葡萄酒与烈酒：变化世界中的新视野

Wine & Spirits Landscape Respect & Reinvention New Horizons The alcoholic beverages category commands a significant proportion of F&B demand;led by some of the world’s iconic brands, innovative products & experiences The alcoholic beverages category in EU6* is valued at €69bnand 43% of all beverages;Yet Volume is down-1.1% led by Wines (-1.9%) and Spirits (-4.4%) leaving money on the table A structural change in category dynamics demands disruption:‘More of the Same’ is not a growth strategy Private Labels have also struggled to make a breakthrough in alcoholic beveragesdespite competitive pricing, deep promotions, limited editions and consumer targeting Alcoholic Beverages: Private Label* Buyer Share [*PL]2021 vs 2024; Source: Europanel Fewer buyers of PL alcoholicbeverages since 2021 Fewer innovations (-9.2% vs YA) at higher unit prices (+15%) has had a chilling effecton demand; impacting Unit Sales from Innovations to 3.4% from peak of 50.3% YA Sustainability across F&B has become normalized & its definition has widened; yetconsumer demand has been underperforming due to availability and affordability •Simple, Natural Ingredients•Low-impact Materials•Ingredient Sourcing & Traceability•Better for Planet & Community Disrupting the traditional category codeis crucial to Wines & Spirits Wine & Spirits category has contracted by Volume; most Value sales growth inflation & premiumisation led ratherthan organic demand Generational shift in consumers’ needs, affordability, new rituals, experiences and innovative options requiresnew product propositions and engagement to drive consideration & trial: make wine & spirits cool again! Innovation is a robust source of demand but struggling to command a premium when exciting alternatives are nowavailable: more functional, healthier, exciting with a new cool buzz, active in social media communities (RTM) Private Labels have not gained a foothold; yet Retailers are likely to focus on RTD Spirits segment growthwith new launches, innovative products and customised engagement at scale Sustainability is non-negotiable to Retailers: Inviolable for all generations, expanding to community & ethics Reinvention with Respect of brand & category iconicity is a strategic imperative Category leadersrespect the industry code; yet re-invent itfor the times Established code for the“World of Wines and Spirits” Embracing the fullness of lifewith Resilience & Responsibility New Consumers, Needs, Occasions &Consumption Rituals through the day Reality is a world built on functionality& underconsumptionChaos, Imperfection, Integrity, Authenticity, AI generated images reflectsthe established categorycodeof culture, its brands, its heritage, rituals, nobility, Transforming the meaning of the categoryby re-inventing its iconicity Joy & Escapism, Release, Resilience, ResponsibilitySpirituality, Sub-cultures, Diversity, Social Activism,Bio-hacking, Hyper-focus, Climate Positive social events, taste, textures & terroir, art, the need formoderation balanced with indulgence & enjoyment Self-reliance,Ultra-Performance, Mindfulness,Wellness, Attention Deficit, Climate Change Wines & Spirits: New Horizons In A Changing WorldCircana, LLC |Proprietary and confidentialNo assigned copyrights Reinvent and Re-position or an adjacent category may do it for you:How the Snacking Boom has impacted Beverage pairings; and drained coffee’s cup Reinvent and Re-position or an adjacent category may do it for you:Marginal events outside of the core category today can have significant strategic effects by 2045 The OzempicEffect on Alcohol Sustainabilityhas ability to drive commercial growth if aligned to keytrends that consumers genuinely value and trust Today across Europe, it is aRetailer-driven market for Sustainable ProductsSustainable SourcingSaving EnergyReducing WasteSocial and Ethical FactorsCompliance with EC ESPR and GCD regulation ExcitingAspirational 0.0 Functional beveragesthat are ‘better-for-you’ are storming ahead Low-alcohol spiritsare gaining share of ready-to-drink categoriesZero-proof spirits & winesare dominated by a small group of brands Low/No Alcohol Beers, Wines & Spirits arenot a trend–they are a reality Zero-proof premixed cocktails taking “mocktails” to new heights anddemonstrate solid growth Attention starved &fragmented audiences hard to reach via traditional media& ambassadors requires a reset inconsumer & shopper engagement Strategic reinvention, not tactical disruption,is crucial to growthCategory leadership will be capability & skills driven New consumers, needs, rituals & occasions are transforming the meaningof the wines & spirits category High growth in adjacent categories & marginal trends today will impactthe wines & spirits category by 2035 Sustainability is a commercial opportunity;it is a retailer driven market today. Consumer demand constrained byavailability & affordability Disruptive innovation driven by capabilitieswill make