marketing and sustainability...1939/40 miguel torres i carbó (3rd generation), rebuilds the winery...
TRANSCRIPT
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MARKETING AND SUSTAINABILITY
Ramón López-Doriga, Familia Torres Marketing Manager 06
.20
20
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4th and 5th generation
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3150 YEARS OF HISTORY
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1870Jaime and Miguel Torres
(1st generation),
found the company
1928 Juan Torres (2nd generation),
distills Brandy for the first time
1573The earliest documents showing the Torres familyas winegrowers
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1939/40
Miguel Torres i Carbó (3rd generation),
rebuilds the winery after it was bombed
during the Civil War and bottles
the first wine in the Penedès
1979First foreign
winery: Chile
1982 Marimar Torres (4th generation),
pioneer in California, USA Expansion“Back-up”
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1991Transfer between generations,
Miguel A. Torres(4th generation)
2005Launch of Celeste, the first Familia
Torres wine in Ribera del Duero
2008Opening of
the Waltraud Winery
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2012 Transfer between generations,
Miguel Torres Maczassek(5th generation)
2018Opening of
the Purgatori Winery
2010Mireia Torres Maczassek
(5th generation)
assumes management
of the Jean Leon winery
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“The more we care for the earth and the environment, the more we take care of ourselves.We have the responsibility to share, in particular with those groups most in need.Cooperating for development and promoting a good education in childhood can contributeto make this a better world for tomorrow.”
Familia Torres
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Notable Recognitions
2014, 2015, 2017, and 2018The World’s Most Admired Wine BrandDrinks International
2011 - 2020The Most Admired Wine Brand in EuropeDrinks International
2010Green Company of the YearThe Drinks Business
2006The Best European WineryWine Enthusiast
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Cabernet Sauvignon – Finca Mas La Plana
TORRES IN
NUMBERS
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173182
204196
185
206215
232 227240
263 264 266258 257
0
50
100
150
200
250
300
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Mill
on
es
SALES EVOLUTION
Total income
Source: BPC. Datos Consolidados Grupo Torres
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76%24%
67%33%
Domestic vs. Export
71%29%
69%31%
Brandy vs. Wine and Sparkling
Share wine-spirit, export-domestic
Volume % and Value %
volume
value
volume
value
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SALES BY REGION IN VALUE 2019
España26%
AfricaY MID.E.
0,1%
Asia-Pacífico
4%
EEUU-Canada
4%
Latinoaméricaincl. Mexico
23%
EuropaY RUSIA(sin España)
39%
Fuente: BW
Travel Retail
4%
Source: BPC.
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MARKET SHARE – EXPORT WINE
Source: OEMV y BI datos internos
Torres market share vs Spanish wine bottled with appellation of origin
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Our Wineries
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Familia Torres en Cataluña
DO Penedès
DOQ Priorat
DO Conca de Barberà
DO Costers del Segre
Propiedad de la Familia Torres
Vardon Kennett
Pago del Cielo
La Carbonera
Bodega Magarín
Pazo Torre Penelas
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Awards
Vintage 201393+ points – Wine Advocate (2018)
Vintage 201295 points – Decanter Wine Awards (2017)
Vintage 201193 points – Wine Spectator (2016)
Vintage 1970Primer Premio de la Olimpiadadel Vino de Gault-Millau, París (1979)
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Awards
Vintage 201592 points – JamesSuckling.com (2018)90 points – Decanter (2018)
Vintage 201492 points – JamesSuckling.com (2017)
Vintage 201291 points – Wine Enthusiast (2016)
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Miguel TorresChile
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Bodega Miguel Torres,Curicó
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Fair trade
