Beaujolais Nouveau? Vin Nouveau?

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.  

How to attract new customers into a wine store?

• I remember the time when I felt lost entering wine specialized shop. Being surrounded by thousands of bottles with labels I could hardly read, let alone understand. I had no idea what was the difference between Rioja and Monopole or even what was the significance of grape variety. Now, when some time has passed and I have got a deeper understanding of wine, I don’t face this problem anymore personally, but frightened faces of people I see in wine store remind me about this unpleasant feeling once again.

  Most wine stores tend to be organized by grape type or country of origin. However, neither of those directions allows consumers who know little about wine feel comfortable. Low involved wine consumers are struggling with choice in a highly fragmented market and the only person to help them in a wine store is a salesmen.

  

  But how many people without any ideas about wine would ask for help? Not a lot because nobody wants to be asked questions in return that they don’t know how to answer. So traditional wine store organization presumes a certain knowledge and awareness on the part of the consumer and hence narrows their target market only for experienced wine drinkers. What about the casual consumer who knows a little about wine but also wants to enjoy it? 

  A solution could be to make the choice process as simple as possible. One of the tools is to create new ways to classify wines and implement it. One of the best examples is Best Cellars wine store in the US. They classify wines by taste and style, organizing them by headings such as, Fizzy, Fresh, Soft, Smooth, Big, and Sweet.

  

  "Soft," for instance, indicates a mellow, medium-bodied white wine, while "Big" means a powerful, full-bodied red. Bright colors and images also make it easy for customers to select a wine based on their taste and mood.

  It is also possible to democratize the process of choosing wine by grouping products by consumer need. Segregating wines for special occasions, relaxing family dinners, entertaining clients, or a fun evening with friends might well be another easy way to grab attention.
• How do you attract new customers into a wine store?