Chine : les consommateurs peu réceptifs aux bouteilles et étiquettes originales La dernière étude réalisée par Ubifrance et le groupe OI (Owens-Illinois, premier fabriquant mondial de bouteille en verre), s’est penchée sur les critères de choix lors de l’achat de vin en bouteille sur le marché chinois. D’après les consommateurs et revendeurs, le critère le plus important est l’origine (et donc la notoriété) du vin, qui est notamment favorable aux vins de Bordeaux. En effet, ceux ci représentent 75 % des exportations françaises de vins tranquilles sur le sol chinois, pour une valeur de 538 millions d’euros en 2012 (+0,86% par rapport à 2011). Le deuxième critère est le prix, pour 84 % des importateurs. Il apparaît donc primordial avant d’envisager l’export en Chine de soigner la présentation des bouteilles et des étiquette, afin de correspondre à ces attentes du marché chinois. [ Sources : Ubifrance et le groupe OI; Photo : Vitrine d'un distributeur chinois; Crédit : Grapewallofchina.com] Découvrez les consultants spécialisés sur le marché chinois
Are wine critics fooling us into buying pricier bottles? In Roald Dahl’s 1951 short story Taste, stockbroker Mike Schofield challenges his dinner guest, a wine snob named Richard Pratt, to a high-stakes bet. If Pratt can guess which wine is being served, Schofield will offer Pratt his beautiful young daughter’s hand in marriage. If Pratt is stumped, he forfeits his two houses to Schofield. The host grows agitated as Pratt sniffs and ponders and eventually comes up with the correct vintage and name of the obscure vineyard. AFP/Getty ImagesExperiments have shown that most people simply cannot tell the difference between a cheap wine and an expensive one. Pratt had seen the label, in other words. “There’s almost nowhere where the bulls–t goes deeper than in the wine world,” says Robin Goldstein, a U.S. All of this questioning may be especially relevant at a time of year when Canadians are flocking to wine regions by the car- and busload, helping to fuel a trend toward buying more and more expensive wine. But are we wasting our money?
La déco de vos vacances 4/4 : les architectes du vin Chais du Cos d'Estournel, conçus en 2008 par Jean Michel Wilmotte. © Wilmotte & Associés SA. - Pascal Tournaire Dans la chronique audio ci-dessus, vous allez découvrir comment l'architecture a été utilisée dès la fin du XVIIIe siècle pour promouvoir le vin. A l'époque, cela ne s'appelait pas un " outil marketing " et pourtant c'était bien ça ! Donner au vin le charisme d'un bâtiment luxueux, dans le style " tendance " de l'époque, le plus " moderne " possible. Le château néoclassique devient alors LE bâtiment emblématique, celui qui était capable à la fois de faire rêver les clients, et d'octroyer au vin une image prestigieuse. Très vite, le château fait alors partie intégrante du vin, et on le retrouve sur l'étiquette... Le château figure désormais toujours sur l'étiquette... © Olivia Ferrandi. Le style droit, à tourelles, en pierres blanches et tuiles grises, c'est un peu austère, mais cela donne une image sérieuse du domaine viticole. Les pagodes du Cos d'Estournel. © Cos d'Estournel
vincentpetre : When #architecture highlights... Grape Moments: 6 top tips for Wine Social Media marketing | Paradise Rescued Give careful consideration to your Social Media marketing strategy Last week, we wrote about the advantages we see in using Social Media Marketing and why it is a central part of our Marketing plan. Thank you to everyone who commented back and shared the blog on their media. We don’t usually like to write long blogs so we ran out of space to write about what have been our important learnings from a couple of years steady work in Social media. So here is our 6 “top tips” for Wine social media marketing:- 1. This item is number 1 because it is THE number one item to be considered. We cannot stress enough the importance of knowing what you want your business / market to look like and where / how social media will help you achieve that. how much time and the frequency you are going to investwhat social media tools you are going to usehow you are going to use each toolwhat are your marketing objectives from using social media 2. 3. 4. 5. And if something isn’t working, change it. 6.
Champagne shipments fall by 14m bottles While the region shipped almost 323m bottles in 2011, the sum last year was just short of 309m at 308,760,388 bottles. In percentage terms, growers suffered the greatest decline, falling 5.3% in volume, compared to a 4.2% drop for the houses and a 3.5% decline for the cooperatives during the course of last year. Speaking to the drinks business yesterday, Andrew Hawes, managing director at Bollinger’s UK importer Mentzendorff, confirmed that current trading conditions had hit growers the hardest. “Growers have been the most affected category, because during the Champagne boom they increasingly commercialized their own wine, but in the flight to reassurance they have really suffered… the Champagne market is driven by brands,” he said. Looking at the volume figures in more detail – although exports by individual country have yet to be released – the European Union has seen the greatest drop, falling 7.1% over the last 12 months, from 82.3m bottles in 2011 to 76.4m in 2012.
TOP 50 MOST POWERFUL WOMEN IN WINE: 20 – 11 From expert food and wine matcher Fiona Beckett of the Guardian, to the doyenne of newspaper wine writing Jane MacQuitty of The Times, via the investigative Elin McCoy of Bloomberg, the insightful Victoria Moore (pictured) of The Daily Telegraph, and the engaging Lettie Teague of The Wall Street Journal: newspaper wine coverage may be shrinking, but this quintet still holds a considerable amount of power over consumer wine purchases via their weekly columns, which, more often than not, feature a clutch of wine recommendations for a variety of occasions, be it Bonfire Night winter warmers or Christmas Day crackers. A recommendation from one of these five can, and often does, lead to a wine selling out the same day, making them pivotal players in educating consumers about lesser-known grapes, or previously derided categories such as Sherry and Beaujolais. The former chief executive of Veuve Clicquot is now at the helm of family-owned EPI’s Charles Heidsieck and Piper-Heidsieck Champagne.
Umbria is for #winelovers – Our first anniversary celebration on Valentine’s day! "#Valentines day is #winelover’s day! Ok… give us a second…how to start: WOW! The event that comes up on Valentines day 2013 will be a truly special one… so, it would be a real pleasure for us to host many friends of our international #winelover’s community. Our community is growing really fast. Our dream is to expand this group to any #winelover of the planet. Basilica di S Valentino We would like also to use this opportunity to say a big thanks to the people of Umbria and, of course, to the city of Terni where Saint Valentine is buried, as well. We understand that many of us are busy with so many wine events happening, specially, at the first part of the year. This year there will be many opportunities for new people to join the #winelover’s community… but then again, if you can find a couple of days on your schedule, please come and join us for this big celebration of wine, love and life. I hope to see you all in Umbria for Valentine's day! Cheers,Luiz Alberto, #winelover