Organic viticulture
Innovation
Our pillars
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OUR PORTFOLOLIO
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BEST-SELLING
BRANDS
TOP TRENDING BRANDS
1 Hennessy 1 Hennessy
2 Pierre Ferrand 2 Martell
3 Martell 3 Pierre Ferrand
4 Courvoisier 4 Remy Martin
5 Torres Brandy 5 Hine
6 Merlet 6 Torres Brandy
7 Hine 7 Camus
8 Camus 8 Metaxa
9 Metaxa 9 Courvoisier
10 Tariquet 10 KWV
STOP PRESS: TOP 10 BRANDIES IN
“THE WORLD'S 50 BEST BARS”
TORRES BRANDY RECOGNIZED BY THE BEST BARS WORLDWIDE*
Source; *Drinks International Annual Brands Report 2019
1 POSITION GAINED IN BOTH LISTS V.S PAST YEAR
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Let´s Keep Updated
1. HEALTH & WELLNESS
3. PERSONALIZATION
2. SENSORY &
INDULGENCE
4. TRUST &
TRANSPARENCY
7. NOVEL &
EXPERIENTIAL
5. PREMIUMIZATION
6. SUSTAINABILITY &
ETHICS
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HEALTH AND WELLNESS
Let´s Keep Updated
MAKE
CONSUMPTION
HEALTHIER
Lighter/
lower
calorieoptions
Alcohol moderation
&
avoidance
Natural & pure
ingredientsFlavour over
ABV
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NOVEL AND EXPERIENTIAL
Let´s Keep Updated
MAKE LIFE MORE
FUN
Create
experiences,
not products
Make it
“shareable”
Novel Flavors
& Colors
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SENSORY AND INDULGENCE
Let´s Keep Updated
MAKE LIFE EASIER
Simple, clear
designand
labelling
Safe time & Effort
Simplifypurchase
process
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PERSONALIZATION
Let´s Keep Updated
MAKE
DIFFERENTIATED
PRODUCTS
Offer
customization
Target specific
life-style
needs
Offer
personalization
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PREMIUMIZATION
Let´s Keep Updated
MAKE EXCLUSIVE &
UNIQUE PRODUCTS
Threat
from
“premium”
private
labels
Differentiatefrom the
mainstream
Consumer is
willing to
pay more
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PREMIUMIZATION
PREMIUMIZATION
&
EXTREME CRAFT
Added
differentiation
Locallyproduced
Differentiation
at experiential/
sensory level
Sensory experimentation
Localization as main part ofnarrative concept
Productswith intrinsic
& extrinsicbenefits
Think out ofthe box
35%
Active buyers of craft productsin Central/South America
Sell experiences and addeddifferentiation
40%
Willing to pay more for better quality*
40%
Interested buyers of craft
products in LATAM, MENA & Asia
58%
Craft style fans are
hipster friendly Millenials
Premium/Luxury alcohol offers
* Consumer behaviour when shopping Alcoholic Drinks
Premiunization
Target strong emerging youngmiddle class: premium as an
expression of their success
So
urc
e:
Glo
ba
l Da
ta
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TRUST AND TRANSPERENCY
Let´s Keep Updated
MAKE YOUR
BRAND´S
PRINCIPLES KNOWN
Make sure
info is easy
to find
Communicate
the brand´sstory and
history
Communicate
the ethicalvalues
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SUSTAINABILITY AND ETHICS
Let´s Keep Updated
MAKE AN IMPACT
ON THE
ENVIRONMENT
Take care of
the
communities
Not and exception, it
is the rule
Minimizenegative
effects onthe planet
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SUSTAINABILITY AND ETHICS – WALK-THE-TALK
So
urc
e:
Glo
ba
l Da
ta
ETHICAL &
SUSTAINABLE
Reduce, reuse, recycle
Packaging
Reduce use of
energy
Use less water
Sustainable packaging
Communicate Brand´sobjetives, efforts & practices
Added functional ingredients
Fair trade &
conditions
Consistency
13%
Consumer´s purchase
Ingredient Transperency: N.S.A
22%
Consumer´s purchaseOften influenced by how
ethical / environmentally-friendly /
socially-responsible the
product is
46%
Interested in buyingsuch products
Sustainable POS
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Let´s Keep Updated
1. HEALTH & WELLNESS
3. PERSONALIZATION
2. SENSORY &
INDULGENCE
4. TRUST &
TRANSPARENCY
7. NOVEL &
EXPERIENTIAL
5. PREMIUMIZATION
6. SUSTAINABILITY &
ETHICS
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CONVENIENCE VS PREMIUM
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Could we use the same brand?
CONSUMER PERCEPTION
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OFF-TRADE VS ON-TRADE CONFLICT
Could we use the same brand?
