The ultimate goal of marketing is to achieve an appropriate level of profit within a set schedule and budget.

1. Set marketing goals

Goals may originate from personal intuition, dreams and desires, but what is important is their feasibility.

Marketing goals should be set as specifically as possible, and their feasibility should be clarified through research and analysis.

SWOT Analysis

SWOT analysis is a framework for analyzing the feasibility of goals.

	Positive Factors	Negative Factors
Internal Factors	Strengths	Weaknesses
External Factors	Opportunities	Threats

Internal Factors：Strengths and Weaknesses

External Factors：Opportunities and Threats

When considering the external business environment, analyze it with PESTEL.

分野	影響	内容
Politics	➖	Introduce prohibition laws and taxes to curb alcohol consumption.
	➕	Provide subsidies and other promotional support for outstanding products
Economic	➕	When the value of a country’s currency declines due to exchange rate fluctuations, the price competitiveness of products increases.
	➖	On the other hand, the cost of purchasing imported equipment and materials will increase.
Social	➖	Alcoholic beverages favored by the parents’ generation tend to be avoided.
	➖	Labor shortages are increasing in rural areas.
Technological	➕	New production techniques, equipment, and analytical instruments will improve wine quality.
	➖	Improvements in production technology have led to the standardization of wines, resulting in the loss of unique regional styles.
Environmental	±	Impacts of long-term climate change (can be a threat in areas with established wine styles and an opportunity in cooler areas)
Legal	➕	Strengthen regional and product branding by establishing strict production regulations, such as France’s AOC.
	➖	At the same time, production regulations limit the options available to producers (e.g. yield limits, restrictions on the grape varieties that can be used, etc.).

As a result of the analysis of the external environment by PESTEL, a conclusion on the feasibility of the goal is finally drawn.

2. Identification of target products and brands

A product has a life cycle, and the marketing strategy to be achieved depends on the state of the product being targeted.

• Introduction：Increase awareness and reputation
• Growth：Spread awareness to a broader target audience to promote strong growth
• Maturity or Stabilisation：Emphasize the differences between the product and other competitive products.
• Decline：Improve products, update packaging, reduce prices, etc. to extend lifecycle

Components of the Brand

Substance	Consistently provide the same level of quality and style (little variation from vintage to vintage)
Consumer Trust	Consistency builds trust in the brand (a key factor in the success of supermarket own label wines).
Consumer Engagement	Consumers themselves will maintain a relationship with the brand, seek out the product by name, and spread the word around (slight changes in labels, etc. risk alienating loyal customers).
Brand Story	Successful brands have a “story” that consumers can relate to (wine is a product that is relatively easy to tell a story about, and the consumer becomes part of the story).
Price Premium	Successful brands are sold at a higher price than other generic products, and the higher price is also seen as a guarantee of quality.
Longeviry	Major brands have a long history and will be around for a long time
Strong Brand Name	In any language, it is desirable to have a distinctive logo with a name that is easy to remember (names with geographical features and the name of the founder tend to be preferred, and it is important to protect these names through trademark registration)
Brand Position	It is advisable to be aware of where your brand is positioned in the market and avoid highly competitive price ranges (although there are opportunities for high volume sales in cheaper markets)
Private Label	Having an original label is also important for Supermarkets and Deep Discounters

There are also the following ways of branding.

• Ladder Brand
  • Such as Bourgogne, tiers that are easy for consumers to understand under the same brand
    • Accessible：most inexpensive and most frequently purchased（e.g. Bourgogne Rouge）
    • Stretch：Affordable, but purchased only on special occasions（e.g. Gevrey-Chambertin）
    • Aspiration：Top quality wine that represents the brand and is rarely purchased（e.g. Chambertin）
  • Positive Factors
    • The finest wines have the effect of throwing their super premium value across the ladder
  • Negative Factors
    • Not a good match for consumers with low wine knowledge and involvement
    • Impressions of inexpensive wines can become impressions of the brand as a whole
• Soft Brand
  • Include information on the label that will help the consumer make a purchase (country of origin, geographical indicators such as region, grape variety, wine style).
• Luxury Brand
  • In addition to the quality of the wine itself, promote luxury in every way possible, such as sponsoring luxury events and being on the lists of high-end retailers and restaurants.

3. Identifying Target Markets

It is necessary to identify the consumers that the product is intended for and to know the wants and needs of that target group.

1. Segmentation

Classify the market on a specific axis and divide it into segments.

Axis of Segment	Examples of Factors
Geographical variables	Place of residence (country, region, urban/rural area, etc.)
Demographic variables	Age, gender, family structure, income, education level, etc.
Psychographic variables	Lifestyle (health-consciousness, liking to eat out, etc.), personality, values and beliefs (vegetarianism, organic orientation), interests, etc.
Behavioral variables	・Benefits sought in wine (cost performance, premium wine, etc.) ・Where, how often, and how much wine is purchased ・Level of interest in wine

There is no set model for segmentation of wine consumers. One early model is the simple idea of classifying wine consumers into three groups.

1. Wine lovers：A person with high income and education who has great interest and in-depth knowledge of wine.
2. Wine-interested：A person of moderate or higher education and income who has an interest in wine and possesses a moderate level of knowledge.
3. Wine curious：A person with moderate interest in wine but limited knowledge, moderate education and income.

2. Market Research

Market research is about understanding the needs of a particular segment of consumers.

Before conducting market research, it is necessary to clarify the following.

1. What information you want to get (e.g., how much a segment is willing to pay for a particular wine)
2. Who do you want to collect the information from (a specific segment or general information)?
3. How will you conduct the research?
   1. Secondary Research：Analysis based on publicly available data or reports from market research firms
   2. Surveys：A method of gathering information from a large number of people through a set of questions
   3. Focus Groups：Gathering a small group of people and collecting opinions through discussion and comments
   4. Interviews：A method of eliciting in-depth opinions through one-on-one or small group discussions
   5. Consumer Behavior Observation：A method of observing and analyzing the behavior of target consumers in actual sales areas.

4. Set Policy for Marketing Strategy

When conducting marketing, you need to decide on a policy based on five axes.

1. Direction of marketing strategy
   1. Mass-oriented (undifferentiated)：target is the entire market
   2. Niche：products aimed at a specific segment, wine is often a niche product
   3. Multiple：appeal to many segments with one or more products
2. Aims of Marketing Strategy
   • Aims of Marketing Strategy
   • Launch a new product
   • Improve existing products
   • Increase sales
   • Increase market share
   • Increase brand awareness
   • Attract new consumers, etc.
3. Target values to be achieved（profit, sales amount, sales volume, market share, etc.）
4. Time frame for achieving the target
5. Marketing budget

5. Marketing Strategy Planning

When planning a specific marketing strategy, each element is examined in terms of the 5Ps. (Process and Physical Evidence are not discussed here because they are elements of services.)

1. Product：製品
2. Price：価格
3. People / Person：人
4. Place：場所
5. Promotion：販売促進

① Product：製品

Product is the wine itself, including the packaging and branding.

Since the wine market is often described as “saturated,” you need to clearly explain how your product is different from your competitors’ products.

Therefore, the presentation of the product – the bottle, label, and other packaging – needs to be designed to appeal to the target consumer.

② Price：価格

Price is the total amount that a consumer pays for a product, including shipping and other costs.

It also includes the cost of time and effort that the consumer spends to purchase the wine.

Price has a strong influence on consumers when they make purchase decisions. Therefore, the “penetration strategy” of setting a lower price than similar products of other companies and rapidly spreading the product in the market is effective. However, it is not easy to get people to continuously purchase a product when the price of the product is raised.

③ People / Person：人

There are two interpretations of “person,” and both are important.

1. Target
   • Characteristics and behaviors of target consumers
2. Staff, partners and customers
   • Cellar Door and Event Sales: Hire and train staff who have sufficient knowledge and can provide appropriate services to customers.
   • Retail sales: It is important to share the image and vision of the producer with distributors and retailers (brochures, videos, website development, etc.)

④ Place：場所

The location where wine is sold depends on the target consumer.

Consumers’ interest in wine	Where to Buy	Wines to Seek
High	・Specialist Wine Retailers ・Premium Supermarkets ・Deep Discounters	・Premium wines ・Lesser-known regions and grape varieties
Low	・Supermarkets	・Inexpensive to mid-priced wines ・Well-known regions and grape varieties

The wines to be sold and the distribution channels will also vary depending on the maturity of the wine market in a country or region.

Market Maturity	Status	Examples
Mature	Markets where wine appears to have reached its potential with stable or declining volumes.	Germany, France, UK
Established	Markets with strong historical growth that is tailing off.	Italy, South Africa
Growth	Markets where wine is a mainstream product and/or experiencing growth.	USA, Canada, Brazil
Emerging	Markets where wine is experiencing growth and shows potential from a relatively low base.	China, Russia, Turkey
New Emerging	Markets where wine is still a relatively new and unknown beverage, but showing some potential.	India, Malaysia, Philippines

⑤ Promotion：販売促進

There are two types of promotion: one is do when the wine is sale, and the other is do outside the time of sale, such as advertising.

All of these promotions related to alcohol sales are regulated by each country, so care must be taken when implementing them.

