WineQuest Confidential

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• Oenodefibrillation
• Aramark Presentation
• Tim Hanni MW
• July 2002

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Oenodefibrillation How to Resuscitate Wine
Consumption

• Fibrillation is the uncoordinated twitching of
  the ventricular muscle that prevents the heart
  from operating properly. Many people mistakenly
  assume that the process of defibrillation (using
  paddles to administer an electrical jolt to a
  patient in cardiac arrest) is used to start the
  heart. In fact, the process actually stops the
  heart and allows it to restart, functioning in a
  coordinated and effective manner.
• There are millions of consumers just twitching
  to have a glass of wine. This seminar will
  explore how these potential wine consumers
  desire is short-circuited by the wine industrys
  inefficient, even disruptive, promotional
  strategies and provide insights into what we can
  do to remedy the problem. By redirecting consumer
  research and understanding, revamping wine
  education, and introducing a new attitude within
  the trade we can reconnect with wine consumers in
  a coordinated and effective manner. These changes
  will allow us to get wine consumers consuming and
  begin a new era of growth that could never be
  achieved within the existing industry paradigms.

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Opportunity Consumer Psycho-Sensory Needs

• Consumers occupy an entire spectrum of sensory
  and psychological influences
• We have an opportunity to market more effectively
  to millions of consumers

Biology (Flavor)
What Influences wine or wine and food experience
Psychology (Expectation)
Range of Consumers
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What Consumers Want
Increasing interest in Wine
Flavor
Value Determinant
Emotion

• 80 of your guests want
• Pleasing Wine Flavors
• Range of price points
• Approachable Wine List
• Approachable Servers

• Aficionados want
• Large number of selections
• Rare finds, high scores
• To be left alone with the list

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Flavor (Biology) Value
Number of Taste Buds (linear, decreasing)
Tasters
Non-Tasters
Super-Tasters
25
50
25
- Sweet Intensity - Fruit Oak/Tannin/etc
Sweet - Intensity Fruit - Oak/Tannin/etc

• Flavor (Biology) Conclusions
• Taste preferences and aversions cover an entire
  spectrum of wine flavors
• Any wine or flavor may taste completely different
  to any two people
• Examples I taste cherries but you dont. I
  love intense wine. I hate intense wine.

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Emotion (Psychology) Value

• Comes from
• Life Experiences
• Impact of Marketing
• Current Environment
• Adaptation When emotion alters your preferences
  (such as acquiring or disposing of a taste).

• Emotion (Psychology) Conclusions
• Any emotional element could positively impact one
  person and negatively impact another.
• Emotion is changeable
• Examples Cool, look at all these wine
  selections. Its overwhelming, look at all those
  wine selections.

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New Market Model
Flavor
Value Priority
Emotion
Less interested In wine (L)
More interested In wine (M)

• Biggest Mktg Opportunity is (L), less interested
  in wine.
• Millions for whom Wine is just a beverage
  option including
• Non-adopters never or rarely choose wine
• Marginals occasionally choose it
• Core usually choose it

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Not Reaching the (L)s
(L) Value is Flavor and Emotion (M) Value is
Flavor and Emotion

• Marketing Program Examples for the (L)s
• Not Delivering Flavor Value
• Variety and region info rarely point the less
  interested consumer to the right wine flavors.
• Language/wine descriptions are ineffective.
  Often they lead to a negative experience.
• Wine and Food Pairing can deliver a negative
  flavor experience.
• Delivering Negative Emotional Value
• Use of Judgments (good and bad wine) imply you
  can mistakenly buy a bad wine for others, or like
  bad wine yourself.
• Wine for Occasions (a summer wine) arent favored
  if you are not in that occasion.
• Wine and Food Pairing promotions encourage
  consumer purchase of a wine they may not like.

Cant Deliver Important Flavor Value. Currently
Delivering Negative Emotional Value
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Reaching the (L)s

• Increase flavor value
• Winequests flavor system, communication, and
  products are consistent, non-judgmental, and
  valid across all consumers.
• Winequest has developed strategies and tools to
  direct people to flavors they will enjoy
  language, grouping, categories, anchors, cues.
• Continue to deliver emotional value to (M)
  without alienating the (L)
• Use the model to evaluate the impact of all
  marketing programs and messages. Modify the very
  successful (M) marketing campaigns (scores,
  judgments, pairings, occasions, etc).
• Deliver emotional value to (L)
• Understand the market segments value preference
  for flavor and market to it. Recognize, for
  example, that a white zinfandel drinker is going
  to love and respond to a marketing program around
  Moscato.

