In this last month we have talked about practical ways to approach the Nordic markets. We have mentioned the importance of the brand narrative and the definition of the buyer persona. We have also dealt with analyzing the key points in the search for importers.
Tools, tips, studies and key resources to succeed with your wine / beverage in Nordic markets
If you have followed me on LinkedIn, you have probably had the opportunity to access these three articles. But, in case your feed has been full of news these days, here is a summary of the most relevant information for your export strategy to Nordic countries:
What do customers know about your brand? What do they imagine of your wine?
– Marketing mistakes that can cost dearly
– What do customers know about your brand?
– How to get your story to Sweden?
– 4 links to help you master storytelling and some tips to put the customer at the center.
Key resources for export to Nordics. Tools to create your buyer persona
– Export marketing strategy: definition of the Nordic buyer persona
– Alcohol consumption trends in Nordics
– Resources of interest for companies in the wine and beverage sector (study + webinar)
How to find an importer for your wine or drink and capture their attention?
– Why it is difficult to capture the attention of the importer
– Sales communication requirements
– How to write an email to an importer in 4 steps
– The key to success with importers
– How to find an importer: 4 free resources and tools to achieve it
Opportunities for the sale of alcoholic beverages to Sweden, Norway and Finland (whiskey, rum, gin, liqueurs, tequila, sake, cognac, vodka, brandy and grog)
In the coming months, Alko, Vinmonopolet and Systembolaget are going to need a wide variety of spirits from all over the world. Here is a summary of the most relevant tenders:
– Tenders for Sweden
– Tenders for Finland
– Tenders for Norway
Participating is simple and, if you have any questions, I invite you to connect with me through this channel to resolve them. I will also read you in comments.
Study of competition in Nordic countries: what are other wineries/beverage producers planning to do?
The results of the survey “What are your plans for this year? What will be the destination of your exports? Where do you see your wines? Where are you aiming with your wines in Nordic?
After two weeks open, the study, which included 1,590 participants, closed on March 15. The results were the following:
Are you surprised by the results? Could you imagine such a high percentage of your competitors putting the Nordic end customer in the spotlight?
It is clear that the pandemic and its consequences have served as a catalyst for change in the sector. Those decisions that had to be made to become flexible and adapt to the new circumstances today constitute a differentiating factor and, in addition, serve to ensure survival to new disruptions.
In 2020, like many industries, wine saw exponential growth in online sales largely due to the global pandemic. The closures prompted wine producers and retailers, and even restaurants, to go digital.
Electronic commerce was then considered as a viable solution to deliver products to customers. Even in the case of retail stores and restaurants, shoppers could select their products online and pick them up at a physical location for maximum purchasing flexibility.
Did you know that online purchases in Sweden (not counting those made through Systembolaget) are 46 percent higher?
Incorporating DTC e-commerce into the strategy of wine and beverage producers is confirmed as a wise decision, with a positive impact in 3 areas:
1. Drives brand affinity.
2. Increases sales.
3. It favors repetition, by increasing the chances that customers will decide to return.
That majority percentage of wineries that responded to the survey reaffirming their interest in focusing their strategy on the end customer is on the right track. Although tenders and Horeca are channels to take into account and in which it is definitely interesting to have a presence, why not open the doors also to this channel of direct communication with the Nordic consumer?
The advantages of the Direct To Consumer approach have to do with the closeness that is gained with the customer, the control over the data and the savings that this model entails, where shipments are pre-programmed to simplify logistics and intermediaries are dispensed with.
It is true that putting in place a strategy like this is not easy. It is not equivalent to an online store, nor to a sales platform.
It takes the commitment of the producer, who must put the customer at the center of his operations to be able to personalize each offer and each communication; while adapting to your buying journey and life cycle. At the same time, you will need to design experiences that complement your product offering. Your goal is to deliver a clearly identifiable, highly satisfying service that every club member is proud to receive.
It all starts with thinking about how you want your brand to be seen and who makes up that select group of buyers, in love with your products, whom you would like to welcome to your tasting room at least once or twice a year.
Do you need support in these first steps?
Marta Benedet
Purchasing Manager at People Wine AB
Partner at DIYInbound
Créditos fotográficos: SCANPIX ARKIV, Public domain, via Wikimedia Commons (https://commons.wikimedia.org/wiki/File:K-2_1000_metres_medalists_at_1960_Summer_Olympics.jpg)