1. Promotion at the Point of Sale

#	Promotion	Features	Mass Production	Premium
1	Price Promotion 価格訴求	➕ Price reduction is a common promotion because price has a great influence on consumers’ purchase decisions. ➖ However, it should be done with caution because of the risk of damaging the image of the product or failing to increase customer loyalty.	◎	×
2	Competitions 懸賞	➕ It can encourage the purchase of specific products. ➕ Contact information and other information can be obtained by entering a sweepstakes, and can be used for ongoing promotion.	◯	×
3	Limited Edition Packaging 限定版パッケージ	➕ It will improve the image of the brand ➖ Does not improve sales in the long term	◯	◯
4	Consumer Tastings テイスティング	➕ Offering a tasting may increase sales. ➕ It will be more likely to purchase the wine in the future.	×	×
5	Staff Incentives インセンティブ付与	➕ May increase sales by motivating staff to sell more ※ Illegal in China (considered bribery and unfair competition)	◯	×
6	Staff Training トレーニング	➕ Staff members are encouraged to sell the products themselves and with enthusiasm, which can lead to increased sales.	×	◯

Examples for Price Promotion

In many markets, retailers periodically run some kind of price promotion, the purpose of which is to

• Expansion of sales of existing products
• Mass sales and recognition expansion of new products
• Acquisition of new customers
• To replace products (sell off old stock or discontinued products)

The actual price promotion can be done in the following ways.

#	Promotion	Features
1	Discounts on specific product	・Stock clearance of specific products
2	Discounts on specific days or seasons	・Sales promotion on weekdays when the market is quiet ・Sales promotion during Christmas, etc.
3	Discounts for specific groups	・Students, military personnel, etc.
4	Multi-buy / Volume Discounts	・BOGOF（Buy One Get One Free） ※Banned in some countries such as Sweden and Scotland because it is believed to encourage excessive alcohol consumption
5	Link-saves リンクセーブ	・A method of offering a discount on another category of products for the purchase of a certain product or an order of a certain quantity. e.g., discounts on food when a certain wine is ordered, free delivery when six or more bottles are ordered, etc.

2. Promotion Away from the point of Sale

#	Promotion	Features	Mass-Production	Premium
1	Advertising 広告	➕ Very powerful tool to promote products to a large and wide range of consumers ➖ Can be very expensive, although it depends on the channel (press ads for wine and food are suitable)	◎	○
2	Social Media	ℹ️ Unlike traditional advertising, it is important to interact with consumers (using it only for advertising tends to keep followers away) ± Everyone can easily share their experiences with others. ± Peer reviews are becoming increasingly important in wine buying decisions. ➖ Can lead to negative publicity and reviews	◎	×
3	Web Site & Smartphone Apps	ℹ️ It is essential to create and maintain a website that is attractive and easy to navigate. ℹ️ SEO measures are necessary to ensure that the site appears at the top of search results. ➕ Producers can communicate with a large number of people around the world. ➖ Hiring consultants and IT experts can be costly	◎	◎
4	Reviews & Awards レビューと受賞	➕ Favorable reviews and high scores by reputable critics can greatly increase wine sales. ➕ Awards and medals can be used in promotional materials and sales. ➕ Greatly influence purchase decisions, especially for less engaged and knowledgeable consumers. ➖ There is a cost associated with participating in competitions and providing bottles of wine (but many producers consider it a worthwhile expense)	◯	◯
5	Public Relations PR	ℹ️ The purpose of PR is to create a positive image of the company among consumers ℹ️ Brand ambassadors are one of the successful methods (in China, the appointment of key opinion leaders has been successful) ➕ Social and corporate responsibility policies create a positive image for many consumers.	◯	△
6	Sponsorship スポンサー	ℹ️ Many sporting and cultural events are financially supported by sponsorship deals. ➕ Branding and advertising can be effective if the target audience is aligned. ➖ The appropriateness of linking health promotion activities with alcohol has been questioned, especially in the sports sector.	◯	×
7	Wine Tourism ワインツーリズム	ℹ️ Some wineries offer hands-on events that allow visitors to participate in harvesting and brewing. ℹ️ Successful wine tourism involving not only wine producers, but also tour operators, restaurants, hotels, and other local tourism businesses. ➕ More opportunities for interaction with general consumers ➕ People who visit producers generally become regular customers and are likely to recommend their wines to others. ➖ High cost of infrastructure and high cost of operation and maintenance	×	◯
8	Events & Festivals イベント・フェスタ	➕ Attracts a wide range of consumers and provides an opportunity to attract new customers. ➖ Costs such as exhibition fees, travel expenses for booth management, and staff costs will be incurred. ➖ Depending on how the event is managed, it may turn into an all-you-can-drink event instead of a tasting.	◯	×
9	Free Merchandise 無料商品	ℹ️ Provide wine goods and other promotional goods that are not directly related ➕ Increasing consumer loyalty will lead to future wine sales. ➕ Increasing brand awareness among the people around you, leading to indirect sales promotion.	◯	×

Types and characteristics of advertisements

#	Types of Ads	Features
1	TV, Cinema	➕ The most powerful advertising campaign and can appeal to a large number of people ➖ Very expensive
2	Radio	➕ Advertising with a low marketing budget is possible. ➖ Difficult to leave a lasting impression due to the lack of images
3	Press Advertising	ℹ️ It is important to place ads in the right media. ℹ️ Some techniques increase effectiveness by having well-known writers write articles (advertorials). ➕ Very effective in telling a detailed story ➕ Low cost
4	Billboards	➖ Billboard advertising has a limited effect because most people only see it for a short time.
5	Digital Advertising	➕ Since the number of advertisements published is linked to the advertising cost, it is easy to measure the effectiveness. ➕ Marketing can be done at a relatively low cost.

6. Implement and Monitor Marketing Strategies

After planning the strategy, the actual marketing should be conducted and monitored to see if the targeted results are being obtained.

If the targeted results are not being achieved, a decision needs to be made to change the strategy or goals, stop the marketing, or eventually stop selling the product.

There are two ways to measure the effectiveness of marketing: monitoring of targeted figures and surveys to ascertain consumer response. This is called “marketing research”.

• Create focus groups and ask for direct feedback
• Eye tracking
• Viral marketing research

Other than direct sales by producers, there are two major ways to reach end consumers: retail stores and the hospitality industry.

In many markets, retail sales are much higher, accounting for about 80% of sales in the UK.

1. Retailers

1. Supermarkets

In many markets, Supermarkets have the largest share of wine sales. This makes it a very attractive option for producers who want to sell large quantities of wine.

Advantages	・Supermarkets can sell large quantities of wine. ・The ability to sell private label wine (Supermarkets’ own brand) can increase customer loyalty. ・Expertise in quality control, wine styles, etc., can be useful in other sales channels. ・For artisanal producers, this can be an opportunity to expand sales channels.
Disadvantages	・Supermarkets have strong bargaining power, resulting in lower selling prices ・Additional promotional costs ・Strict quality control, shipping, and labeling requirements must be met ・Producers risk not being able to continue contracts if they do not meet Supermarkets’ sales expectations (risk of huge inventories)

2. Deep Discounters

Deep Discounters are retail stores that function like supermarkets, but sell at lower prices. Their characteristic is that they sell products at permanently low prices, and they rarely have limited-time promotions.

• Profit from thin margins and high sales.
• Most products are private label.
• Tend to prefer to deal with minor producers with low overhead costs, including marketing costs (focus on production costs and quality).

Advantages	・Deep discounters often buy directly from producers to eliminate intermediate costs. ・Deep Discounters may be more profitable than wholesalers in supermarkets because they do not incur promotional costs. ・Can sell off excess wine inventory. ・Increasing share of sales (In the UK, wine drinkers’ share of buyers has increased from 23% in 2012 to 37% in 2018)
Disadvantages	・Producers do not know if they can continue to do business with Deep Discounters.

3. Convenience Retailers

Convenience retailers are becoming more and more important as they are more closely connected to people’s lives, operating “anytime” and “anywhere”.

Advantages	・Convenience Retailers have more sales opportunities 　・Long business hours 　・Close to people’s living areas ・Large chains may have their own brands, handling brands that are popular with local consumers.
Disadvantages	・Selling price tends to be higher due to higher cost of store operation

4. Specialist Wine Retailers

Specialist Wine Retailers are retailers that specialize in wine, with some specializing in wines and foods from specific countries. Some are large chains, but most are privately owned or small chains.

Advantages	・Consumers who buy at wine specialty stores spend more per bottle (opportunity to sell premium wines) ・High profit margins can be expected due to high prices.
Disadvantages	・Specialist Wine Retailers have a small sales volume per store. As a result, they tend to outsource sales to agents, which tends to increase costs. ・Consumer service is costly (stores need to hire highly specialized staff and provide high quality customer service)

Examples of customer service

• Tell the story of the wine to your customers
• Provide information on lesser-known regions and varieties
• Suggest food pairings
• Build relationships with regular customers to understand their likes and dislikes and then suggest new wines
• Let customers know when their favorite wines are on sale.
• Organize events such as tastings and wine classes

5. Hybrids

Hybrids are wine stores with bars and other facilities. Therefore, the store can serve food and drink wine.

Advantages	Tasting wine can encourage consumers with little knowledge of wine to purchase wine. ・Reach out to a wider range of consumers. ・Introduce minor wine regions and varieties
Disadvantages	・Longer business hours (need to stay open until late) ・Need to increase the number of customer service staff ・Additional facilities such as a kitchen are required. ・More government offices and procedures

6. Online Retailing

In many countries, online sales are on a significant upward trend. However, its importance varies by country, accounting for 20% of sales in China but only 2% in the US.

Advantages	・Retailers can operate out of suburban warehouses, eliminating the need for costly retail stores. ・With lower costs, online retailers can carry more products. ・Can have a larger customer base than brick-and-mortar stores.
Disadvantages	・Wine is heavy and bulky, so shipping costs tend to be high. ・There is a risk of loss or damage to the wine when it is transported. ・Consumers tend to demand shorter delivery times, and stores need to be able to meet these requirements.

It is also necessary to build a website that is reliable and conveys the brand image.

