL 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 • Precio Factores claves para la compra • Tipo de Uva • Mercado saturado y maduro Gran escaparate para el mundo del vino Gran competencia CÓMO SITUARSE EN EL MERCADO U.K. 1. Distribuidor ¿Cómo vender el vino? 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 OFF-TRADE 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 VENTA DE VINO EN UK SEGÚN CANAL Mill. Litros 2010 2011 2012 2013 Off-trade 1.159,20 1.151,80 1.135,20 1.137,60 2% On-trade 249 243,5 240,5 239,4 4% 1.408,20 1.395,40 1.375,70 1.377,00 2% Total Fuente: Euromonitor International, Mayo 2014 Cuota de mercado (Valor) On-Trade Fuente: Nielsen, 2013 Cuota de mercado (Valor) Off-Trade Aumento de las ventas en un 18% con respecto al año anterior CANAL OFF TRADE Fuente: Nielsen, Mayo 2014 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 Producto y packaging Mayor integración social al consumo de vino Vino + Gastronomía Fuerte crecimiento en la venta ON-Line WINES FROM SPAIN / Actividades principales 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 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 Mercado maduro y saturado Gran competencia en el mercado El precio es un factor decisivo de compra VINO + GASTRONOMIA: OPORTUNIDAD ICEX Rosa Angulo Competencia en el mercado británico del vino Observatorio ESPAÑOL del Mercado del VINO Rafael del Rey el VINO sólo se DISFRUTA con MODERACIÓN Fundación para la Cultura del Vino, Haro - 29 mayo 2014 UK 2º importador mundial en 2013 Importaciones mundiales de vino 2013 EEUU Reino Unido Alemania Canadá China Japón Bélgica Suiza Países Bajos Rusia Hong Kong Francia Suecia Dinamarca Australia Resto Millones de Euros 3.947 3.736 2.538 1.524 1.171 1.184 976 953 885 915 780 654 25,315,6 591 mill € 546 472 4.444 Importaciones mundiales de vino 2013 Millones de litros 1.515 1.305 1.097 Alemania Reino Unido EEUU Francia Rusia China Canadá Países Bajos Bélgica Italia Japón Suecia Suiza Dinamarca República Checa FCV - Haro 29 mayo 2014 Resto 528 498 377 373 368 314 269 273 208 184 202 136 9.494,8 mill ltrs 1.849 3.170 1.304 3.021 2.928 3.196 2.553 2.323 2.343 2.333 2,43 2,43 2012 2013 2,22 2,13 2,17 2009 2010 1.358 1.352 1.282 1.294 1.244 1.300 2,3% p.a. 1.317 1.205 2.015 1.114 1.834 1.022 909 1.673 Mill l 2.176 5,6% p.a. 1.275 Mill STP 2.736 STP/l 2.835 10,5% p.a. 1.313 Creciendo, pero más estable 2,22 1,97 1,84 2000 1,80 1,81 1,81 1,77 1,80 2001 2002 2003 2004 2005 1,87 2006 2007 FCV - Haro 29 mayo 2014 2008 2011 Desde donde? Principales proveedores de vino al Reino Unido 2013 61,8% 71% Principales proveedores de vino al Reino Unido 2013 Millones de STP 1.170 Francia Italia Australia España Chile Nueva Zelanda Estados Unidos Alemania Sudáfrica Portugal Argentina Bélgica Dinamarca Hungría Países Bajos… Resto 536 289 256 184 163 144 139 117 61 43 16 9 3,171,5 7 6 mill STP 33 Millones de Litros 36,9% 16,9% 9,1% 8,1% 5,8% 5,1% 4,5% 4,4% 3,7% 1,9% 1,4% 0,5% 0,3% 0,2% 0,2% 1,0% 251 243 Italia Australia 191 Francia 122 112 111 110 España Chile Estados Unidos Sudáfrica Alemania Nueva Zelanda Argentina Portugal Bélgica Hungría Irlanda Países Bajos FCV - Haro 29 mayo 2014 Resto 62 45 19 16 6 3 2 1 11 1.304,9 mill ltrs 19,2% 18,6% 14,7% 9,3% 8,6% 8,5% 8,5% 4,8% 3,4% 1,4% 1,2% 0,4% 0,3% 0,1% 0,1% 0,8% Proveedores, que han evolucionado cómo? Evolución pples proveedores de vino al Reino Unido 2000-2013 p.a. 5,3% 9,1% Francia Italia Australia España Chile Alemania Sudáfrica Portugal Argentina 5,6% 6,3% Países Bajos Resto -3,1% 0,5% 2,0% 3,5% 7,0% 4,7% 5,8% Chile Estados Unidos Sudáfrica Total 5% Alemania -2,5% 11,9% Nueva Zelanda 3,3% 0,2% Argentina Portugal 