TWE's Ben Dollard shares his views on changing consumer behaviour.
Ben Dollard grew up in Adelaide, Australia. His family is involved in the hospitality industry and, he says, “We were born and raised in Adelaide.Growing up in great wine regions, I always wanted to know more about wine,” he said. He studied wine business at the University of Adelaide and said, “The wine community around the world is [is] exciting.”
He continues, “I love how wine has been an integral part of history and so many important milestones in life. Wine is a drink that is centered around occasions and is all about the experience. Wine is a wonderful vehicle for connecting conversation and pleasure.”
Dollard has more than 20 years of experience in the beverage alcohol industry in the Americas region, having served in various senior leadership roles with Constellation Brands in the U.S. and Canada before joining Treasury Wine Estates (TWE) in January 2020. As President of the Americas division, he restructured Treasury Americas' business by focusing on consumers, innovation and unlocking the potential of the premium and luxury business.
At this year’s Wine Sales Symposium, Dollard delivered a keynote address titled “Consumer Obsession.”It explores the theme of reaching consumers where they are through innovative means.” Ahead of his appearance, he took a moment to share his perspective on where the industry is headed and how we can put this information to good use.
Q: How have current market conditions impacted the way TWE markets its brand?
Consumers are constantly evolving [TWE] They will adopt a similar approach to engage directly with consumers and ensure their needs are being met.
Q: How important is it to have key staff, such as winemakers, in your market?
Experiences and storytelling are a big part of what we do, and we welcome any opportunity to share our history with our consumers and business partners.
Q: What advice do you have for brand marketers looking to better connect with younger consumers?
Respecting our consumers and staying true to our purpose is essential – including how we value the role we play as stewards of the environment and the winery – so telling these stories is really important.
Q: Despite all the bad news about declining spending, there are brands that are thriving. What do you think they have in common with brands that are struggling?
Clearly, brands that offer unique, engaging and accessible experiences play a key role for both new and existing consumers.
Q: What changes are you seeing in the industry in terms of declining wine consumers and sales?
Over the past few years, consumption trends have changed. The wine category remains large and very important. We know that innovation plays a key role and that consumers are eager to try new things.
I'm looking forward to
Q: What do you see as the cornerstones of innovation in your industry today? And where do you see it going in the future?
This question can be answered in a number of ways: Innovation is underway to drive sustainability in vineyards and wineries. Innovation is happening in packaging (e.g. glass weight, size, etc.) linked to sustainability and changing consumer opportunities. Innovation is also happening in the move to more immersive experiences in tasting rooms as consumers seek experiences beyond wine tasting. There is also innovation in the traditional wine club channel, adding partnerships and experiences focused on loyalty and access rather than free tastings and discounted delivery.
From a digital perspective, innovation is about embracing new technologies to help you get closer to your customers and deliver better, more personalized experiences that show how a great glass or bottle of wine plays a role in their story. The AI revolution is reshaping marketing and our ability to tell stories, deliver value and create unique online experiences. At the same time, continued advancements in technology are bringing the digital and physical worlds ever closer together.
While we are the first to bring AR to wine bottles, the technology and accessibility of AR and VR are only getting better. AR and VR create a more interactive and personalized shopping experience, which leads to increased engagement and sales. All of this supports our commitment to digitally realizing a pillar of the wine industry. We connect with our tasting room visitors in a personalized and effective way, and new technology allows us to have authentic and ongoing engagement with people who have never walked through our doors.
Q: Where do you see growth and what should the industry focus on to grow?
We will continue to engage with our loyal consumers and offer new experiences to those making their first foray into the world of wine.
Q: What potential do you see in the premium and luxury segment and how is TWE positioned to capitalise on this?
“We see great potential to welcome new consumers into the wine category in the premium segment. The acquisition of DAOU solidifies our commitment to the luxury sector. As this segment continues to evolve, we see great opportunities to engage with luxury consumers.”
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The Wine Sales Symposium will take place in Santa Rosa, California, on May 16, 2024. For more information, visit winesalessymposium.com