If your customers do this too, they will sell
more of your wine!
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Winequests Products

• Flavor Profiling System and Tools
• Use Flavor in addition to Emotion (wine features)
  to position and sell your wines
• Create sales strategies for specific accounts,
  understand your competition. Your conclusions
  can be validated with a tasting.
• Create positioning for all of your brands
• Marketing to Consumers
• Construct effective marketing programs for you,
  or for your distributors and licensees
• Learn about Consumer Psycho-Sensory influences,
  wine, food, and wine culture myths.
• Account Support Collateral and Systems
• Our collateral and tools, when used at customer
  accounts, are designed to sell more of your wine.
• Restaurant staff training (4 levels). Can
  supplement any educational collateral.
• Complete turnkey wine program for restaurants
  wine list, training, program management.
• (Coming) Effective wine and food seminars,
  conducting tastings, others.

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Reach 100 of Wine Consumers

• To effectively market to everyone by adjusting
  your message
• Make flavor language simple for those who want it
  simple
• Train the industry that the perfect wine for
  every consumer is the wine that they want to
  drink
• Rethink Wine and Food Pairing

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Opportunity Knocks
Consumer Satisfaction
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Guest Satisfaction

• Whether you are having wine or not, I've found
  that these balancing techniques make food taste
  better. Tim Hanni's principles allow us to design
  our cuisine to enhance the wine."
• Yvon Goetz, Chef de Cuisine, Ritz Carlton, Laguna
  Nigel
• Winemakers, such as Richard Geoffroy of Cuvée
  Dom Perignon in France, believe in what Hanni is
  teaching as well.
• Westways Magazine
• "What Tim Hanni is proposing .. represents a
  quantum leap forward for globally expanding the
  enjoyment of wine and food. (The) message is
  easy to grasp, empowering and useful to anyone
  who is the least bit curious about wine, and
  stands to revolutionize the wine industry."
• Robert Mondavi

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Industry support and resources

• Education Partnerships
• International Sommelier Guild
• Wine Brats
• Brock University
• Michigan State University
• Cal Poly, San Luis Obispo
• Licensee Partners
• Ritz Carlton Hotels
• Starwood Hotels and Resorts
• Hyatt Hotels
• Phillips Seafood
• P.F. Changs
• Earls Restaurants
• Salt Lick
• Joey Tomatoes
• Independent Restaurants

• Wineries and Distributors
• Wente Vineyards/Livermore Valley Wine Group
• Robert Mondavi Family of Wines
• Kendall-Jackson
• Beringer Blass
• Diageo
• Stimson Lane
• Trinchero Estates
• Brown Forman
• Southcorp
• Pacific Wine Partners
• Alliance Beverage, Arizona
• Block Distributing

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• Can we talk?
• Understanding Consumers
• Strategically and Effectively Marketing Wine
• Increasing the Market
• Anticipating Trends

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What Can we Gain from Understanding
Consumers? By understanding more about wine
consumers we can strategically and effectively
market our products.
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What do we gain from marketing wine strategically
and effectively? More consumers, consuming more
frequently!
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What happens if we have more consumers, consuming
more frequently!? We sell more wine and can
ANTICIPATE TRENDS, rather than the current state
of reacting to market history.
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The Position of Wine Industry Today The
fragmented, historically insular (wine) industry
generally seems resigned to accepting the wine
consumer pool as is rather than aggressively
pursuing new markets... the next decade could
easily be referred to by future wine historians
as the "years of missed opportunity. Brand
Week, May 1, 2000
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How many points did it score? Is it too
expensive, expensive enough?
Is the food right with the wine? Is the wine
right with the food?
The consensus appears consumers are reluctant to
seek information to make their wine choices. The
prevailing sentiment is that buyers dont want to
appear ignorant seeking information about wines.
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Lets find new ways to understand, reach and
capture any consumer who has an interest in
consuming. Lets find new ways to add value to
wine as a whole, and reap the benefits of
co-operation. Lets focus on understanding the
perspectives of others and adding value to wine.