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Vincor and the New World of Wine
Transcript of Vincor and the New World of Wine
Growth in table wine, 90%
Retail in supermarkets & among distributors
Consumer preferences to red and premium wines
Alliances between wine companies
Australia - 4th International Export
Chili - top 10 Int.Exp.
United States - 4th world producer
Biggest market 10Bn $
Canadian company founded in 1989 by Donald Trigger
Largest wine producer and marketer in Canada, 21%
4th winery in North America in terms of volume
22nd winery in the world in terms of revenue
Focuses on premium and super premium segment
an internationalization strategy
one of the world’s top 10 wine companies
be the best
at producing premium branded wines
sales and distribution systems
Which strategy did Vincor settle
in order to reach the evoked objectives?
What should be the next step in its development?
An expanding company
After an effective development in its borders, Vincor decided to expand in the USA.
The largest new wine market
Growth and «premiumisation»
Geographical proximity to this market
Vincor - North American leader
Vincor’s US acquisition
In October 2000: acquisition of the premium Californian winery R.H Phillips
In September 2001: Washington’s state winery Hogue Cellars for 36.3mln $ and reaffirmed its strenght on the US soil.
Combined acquisitions to penetrate the market
Canada largest wine producer, 22%
4th largest in North America
Insight of consumer goods
Wide distribution network in Canada
New World wine producers do not compete
New acquisitions in America
Stable development locations- U.S. and Canada
Lack of distribution network or relations with distributors
No presence in international markets (except U.S.)
No high quality, low cost wine
Acquisition of other companies (Goundrey Wines in Australia)
Use of suppliers in the U.S.
U.S. 3rd wine market in the world; largest market for
New World wine sales
Market for New World Wine grows
Wine Industry depends on changing weather conditions
Australian New World Wines gain popularity
Distribution channels of company not as strong as others
Australian pricing is low with high quality wine
or not to acquire:
That is the question...
Own bottling facility
Opportunity to penetrate UK’s market
Meeting increasing demand of Canada & USA
Super premium wine
Own Sales Force
High Tax Rate (42%)
-international expansion further than North America
-to keep on producing « premium » wine
-to enjoy Australian wines’ reputation
-to bet on another New World producer
-to widen the Vincor’s product portfolio
-to strengthen position in USA and Canada
-to possibly penetrate new markets (UK, New Z, Germany)
Buying Goundrey Wines sounds coherent, why?