12,1% 16,3% Dinamarca -1,6% España 13,7% Bélgica Hungría Australia Francia 2,1% 3,4% 3,6% 2,5% 5,4% 5,3% 4,0% Italia 0,3% Nueva Zelanda Estados Unidos Evolución pples proveedores de vino al Reino Unido 2000-2013 p.a. 22,9% Bélgica Hungría Irlanda Países Bajos Resto FCV - Haro 29 mayo 2014 -6,7% 0,0% 0,0% 0,0% Total 2,8% Qué compra? TOTAL 3.170,0 524,1 16,5 % 2,41 1,84 6,27 5,84 1.673,1 204,3 12,2 % 2.241,2 70,7 % 85,6 5,1 % 402,2 Mill STP 2000 Mill STP 2013 Granel y > 2l2 2,82 0,77 STP/l 2000 1.313,2 83,6 908,6 82,0 % 12,7 % Envasado Mosto 1,83 1.372,3 Espumoso 0,93 35,0 3,9 % 750,2 82,6 % 110,9 STP/l 2013 FCV - Haro 29 mayo 2014 12,2 % Mill l. 2000 793,4 434,8 Mill l. 2013 6,4% 60,4 % 33,1 % Qué le vende quien (valor)? 0% 10% Francia 20% 30% 40% 50% 60% España 90% Importaciones en UK 21,4 2013 en Mill STP 157,2 124,0 8,4 202,4 45,2 Chile 0,6 148,3 34,7 N. Zelanda 3,1 128,8 31,3 EE.UU. 2,8 Alemania Sudáfrica 1,6 Portugal 0,3 62,9 78,0 123,5 8,5 100% 20,5 404,2 109,1 Australia 7,9 80% 808,0 339,6 Italia 70% 51,7 63,4 59,9 FCV - Haro 29 mayo 2014 Espumoso Envasado Granel y > 2l. • Mucho > 2l de Australia, Chile, N Zelanda, 6,4 EEUU y Sudáfrica. • España todo 0,8 envasado y 3º en espumoso Qué le vende quien (volumen)? 0% 10% Italia 20% 30% 40% 50% Sudáfrica 0,5 Argentina 0,0 Importaciones en UK 2013 en 13,9 Mill Ltrs 8,2 41,7 70,1 71,8 38,0 55,1 15,9 28,1 13,5 FCV - Haro 29 mayo 2014 Espumoso Envasado Granel y > 2l. 76,4 33,5 100% 21,8 93,0 20,4 Alemania 2,1 Nueva Zelanda 0,6 90% 154,9 Chile 0,2 EE.UU. 1,0 80% 198,0 22,2 España 70% 195,2 32,9 Australia 2,7 42,3 Francia 60% 5,2 • Para España, muy importante 5,0 el espumoso y el que menos de > 2l tras Alemania En qué segmento (total)? 7,00 Importaciones de vino total en UK 2013 6,00 Francia 191,1; 6,12 STP / litro 5,00 N Zelanda 44,5; 3,66 4,00 3,00 Francia y Nueva Zelanda con precios medios altos España 121,6; 2,11 2,00 Alemania 62,3; 2,22 Francia, Italia y Australia con volumen Italia 250,5; 2,14 Chile 112,0; 1,64 EEUU 110,8; 1,30 Australia 243,1; 1,19 1,00 Sudáfrica 110,4; 1,06 0,00 0 50 100 150 Millones de litros FCV - Haro 29 mayo 2014 200 250 En qué segmento (envasado)? 6,00 Importaciones de vino envasados en UK 2013 5,00 N. Zelanda 28,1; 4,58; 128,8 Francia 154,9; 5,22; 808,0 STP / litro 4,00 Australia 42,3; 2,93; 124,0 3,00 Italia 195,2; 2,07; 404,2 Alemania 55,1; 2,24; 123,5 EEUU 38,0; 2,05; 78,0 España 93,0; 2,18; 202,4 2,00 Sudáfrica 33,5; 1,89; 63,4 1,00 Chile 70,1; 2,12; 148,3 0,00 0 50 100 Millones de litros FCV - Haro 29 mayo 2014 150 200 Para España, ¿qué significa (total)? Exportaciones españolas de vino 2013 404,9 341,4 Alemania Reino Unido 258,6 256,8 Francia EEUU Bélgica Suiza Holanda Portuga Japón Italia Canadá China Suecia México Dinamarca Resto 116,6 110,9 104,6 93,0 92,6 92,0 75,7 73,8 50,8 45,7 45,5 Exportaciones españolas de vino 2013 356,1 299,1 Francia Alemania 158,2 157,4 146,5 Italia Reino Unido Portugal EEUU Bélgica Holanda China Japón Rusia 2,628,0 mill € Canadá Suiza Dinamarca Suecia 464,9 Resto FCV - Haro 29 mayo 2014 78,9 51,0 48,9 41,5 37,7 31,5 29,9 28,0 27,5 22,2 1.846,9 mill ltrs 332,5 Para España, ¿qué significa (envasados)? Exportaciones españolas de vino envasado 2013 Reino Unido 200,8 Alemania EEUU 172,3 149,0 Resto 88,1 236,5 50,2 222,5 181,8 35,7 32,8 96,8 Holanda 58,7 25,7 84,4 Francia 41,8 21,4 63,1 China 42,2 20,2 62,4 Canadá 53,8 3,9 57,6 Japón 27,320,8 48,0 México 32,59,8 42,4 Suecia 28,54,9 33,4 Dinamarca 23,79,0 32,7 Portuga 5,127,6 32,6 Bélgica 26,63,7 30,3 12,8 15,1 Italia 2,4 Suiza Exportaciones españolas de vino envasado 2013 8,7 174,8 DOP (15% alc.) Sin DOP Total env. 1,545,7 mill € 131 306,1 Reino