In: world bulk wine exhibition
As a seasoned traveller who undertakes several international trips a year, John Jewell implemented a new travel strategy in 2015, undertaking shorter, more frequent trips, allowing leads and subsequent projects to be followed up faster and more effectively. With 2016 well underway, what are John’s thoughts on the new strategy?
The new approach to travel worked incredibly well in 2015. It allowed for increased exposure to international trends and even more dedicated face-to-face time with existing clients. When you travel as much as I do, it’s important to continually evaluate and refine the year’s travel strategy to make sure the time spent abroad is as productive as possible for both myself and my clients.
John spent almost 3 months overseas in 2015, attending wine shows such as Prowein, London International Wine Fair, Bordeaux Wine Fair and the Bulk Wine Exhibition in Amsterdam. The time abroad is also used to visit retailers to identify emerging trends and any shifts in the market. Of his discoveries for 2015, John says,
Supermarkets and wine stores are ranging wine by flavour profile rather than grape variety (i.e. Red wines are listed as either light, easy of powerful. White wines are listed as dry, medium sweet or sweet and Rose is listed as either fresh or sweet. Sparkling is still listed under the sparkling category), this is a big change in the way wine is displayed and we’ve yet to see this reflected in Australian retail outlets.
The other shift that has become evident in the last 12 months is the move in London and China from conservative wine label designs to more modern and contemporary styles. Specifically in China, this change seems to be driven by young entrepreneurs having an increased influence on the market.
Year after year, John still believes Prowein in Dusseldorf is his most successful, saying,
I’ve been attending Prowein for 12 years now and it continues to be the stand-out. In 2015 I was booked out for 3 days straight with meetings every 45 minutes for 8 hours each day.
The continual success of John’s visits to Prowein means this year he’ll be accompanied by Melissa, another member of the JJD team to help in delivering even greater outcomes from the fair.
The extra pair of legs on the ground isn’t the only change for the year ahead, 2016 will also see John attending additional wine shows in New York, Shanghai, Singapore and Hong Kong.
With all this locked in and other plans in the works, 2016 is already shaping up to be a busy one!
John’s latest travels saw him take in 14 cities in just 17 days, a whirlwind trip that was as productive as it was fast-paced. From Shanghai to London, Denmark to Sweden, each new destination saw John meeting with existing clients to discuss upcoming projects, as well as engaging with new clients, and researching and visiting printing suppliers.
The trip began with a 4-day stop at ProWine China and despite the initial hiccup of a missing plane ticket and an expired Visa, John says.
I had 4 solid days of quality meetings with clients, both existing and new, and all eager to get design work underway. The perfect way to start such a busy trip.
From ProWine it was off to Europe where, in addition to fostering client relationships, John took the opportunity to get out into the retail environment,
It’s imperative that I use these trips to study the shelves, see what designs are currently in the market in each location, and also take note of the way products are being displayed in-store. I filter all this back to the team and when I return we have a number of round-table discussions to identify new global trends.
It’s this process that ensures JJD is constantly at the cutting-edge of design. In addition to the market research, John says
I also get a buzz from seeing labels we’ve created out on shelves and performing successfully on the global stage. This is reinforcement not just for myself and the team that we are on-point, but it’s also reassurance for our new and existing clients.
During his travels, John was also looking to identify new technologies in printing and label application and was impressed by the calibre of suppliers he was able to unearth. If you’d like to take advantage of the knowledge John has acquired from his most recent travel, contact John Jewell Design.
Fast Five with John Jewell
What was your favourite show of 2014?
Without question, Prowein Dusseldorf. 10 years and still going strong, it’s one of the most powerful wine shows in the world thanks to the amount of trading that takes place and the professional manner in which it’s run.
Most beneficial show to attend?
I would have to say it’s a tie between Prowein and London Wine Show. We did some great business at both shows this year.
What did you take from your travelling this year?
It’s been interesting to see the current global trends in what people are drinking, as well as the evolving design styles in the different countries and how that will affect consumer attitudes and preferences in the future. I can’t say too much more – don’t want to give away all my secrets!
Why do you travel?
Quite simply, to build the John Jewell Design business. This occurs not only through face-to-face interaction with clients, but the market research undertaken on these trips is just as important to ensure the business can continue to grow and be relevant in the competitive design market.
What’s next for 2015?
I am planning shorter trips but more frequently throughout the year. This will allow us be more responsive in following up business opportunities, in turn, allowing us to better service our clients. We get such a great response from clients during these trips, but in a fast moving industry, these need to be followed up quickly or momentum is lost. This change to travel will really set the pace for the year.