• Creating an easy-to-use website
  • Detailed descriptions of wines
  • Suggestions for food and wine pairings
  • Comments from staff and wine critics
  • Information on medals won in wine competitions
• Keep content up to date (new wine arrivals, inventory updates)

7. Global Travel Retails

Global Travel Retails is a store set up at airports and other locations for travelers.

Advantages	・Consumers (tourists) have more time to look at products. ・Travelers tend to seek out high-priced products that are not available in their home country (opportunities for premium wine sales)
Disadvantages	・Free trade agreements have reduced the importance of tax exemptions. ・High cost of retail space results in low profit margins

8. Wine Investment Companies

Wine Investment Companies specializes in the procurement and sale of wine for investment.

Investment companies buy wines that fetch very high prices due to their rarity, either through producers or vendors, and sell them to customers. In effect, some companies act as brokers.

• London: Traditionally a center for wine investment, with many leading wine investment companies based in London.
• China: In 2008, the Hong Kong government abolished excise duties on wine in an effort to become the “hub of the East Asian wine trade,” and investment has intensified.

---

2. Hospitality Sector

The average price of wine sold in the hospitality industry is often higher than in retail stores. While the volume of wine sold in the hospitality industry is 20%, the value of wine sold in the hospitality industry is nearly 40%.

1. Bars

In terms of wine, it can be categorized into two types: wine-specific bars and general bars.

Specialist Wine Bars	・Similar to wine specialty retail stores ・Target consumers are people “high involvement” in wine Many stores focus on a specific country or style of wine. ・They tend not to offer famous brand wines, as they are not price competitive, they tend to carry wines from smaller producers
General Bars	・Wine is just one of the beverages served. ・Wine is usually produced by large companies and is from well-known regions and varieties. ・Mostly inexpensive or moderately priced wines with a wide range of appeal.

2. Restaurants

Restaurants can be classified according to the purpose of the meal itself, and the quality of the wine they serve depends on its importance.

Non-Destination Restaurants	・Restaurants that are not primarily for dining (e.g., between theaters, movies, after-work meals, etc.), often chain restaurants. ・General Bars as well, mostly inexpensive to moderately priced wines of well-known regions and grape varieties.
Casual Dining	・Restaurants used for a wide range of occasions, from casual dining to long hours, many of which are privately owned or small chains ・Mostly medium to premium priced wines. ・In addition to wines from well-known regions and varietals, there is often a mix of lesser-known wines. ・Staff are trained to advise customers on wines based on their preferences, prices, and food pairings.
Fine Dining	・Food is the destination, and the food and experience at the restaurant is the reason for the visit. ・Food and wine pairing is very important, and super premium wines are available in limited quantities. ・Being on the wine list is a source of great pride for producers. ・Wine is difficult to obtain, so it is generally purchased through an intermediary.

---

3. Special Market Environments

In some countries, alcohol sales are strictly regulated, and in such countries, a special market has been formed.

Typical markets are the national monopoly market and the three-tier system in the US.

1. Monopoly Markets

In the Nordic countries and Canada, the government has a monopoly on the retail sale of alcoholic beverages.

• Sweden: Systembolaget, a government-owned chain, is the only retail outlet that can sell alcohol
• Ontario, Canada: fully controlled by the Liquor Control Board of Ontario (LCBO)

The purpose of monopoly sales is to limit the consumption of alcohol, which has the following systems and impacts.

• High taxes on alcoholic beverages, making them very expensive
• There is no incentive to advertise or lower prices.
• Wine purchasing is very complicated due to the bureaucratic system. However, since the final decision is based on quality alone, it may be adopted regardless of the size of the producer.

2. The USA’s Three-Tier System

In the U.S., the distribution and sale of alcoholic beverages is governed by strict and complicated laws in each state. Therefore, doing business with alcohol in the US is not an easy task.

Vendors are grouped into three tiers, and cross-ownership between retail and other tiers is limited or completely prohibited.

1. Suppliers: including producers and importers
2. Distributors: including wholesalers and brokers
3. Retailer: including retailers and HoReCa

This law is a remnant of Prohibition, which was repealed in 1933, and is designed to avoid a return to the pre-Prohibition era. (Gambling, known as saloons. Prostitution, crime, intoxication, etc.)

For this reason, in principle, producers cannot sell directly to consumers without going through a wholesaler. However, more and more states are allowing direct sales to consumers.

Depending on the severity of the regulations, the states are divided into three categories.

• State direct involvement in alcohol sales
  1. Control State
     • State has a monopoly on one or more of the three tiers
     • There are 17 states
• No direct state involvement
  1. Open State
     • Little involvement in regulation
  2. Franchise State
     • Franchise laws severely limit changes in Distributors
     • Appointment of Distributors is almost always “lifetime” and cannot realistically be changed (because sudden changes in Distributors by Suppliers can be devastating)

Wine sales are usually divided into two main areas: retail and customer service.

It is advisable for producers to combine several methods in order to spread the risk in case one method does not work.

1. Selling Directly to Retailers

Advantages	・Producers can maximize their profits because there are no intermediate costs or margins. ・Producers can control their brand image.
Disadvantages	・Producers will have an increased operational burden (transportation, shipping, payment of import taxes, legalization of labels to match the country of export) ・Producers are at risk of financial loss due to the possibility of bottles being lost or damaged in transit. ・Need to develop own retail outlets in the market and understand consumer preferences and laws of the exporting country.

These disadvantages can be solved by using a distributors, but of course this will incur costs and thus reduce profits.

2. Appoint a Distributor

The scope of work of the Distributor varies, and the following are some of the differences among the vendors.

• Base of operations (same country as the producer / overseas)
• Stock holding (holding inventory / not holding)
• Possession of exclusive or preferential import and sales rights

In addition, depending on the scope of business, there are various designations such as “importer”, “distributor”, and “wholesaler”.

Advantages	Producers can ・reduce operational workload ・access to market knowledge and connections ・find the right retailers for them ・delegate marketing ・reduce risk in transportation
Disadvantages	・Margins and fees will be incurred ・It takes time and effort to find the right distributors. ・Inability to control sales, marketing and branding

3. Establish a Joint Venture

In the wine industry, joint ventures have been established between companies at different stages of the supply chain in order to reduce intermediate margins.

Advantages	・Companies will be able to increase their profits by eliminating intermediate costs. ・Investment can increase the attractiveness of wine (especially for small producers) as they have more money to invest.
Disadvantages	・Companies need to take the time and effort to carefully and clearly select partners. ・Responsibilities and obligations need to be clearly defined among partners. ・Compared to agency contracts, it is more difficult to switch contracts when things go wrong.

4. Use a Broker

A Broker is an independent intermediary who does not represent either the seller or the buyer, but whose role is to “make the deal happen” without conducting the actual transaction. (Distributors are paid by the producer to sell the wine.

Advantages	・Brokers have in-depth and specialized knowledge of specific markets ・Lower commissions than distributors ・Brokers play an important role in the trade of fine wines (in Bordeaux, brokers have legal status as courtier gorumet (wine appraisers) and play an important role in mediating between chateaux and negociants)
Disadvantages	・

5. Selling Directly to Customers

Recently, more and more producers are selling their wines directly to consumers.

As with direct sales to retailers, producers are able to maximize profits and control sales, but face an increased workload.

1. Cellar Door Sales

Cellar Door Sales is a method of selling wine directly to consumers who visit Estates and Wineries.

Advantages	The following benefits can be expected due to the ability to engage directly with consumers. ・Increase brand awareness and loyalty (increase LTV and lead to repeat sales) ・Free marketing through word of mouth ・Market research through direct feedback during new product development
Disadvantages	・Costs for cellar door locations, operating costs, etc.

2. Events

Events is a way to interact directly with consumers by setting up stalls at tasting fairs and wine and food festivals.

Advantages	・Reach out to a larger and broader audience
Disadvantages	・Additional costs and labor will be required (store opening costs, travel expenses, operating costs, etc.) ・Competition with other producers

3. Wine Clubs

Wine Clubs are a way to have your own membership club, and to give priority to members for wine information and sales.

Advantages	Basically the same as Cellar Door
Disadvantages	・Additional costs and time are required for marketing (e.g., newsletter, shipping of wine). ・Risk of loss or damage to wine in transit ・Legal restrictions (some states in the US prohibit direct sales by producers)

4. Online

Online selling is a method of selling directly to consumers through the Internet.

Advantages	Basically the same as Cellar Door
Disadvantages	・Producers need to create and maintain websites that are convenient and well-designed, which will ultimately lead to increased costs and workload (differentiation from other producers’ websites is essential).

Route to Market, the start of a bottle of wine’s journey to the consumer, is the producer. This section summarizes the different types of business that producers have.

1. Estates

Estates produces wine from grapes grown in its own vineyards (including leases).

Advantages	・Ensuring quality control at every stage ・Monopolize the profits from wine production ・Easier to tell the “story of the wine” (stronger appeal to consumers who want the “real thing”)
Disadvantages	・High capital and cost. ・Producers are vulnerable to the impact of unseasonable weather conditions on production volumes, which may reduce profits. (Large-scale Estates have the advantage of being able to spread the risk and cost.)

2. Growers

Growers only grow grapes.

Advantages	・Growers can concentrate on growing grapes (no need for winemaking, sales, or marketing) ・Cash inflow is fast, which is advantageous in terms of cash flow.
Disadvantages	・The risk that the selling price of grapes will fall due to changes in vintage or fluctuations in supply and demand, resulting in lower profits.

There are also two ways to sell grapes.

