Just last month, one of the most influenced wine events in the whole wine sector would be the “Beaujolais Nouveau Day”. Beaujolais Nouveau is a red wine made from Gamay grapes in the Beaujolais region of France and fermented for just a few weeks before being released for sale on the third Thursday of November in the current year. But there is a question, is Beaujolais Nouveau is the only one (or maybe “the wine”) that can drink in the current year?
In 2005, because of the success of Beaujolais Nouveau, there were 55 AOCs of producers in France lobbied the government to get the permission to make nouveau (new) wines on the same time. Less than half of these AOCs are required to have the words “primeur” or “nouveau” printed on the label. It means that more followers or competitors want to share the “new wine” market. The question is: Can they copy the same success by following the concept of Beaujolais Nouveau/New wine? Maybe we can get some enlightenment by analyzing product life-cycle.
The product life-cycle is a lifespan of product or ideal separated by four steps of INTRODUCTION, GROWTH, MATURITY and DECLINE.
From 1960s, the style of Beaujolais Nouveau has been increasingly spread from Beaujolais to worldwide. In 1992, at its peak, more than half of all Beaujolais wine was sold as "Beaujolais Nouveau". From 1960s to 1992, it is a period of INTRODUCTION to GROWTH of “new wine”product life-cycle, from lowest sales to brand-establish and sales-rising in the market. In 2013, Behind the big annual campaign of Beaujolais Nouveau in Japan, one of the most biggest and mature Beaujolais Nouveau consuming country, producers are looking to the rest of Asia to pick up the slack because of stagnating and falling sales in Europe market.
The Market becomes mature and saturated and product’s growth slows down, competitors from the region of France is knocking the door for sharing the market that Beaujolais Nouveau had, the result of the concept of ”new wine” will go to next step-the DECLINE.
There is a old saying in marketing sector and management sector: “The first people who comes up with ideal is genius, but the second one who comes up with the same ideal is follower.” As the followers like Cote du Rhone, Macon and Gaillac, please cross your finger and pray what I analysis won’t happen in the future.
No comments:
Post a Comment