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Two different businesses approaches
CONVENIENCE
PREMIUMIZATION
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Premiumization Business
CONSUMER
+ EDUCATED
+ SOFISTICATED
+ PURCHASING POWER
URBAN
GLOBAL
AB
CONSUMER BEHAVIOUR
SELECTIVE
SEGMENT (CLIENT)
PREMIUM HORECA
SPECIALIZED STORES
ON-LINE
COCKTAIL BARS
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Convenience Business
CONSUMER
+ YOUNG
BC
CONSUMER BEHAVIOUR
MASSIVE
SEGMENT (CLIENT)
INFORMAL RESTAURANTS
SUPERMARKETS
RESTAURANT CHAINS
HOTEL CHAINS
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Different Value Approach
PRESTIGE
SELECTIVE
SUPER PREMIUM
PREMIUM
BRAND AMBASSADORS & ENOLOGIST
PRESCRIBERS
COMMUNICATION
ESSENTIAL
STANDARD
PROMOTIONAL ACTIVITY
COMMUNICATION AND OTHER SUPPORT
CO
NV
EN
IEN
CE
BRAND PRODUCT PROMOTION/ACTIVATION PLAN
PRICE
ADDED VALUE
INFORMATION
TRAINING
TASTING
SOMMELIER
BARTENDERS
SPEZIALIZED MEDIA
LIFESTYLE
MASS MEDIA
SOCIAL NETWORK
BILLBOARDS
PR
EMIU
MIZ
ATI
ON
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Up to 2016… From 2016 on…
Wine Strategy
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ESSENTIAL SEGMENT SELECTIVE & PRESTIGE SEGMENT
95% OF PRODUCT IMPACTS
ON PREMISE OFF PREMISEON PREMISE OFF PREMISE
Wine Strategy
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ESSENTIAL SEGMENT SELECTIVE & PRESTIGE SEGMENT
95% OF PRODUCT IMPACTS
ON PREMISE OFF PREMISEON PREMISE OFF PREMISE
Wine Strategy
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Mas La Plana Cellar
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Mas de la Rosa Estate
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Recognitions
2016 Vintage94 points – Decanter (2018)
94+ points – Robert Parker (2018)
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ESSENTIAL SEGMENT SELECTIVE & PRESTIGE SEGMENT
95% OF PRODUCT IMPACTS
ON PREMISE OFF PREMISEON PREMISE OFF PREMISE
Wine Strategy
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white
celebraterosé
seductionLimited editions
celebrate * with elegance
sparkling
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INFLUENCERS
VIÑA ESMERALDA INFLUENCERS DAY
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Let´s Keep Updated
1. HEALTH & WELLNESS
3. PERSONALIZATION
2. SENSORY &
INDULGENCE
4. TRUST &
TRANSPARENCY
7. NOVEL &
EXPERIENTIAL
5. PREMIUMIZATION
6. SUSTAINABILITY &
ETHICS
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Sustainability
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Sustainability
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Sustainability
Source: Nielsen 2019
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Sustainability
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Sustainability
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“Why not make our own energy, reuse water, and, above all, reduce CO2 emissions? Torres & Earth is the project we’re using to turn this dream into a reality, little by little.”
Miguel A. Torres
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In 2019 we already achieved our goal.
Our commitment for 2020:
To reduce CO2 emissions by 30% per bottle compared to 2008
MISSION ACCOMPLISHED!
Renewable
EnergyEnergy
Efficiency
Sustainable
transport
Water
managementLighter
bottles
Carbon
capture
Waste
management
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Reforestation in the south of Chile Torres has started to plant trees in an area of almost 6.000 hectares
to recover the forest landscape that was typical for this area and to capture CO2.
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Reforestation in the south of Chile. Torres has started to plant trees in an area of almost 6.000 hectares (bought in 2018) to
recover the forest landscape that was typical for this area and to capture CO2.
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SUSTAINABILITY COMMUNICATION
Online platforms
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SUSTAINABILITY COMMUNICATION
General and specialized press
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SUSTAINABILITY COMMUNICATION
Climate change conferences
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SUSTAINABILITY COMMUNICATION
POS
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https://www.iwcawine.org/
The Creation of IWCA International Wineries for Climate Action
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SUSTAINABILITY WILL BE A MUST
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BUT IT HAS TO BE REAL
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WELCOME TO REALITY
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LOCKDOWNS AROUND THE WORLD → JANUARY 23
So
urc
e: Fin
an
cia
lTi
me
s
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LOCKDOWNS AROUND THE WORLD → MARCH 12
So
urc
e: Fin
an
cia
lTi
me
s
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LOCKDOWNS AROUND THE WORLD → APRIL 27
So
urc
e: Fin
an
cia
lTi
me
s
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LOCKDOWNS AROUND THE WORLD → MAY 11
So
urc
e: Fin
an
cia
lTi
me
s
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VACCINE & THERAPEUTIC DEVELOPMENT
Testing and clinical trials
growing exponentially
ModernaPhase I trials
Pfizer + BioNtechTo be tested
80%
Some confidence on therapeutic agent available within 12 months
So
urc
e: G
lob
al D
ata
| W
HO
| M
cK
inse
y |
El E
spa
ño
l
Oxford + AstraZenecaPassed animal study
Remdesivir
first Drug Approved for
COVID-19 Treatment
China
3 vaccines in phase II
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ENVIRONMENTAL IMPACT
So
urc
es:
BB
C ! E
l Pa
ís |
EEA
| G
lob
al D
ata
CAR USE Due to perceived
risk of public
transport
-40%Avg less nitrogen
dioxide
-10%Concentration of
polluting particles
WASTEManagement?