How to sell grapes	Advantages	Disadvantages
Contract with a specific producer or merchant	Growers will have stable management and mental peace of mind.	There is a risk of reduced profits if Growers fail to meet quality standards.
Sold on the spot market	Can be sold at a higher price in case of grape shortage	May be less expensive than contracted price.

3. Grower-Producer

Advantages	・
Disadvantages	・

4. Merchants：商人

Merchants mainly buy wine and sell it under their own name. However, involvement in winemaking varies from region to region, with Merchants generally providing technical support for viticulture and winemaking.

Advantages	・Merchants do not need to purchase and manage vineyards, so they can operate with little capital (this is especially useful in areas where land is expensive). ・Flexibility to purchase grapes even in a bad year.
Disadvantages	・Merchants have little control over the quality of the wines they buy. → To some extent, this can be eliminated by Merchants building cooperative relationships with producers. ・There is a possibility that the wine to be purchased will be expensive.

En Primeur（プリムール）

En Primeur is a method of selling wine before it is bottled.

The system developed in Bordeaux after World War II, when the chateau was struggling financially.

Merchants buy the wine in barrels before it is bottled, and the wine is aged and stored by the producer until it is ready for bottling.

Merchants act largely as wholesalers, buying a portion of the chateau’s stock and selling it to various distributors and retailers.

This often involves wines that are only available at En Primeur, and which are valued by investors.

5. Grower-Merchants：生産者＆商人

Grower-Merchants have two sides: Estates and Merchants. In other words, they make wine from their own vineyards, but they also buy and sell the wine.

Grower-Merchants deals in wines of all price ranges, with premium wines produced from their own vineyards and inexpensive and mid-priced wines often purchased.

6. Co-Operatives：協同組合

Co-Operatives are associations made up of groups of producers who produce and sell wine from grapes grown by their members.

Advantages	・Members can purchase expensive equipment through joint investment. ・Cooperative members can outsource marketing, packaging, and distribution (especially marketing, which is more efficient and effective than doing it individually). ・The cooperative can produce entry-level wines, while producing higher-end wines under its own brand. ・Large cooperatives are able to generate economies of scale.
Disadvantages	・Cooperatives are often democratically managed, which makes the decision-making process slow and cumbersome. ・Cooperatives and producers may not have the same course of action.

7. Custom Crush FacilitiesとVirtual Winemakers/Wineries

Custom Crush Facilities is a type of cooperative model, mostly found in California. They are contract winemaking companies that produce wines at the request of producers, ranging from inexpensive mass-produced wines to super-premium, low-volume production.

Virtual Winemakers/Wineries are producers who use Custom Crush Facilities or other winery facilities to produce wine.

Advantages	・Producers who outsource the production of wine do not need to invest in equipment. ・No need for consensus building for decision making, which is a disadvantage of cooperatives. ・They can draw on the expertise and skills of professional winemakers.
Disadvantages	・There is a risk that the style desired by the producer will not be clearly communicated to the winemaker, and the wine will not be what they are aiming for.

8. Conglomerates：複合企業

Conglomerates are companies that deal not only in wine but also in a variety of alcohol products, and there is a growing trend for major companies outside the wine industry to enter the market.

By owning many small and medium-sized companies at various stages of the supply chain, from production to distribution and sales, they reduce the middleman margins.

Conglomerates retain a great deal of scale and influence, which allows them to have strong bargaining power when purchasing grapes and wine and selling them to retailers.

Examples of conglomerates

• Large company: E&J Gallo (California, USA)
  Responsible for 40% of CA wine production in 2018 and about 22% volume of the US wine market in 2020
• Medium company: Michele Chiarlo (Piemonte, Italy)
• Small company: Felton Road (Central Otago, NZ)

A single bottle of wine is sold at a retail price that covers the costs of all stages of the supply chain.

Along with viticulture and winemaking, it is important to choose what options are available at all stages of the supply chain.

The costs of viticulture and winemaking are very important because of their high weight. Viticulture costs account for around 70% of the total cost, while winemaking costs account for 15-25%.

This ratio is the same for many wines.

• Inexpensive and Premium wines.
• Growing grapes on your own farm, and buying grapes.

1. Grape Growing

The cost of viticulture is largely divided between the establishment and operation of the Vineyard.

1. Vineyard Establishment

To establish a vineyard, land must be purchased and vineyards must be developed.

1. Buying or Renting the Land

The first costs are related to the purchase or lease of vineyard land, and the price of land varies greatly depending on a combination of factors.

• The environment of the land for growing high quality grapes
• Appellation Names
  • In California, the price of land in the Napa Valley is about 10 times that of the Central Valley.
  • In Bordeaux, the price of land in the exclusive Médoc region can be more than 100 times the price of a typical AOC Bordeaux.
• Scarcity of Land
  • Prime land in Champagne rarely comes on the market, and when it does, it is at a very high price.

2. Preparing the Vineyard

A lot of preparation is required before a vineyard operation can be started, and the costs can be high.

In addition, vines require a large amount of capital because it takes at least three years from planting to harvesting grapes that can be used for wine production.

• Surveying to determine if the land is suitable for viticulture and for which grape varieties (e.g. taking soil samples)
• Land preparation
• Divide the vineyard into plots and create access roads
• Installation of trellises
• Construction of irrigation systems in dry areas
• Protection from weather hazards (windbreaks, frost protection, etc.)
• Purchase of machinery, equipment, etc. and construction of a garage to store them

2. Vineyard Management

Once a vineyard is established, there are operating costs involved in growing grapes of the desired quantity and quality.

1. Labor
   • There is a balance between the cost of labor and the cost of purchasing machinery.
     • When the cost of labor is low (as in Chile), there is less incentive to invest in capital-intensive equipment.
     • When labor costs are high (as in Coonawarra), the incentive to invest in machinery becomes more favorable.
2. Materials
   • Materials needed to repair trellises and consumables such as gloves, pruners, etc.
3. Treatment in the vineyard
   • Fertilizers and pesticides (herbicides, fungicides, insecticides, etc.)
     → Integrated pest management can reduce usage fees
4. Water
   • Cost of rights to draw water or purchase water if irrigation is required
5. Electricity
   • Cost of electricity needed for irrigation systems, frost protection equipment, etc.
6. Insurance and depreciation
   • Insurance against natural disasters
   • Depreciation costs for equipment and machinery established or added to the vineyard

---

2. Winemaking

As with vineyards, winemaking requires capital costs to establish a winery, as well as operating costs.

1. Winery Establishment

1. Cost of land to build a winery
2. Cost of building the winery
3. Cost of purchasing equipment, machinery, and production lines for brewing (presses, tanks, pipes, pumps, refrigeration equipment, aging containers, bottling lines, etc.)

2. Winemaking Costs

1. Cost of purchasing grapes (if you do not own a vineyard)
2. Labor
   • (Unlike vineyards) often employ a small number of skilled staff on a full-time basis
   • Temporary labor may be hired for unloading grapes and moving equipment during harvest.
3. Winery Materials
4. Running costs for Machinery and Equipment
   • Fuel, electricity, maintenance costs, etc.
5. Water
   • Large amounts of water are used for cleaning (in areas where water is expensive, some wineries invest in water treatment facilities)
6. Electricity
   • Large costs for refrigeration and ventilation, as well as electricity for presses, pumps, lighting, etc. (Some wineries have installed solar panels to reduce costs)
7. Maturation
   • Storage space is required for aging at the winery
   • New oak barrels are very expensive (old barrels provide little or no oak-derived aroma, oak chips are cheaper but increase costs)
8. Packaging
   • Bottles, closures, labels, cartons, pallets, and other materials are needed. (Unusual shaped bottles/labels will increase costs.)
   • Bottling line equipment or other winery equipment usage fees
   • Label design fees
9. Depreciation
   • Depreciation of equipment and machinery used in the winery.

---

3. Transportation

There are two main methods of transporting wine.

Transport method	Feautures	Loading capacity in shipping containers
Transportation of bottled wine	・This is a common method of transportation, and is often used by companies that specialize in wine transportation. ・The price is higher, but the quality of the wine is maintained through the use of temperature-controlled shipping containers.	9,000〜10,000L
Bulk transportation	・A method of transporting wine in tanks or barrels that is inexpensive and environmentally friendly. ・It is a cheap and environmentally friendly method of transport. ・There are cost advantages when selling more than 15,000 cases of the same wine. ・As of 2019, it accounts for 34% of the world’s wine, but only 8% in value terms.	25,000L

1. Transportation of Wine in Bottle

There are four transportation methods, which are used in different ways for different routes.

Transport method	Features	Use application
Air	Very high transportation costs (as wine is very heavy for its size and value)	・When sending to a competition ・When sending very expensive wines ・When the deadline is important (Beaujolais Nouveau market in Japan)
Road	In most cases, the first and last step is road transportation. It can be carried directly to the delivery destination and is suitable for short distance transportation.	・Short-distance transportation ・Efficient when trucks can get on and off the ferry directly, such as in strait hauling
Rail	Containerization may reduce transportation costs. (Transposition of pallets is costly.)	・Mass transit between continents
Sea	The most common and inexpensive way to transport goods over long distances. The disadvantage is that it takes a long time to transport.	・Long-distance transportation across continents

2. Bulk Transportation

• Bulk wine transport methods
  1. Plastic flexitanks typically installed inside standard shipping containers (up to 24,000L)
  2. ISO tanks installed (up to 26,000 liters)
• Volume of bulk wine transported
  • 2001：23% → 2010：43% → 2019：34%
  • Spain, USA, South Africa, Australia and Chile account for more than 40% of exports (55% for Spain)

---

4. Importation

When selling wine in other countries, there is generally a customs duty and a margin for the distributor. While there is an option of not using a distributor, many producers use a distributor because of the need to understand the laws of the destination country and deal with labeling and other issues.

