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Wine producers need to uncork more savvy
31 Oct 2003
KPMG has published a report on the wine industry entitled "Shelf Space . . . Is There Room for Me?". The report suggests that small and medium-sized wine producers need to work smarter, and possibly join forces, if they are to get their products into shops.
Small and medium-sized producers without a clear niche are the most vulnerable and need to lift their profiles, the report states. The traditional on-premise/off-premise split no longer applies, because "destination" and convenience outlets have grown in number. Convenience outlets cater for people wanting to buy a bottle for the night. Destination outlets are for those looking to find out more about wine; they tend to stock different brands from convenience outlets.
Wine companies have to know which niche they want to operate in, the report states. If they want to be in the convenience sphere they will need to adopt fast-moving-consumer-goods strategies and possibly work collaboratively to get a foothold in convenience outlets.
The Age, 31/10/03.
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