Warwick is a highly successful, family-run South African winery established over 30 years ago. It has built a super-premium brand through quality products and strategic marketing and sales. Quality is the top priority across all price points. Marketing focuses on the family history and stories behind the wines. Sales are growing annually through targeted strategies for each brand and an emphasis on high-end positioning. Warwick is committed to continued quality improvements, marketing investments, and sales growth in 2021.
2. where is Warwick now?where is Warwick now?
highly successful family-run wine estate
established super-premium brand
showing strong annual sales growth
one of the most-visited wineries in South Africa
young & dynamic management committed to growth
3. why is Warwick successful?why is Warwick successful?
three pillars support the brand:
1. quality product
2. marketing
3. sales
take one away and it all falls down
4. qualityquality
quality is at the heart of our business
we aim to over-deliver at every level
we have world-class ambitions
we focus on quality not quantity
awards
18. The First Lady
• Sales are very good & growing
• Risk of over-emphasis & cannibalisation of portfolio
The plan
• Focus on quality
• Maintain RRP
• Reduce marketing spend
• Focus on grocers & on-con chains
19.
20. ‘Professor Black’ Sauvignon Blanc
• Sales are very good & growing
• Quality is very good & improving
The plan
• No price increase to maintain sub R100 price-point
• Focus on style
• Increase marketing spend
• Focus on on-con
21.
22. ‘Old Bush Vines’ Pinotage
• Sales are flat
• Quality is very good & improving
The plan
• No price increase for 2011
• Positioning further away from Three Cape Ladies
• Focus on style
• Increase marketing spend
• Focus on retail & on-con
23.
24. Chardonnay:
• Sales are declining
• Quality is very good & improving
The plan
• Greater focus from Wineworx/Vinimark
• Improved Warwick focus on luxury positioning
• Upgraded packaging & marketing
• Increase marketing spend
• Focus on on-con & specialised retail
27. Three Cape Ladies:
• Sales are growing steadily
• Brand has gained excellent traction
• Quality is excellent & improving
The plan
• Increase sales volumes
• Positioned further away from First Lady
• Focus on creating Cape Blend category on wine-lists
• Significant marketing spend
• Focus on retail & on-con
28.
29. Cabernet Franc
• New entry to portfolio
• Quality is very good & improving
• Only Cabernet Franc in Wineworx/Vinimark portfolio
• Warwick had the 1st
varietal Cab Franc in South Africa
The plan
• Tele-sales focus
• Line-priced with Trilogy
• Any restaurant that is serious about wine should carry this
• Focus on specialised retail & on-con
Objective: Own the category again
30.
31. Trilogy:
• Volume growth flat
• Revenue growth continues
• Considered to be an SA icon - Warwick’s key driver
• Quality is excellent & improving
The plan
• Listing in any restaurant that is serious about wine is expected
• Significant ongoing marketing spend
• Upgraded packaging in 2011
• On-con & specialised retail focus with solid back up & staff training
34. strategy for 2011strategy for 2011
continue to over-deliver on all price-points
increased visible marketing spend
35. strategy for 2011strategy for 2011
continue to over-deliver on all price-points
increased visible marketing spend
continued sales growth across all lines
36. strategy for 2011strategy for 2011
continue to over-deliver on all price-points
increased visible marketing spend
continued sales growth across all lines
focus on ‘high-end’ positioning
37. strategy for 2011strategy for 2011
continue to over-deliver on all price-points
increased visible marketing spend
continued sales growth across all lines
focus on ‘high-end’ positioning
ensure synergy between sales & marketing plans
38. strategy for 2011strategy for 2011
continue to over-deliver on all price-points
increased visible marketing spend
continued sales growth across all lines
focus on ‘high-end’ positioning
ensure synergy between sales & marketing plans
continued confidence in the Warwick brand
39. what you can expect from uswhat you can expect from us
A commitment to:
market the brand to facilitate sales growth
play an active role with your team in promoting sales
make world-class wine that people enjoy drinking
work with management to solve any issues quickly
always be open to new ideas and fresh thinking
40. what we expect from youwhat we expect from you
A commitment to:
be involved in the continued building of brand Warwick
keep your foot on the accelerator
understand our marketing strategy & sales focus
respect and underpin the integrity of the brand
have some fun!!
41. thank you for all the hard workthank you for all the hard work