Davos, Wine and Globalization

(More wine news on www.vitabella.fr). Davos Forum had just begun and a beautiful tasting of wines from Château d'Yquem and château Cheval Blanc was proposed to some delegates heading to the World Economic Forum. Located in an airport hotel in Zurich, this wine tasting started with a Krug Champagne (also part, like the 2 other wines, of the successful French Luxury group Louis Vuitton Moet Hennessy). Globalisation has made this kind of events very important. To be seen where the world meets became extremely important for luxury wines.
Placing fine wines during an evening like this particular one is key to create intimacy between brands and people. In fact, for those invited people, talking about politics, finance or strategic management is their day-to-day business. Doing the same while having a glass of expensive wine and making great connections is a "social thing".Being served old vintages becomes a privilege. Expect those participants during the next days to talk about their experience of having a 1959 Château d'Yquem to delegates from India, China or Brazil. There is nothing better than a great ambassador of your brand talking to the world about how great is your wine, isn't it?
These invited people may not be the super-rich but they have top level responsibilities, travel a lot, talk to top level management and politics and spend some times in restaurants. They are influent and therefore luxury wine estates should make sure they know about their brands. But serving wine was not sufficient during that night,
people were expecting more. For this specific community gathering at Davos, all is about knowledge. In fact, Davos Forum is about sharing knowledge. So these people who are leaders
themselves, or who are used to listen to and talk to leaders, expected a famous wine expert to make the show. On that night, Jancis Robinson provided key information and gave explanations.
So next time you have dinner with someone returning from Davos, don't forget to read first about Krug, Cheval Blanc or Yquem. Otherwise you may feel at least a little embarassed or, even worse, end up excluded from his/her Facebook community ("No, you are not my friend")... Marketing is everything. Dom Perignon applied the same strategy for a long time and showed how successful it might be. Now millions of Dom Perignon bottles are sold all over the world. Dom Perignon...a Louis Vuitton Moet Hennessy's brand. (More wine news on www.vitabella.fr).


TESCO brings innovation on Wine shelves

(More wine news on www.vitabella.fr). Things change rapidly at TESCO which announced the best christmas sales in 3 years.After having outperformed market expectations with a 4.9 per cent increase in UK like-for-like sales during the six weeks to January 9, Tesco demonstrates its ambitious strategy. Its ‘Finest’ range proved a big hit with shoppers and sales of champagne were up 35% on last year. Although its rivals Waitrose and Sainsbury also released strong sales for the Christmas season, Tesco is certainly back on track.
The world's fourth-biggest retailer keeps on innovating in its wine department and made two announcements in January in order to differentiate itself from a tough competition: a new iPhone application and a light glass wine-bottle.
If you have an iPhone, Tesco brings you more information about your favourite wine in a click. In fact, the UK grocer proposes a free iPhone application that enables shoppers to take a picture of a bottle and get tasting notes and other information about the wine. Limited to 1,000 bottles of the "Tesco Wine By the Case" selection, this new application delivers a great value to customers. Why? Because shoppers now want to know more about wine and specifically about the wine they may select.Moreover they are confused when looking at an impressive range of wine with all sorts of labels. Finally they are disappointed by the often poor information written on back-labels. A really great customer-value driven move.
The UK's biggest grocer also recently launched the lightest glass wine bottle available in the UK on its own-label ranges. A 300g bottle that will reduce the supermarket's glass usage but also significantly reduce carbon emissions on wines brought into stores.It may sound a bit weird to "old world" winemakers but things change and environmental-friendly behaviours will certainly bring an increasing number of customers to consider this offer.Moreover, not only Tesco gives consumers a new choice with this bottle but also sends a clear signal to winemakers that a carbon emission reducing approach is not limited to the production of an "enviromental-friendly wine" but is also related to the way it is packaged and delivered.
Tesco brings innovation on the wine shelves. Overall the company leads the change in UK and some big international players have an eye on it.Carrefour has just announced it has recruited former Tesco executive James McCann to head its French operations...(More wine news on www.vitabella.fr).