Wine With Spirit

Market

Target market

WWS is a global project. As such, it wants to bring to the world a different approach on living the wine. From Portugal to Europe and outside Europe, the progressive approach in terms of Target Market will be the same:

1) Approach fashionable and cosmopolitan social drinkers with a young spirit, no specific technical understanding of wine, innovative and more open to adopt an Enotainment approach, enjoying new experiences and valuing a good quality wine at a reasonable price.

2) Approach consumers with a vocation to evolve to more classical wine consumption, leveraging on reputation, quality of the product and originality of distribution.

This profile was the result of a thorough ethnography research which, along with the identification of wine consumption moments and emotions, was the starting point for our brand building and for the design of our wines profile.

As we closed the innovation cycle with the launch of Lyfetaste, our proprietary digital distribution platform, we have added another profile layer to our target market, i.e., our AFFILIATES’ NETWORK, and we have identified four main categories into which we can divide this layer:

1) Millennial Entrepreneurs: dynamic young people that want to earn an extra income for their spare time activities and are highly engaged with internet and social networks.
2) Housewife mothers: active women that have some spare time between leaving and picking up kids at school, want to have a more active role in society and earn some extra money of their own.
3) Unemployed active people: people that lost their jobs due to last years’ recession, are too young to stop working and considered too old to fit in an organization, are valid and active and need to earn money.
4) Retired active seniors: people that retired after a long career in an organization, are in their 60’s or early 70’s, are still healthy, active and valid, feel lonely and useless at home and want to be part of a community that keeps them active and occupied.

These were the foundations of our innovative production to consumption cycle.

According to OIV 2012 data, WW wine consumption = 32BN Bottles (USA-3,9BN; France-3,7BN; Portugal-667MN; Japan-400MN). USA will keep leadership during next years w/millennials increasing trend of drinking wine w/meals, France is 2nd and Asia is gaining space.

As to Affiliate Marketing:

- Increasingly more people search for an extra source of income, more autonomy & greater work-life balance, being their own boss.
- 150K people sign up as affiliates WW weekly.
- WW sales approach $90BN.
- WW leaders are U.S. & Japan ($20 to $30BN range) w/Europe steadily growing. -
- 66% of affiliates are between 25 and 44; 14% are in the 45-54 bracket; Seniors > 65 are 5%.

Marketing strategy

WWS lays its marketing strategy in a triangle with the following vectors:

- “B”-Brand: all our wines have global brands associated to a strong image and bold design so that they can be kept in consumers’ minds. We normally say that “no one should be indifferent to our brands. Either love them of hate them, but never stay indifferent”
- “F”-Followers: we want to create and feed a community of followers. People that know what we are doing, follow our evolution and are identified with our core values
- “S”-Sales: at the end of the day, we must sell our wines and that goal is present in every strategy we design.

At the centre of the triangle we have "C"-Credibility, a very important aspect of all our communication. We want to assure our consumers that when they open our bottles, the experience remains as good as it was until then, i.e., what is inside the bottle is an excellent wine that has won several prizes and awards and is reviewed by the best international wine experts.

Having this triangle as our cornerstone, all our communication is tattooed with these principles that we apply and adapt to the different audiences we need to address, whether they are final consumers, potential affiliates or others.

For that we use diverse platforms, with a significant focus on digital communication. From gaming with our “Story of a Bastardô!” app to social network campaigns, email marketing, Google Adwords and SEO with geo-referencing for specific targeted geographies, we invest most of our marketing budget in these digital tools whether we are targeting at final consumers or affiliate marketers. Also, and most importantly, our innovative proprietary digital distribution platform, laying on an intelligent CRM responsive algorithm, can segment targets and fine tune communication so that it is completely aligned with our goals.

Additionally, we also use specific guerrilla marketing actions and selected events sponsorship to communicate with our target audience.

Competition strategy

WWS’s innovative production to consumption cycle is our competitive advantage towards other players in the wine industry.

We don’t produce wine just to go with meals … But we feed relationships with wine!

Being a Winetech, we have an offer and a business model which is unique and has proven initial success.

- Whereas traditional wine producers push their brands to the market based on the need to sell their stocks, WWS shifted the core of the production process from the vineyard to the consumer and studies the market to find out what are the consumers’ needs. Then, it briefs the oenology team to produce wines adjusted to those needs, without being attached to a specific vineyard or land.

- Whereas traditional wine producers market their wines based on the technical aspects of the product, using a language that consumers don’t understand and making wine choosing a daunting process, WWS markets bottled emotions, approaching the market with strong, global and easy to remember brands, with carefully studied visuals and using communication channels that are very close to the consumers (social networks, digital platforms, gaming apps, etc.).

- Whereas traditional wine producers operate on the traditional distribution circuit, having an overwhelming and undifferentiated competition that adds stress to the consumer choice and erodes margins and control on their brands positioning, WWS uses its proprietary digital distribution platform, laying on an intelligent CRM responsive algorithm, to build its own affiliate distribution network and having a consistent alternative to the traditional circuit, avoiding lack of differentiation on the shelf, controlling brand communication, changing the business profitability structure and increasing margins.