Unido 82,5 Alemania 75,8 51,0 EEUU 35,3 11,5 46,8 Francia 19,8 23,2 43,1 Holanda 27,4 12,7 40,0 China 15,512,6 28,1 Japón 11,014,2 25,3 Suiza 20,11,8 21,8 Italia 0,820,0 20,9 Dinamarca 8,67,5 16,1 1,2 14,0 Canadá 12,8 3,2 12,4 Suecia 9,1 9,4 11,6 Rusia 2,2 1,8 10,5 Bélgica 8,7 Portugal 7,1 Resto FCV - Haro 29 mayo 2014 27,1 32,2 109,6 108,0 43,9 60,7 DOP (<15% alc) Sin DOP total env 745,4 mill ltrs 125,8 186,5 Con Cava y licor, un mercado fundamental 304,0 278,9 41,9 307,6 282,1 34,2 45,1 68,1 60,5 64,7 270,8 275,6 35,7 70,9 31,9 328,2 335,1 Exportación 31,7 31,0 27,2 71,5 80,6 67,6 española de vinos envasados en mill € Total env 67,6 Otros vinos 154,8 176,5 169,9 161,4 141,2 178,8 200,8 Espumoso 145,7 DOP (< 15% alc)2 18,5 17,5 21,9 23,0 30,4 2006 2007 2008 2009 2010 39,0 37,0 35,7 2011 2012 2013 Sin DOP env Gracias Mucha más información en: www.oemv.es Competencia en el mercado británico del vino Observatorio ESPAÑOL del Mercado del VINO Rafael del Rey el VINO sólo se DISFRUTA con MODERACIÓN Fundación para la Cultura del Vino, Haro - 29 mayo 2014 Wine Intelligence 2014 Macro trends in the UK wine market May 2014 © Wine Intelligence 2014 1 UK market 2014: key themes 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 2 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 3 . . . 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 4 Over the past 20 years, wine has been winning relative to other drinks. . . Source: ONS Household Survey, 1992-2011 5 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 6 Consumers have shifted spending patterns upwards to reflect the impact of duty increases Additionally some spending has migrated into a new occasion: “indulgent” night at home “indulgent” spend range 2008 “indulgent” spend range 20013 “everyday” spend range 2013 “everyday” spend range 2008 £4 £5 £6 £7 £8 Source: Wine Intelligence Vinitrac 2008, 2013, WI analysis £9 £10+ 7 Has anything really changed? 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 8 More fundamental changes have happened in how UK consumers interact with the wine category Share of UK Portraits by population size Base = all UK regular wine drinkers (n>1,000) 7% 7% 28% 17% 11% * 9% * 26% Adventurous Connoisseurs Generation Treaters Mainstream-at-Homers 17% Risk-averse Youngsters 29% 21% * Senior Sippers 12% 16% * Kitchen Casuals 2009 2013 *: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 9 High value segments are drinking more. . . . Share of UK Portraits by wine consumption volume Base = all UK regular wine drinkers (n>1,000) 12% 12% 27% 20% 15% 16% 25% 20% Adventurous Connoisseurs Generation Treaters Mainstream-at-Homers Risk-averse Youngsters Senior Sippers 23% 16% 6% 8% 2009 2013 Kitchen Casuals Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers 10 . . . And spending over £4 in £10 on wine Share of UK Portraits by spend on wine Base = all UK regular wine drinkers (n>1,000) 16% 17% 25% 20% 18% 24% Adventurous Connoisseurs Generation Treaters Mainstream-at-Homers 22% Risk-averse Youngsters 19% Senior Sippers 4% 12% 5% Kitchen Casuals 2009 2013 18% Source: Wine Intelligence Vinitrac®UK, March & April 2009, n=3,059; March & August 2013, n=2,049 UK regular wine drinkers 11 Winners and losers in this new world • • • • • 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 Mid-price supermarket wines Undifferentiated brands Products which can be easily substituted (eg own label suppliers) Source: Wine Intelligence, Vinitrac® UK, August 2013, n=1,019, UK regular wine drinkers 12 For more information about Wine Intelligence please contact us: Wine Intelligence 109 Maltings Place 169 Tower Bridge Road London SE1 3LJ Telephone: +44 (0)20 7378 1277 Email: info@wineintelligence.com Web: www.wineintelligence.com Twitter: http://twitter.com/#!