“共享葡萄酒”策略与合作实验室体验.pdf

1、January 2026“SHARE WINE”“SHARE WINE”STRATEGY&THE COSTRATEGY&THE CO-LAB LAB EXPERIENCEEXPERIENCEHONORE COMFORTHONORE COMFORTVP,International Marketing VP,International Marketing Wine InstituteWine InstituteC A L I F O R N I A W I N E S2Consistent with its Code of Advertising Standards,Wine Institute

2、is committed to ensuring wine is promoted responsibly to those adults who choose to consume it.We offer insights and tools to help our members promote their wines to consumers of legal drinking age.Our members are required to market wine to adults in a responsible and appropriate manner.This commitm

3、ent includes the responsible content and placement of all communications concerning wine.Note that all research,data analysis and communications referenced in the following presentation have been developed with an audience of 25-45 year old adults self-described as existing consumers and/or purchase

4、rs of alcohol beverages.C A L I F O R N I A W I N E S3THE PROBLEM:Wine is struggling for relevance“dont feel part of the wine clubdont want to join if it stays the same.”WMC:Young Adults&Multiethnic Consumers,2024Wine is not in their world we dont show up where they spend their timeDigital Natives s

5、ee,shape and relate to the world in a radically different wayC A L I F O R N I A W I N E S4THE SOLUTION:Rethink how we engage to build life-long relationships with wineShow up where they areTalk about things they care aboutEngage influencers and creatorsShow how wine fits into their worldBreak down

6、the barriersC A L I F O R N I A W I N E S5INTRODUCINGCollab:noun;slang(klb)Signifies a partnership where individuals or entities pool their resources,skills,or ideas to achieve a common goal.WEBINARS&SLIDESPODCAST STYLEWhat youll findC A L I F O R N I A W I N E S11INSIGHTS INFORM STRATEGIESProprieta