• Import Duties
• Margins to Distributors
  • Compliance with laws of the exporting country
    • Labeling of alcohol content (USA allows for a 1.5% margin of error, but the EU requires labeling of the closest alcohol content)
    • Labeling of health warnings (required in the USA, but not in EU)

---

5. Sales

• Property Costs
  • Both retail and hospitality businesses require a building to operate in, which generally tends to be expensive
  • Online-only retailers are able to keep costs down because warehouse space is less expensive
• Labour
  • The skills and expertise of the staff required vary greatly by business type
    • Supermarkets: No need for highly specialized staff
    • Specialist Wine Retailers: need to have knowledge of wine and be able to give advice to customers.
    • Restaurants: Particularly in upscale restaurants, a high level of wine knowledge is required, as well as the ability to select wines for the list and provide detailed advice to customers.
• Equipment and Materials
  • Retailers: accounting systems, refrigerators, display shelves, cleaning equipment, etc.
  • Hospitality: In addition to the above, cooking equipment, tableware and glasses, expensive wine storage systems, etc.
• Storage Costs (Where to store wine)
• Delivery Costs
• Margin at the point of Sale
  • Retailers : 30〜50%
  • Hospitality : 50〜67% (a glass of wine is even more expensive because of the risks involved.)

---

6. Marketing

詳細は D2-6. マーケティング を参照

• Labour
  • Large producers: In-house marketing team
  • Small to medium producers: external marketing firm or industry association
• Design and production of bottles and labels
• Marketing campaign

---

7. Fluctuations in Currency

The impact of currency fluctuations on the price of wine is significant, and there are several ways to mitigate it.

How to reduce currency risk	Trading Methods	Features
Option	Agree on the price and quantity of wine to be purchased in advance, and determine if the importer will purchase the wine at the agreed upon time.	・Producers may be able to set higher prices while risking unsold wine ・Importers can postpone their decisions.
Price fixed in importer’s currency at time of order	Set the price in the importer’s currency (usually the price is fixed in the producer’s currency)	・Producers are exposed to foreign exchange risk (producers do not know the price until they sell) ・Importers may be charged a premium by producers.
Currency hedging	Buy and hold currency in advance to be able to respond to orders from specific countries.	Importers are required to have the skills to manage currencies (and are therefore generally limited to large companies)
Trading in major currencies	Trade in the stable US dollar and euro, not in the currencies of unstable countries.	Attractive to both producers and importers (more stable exchange rates, fewer currency conversions)
Transactions in local accounts and local currencies	Open a bank account in the country where the transaction will take place and trade directly in that country’s currency.	Holding a large amount of funds in foreign currency may prevent effective use of funds.

1. Changes in the Wine Market

• World wine consumption rose rapidly in the early 2000s.
• After the global financial crisis in 2008, it began to decline.
• Sparkling wines consumption has increased by an average of 3% annually between 2002 and 2018.
• Wine consumption has declined significantly in countries where wine is traditionally consumed. (e.g., France, Italy)
• In 2011, USA became the world’s largest wine consumer.
• China has seen a significant increase in wine consumption over the past 20 years as its middle class has grown.

2. Supply and Demand

Capture the market with PESTEL, a framework for analyzing the external environment.

• Political：政治
• Economic：経済
• Social：社会
• Technological：技術
• Environmental：環境
• Legal：法律・制度

1. Demand

No	Area	Factors influencing
1	Political	➖ Government campaigns on the health effects of alcohol. ➖ Decreased availability of cheap wine : government control of overproduction ± Changing Consumer Preferences : increased demand for low-alcohol wines and decreased demand for fortified wines. ± Changes in Reputation : wine’s reputation with critics and influencers. ± Changes in Spending Patterns : lower prices due to increased competition in price-sensitive markets (Germany, UK), premiumization of consumer behavior (USA).
2	Economic	± Strength of the Economy : Changes in the level of consumers’ disposable income. ± Fluctuations in Currency Exchange : The Risk of (1) lower sales and (2) lower profits caused by a decrease in competitiveness due to a rise in the value of a currency, or the opposite effect, offsetting profits due to import prices of consumption goods. ± Changes to the Market : Entry or exit of new firms or products.
3	Social	➖ Young people drinking less wine ➖ Changes in Lifestyle : Shorten meals and limit alcohol consumption during work hours.
4	Technological	–
5	Environmental	–
6	Legal	➖ Laws Prohibiting or Limiting the Sale of Alcohol : In many countries there is a minimum drinking age and restrictions on the hours of sale. ➖ Government Policies to Reduce Alcohol Consumption : Enforcement of laws aimed at reducing the amount of alcohol consumed by the population. e.g. ・France：Loi Evin (ban on TV and cinema advertising of alcohol) enacted in 1991. ・Scotland：Minimum unit price introduced for the first time in the world in 2018. ・BAC：NZ, Scotland：reduced to 50mg/100mL, Norway, Sweden: 20mg/100mL (30mg/100mL in Japan). ➖ Taxaion : Imposition of taxes and duties on alcoholic beverages (Hong Kong abolished excise duty in 2008 with the aim of becoming the “hub of wine trade” in East Asia). ➖ International Trade : Many countries impose tariffs on imported goods (protectionist policies to promote the sale of domestic products). ± Wine Laws : GIs are increasing worldwide to improve branding and recognition.

2. Supply

No	Area	Factors Influencing
1	Political	➖ Vine Pull Schemes：Pulling of poor quality vines as a measure against overproduction. ± EU restrictions on Planting new Vinyards：e.g. EU allows planting up to 1% annual growth rate from 2016 onwards, increasing the area planted in France and Italy.
2	Economic	± Conversion of Vineyard Land to Other Uses：Conversion to higher value crops. e.g. Elgin, South Africa from grapes to apples, California from almonds to pistachios.
3	Social	➖ Abandonment of Rural areas：Declining human resourcesavailable to work in the vineyards and lack of investment in the local economy.
4	Technological	± Introduction of Modern Technology：Modernization of vineyard management and winemaking techniques to achieve mass production of high quality wines. e.g., average production in Spain has increased despite a decline in vineyards.
5	Environmental	± Natural Factors：Changes in wine production due to year-to-year changes in weather. e.g. ・France : In 2017, devastating spring frosts and hailstorms combined with a heat wave had a significant impact. ・South Africa, California, Chile : Water shortage due to severe drought.
6	Legal	➖ Limitations by PDO：Limitation of cultivable area and yield.

The purpose of PDO and its impact on wine production

Purpose of PDO

1. Define the style of wine produced in a particular region.
2. Match supply and demand to reduce the risk of downward price pressure.

Impact of PDO on Wine Production

• Expansion of production areas into unsuitable areas when demand for a particular wine is rising, resulting in a decline in overall quality.
• Strict PDO regulations make it impossible to remain competitive against wines from less regulated areas.
  e.g. the introduction of the Vin de Pays system in the 1970s led to a significant increase in production and quality.

マーケティングの最終目的は、決められたスケジュール・予算の中で適切なレベルの利益を達成すること。

1. マーケティング目標の設定

目標は、個人の直感や夢・願望を起源とする場合もあり、重要なことはその実現可能性である。

できるだけ具体的な目標を設定し、その実現可能性を調査と分析によって明らかにする必要がある。

SWOT分析

目標の実現可能性を分析するためのフレームワークとして、SWOT分析がある。

	プラス要素	マイナス要素
内的要因	Strengths：強み	Weaknesses：弱み
外的要因	Opportunities：機会	Threats：脅威

内的要因：強みと弱み

外的要因：機会と脅威

外部のビジネス環境を考えるときは、PESTELで分析する。

分野	影響	内容
Politics	➖	消費を抑制するための禁酒法・税の導入
	➕	優れた商品への助成金などのプロモーション支援
Economic	➕	為替による輸出品の価格競争力の向上
	➖	為替による輸入機器・資材の購入コスト増
Social	➖	親世代が好んでいた酒類の回避
	➖	地方の労働力不足
Technological	➕	新しい生産技術・設備・分析機器による品質向上
	➖	地域の独自スタイルの喪失
Environmental	±	気候変動による影響（スタイルが確立している地域では脅威、冷涼エリアでは機会）
Legal	➕	生産規定による、製品のブランディング強化
	➖	生産規定による、生産者の選択肢の制限

これらの分析の結果、最終的に目標達成の可能性に対する結論を出す。

2. 対象とする製品・ブランドの特定

プロダクトにはライフサイクルがあり、対象とする製品の状態によって達成するべきマーケティング戦略が異なる。

• Introduction：認知度や評判を高める
• Growth：強い成長を促すために、より広範なターゲットに認知を広げる
• Maturity or Stabilisation：他の競合製品との違いを強調する
• Decline：ライフサイクルと延長するために、製品の改良、パッケージの更新、価格の引き下げなどを行う

ブランドの構成要素

Substance 本質	常に同じレベルの品質とスタイルを提供する（ヴィンテージによる変動が少ない）
Consumer Trust 信頼	一貫性があることでブランドへの信頼感が高まる（スーパーマーケットの自社ブランドワインが成功するための重要な要素）
Consumer Engagement エンゲージメント	消費者自身がブランドとの関係を保ち、By Nameで求め、周囲に拡散してくれる（ラベルなどのわずかな変更がロイヤルカスタマーを遠ざけるリスクを持つ）
Brand Story ストーリー	成功するブランドには、消費者が共感する「ストーリー」がある（ワインは比較的ストーリーを語りやすい製品であり、消費者もストーリーの一部になる）
Price Premium 価格プレミアム	成功しているブランドは、他のジェネリック製品よりも高い価格で販売され、価格の高さも品質の保証とみなされている
Longeviry 長寿命	主要ブランドは、長い歴史を持ち、長く存続する
Strong Brand Name 強力なブランド名	どの言語でも、覚えやすい名前で特徴的なロゴマークを持つことが望ましい（地理的な特徴を持つ名前や、創業者の名前が好まれる傾向にあり、商標登録によって保護することが重要）
Brand Position ポジション	ブランドが市場の中でどこに位置するかを意識し、競争の激しい価格帯を避けることが望ましい（ただし、安価な市場には大量販売のチャンスがある）
Private Label プライベート・ラベル	Supermarkets、Deep Discountersではオリジナルのラベルを持つことも重要

