TWE's Ben Dollard brings perspective on changing consumer behavior.
Ben Dollard grew up in Adelaide, Australia. His family is in the hospitality industry, he says.Growing up surrounded by great wine producing regions, I was always interested in learning more about wine. ” He studied wine business at the University of Adelaide, and from an early age “the global wine community [is] exciting. “
He continues, “I love that wine is central to history and to so many important milestones in life. It's a drink that's centered around an occasion and an experience. Wine is the perfect bridge for conversation and enjoyment.”
Mr. Dollard has more than 20 years of experience in the alcoholic beverage industry in the Americas region, having held various senior management positions with Constellation Brands in the United States and Canada, and joined Treasury Wine Estates (TWE) in January 2020. I joined the company. As President of the Americas, he has reshaped Treasury's Americas business by focusing on consumer, innovation, and unlocking the potential of the premium and luxury goods business.
At this year's Wine Sales Symposium, Dollard will deliver the keynote address, “Consumer Obsession.”It explores the theme of reaching consumers where they are through innovative means.” Prior to his appearance, he took some time to share his thoughts on where the industry is heading and how we can use that information to our advantage.
Q: How are current market conditions impacting the way TWE markets its brands?
Consumers are constantly evolving; [TWE] takes a similar approach to engage directly with consumers to ensure their needs are met.
Q: How important is it to have key staff in the market, such as a winemaker?
Experiences and storytelling are a big part of what we do, and we welcome any opportunity to share our history with consumers and traders.
Q: What advice do you have for brand marketers looking to strengthen their connection with young consumers?
The need to respect our consumers, be true to our purpose and be authentic is essential. This includes how we value the role we play as stewards of the environment and winery. It's really important to tell those stories.
Q: Despite the bad news about declining consumption, there are brands that are growing. What do you think these brands have in common with those that are struggling?
Clearly, brands that offer unique, engaging and accessible experiences play an important role for both new and existing consumers.
Q: What changes have you seen in the industry in terms of declining wine consumers and sales?
Over the past few years, consumption trends have evolved. The wine category remains large and highly relevant. Innovation plays a key role and we know that consumers are excited to try new things.
I'm looking forward to
Q: What do you think is the basis for innovation within the industry today? Moving forward?
This question can be answered in several different ways. Continuous innovation is occurring to promote sustainability in vineyards and wineries. Innovations are occurring in packaging (glass weight, size, etc.) related to sustainability and changing consumer landscapes. As consumers seek experiences beyond wine tasting, we are seeing innovation in the move towards more immersive experiences in tasting rooms. There is innovation in the traditional wine club channel, adding partnerships and experiences that focus more on loyalty and access than free tastings and discounted shipping.
From a digital perspective, innovation embraces new technology to create better, more personalized wines that bring you closer to your customers and show how a great glass or bottle of wine can engage with your customer's story. It helps us provide a better experience. The AI revolution is reshaping marketing and our ability to tell stories, deliver value, and create unique online experiences. At the same time, continued advances in technology are bringing the digital and physical worlds closer together.
We were the first company to bring AR to wine bottles, and AR and VR technology and accessibility will only improve. Create a more interactive and personalized shopping experience, driving higher engagement and sales. All of this supports our commitment to being a pillar of the wine industry and making it happen digitally. We build relationships with our tasting room visitors in a personalized and impactful way, using new technology to deliver authentic, ongoing experiences to people who would never walk through our doors. It can bring engagement.
Q: Where do you see growth or what aspects should the industry focus on to grow?
We continue to engage with our loyal consumers and offer new experiences to consumers entering the wine category for the first time.
Q: What potential do you see in the premium and luxury segment? How does TWE plan to capitalize on this?
We believe there is great potential to welcome new consumers to the wine category within the premium segment. The acquisition of DAOU strengthens our commitment to the luxury space. As this segment continues to evolve, we believe there is a tremendous opportunity to engage with luxury consumers.
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The Wine Sales Symposium will be held on May 16, 2024 in Santa Rosa, California. For more information, visit winealessymposium.com.
