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Consultancy Services |
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The core business of CWI is
to define wines for the UK and other expanding wine
markets.
All services are tailor-made to individual client’s
needs.
This may involve: |
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WINE
PRODUCTION
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1. Managing winemaking
projects that may include the services of one or more
on-site contract winemakers, usually during the vintage
period. Producers usually wish to change working practices
and wine styles to meet the needs of export markets.
This can involve redefining existing ranges or building
new brands. CWI remains involved with all project winemaking
on this scale throughout the year, working as a team
with the client’s technical management. |
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| Example: For 9 years CWI has
recruited and supervised an expert vintage winemaking
team for a major Loire Valley producer/negociant
with strong export sales in the UK and Europe. CWI’s
management of each year’s production works
in direct support of the company’s sales and
marketing function. This year has seen increased
collaboration launching a successful new brand of
classic AOC wines. |
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2. Defining and blending
product ranges to measured quality scales. |
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| Example: A major, well-established
South American winery was requested by its UK importer
to produce a new branded wine for a different market
sector to widen its appeal beyond its devoted core
clientele. This wine has now been successfully launched
in the UK, in several other European countries and
even on its home market. |
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3. Pre-assessment of a
production centre’s suitability for quality audit,
with recommendations to improve or correct problem areas. |
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| Fact: CWI does this for any producers
who are taken on as clients if they do not already
have HACCP/ISO procedures in place and, sometimes,
even if they do to ensure that their procedures
will meet BRC standards. |
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WINE SELECTION AND SOURCING
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4. Sourcing or pre-selection
of product ranges for UK retail distribution. |
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Example: CWI pre-selected the
wine range and advised/trained the buyer, quality
assurance department and logistics department, of
a major UK supermarket group for several years.
During this time wine sales increased from under
0.5% to nearly 4% of the UK market, and average
price per bottle increased by
nearly £2.00. |
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5. Sourcing and selection
for UK on-trade/horeca distribution |
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| Example: Working
with a major UK hotel group to revise and update
restaurant, banqueting and bar wine lists, and to
build and implement a direct sourcing and shipping
programme for a range of house wines. |
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SALES AND MARKETING
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6. Research and preparation of a Market
Report relating to a client’s production. The accompanying
tasting through a client’s range may be a one-off
exercise or may be a first step to further joint action. |
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Example of a one-off exercise: The
UK importer of a well-known Spanish producer commissioned
an objective tasting of his supplier’s full
range in comparison with their major competitors,
together with a market report on how the wines were
and should be positioned. Subsequent discussions
with the supplier, and action on their part, have
led to an uplift in sales by over 60% in under two
years.
Example of an assessment leading to longer term
action: A one-off report was commissioned by a central
European country’s wine marketing board on
why they were not succeeding on the UK market and
what they would have to do once in the EU in order
to compete. A visit and one-off report was completed.
Many of the recommended changes to the larger wineries
visited involved their working methods. Seasonal
winemakers and a series of visits throughout the
following two years were commissioned by some of
the wineries visited. The wines are now beginning
to see increased success on export markets. |
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7. Brand building and contributing
to the implementation of an existing Marketing Plan, by
advising and assisting on the appointment of label designers,
consumer researchers, importers or distributors, and the
many details of the Launch Process. This usually applies
where CWI is involved either in the production or selection
of the wines. |
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| Example: CWI are
running a winemaking project resulting in the creation
from scratch of a new wine range for a state-of-the-art
Russian-owned Eastern European winery which has
appointed a UK agent. The Marketing Plan was being
drawn up when CWI became part of the team mapping
out the steps to the launch. |
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8. Brand creation and all aspects of
label design through Amphora
Design. |
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| N.B.
We do not automatically advise all our clients
to use Amphora. This recommendation comes only
where we genuinely believe that it will be helpful.
We will work with any appointed label designer
to help our clients define the briefs to the designer
and write any necessary text including back labels. |
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9. Marketing-related
services, such as translations into English from French
and Spanish.
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| CWI regularly translates
the marketing and technical communications of a
Champagne house. |
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CORPORATE INVESTMENT AND GOVERNMENT INITIATIVES
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10. Participation in
assessments of winery properties being prepared for offer
or investment. |
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| Example: On-site
assessment of vineyards and wine premises in Bulgaria
for the EBRD (European Bank of Reconstruction and
Development), reporting to lead investment bank
on the condition, value and viability of all assets. |
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11. Assisting with the
implementation of government initiatives which impact
on the international wine industry, originating from agencies
and non-governmental organisations. |
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| Example:
A client of the EU Mediterranean Aid project, required
advice on the marketing measures required to build
wine sales in western Europe. |
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12. Working with UK
and European trade bodies on wine industry initiatives. |
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| Example:
European and UK official trade bodies, working as
a committee, commissioned the writing of a complete
traceability procedure, following grapes from vine
plot to final bottle. This has now gone forward
to the OIV and EU. |
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EXPERT WITNESS
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13. Providing professional
wine advice to the legal profession. |
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ON-SITE
FACILITIES FOR HIRE - Read
more |
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14. |
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Wine tasting room and
meeting/lunch room
Wine laboratory
Trade Research Library – both books and magazines
CWI has a large and well-lit tasting room, as
well as a meeting/lunch room, which can be hired.
A small adjoining laboratory is equipped to basic
analysis.
Located within an hour of both Heathrow and Gatwick
airports, and also within easy reach of Central
London, read
more – How to find us, this may
be an ideal venue for holding impromptu tastings
with clients and associates in transit. The use
of these facilities can of course be tailor-made,
assisted by a Master
of Wine, if required.
Example: UK distributor, located
in the North of England, used CWI facilities for
a convenient rendezvous to show new samples and
hold a lunch meeting with clients flying through
London.
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