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BIN 525 SHIRAZ GRENACHE

BIN 525 SHIRAZ GRENACHE. 19 November, 2014. Agenda. Background Overview Objectives & strategy Product Pricing Promotion Place. Background. A key strategic driver of the Wyndham Estate brand strategy is innovation

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BIN 525 SHIRAZ GRENACHE

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  1. BIN 525 SHIRAZ GRENACHE 19 November, 2014

  2. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  3. Background • A key strategic driver of the Wyndham Estate brand strategy is innovation • It will help transform the brand into a genuine, credible, upscale Shiraz specialist

  4. Background • The BIN range: • Is our volume and value driver • Has the greatest reach of any Wyndham Estate range • Expanding our Shiraz footprint at BIN level: • Demonstrates our Shiraz prowess • At our most visible and accessible level of the brand ladder • Our existing range of BIN Shiraz wines: • BIN 555 Shiraz • BIN 515 Shiraz Viognier • BIN 505 Shiraz Rose • BIN 555 Sparkling Shiraz • Will be complemented by: • BIN 525 Shiraz Grenache

  5. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  6. Overview • BIN 525 Shiraz Grenache: • Available ex Rowland Flat from November 2008 • On tasting/sale pre-Christmas 2008 at Cellar Door • Launches in Canada from March 2009 • Allows consumers to explore an interesting Shiraz blend within the ‘safety zone’ of a trusted brand

  7. Overview • Adding BIN 525 Shiraz Grenache to the portfolio helps us: • Affirm the brand’s position as an upscale Shiraz specialist • Enrich the Wyndham Estate brand experience • Inject energy and vibrancy into the brand • Engage gatekeepers with ‘new news’ • Increase facings and visibility

  8. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  9. Objectives • Seed this new BIN wine in Canada and Australia in 08/09 • In Canada • Launch in Ontario in March 2009, followed by Alberta and British Columbia • Target 5,000 x 9L cases • In Australia • Exclusive to Cellar Door • Target 200 x 9L cases • Include BIN 525 Shiraz Grenache in all gatekeeper tools / tastings

  10. Strategy • Strategic drivers will be • Winemaker road-shows to drive sales force knowledge and gatekeeper support • Trade incentives to drive widespread distribution • Line pricing with BIN 555 • Merchandising next to 555 • Advertising BIN 555 to build awareness (especially recognition) at the point of purchase (where consumers will discover BIN 525)

  11. Insight • BIN 525 responds to the trend of consumers being more experimental • Consumers want to “break the monotony of routines” and have an “appetite for things unexpected, original and ever changing” • Consumers want to “stand out, not conform, which drives exploration and experimentation” Source: Datamonitor, April 2007

  12. Insight • Offering more choice to consumers who want to experiment ‘safely’ • “It will be increasingly important to offer consumers their favourite brands with new exotic sensory twists. However, a good way of not alienating core consumers is to marry new flavours with traditional ones.” Source: Datamonitor, April 2007

  13. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  14. Front & back label copy

  15. Winemaking • Grenache parcels were fermented on skins at mid to warm temperatures to ensure the integration and softening of the natural grape tannins. • Shiraz parcels were fermented at slightly cooler temperatures with some extended skin contact to maximise varietal spicy flavour and colour extraction. • Final selection criteria prior to blending included freshness and generosity of spicy berry flavours combined with soft, integrated tannins. • The wine was blended, clarified and then bottled as soon as possible after harvest in order to capture the attractive youthful fruit flavours which are such a key component of this style.

  16. The wine • Colour • Vibrant crimson red with youthful purple hues. • Bouquet • Bright fresh red berry fruits, currant and raspberry, enhanced by floral and spice Grenache aromas. • Palate • A rich soft, medium bodied wine showing fresh berry fruit flavours; plums, dark cherries with slight savoury spice characters evident. It is generous on the mid palate, with fine tannins and a careful balance of integrated oak - all of which contribute to a wine of freshness and intensity. • Grape varieties • Shiraz 51% , Grenache 49%

  17. Food matches • BIN 525 Shiraz Grenache is a good match with Asian food and tomato based pasta dishes • We also suggest trying it with: • Peking Duck pancakes with Hoi Sin dipping sauce • Smoked Chicken with Goats curd cheese • Hearty tomato based casseroles such as lamb shanks

  18. Tasting notes • Tasting notes available via the Wyndham Estate extranet • Go to: • Marketing Mix/Product/Tasting notes

  19. Stock availability • Stock will be bottled and available to ship from November 2008

  20. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  21. Pricing • BIN 525 Shiraz Grenache will be line priced with BIN 555 Shiraz

  22. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  23. A&P strategy • Key A&P drivers will be… • Advertising BIN 555 to build top-of-mind awareness and ‘BIN’ pack recognition • Trade incentives to drive distribution and visibility • POS material to draw attention to this new wine at the point of purchase • Winemaker road shows and the associated • Trade education to drive recommendation • Gatekeeper PR

  24. POS • The artwork for the shelf-talker pictured is available on the Wyndham Estate Extranet • Go to: • Library/Artwork

  25. Trade education • By 1 January 2009, we will update the ‘BIN to Black Cluster’ Shiraz tasting module to include BIN 525 Shiraz Grenache

  26. Images • Product images (photographs) will be available via the Wyndham Estate distributor extranet from December 2008 • Go to: • Library/Images

  27. Agenda • Background • Overview • Objectives & strategy • Product • Pricing • Promotion • Place

  28. Place • The key channels are… • Large off trade retailers – where most of the category volume is sold • Fine wine & destination outlets (where upscale offerings are hand sold) • Casual on trade (e.g. bistros)

  29. Summary • BIN 525 will… • Enrich the Wyndham Estate brand experience • Strengthen our premium Shiraz credentials • Allow us to romance gatekeepers with exciting news and distinctive wine • Enhance in-store visibility • Generate new distribution and profit streams

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