また、次のようなブランディングのやり方がある。

• Ladder Brand
  • Bourgogneのように、同一ブランドで消費者に分かりやすい段を付ける
    • Accessible：最も安価で購入頻度が多い（e.g. Bourgogne Rouge）
    • Stretch：手頃だが、特別な時に購入する（e.g. Gevrey-Chambertin）
    • Aspiration：ブランドの最高級ワインで、購入することはほとんどない（e.g. Chambertin）
  • プラス要素
    • トップラインは、そのスーパープレミアムの価値を梯子全体に投げかける効果がある
  • マイナス要素
    • ワインの知識・関与度の低い消費者とは相性が悪い傾向がある
    • 安価なワインの印象がブランド全体の印象になる場合がある
• Soft Brand
  • 商品を優先して購入する手掛かりになる情報（原産国、産地などの地理的指標、ブドウの品種、ワインのスタイル）
• Luxury Brand
  • ワインそのものの品質に限らず、高級イベントのスポンサーになる、高級小売店・レストランのリストに載るなど、あらゆる手段で高級感をアピールする

3. ターゲット市場の特定

製品がどのような消費者を対象としているかを特定し、そのターゲット層の要望やニーズを知る必要がある。

1. セグメンテーション

市場を特定の軸で分類し、セグメントに分割する。

セグメントの軸
地理的変数	居住地（国、地域、都市部・農村部など）
人口統計学的変数	年齢、性別、家族構成、収入、教育水準など
サイコグラフィック変数	ライフスタイル（健康志向、外食好きなど）、パーソナリティ、価値観や信念（ベジタリアン、オーガニック志向）、興味など
行動変数	・ワインに求めるベネフィット（コストパフォーマンス、プレミアムワイン） ・ワインの購入場所、頻度、量 ・ワインへの関心度

消費者のセグメンテーションに決まったモデルはなく、初期のモデルとしてワイン消費者を3グループに分類する試みがある。

1. ワイン愛好家：ワインへ大きな関心と深い知識を持っている、高収入・高学歴の人
2. ワインに関心のある人：ワインに関心があり、適度な知識を保有している中程度以上の学歴と収入がある
3. ワインに興味がある人：ワインに中程度の関心はあるが知識は限られており、中程度の教育と収入がある人

2. 市場調査

市場調査は、特定のセグメントの消費者が何を必要としているかを理解すること。

市場調査を行うときには、次のことを明らかにしておく必要がある。

1. 得たい情報は何か（あるセグメントが、特定のワインにどのくらいの価格を支払うか）
2. 誰から情報を集めるか（特定のセグメントか、一般的な情報か）
3. どのように調査を行うか
   1. セカンダリーリサーチ：公開データ、市場調査会社のレポートを元に分析を行う方法
   2. アンケート調査：大勢の人から、一定の質問を通して情報を集める方法
   3. フォーカスグループ：少数人グループを集め、議論やコメントによって意見を集める方法
   4. インタビュー：1対1、もしくは少人数で話すことで、深く意見を引き出す方法
   5. 消費者の行動観察：実際の売り場などで、ターゲットとなる消費者の行動を観察・分析する方法

4. マーケティング戦略の方針設定

マーケティングを行う際は、5つの軸で方針を決める必要がある。

1. マーケティング戦略の方向性
   1. マス向け（差別化されていない）：ターゲットは市場全体
   2. ニッチ：特定のセグメントに向けた製品で、ワインは多くの場合ニッチ製品である
   3. 複数：1つの製品、または複数の製品で多数のセグメントに訴求する
2. マーケティング戦略の狙い
   • 新製品の発売
   • 既存製品の改善
   • 売り上げの拡大
   • マーケットシェアの拡大
   • ブランド認知度の向上
   • 新しい消費者の獲得　など
3. 達成すべき目標数値（利益、売上金額、売上本数、市場シェアなど）
4. 目標達成までの期間
5. マーケティングの予算

5. マーケティング戦略の立案

具体的にマーケティング戦略を立案する際には、5Pでそれぞれの要素を検討する。（ProcessとPhysical Evidenceはサービスにおける要素であるため、ここでは取り上げない）

1. Product：製品
2. Price：価格
3. People / Person：人
4. Place：場所
5. Promotion：販売促進

① Product：製品

パッケージ・ブランディングを含む、ワインそのもの。

ワイン市場はしばしば「飽和状態」と表現されるため、競合他社の製品とどのように違うかを明確に説明する必要がある。

そのため、製品のプレゼンテーションであるボトルやラベル、その他のパッケージは、ターゲットとなる消費者にアピールするようにデザインされる必要がある。

② Price：価格

配送料などを含む、消費者が商品に対して支払うトータル金額のこと。

また、消費者がワインを購入するために費やす、時間や労力などのコストも含まれる。

消費者が購入の意思決定を行う際に、価格は強い影響力を持つため、他社の類似製品よりも低い価格設定で、急速に市場に普及させる「浸透戦略」は有効である。ただし、製品の価格を上げたときに、継続的に購入してもらうことは容易ではない。

③ People / Person：人

人には2つの解釈があり、どちらも重要である。

1. ターゲット
   • ターゲットとする消費者の性質や行動
2. スタッフ・パートナー・顧客
   • Cellar Doorやイベント販売の場合：スタッフへ十分な知識とサービスのトレーニングを行う必要がある
   • 小売販売の場合：Distributorsや小売店に、生産者のイメージやビジョンを共有することが重要（パンフレットや動画、Webサイトの制作など）

④ Place：場所

どこでワインを販売するかは、ターゲットとする消費者によって変わる。

消費者のワインへの関心	購入する場所	求めるワイン
高い	・ワインの専門店 ・プレミアムなスーパーマーケット ・Deep Discounters	・プレミアムワイン ・あまり知られていない地域やブドウ品種
低い	・スーパーマーケット	・安価から中価格帯のワイン ・よく知られた産地やブドウ品種

また、国や地域におけるワイン市場の成熟度によっても、販売するワインや流通ルートは変わる。

市場の成熟度	状態	対象国
成熟市場	ワインのポテンシャルが十分に発揮されていないと思われる市場。ワインの販売数量が安定しているか減少している。	ドイツ、フランス、イギリス
定着した市場	歴史的に強い成長を遂げてきたが、その成長が鈍化している市場。	イタリア、南アフリカ
成長市場	ワインが主流の商品であり、かつ成長している市場。	アメリカ、カナダ、ブラジル
新興市場	比較的低いベースから成長し、ポテンシャルを発揮している市場。	中国、ロシア、トルコ
新たな新興市場	ワインはまだ比較的新しく、知られていない飲料であるが、何らかの可能性を秘めている市場。	インド、マレーシア、フィリピン

⑤ Promotion：販売促進

Promotionには、ワインを販売する際に行うものと、広告のように販売時以外で行うプロモーションがある。

いずれも、アルコール販売に関わるプロモーションは国によって規制があるため、実施にあたっては注意が必要である。

1. 販売時点のプロモーション

販売時に行うプロモーションの種類と特徴

#	プロモーション	特徴	大量生産ワイン	プレミアムワイン
1	Price Promotion 価格訴求	➕ 消費者の購入意思決定に価格は大きな影響力を持つため、値下げは一般的に行われるプロモーションである ➖ ただし、商品のイメージを損なったり、顧客ロイヤリティを高めることができないリスクがあるため慎重に行う必要がある	◎	×
2	Competitions 懸賞	➕ 特定商品の購入を促すことができる ➕ 懸賞への応募で、連絡先などを入手することができ、継続的なプロモーションに利用することができる	◯	×
3	Limited Edition Packaging 限定版パッケージ	➕ ブランドのイメージアップにつながる ➖ 長期的な売上向上にはならない	◯	◯
4	Consumer Tastings テイスティング	➕ 試飲を提供することで売上が増加する ➕ 将来的にもそのワインを購入する可能性が高くなる	×	×
5	Staff Incentives インセンティブ付与	➕ スタッフの販売意欲が高まることで、売上が伸びる可能性がある ※ 中国では違法（贈収賄、不正競争とみなされる）	◯	×
6	Staff Training トレーニング	➕ スタッフが自身と熱意を持って製品を販売することが可能になり、売上が伸びる可能性がある	×	◯

Price Promotionの例

多くの市場において、小売店では定期的になんらかの価格プロモーションが行われており、その目的は次のようなものである。

• 既存商品の売上拡大
• 新商品の大量販売・認知拡大
• 新規顧客の獲得
• 商品の入れ替えのため（古い在庫や生産中止商品の売り切り）

実際の価格プロモーションでは、次のようなやり方がある。

#	プロモーション方法	特徴
1	特定商品の割引	・特定商品の在庫整理
2	特定の日や季節ごとのセール	・閑散とする平日の販売促進 ・クリスマスなどの販売促進
3	特定グループに対する割引	・学生、軍人など
4	マルチバイ、ボリュームディスカウント	・BOGOF（Buy One Get One Free） ・アルコールの過剰摂取を助長すると考えられ、スウェーデンやスコットランドなど一部の国では禁止されている
5	Link-saves リンクセーブ	・ある商品の購入や、一定量の注文に対して別のカテゴリーの商品を割引する方法 e.g. あるワインを注文した場合に料理が割引になる、ボトル6本以上の注文で配送料無料など

