Mercado UNITED KINGDOM - Business Plan | Powerpoint Template
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Mercado UNITED KINGDOM Business Plan | Powerpoint Template
Market Update
• Covid: 3.07M cases, 81.431 deaths. Since the beginning of 2021 the UK is now
in a third lockdown, only essential shops can remain open. It is expected that
the situation will not change until March if not Easter.
• The vaccination program has started to roll out, and it is hoped that most of the
nation will be vaccinated by September 2021.
• Overall figures for off-trade sales continue to benefit from the ongoing
pandemic (Still wine +10% Vol, +14% Val, +3% Px)
• Chile in the off trade: + 14% Vol, +11% Val, + 2% Px (MS 11% vol, 10% val)
• Chile in the on trade: -37% Vol. -35% Val, + 3% Px. (all countries between
-34% and -46%).
• Exports: MAT Nov 2020 – Chile +13%, +16%, + 3% (2nd in Volume and 3rd in
2
Value)
Business Plan
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Activities
2021
Actividad Fecha
1 PR Campaign – Ambassadors Update Jan-Dec
2 Tim Atkin MW – Chile Review Masterclass May
3 Decanter Magazine Jun-Jul
4 Media Focus September
5 Love Wine Love Chile Annual Trade & Consumer Tasting September
6 FAM Trips Sept- Dec
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Business Plan
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UK
PR Campaign – Ambassadors Update
DATE
All year round
DESCRIPTION
This activity that involves to different sub activities:
• PR campaign to deepen relationships with key actors of influence in the the wine
industry. Identify 10 – 12 trade high profile professionals from differing sectors
(off/on trade, consumers) who have a large base of followers and provide regular
updates on varying topics such as harvest, regionality, new releases, association
focus, among others. 4 online events.
• On site masterclasses (2 virtual & walk around tastings) to trade hosted by some
of the high profile opinion formers to maintain a premium message & image
whilst engaging and updating the wine trade professionals.
TARGET
Guests; Key Influencers, Press, Sommeliers, Bloggers
ESTIMATED FEES
US$ 300-500 / sku
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Reach and impressions
UK
Tim Atkin MW – Chile Review Masterclass
DATE
17th May 2021. Olympia, London
DESCRIPTION
To maximise on from Tim’s annual Chile Review currently happening in the UK to be
published at the end of March, Tim will host a masterclass and tasting reflecting his
impressions from thie 2021 review, on innovations, styles & regionality.
The masterclass will be held during London Wine Fair at Olympia, which ensures we
have a presence during the fair in this capacity.
TARGET
Trade, Sommeliers, Press, Educators, Buyers
ESTIMATED FEES
US$ 550 / sku
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Audience of 70 plus attendees
UK
Decanter Magazine DATE
Decanter Magazine Feature –June/July 2021
DESCRIPTION
A dedicated feature including, tastings, regionality, innovations, tourism,
sustainability.
To give Decanter readers a complete and inclusive update on Chile and its Wines.
TARGET
Decanter magazine readership and Decanter Premium Members
ESTIMATED FEES
US$ 500 / sku
Business Plan KPI
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Published magazine & social media
UK
Media Focus DATE
The Drinks Business – Chile Focus. To be published September 2021
DESCRIPTION
Chile focus timed to be published and distributed during the Annual Trade Tasting.
An annual update to the trade on what’s hot in Chile - based on key
issues, sustainability, innovations, interviews with key personnel
from participating wineries.
Regular news bulletins on the lead up to the publication via daily newsletters
Drinks Business editor to visit Chile in July for interviews and visits (interviews can
be held on-line should travel restrictions be in place).
Readership: 50,000 trade professionals 48% in Europe, 26% North America
Newsletter: 22, 000 sent daily newsletter
TARGET
All trade – UK & International 22,000 Subscribers
ESTIMATED FEES
US$ 830 / sku
Business Plan KPI
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DB readership of trade professionals
UK
Love Wine Love Chile Annual
DATE
Trade & Consumer Tasting
Timing: 22nd September 2021 / RHS Lindley Hall, Victoria, London
DESCRIPTION
This activity is the prime opportunity for wineries to meet with key off and on trade buyers,
Sommeliers, Press from the UK and Europe.
Traditional trade tasting, Focus tables, masterclasses
For 2021 give a focus for on-line retailers to attend and engage with the wineries – a bespoke
masterclass during the event for on-line retailers and provide content resources for those that
attend in order to enhance their websites and Chile information. (WoC UK plans to host a Zoom
forum with on-line retailers to ascertain what is most relevant and useful to them).
Consumers – Evening tasting:
Working with the Three Wine Men (key influencers)
Giving guests a memorable Chilean experience – fun - appeal to millennials, their chance to meet
and speak to the wineries. The evening will include music, Chilean cuisine, tourism and art.
TARGET
Trade, Press & Consumers
ESTIMATED FEES
US$ 2.237 / winery
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c. 350 trade guests & 450 consumers
UK
FAM Trips 2021 (dependent on travel restrictions)
๏ Chris Losh - Off & On Trade (Decanter, Harpers, Imbibe magazine),
tourism journalist
๏ Chris Wilson - Off Trade (Decanter, Harpers, the Buyer, Drinks
International, Daily Mirror)
๏ Alistair Cooper MW - JancisRobinson.com
๏ Jamie Goode - wineanorak.com, Sunday Express journalist
๏ Guy Woodward - Club Oenologique, Harpers
๏ For Regular updated Chile Reviews:
- Tim Atkin MW
- Peter Richards MW
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