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L'Hostis Gildas (A1) (Cipolla Market Entry: (Touchpoints which…
L'Hostis Gildas (A1)
Swiss Wine Market:
Structure: The vineyards in Switzerland are extremely small (Switzerland 15'000 hectares, France 800'000 hectares) but extremely diverse. You can find all types of wine in Switzerland which can be explained by looking at the different terroire and climates within the country (r. 22-26). Small but big in terms of diversity. To find so many different wines in such a small vineyard is something totally crazy. The vineyard is extremely fragmented because Switzerland has a tradition of small owners. Positive effect on wine diversity (r. 27-32). In Switzerland we don't have a basic market with a sales price of wine of 1-2 euros. The swiss wine market goes from premium on to super premium and also ultra premium (r. 59-62). We have winemakers in Switzerland who produce top wines and there is a demand for these types of wines (r. 92-93).
Challenge: To market wine is extremely difficult. Main challenge swiss wines are expensive. Explanation (price justification): Topography. Hilly vineyards, people need to be hired for the harvest & pruning. Swiss currency. Labor costs. That are also some reasons why it is difficult to export Swiss wine (High price, due to size almost no money for marketing). It is not a question of taste (r. 38-41). It is tricky to find new markets and the competition in Switzerland is very hard (r. 43-45). A lot of winemakers produce the same type of wines so the main difficulty is how to be different (r. 112-113).
Customer preferences: General Previously people used to drink a lot of white wine (Chasselas, Fendant) but things are changing. Tendency to more red wine. The future of Switzerland is Pinot Noir (most elegant, expensive grape). It is well adapted to Switzerland and the demand is high (r. 80-85). Swiss German part is closer to Germany that should influence the customer behavior and profile (r. 105-106). People are asking for terroire,authenticity (r. 110-111).
Opportunities: It is going to be extremely positive for people who plant Pinot Noir now because of global warming (r. 95-96). More and more customers are asking for organic or biodynamic wines. This is one way to differentiate (r. 118-119).
Wine Launch: Communication is key even if people know the wines and they are good but they need to communicate to customers, suppliers and abroad (r. 167-169).
Cipolla Market Entry:
Challenges: It is difficult with 2 hectares you have not so much money to spend on marketing. It is also difficult in terms of supply (r. 46-47). Competition is very hard (r. 121-122). He is focusing on something not so different from what others do. Difficult to give different message (r. 153-154). Most people underline terroire and authenticity (r. 156-157).
Segment: Your wine maker is clearly focusing on the terroire (r. 54-55). He is focusing on premium wine maybe even more on ultra premium (r. 58-59). Your wine maker is between super premium and ultra premium. The main difference with ultra premium wine is not only the price but also the fact that you focus on extremely small quantities coming from extremely small plots. Yields are extremely important (how many kilos of grapes you have per square meter). If you want to do outstanding wine you have to limit the yields (r. 69-75). His reputation is not extremely strong (r. 129).
Touchpoints which touchpoint to choose also has something to do with how much time you want to invest (r. 137-138). Face to Fact is important, without it nobody will buy the wines (r. 197). Before he goes he has to be sure what the message is that he drives. People like portfolios with videos, photos (r. 201-204). Important to know exactly in which segment am I, which type of consumer am I focusing on before contacting somebody (r. 221-222). Compare all prices - where are you located (r. 231). Consumers tend to see price as one indication about quality (r. 237).
Suppliers: : Go to swiss german part, find suppliers that are ready to welcome him, taste wines and sell them (r. 122-123). If you don't have money to spend on marketing it is important to have connections with the supplier (r. 126-127). Main idea (r. 141).
Wine Fairs: Go to wine fairs to have an idea of the market and to know what types of wines they want (r. 132-133).
Hotels/Restaurants: Having contact with Hotels is great. However, they normally choose and invite winemakers to come for a tasting because otherwise they would have too many people. Three start restaurants are probably to difficult to convince rather focus on better restaurants (r. 223-224).
Communication is key. If they would be recognized by top sommeliers, top wine critics communication is no longer so vital. Until then they need to have contact in the food and hospitality industry, to meet top sommeliers, top restaurants, or wine critiques and then those people will communicate for them (r. 179-181).
Wine Selection: Heida, Pinot Noir, Syrah are most interesting. Focus as much as possible on indigenous grapes or native grapes (r. 145- 147).
Opportunity: Being biodynamic or organic (r. 157-158). If you want to find new markets you have to produce something different than your neighbor (r. 185-186).
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Premium Wine:
Segmentation: Wine segmentation basic, basic premium, premium, ultra premium, icon (r. 50-52).
Definition: Premium wine could be a wine that focuses on the terroire (r. 52-53). The terroire is extremely important when you focus on quality. The terroire is a mix of the soil, the slope, variety and climate (r. 55-57).
Recognitions / Awards: Holy grail is to be published by Robert Parker. James Suckling is also very influential. Most influential wine critics are American or English. To be well known in the Swiss German market focus on 1-2 influential people (r. 188-193).