/wineintell Facebook: http://www.facebook.com/wineintelligence 13 FUNDACION PARA LA CULTURA DEL VINO. Haro, 29 de Mayo 2014 Índice 1 Santander Advance/ Internacional 2 Servicios UK 3 Nuevo Portal Santander Trade Pilares de Advance Financiación Programa de Financiación y Vinculación pymes Fondo Advance Advance Desarrollo Talento y Formación Internacional Empleo Conectividad Advance Financiación Crédito Advance Financiación doméstica corto plazo Financiación Internacional corto plazo • 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 Plan Exporta • Financiación comercio exterior: exportación e importación • Especialistas de negocio internacional y servicios auxiliares • Bonificación precio por su uso por Banca Electrónica Objetivo: ser líderes en líneas de mediación ICO y en distribución de fondos BEI Financiación Largo Plazo 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 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 • www.santandertrade.com • Desayunos: reuniones promoción negocio 15-20 pymes • Charlas de internacionalización: para 50-75 pymes Índice 1 Santander Advance/ Internacional 2 Servicios UK 3 Nuevo Portal Santander Trade 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% Santander UK, Servicios para empresas 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. Santander UK, Servicios para empresas 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) - - Chaps (D+0) - - Pagos nacionales por debajo de £100,000 libras y en el que el banco receptor forme parte del sistema. 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) Santander UK, Servicios para empresas 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. Santander UK, Servicios para empresas 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 Santander UK, Servicios para empresas 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 Índice 1 Santander Advance/ Internacional 2 Servicios UK 3 Nuevo Portal Santander Trade Nuevo portal Santander Trade www.santandertrade.com Servicios ofrecidos por Santander para facilitar las operaciones internacionales de las empresas. ¿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 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 ¿Interesado en información sobre las regulaciones, barreras de entrada, costes arancelarios?... ¿que hay que conocer cuando se compra o vende desde el extranjero? ¿Cómo te puede ayudar el Banco Santander a alcanzar tus ambiciones internacionales? Bases de datos sobre más de 120 países Actualizaciones semanales y mensuales Calculadora el coste de una importación una vez conocido el Icoterm acordado 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… Usuario Supernet El Usuario Supernet enlazará con todos los servicios accediendo al portal a través de Supernet. 1 1 2 Debe logarse en Supernet Empresas. 2 Una vez dentro de 3 Portal Plan Exporta Acceso directo del Supernet ¡¡sin claves adicionales!! su Supernet, debe hacer clic en el Portal Plan Exporta. 3 ¡Bienvenido! El cliente ya puede disfrutar de la totalidad de los servicios. 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 1 El Usuario Supernet pinchando en Mi cuenta accede al servicio de invitaciones 2 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. 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? How big is UK D2C market? 