ZINOŠA  UN  ENTUZIASMA  PILNA  KOMANDACHAMPAGNE  CONSUMPTION

WE  LOVE  CUSTOMER  BEHAVIOUR!

CREDENTIALS

Our approach

Current picture

Problem statement

Hypothesis

Verification

Action plan

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

CHART 1 Consumption Frequency of Alcoholic Beverages

1

12

2

0.9

0.4

0.8

0.4

0.3

0.3

0.2

0.4

0.2

0.4

0.1

0.2

22

15

12

9

7

8

7

6

5

4

3

2

2

1

24

33

39

48

24

31

34

19

18

31

21

14

17

12

42

50

47

42

67

60

58

74

76

63

75

82

80

86

1

1

1

1

1

1

1

1

1

1

1

1

1

1

Beer

Vodka

Red Wine

Champagne, sparkling wine

Packed long drinks, alcopops, coctails (cooler, breezer)

White Wine

Cognac, brandy

Cider

Whiskey/bourbon

Liquer/ balsam

Vermouth, apperitif

Gin

Rum

Tequila

several times a week 1-3 times a month rarely than once a month do not use no answer

%

Base: All respondents, n=1748 Data source, Latvia: TNS Atlas , Spring 2012

• Beer  dominates  consumption  • Champagne  -­‐  largest  amount  of  light  users

5

SPARKLING  WINE=    CHAMPAGNE

6

• ASSOCIATED  TO  CELEBRATORY  MOMENTS

CHAMPAGNE,  SPARKLING  WINE,  WINE

MORE  WOMEN  CONSUME  CHAMPAGNE

©TNS 2012

3.14 X AXIS

6.65 BASE MARGIN

5.95 TOP MARGIN

4.52 CHART TOP

11.90 LEFT MARGIN

11.90 RIGHT MARGIN

34

17

12

9

8

8

7

6

5

4

3

3

2

1

Beer

Vodka

Red Wine

Champagne, sparkling wine

Packed long drinks, alcopops, coctails (cooler, breezer)

White Wine

Cognac, brandy

Cider

Whiskey/bourbon

Liquer/ balsam

Vermouth, apperitif

Gin

Rum

Tequila

0 10 20 30 40 50 60 70 80 90 100

All

Male

Female

CHART 2 Consumption of Alcoholic Beverages vs Gender

2

55 14

28 6

12 13

7 11

9 7

7 9

10 4

7 5

9 2

5 4

4 3

4 2

3 2

2 1

Base: All respondents, n=1748 Data source, Latvia: TNS Atlas , Spring 2012

n=752 n=996

%

8

Considered as feminine drink

• Surveys  show  that  more  women  are  consuming  champagne  than  men

9

• VARIETY  OF  ALTERNATIVES

10

• How  to  increase  the  consumption  of  champagne  &  sparkling  wine?

• CHANGING  BEHAVIOUR

• Can  we  change  perception?  

Real men drink champagne

12

Real men drink champagne

• Everything  is  about  perception

It’s not just about the gender

Strong loyalty

15

Education

16

• SPONSORSHIP

17

• ACTIVATION

18

Celebration

• ENDORSEMENT

19

• CELEBRATE  SUCCESS  AND  SPECIAL  MOMENTS

20

• USE  OF  CHAMPAGNE  IN  COCKTAILS

•Brand  advocates    •Sponsored  events  &  Sponsorship  •Endorsers  •Step  on  strength  •Education  through  media  •Horeca  -­‐  active  work  with  bartenders  •Champagne  cocktail  concept    •Frequency  increase  “Celebrate  life”,  “Festival  every  day”,  “LIVE  your  Life”,  “Celebrate  success”  concept.  

CHANGE  INITIATIVES

22

I have never wasted a single penny on champagne, because champagne is never a waste of money.