2. 販売時以外のプロモーション

#	プロモーション	特徴	大量生産ワイン	プレミアムワイン
1	Advertising 広告	➕ 大規模かつ多様な消費者に対して製品の宣伝をするための非常に強力なツール ➖ チャネルによって違いはあるが、費用が高額になる可能性がある（ワインや食品のプレス広告が適している）	◎	○
2	Social Media	ℹ️ 従来の広告と異なり、消費者との対話が重要である（宣伝のためだけの利用では、フォロワーが遠ざかる傾向がある） ± 誰もが自分の経験を他の人と簡単に共有することができる ± ピアレビューは、ワイン購入の意思決定おいて重要性が増している ➖ ネガティブな評判やレビューにつながる可能性がある	◎	×
3	Web Site & Smartphone Apps	ℹ️ 前提として、魅力的で操作しやすいサイト作りと維持が必須である ℹ️ 検索結果の上位に表示されるようにSEO対策が必要である ➕ 生産者は世界中の多くの人とコミュニケーションを行うことができる ➖ コンサルタントやITの専門家を雇う場合はコストがかかる	◎	◎
4	Reviews & Awards レビューと受賞	➕ 評価の高い評論家による好意的なレビューや高得点は、ワインの売上を大きく伸ばすことができる ➕ 受賞やメダルを獲得した場合、プロモーション資料や販売時に使用することができる ➕ 特に関与度や知識が低い商品者の購入意思決定に大きな影響を与える ➖ コンクールへのワインの参加、ボトルの提供にはコストがかかる（が、多くの生産者は価値のある費用だと考えている）	◯	◯
5	Public Relations PR	ℹ️ PRの目的は消費者に企業の好ましいイメージを植え付けること ℹ️ ブランド・アンバサダーは成功手法の1つ（中国では、キー・オピニオン・リーダーの起用が成功している） ➕ 社会的・企業的責任に関する方針は、多くの消費者に好ましいイメージを与える	◯	△
6	Sponsorship スポンサー	ℹ️ 多くのスポーツイベントや文化イベントは、スポンサーシップ契約によって経済的に支えられている ➕ ターゲットが一致している場合、ブランディングと広告としての効果がある ➖ 特にスポーツ分野では、健康増進の活動とアルコールを結びつけることへの適切性が疑問視されている	◯	×
7	Wine Tourism ワインツーリズム	ℹ️ 訪問者が収穫や醸造に参加できる、体験イベントを提供しているワイナリーもある ℹ️ ワインの生産者だけでなく、ツアー会社・レストラン・ホテルなど地域の観光業者を巻き込んだワインツーリズムが成功している ➕ 一般消費者との交流の機会が増える ➕ 生産者を訪れた人は、一般的に常連客になり、そのワインを周りの人にも勧めてくれる可能性が高い ➖ インフラ整備に多大な費用がかかり、運営・維持にも費用がかかる	×	◯
8	Events & Festivals イベント・フェスタ	➕ 幅広い層の消費者を惹きつけることができるため、新規顧客を獲得する機会となる ➖ 出展料やブース運営のための旅費・スタッフ費用などのコストが発生する ➖ 運営方法によっては、テイスティングではなく飲み放題のようなイベントになってしまう可能性がある	◯	×
9	Free Merchandise 無料商品	ℹ️ ワイングッズや直接的には関係ない販促グッズを提供する ➕ 消費者のロイヤリティが高まることで、将来的なワインの売上につながる ➕ 周囲の人のブランド認知が高まり、間接的な販売促進につながる	◯	×

広告の種類と特徴

#	広告の種類	特徴
1	TV・映画	➕ 最も強力な広告キャンペーンで、多くの人にアピールすることができる ➖ 非常に高額な費用がかかる
2	ラジオ	➕ マーケティング予算を抑えた広告が可能 ➖ 画像がないため、印象に残りにくい
3	プレス広告	ℹ️ 適切な媒体に広告を掲載することが重要 ℹ️ 著名なライターに記事を書いてもらうことで効果を高める手法もある（advertorials） ➕ 詳細なストーリーを伝えるのに非常に効果的 ➕ 低コスト
4	ビルボード	➖ 看板広告で、ほとんどの人はあまり長い時間目にしないため、効果は限られている
5	デジタル広告	➕ 掲載された数と広告費用が連動するため、効果計測を行いやすい ➕ 比較的低コストでマーケティングを行うことができる

6. マーケティング戦略の実行とモニタリング

戦略を策定した後は、実際にマーケティングを行いながら、望む効果が得られているかをモニタリングする。望む結果が得られていない場合、戦略や目標の変更、マーケティングの中止、製品の販売中止などの判断を行う必要がある。

マーケティングの効果を測る方法には、目標としている数値のモニタリングの他、消費者の反応を把握する調査がある。（マーケティング・リサーチ）

• フォーカスグループを作り、直接フィードバックを求める
• アイ・トラッキング
• バイラルマーケティング調査

生産者の直接販売以外で最終消費者へリーチする方法には、大きく小売店と接客業がある。

多くの市場では小売店の販売量がはるかに多く、イギリスでは約80%を占めている。

1. 小売店

1. Supermarkets

多くの市場において、Supermarketsがワイン販売において最大のシェアを占めている。そのため、大量のワインを販売したい生産者にとって、非常に魅力的な選択肢である。

メリット	・大量のワインを販売することができる ・Private Label Wine（Supermarketsの独自ブランド）で販売することができ、顧客ロイヤリティが高まることがある ・品質管理やワインのスタイルなどの専門知識が、他のルートの販売に役立つ可能性がある ・職人気質の生産者にとって、販路拡大のきっかけになる可能性がある
デメリット	・Supermarketsの価格交渉の強さによって、売価が低下する ・追加のプロモーション費用が発生する ・品質管理、配送、ラベルに関する厳しい要件を満たす必要がある ・期待売上を達成できない場合に契約が継続できないリスクがある（膨大な在庫を抱え込むリスクがある）

2. Deep Discounters

Deep Discountersは、スーパーマーケットと同様の機能を持ちながら、より低価格で販売する小売店のこと。恒久的に低価格で販売するため、期間限定のプロモーションを行うことはほとんどない点が特徴。

• 薄利多売で利益を得る
• ほとんどの商品がプライベート・ブランド
• マーケティングコストを含め、間接費の少ないマイナーな生産者との取引を好む傾向がある（製造原価と品質を重視する）

メリット	・生産者から直接購入することが多いため、中間コストを省くことができる ・プロモーションコストが発生しないため、Supermarketsより利益を確保できる可能性がある ・余剰ワインを売り切ることができる ・販売シェアが拡大している（イギリスでは、ワイン愛飲家の購入者シェアが2012年の23%から、2018年は37%まで増加している）
デメリット	・継続的に取引を行えるかが分からない

3. Convenience Retailers

いつでもどこでも営業していて、より人々の生活に密着していてため重要性が増している小売店。

メリット	・販売機会が多い 　・営業時間が長い 　・生活圏に近い ・大手チェーンでは、地元の消費者に人気のある銘柄を扱い、独自ブランドを保有している場合もある
デメリット	・店舗運営のコストが高く、販売価格が高くなる傾向がある

4. Specialist Wine Retailers

ワインを専門に扱う小売店で、特定の国のワインや食品を専門的に扱う店もある。大きなチェーン店もあるが、ほとんどは個人経営もしくは小さなチェーン店である。

メリット	・消費者の1本あたり購入金額が高い（プレミアムワインの販売機会がある） ・価格が高いため、高い利益率が期待できる
デメリット	・1店舗あたりの販売数量が少ないため、一般的に代理店に販売を委託するケースが多く、コストが高くなる ・消費者へのサービスにコストがかかる（専門性の高いスタッフを雇用し、高品質な顧客サービスが必要となる）

顧客サービスには、次のようなものがある。

• お客様にワインのストーリーを伝える
• あまり知られていない産地や品種の情報を提供する
• 料理との組み合わせを提案する
• 常連客との関係を築き、顧客の好き嫌いを把握した上で新しいワインの提案を行う
• お気に入りのワインの販売時期を知らせる
• 試飲会やワイン教室などのイベントを開催する

5. Hybrids

Barの併設や料理の提供などを行い、ワインを飲むことができるエリアを設けている小売店。

メリット	試飲してもらえることで、ワインの知識の少ない消費者にワインを購入してもらうことができる ・より広い消費者にアプローチできる ・マイナー産地、品種の紹介ができる
デメリット	・営業時間が長くなる（遅い時間までの営業が必要） ・接客スタッフの増員が必要 ・設備の追加が必要 ・関連する役所、手続きが増える

6. Online Retailing

多くの国でオンライン小売が大幅に増加傾向にある。ただし、その重要性は国によって異なり、中国では20%の売上を占めるがアメリカでは2%に留まる。

メリット	・（オンライン販売のみの場合は）コストの高い小売店を持つ必要がなく、郊外の倉庫で運営を行うことができる ・コストを抑えることができるため、より多くの商品を扱うことができる ・実店舗より、大きな顧客基盤を保有できる
デメリット	・ワインは重くてかさばるため、配送料が高くなる傾向にある ・ワインを輸送する際の、紛失・破損リスクがある ・消費者が望む短納期への対応が求められる