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 How big is UK D2C market? Slide reproduced with the kind permission of Wine Intelligence Why are they buying? Slide reproduced with the kind permission of Wine Intelligence What stops them buying? Slide reproduced with the kind permission of Wine Intelligence 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 Customers want us to use their wine preferences to select wines for them. It has to feel personal. How appealing are the following methods which Laithwaite’s could use to tailor your wine plan cases? Select wines similar to wines I’ve tried and enjoyed before 87% 79% Select wines based on styles I select Select specific wines I’ve tried and enjoyed before 76% Select wines based on grape varieties I select 70% Select wine based on a taste profile created by answering taste-related… 60% Select wines based on countries / regions I select Select wines based on the ratings and favourites of other customers 57% 8% Laithwaite’s customer research % = Net Scores (All appealing minus all unappealing) 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 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 www.blackboxx.biz Thank you! Justin Howard-Sneyd MW The Hive Wine Consulting Ltd www.thehivewine.com justin@thehivewine.com +44 7740 288 641 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 ( 810,000 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 Vega Sicilia Unico 2003 1,950 Vega Sicilia Unico 2000 1,950 Vega Sicilia Unico 1999 1,800 Vega Sicilia Unico 1998 3,060 Vega Sicilia Unico 1996 2,480 Vega Sicilia Unico 1995 2,990 Vega Sicilia Unico 1994 3,318 Vega Sicilia Unico 1989 2,450 Vega Sicilia Unico 1985 2,940 Vega Sicilia Unico 1982 3,306 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% £5-£10 7% 40% 7% £10- £ 15 £ 15-£ 20 £ 20-£30 £30-£50 £50-£75 9% £75-£100 £100+ 5% 9% 10% 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. 2. 3. 4. 5. 6. Bordeaux Champagne Burgundy Chablis Chianti 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 volumeSpain’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 handselling 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. 2. 3. 4. 5. France Italy Chile Spain New Zealand ↑ ↓ ↑ ↑ Spain & The Wine Society Last 3 years Spanish volume sales up • Quality & value • Individuality • Resurgence of white wines (+332%) • New own-label Spanish wines • Fine wine • Spain is trendy +19% Spain & The Wine Society Sales by region: Rioja Sherry Valencia/Murcia Navarra Galicia Catalunya 38% 14% 13% 9% 6% 7% Ribera del Duero Calatayud Rueda Castilla y Leon La Mancha Other 3% 3% 2% 2% 1% 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 Landed cost ex VAT per Shipping bottle Retail Sell Less Vat Margin £5.47 £9.99 £8.33 34.30% £0.60 £3.75 £7.99 £6.66 43.73% £12.30 £0.60 £3.75 £5.99 £4.99 24.94% £5.80 £12.30 £0.60 £3.12 £4.99 £4.16 25.06% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51% 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51% 9.09% £0.92 £5.55 £12.30 £0.60 £3.07 £6.00 £5.00 38.51% Wine Cost Sell Agent Margin £1:€1.19 6 x 75cl Duty Red € 3.00 € 3.95 24.05% £3.32 £19.92 £12.30 £0.60 reserve € 1.40 € 1.90 26.32% £1.60 £9.58 £12.30 Red € 1.40 € 1.90 26.32% £1.60 £9.58 Red € 1.00 € 1.15 13.04% £0.97 Red € 1.00 € 1.10 9.09% Red € 1.00 € 1.10 Red € 1.00 € 1.10 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! UK ON PREMISE 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 DISPOSABLE INCOME – Source: Asda income tracker – Centre for Economics and Business Research April 2014 MARCH’14 KEY QUESTIONS 1.How easy is to sell wine? 2.How to increase success? 3.What is the best approach? SUCCESS • Listing x1 • Food matching x1 • Below £20 • Usual suspect x3 x3 • House wine x5 • By the glass x7 x20 KEY QUESTIONS 1.How easy is to sell wine? 2.How to increase success? 3.What is the best approach? LAMP OR SHADE?