MASKS + GLOVESWill increase
contamination
+11,4%Days with “Good
quality air”
-0,3%Global Emissions
HABITS?Temporary vs
long term impact
POSITIVEIMPACT
FUTURE´SUNCERTAINTY
“Customers will scrutinise your every move”
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LOCAL RESPONSE MATRIX – READINESS TO RESTART ECONOMY
So
urc
e:
Mc
Kin
sey
Brasil
Spain
Nordics*
USA
Mexico
Russia
Stage 1
Stage 2
Stage 3
Stage 4
UK
Understanding the outbrake.
*Excluding Sweden
Sweden
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HIERARCHY OF NEEDS
Physiological Needs:Food, water, warmth, rest
Safety Needs: security, safety, …
Belongingness & Love needs: Friendship, family, sense of connection
Esteem needs: Esteem, status, freedom, accomplishment
Self Actualization:Achieving one´s full
potential, including creative
activities
Self-Fullfilment
Psychological
Needs
Basic Needs
Being-Needs
Deficiency-
Needs
PRE COVID-19
STATUS
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“UPDATED” NEEDS
Physiological Needs:Food, water, warmth, rest
Safety Needs: security, safety, …
Belongingness & Love needs: Friendship, family, sense of connection…
Esteem needs: Esteem, status, freedom, accomplishment
Self Actualization:Achieving one´s full
potential, including creative
activities
Self-Fullfilment
Psychological
Needs
Basic Needs
Being-Needs
Deficiency-
Needs
WEEKS
1-3
WEEKS
4 - X
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CATEGORY VARIATION DURING ISOLATION
WEEK 1 - 2 WEEK 3 - 4
So
urc
e: D
elo
itte
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So
urc
e: K
an
tar
PATH TO PURCHASE – OFF TRADE
MENTALITYRoutine
shopping
INFO SEARCHHigher impact of
out of shop touchpoints
CHANNEL+ Online
Store due toproximity and
comfort
Price +
PromotionKey activation
driver
Out of stockFidelity to retailer
over brand
SatisfactionHigher in online shopping than
at the stores
Pre-
Store
In-Store
Out-of-
Store
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E-COMMERCE
So
urc
e: E-C
om
me
rce
db
| K
an
tar
| F
oo
dR
eta
il|
AEC
OC
o Spain → +46,4% SPLY
o 20% has started to buy
online
o 50% bought less in-store
o 1 out of 10 bought for the
1st time online
o 17% consumers would buy
more online after
quarentine
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E-COMMERCE
So
urc
e: E-C
om
me
rce
db
| K
an
tar
| F
oo
dR
eta
il|
AEC
OC
o Spain → +46,4% SPLY
o 20% has started to buy
online
o 50% bought less in-store
o 1 out of 10 bought for the
1st time online
o 17% consumers would buy
more online after
quarentine
STRUCTURAL
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STRATEGIES
- Optimize the productivity of
resources
- Manage cyber security risk
- Focus + increase production
of focus brands
- Understand rapidly changing
consumer behavior → How to
reposition existing marketing?
- Manage supply chain disruption
- Take care of consumers: enjoy
without feeling anxious
- Diversify & revise supply chain
arrangements
- Adapt to consumers budget:
Add value for money ranges
- Develop|Reinforce online
channel
- Develop alternative distribution
strategies to overcome delayslogistics and distribution
- Define new channel
management strategies
- Join forces with HORECA
- Monitor carefully changing
consumer consumptionpatterns
- Rebalance product portfolios
to best match your segment(s)
- Revise consumer
engagement strategies
- Account for permanent
changes in the occasions andlocations of consumptionpatterns
SHORT TERM6 – 12 Months
MID TERM 1 – 3 Years
LONG TERM 3 – 5 Years
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Q&A
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Vilafranca del Penedès
¡THANK YOU!