また、信頼性が高くブランドイメージが伝わるWebサイトの構築が必要である。

• 使いやすいサイト作り
• ワインの詳細な説明
  • 料理とワインの組み合わせの提案
  • スタッフやワイン評論家のコメント
  • ワインコンクールでのメダル獲得情報
• コンテンツを最新の情報に保つ（新しいワインの入荷、在庫の最新情報）

7. Global Travel Retails

空港などに設置されている、旅行者向けの小売店。

メリット	・消費者（旅行者）がゆっくり商品を見る時間がある ・自国では手に入らない、高価格な商品を求める傾向がある（プレミアムワインの販売機会がある）
デメリット	・自由貿易協定により、免税の重要性が低下している ・小売スペースのコストが高いため、利益率が低くなる

8. Wine Investment Companies

投資用のワインを専門に調達・販売している企業。

希少価値によって非常に高い価格で取引されるワインを、生産者または業者を介して購入し、お客様への販売を行う。実質、ブローカーの役割を果たしている企業もある。

• ロンドン：伝統的にワイン投資の中心地であり、多くの有力企業がロンドンに拠点を置いている
• 中国：2008年に香港政府は「東アジアのワイン取引の拠点」になることを目指し、ワインの物品税を廃止し投資が激化している

---

2. 接客業

接客業で販売されるワインの平均価格は、小売よりも高いことが多い。ワインの販売量が20%であるのに対し、販売額では40%近くに達している。

1. Bars

ワインの観点からは、ワインに特化したバーと一般的なバーに分類できる。

Specialist Wine Bars	・ワイン専門の小売店と類似している ・ターゲットはワインへの熱中度が高い消費者 ・特定の国やワインのスタイルにフォーカスしている店も多い ・価格競争力が弱いため、有名ブランドのワインを提供することはなく、小規模な生産者のワインを扱う傾向がある
General Bars	・ワインは提供される飲み物の1つに過ぎない ・通常は大手企業が生産した、有名な産地や品種のワインを扱う ・安価または中価格帯のワインで、幅広い層に受け入れられるワインが中心

2. Restaurants

食事そのものが目的がどうかによって分類することができ、その重要度によって扱うワインの品質も異なる。

Non-Destination Restaurants	・食事を主目的にしていないレストラン（劇場や映画の合間、仕事終わりの食事など）で、多くはチェーン店 ・General Bars同様に、有名な産地やブドウ品種で安価から中価格帯のワインが中心
Casual Dining	・カジュアルな食事から長時間の利用まで、幅広いシーンで利用されるレストランで、個人経営や小規模なチェーン点が多い ・中価格帯からプレミアム価格帯のワインが中心 ・よく知られた産地や品種のワインに加え、あまり知られていないワインを混在していることが多い ・スタッフはお客様の好みや価格、料理との組み合わせからワインのアドバイスができるように訓練されている
Fine Dining	・食事が目的地であり、レストランでの食事と体験が訪問の理由となる ・料理とワインのペアリングが非常に重要であり、限られた量しか入手できないスーパープレミアムなワインを扱う ・ワインリストに掲載されることは、生産者にとって大きな誇りである ・ワインの入手は困難であるため、一般的には仲介業者を通して購入する

---

3. 特殊な市場環境

国によっては、アルコール販売の規制が厳しい国があり、そのような国では特殊な市場が形成されている。

代表的な市場は、国よる独占市場とアメリカの3層システムである。

1. Monopoly Markets：独占市場

北欧諸国やカナダでは、アルコール飲料の小売販売を政府が独占している。

• スウェーデンでは、政府が所有するチェーン店「Systembolaget」が唯一アルコールを販売できる小売店
• カナダのオンタリオ州では、LCBO（Liquor Control Board of Ontario：オンタリオ州酒類統制委員会）が完全に管理

独占販売の目的は、アルコールの消費を制限することで、そのために次のようなシステムと影響力がある。

• アルコール飲料に高額の税金が課せられており、非常に高価である
• 宣伝や値下げをするインセンティブが働かない
• ワインの仕入れは官僚主義のシステムであるため、非常に煩雑である一方、最終的に品質のみで判断されるため、生産者の規模によらず採用される可能性がある

2. The USA’s Three-Tier System：アメリカの3層システム

アメリカでは、アルコール飲料の流通・販売は州ごとに厳格で複雑な法律が制定されている。そのため、アメリカでアルコールのビジネスを行うことは容易ではない。

業者は3つの層に分類されており、小売業と他の階層のクロス・オーナーシップが制限または完全に禁止されている。

1. Suppliers：生産者、輸入者を含む
2. Distributors：卸売業者、ブローカーを含む
3. Retailer：小売店、HoReCaを含む

この法律は1933年の禁酒法廃止の名残で、禁酒法以前の時代に逆戻りすることを回避するために設けられている。（サルーンと呼ばれる賭博、売春、犯罪、酩酊）

このため、原則として生産者が卸売業者を経由せずに、消費者に直接販売することはできない。ただし、消費者への直接販売を認める州が増えている。

州による規制の厳しさによって、3つに分類される。

• 州がアルコール販売に直接関与する
  1. Control州
     • 3層のうち、1つ以上を州が独占している
     • 17の州がある
• 州が直接関与しない
  1. Open州
     • 規制への関与が少ない
  2. Franchise州
     • フランチャイズ法によって、Distributorsの変更が厳しく制限されている
     • Distributorsの任命はほとんど「終身雇用」で、現実的に変更はできない（SuppliersによるDistributorsの突然の変更は、壊滅的な打撃につながるため）

ワインの販売は通常、小売業と接客業の2つの分野に大別される。

1つの方法がうまくいかなかった場合のリスクを分散するために、生産者は複数の方法を組み合わせることが望ましい。

1. Selling Directly to Retailers：小売店への直接販売

メリット	・中間コスト、マージンがかからないので、利益を最大化できる ・ブランドイメージをコントロールすることができる
デメリット	・運営業務の負担が増える（輸送、配送、輸入税の支払い、各国に合わせたラベルの適法化） ・ワインを輸送する際の、紛失・破損に対する経済的損失リスクを 抱える ・市場の小売店を開拓し、消費者の嗜好や法律を理解する必要がある

これらのデメリットは、代理店を利用することで解決することができるが、当然コストが発生するため利益は減少する。

2. Appoint a Distributor：販売代理店の任命

Distributorの業務範囲は様々で、業者によって以下のような違いがある。

• 活動拠点（生産者と同じ国／海外）
• 在庫の保有（在庫を保有している／していない）
• 独占的、または優先的な輸入・販売の権利

また、業務範囲によって「輸入業者」「代理店」「卸売業者」のように、呼称も様々である。

メリット	・運営業務を軽減することができる ・市場に対する知識、コネクションを利用することができる ・適切な販売店を見つけてもらえる ・マーケティングを任せられる ・輸送におけるリスクを軽減することができる
デメリット	・マージン、手数料が発生する ・適切なDistributorsを見つけることに時間・労力がかかる ・売り方、マーケティング（ブランディング）をコントローすることができない

3. Establish a Joint Venture：ジョイントベンチャーの設立

ワイン業界では、中間マージンを削減するために、サプライチェーンのさまざまな段階の企業間でジョイント・ベンチャーが設立されている。

メリット	・中間コストがなくなることで、収益が向上する ・（特に小規模生産者は）投資によって資金が潤沢になることで、ワインの魅力が増す可能性がある
デメリット	・慎重かつ明確なパートナー選定に時間と労力が必要 ・パートナー企業間で、責任と義務の明文化が必要 ・代理店契約に比べて、うまくいかなかった場合の契約切替が困難

4. Use a Broker：ブローカーの利用

Brokerは、売り手・買い手どちらの当事者も代表しない独立した仲介者。実際の取引は行わずに「取引を実現する」ことが役割である。（Distributorsは生産者から報酬を得て、ワインの販売を行っている）

メリット	・特定市場に関する、専門的で深い知識を保有している ・Distributorsより手数料が低い ・高級ワインの取引において重要な役割を果たしている（Bordeauxでは、ブローカーがCourtier gorumet：ワイン鑑定士として法的な地位を持ち、シャトーとネゴシアンの間を取り持つ重要な役割を担っている）
デメリット	・

5. Selling Directly to Customers：消費者への直接販売

最近では、消費者へ直接ワインを販売する生産者が増えている。

小売店への直接販売と同様に、利益が最大化し販売をコントロールすることができる一方で、業務負荷の増大が問題となる。

1. Cellar Door Sales

Cellar Door Salesは、EstatesやWineryを訪問した消費者に、直接ワインを販売する方法。

メリット	消費者と直接関わることができるため、以下のようなメリットが見込める ・ブランドの認知、ロイヤリティが向上する（LTVが増大し、リピート売上につながる） ・口コミによる無料のマーケティング ・新製品開発時に、直接フィードバックによる市場調査を行うことができる
デメリット	・セラードアの場所、運営費などのコスト

2. Events

テイスティング・フェアや、ワイン＆フード・フェスティバルへ出店することで、直接消費者と接する方法。

メリット	・より多くの幅広い層にアプローチすることができる
デメリット	・コストと時間（出店費用、旅費、運営費） ・他の生産者との競争

3. Wine Clubs

独自の会員クラブを持つことで、会員に対して優先的にワインの案内・販売を行う方法。

メリット	基本的にCellar Doorと同じ
デメリット	・コストと時間（メルマガなどのマーケティング、ワインの発送） ・輸送に伴うワインの紛失、破損リスク ・法規制による制約（アメリカでは、生産者の直接販売が禁止されている州もある）

4. Online

インターネットを通して、消費者へ直接販売する方法。

メリット	基本的にCellar Doorと同じ
デメリット	・Webサイトの制作、維持コスト（他の生産者のWebサイトとの差別化）