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Cellarworld International Ltd, Yew Cottage, Dye House Road, Thursley, Surrey GU8 6QA Tel: +44 (0) 1252 703857
Example: For 9 years CWI recruited and supervised an expert vintage winemaking team for a major Loire Valley producer/negociant with strong export sales in the UK and Europe. Fifteen years on, CWI continues to work with the management in support of the company’s sales and marketing function to optimise their best export blends. This year continues to see increasing sales of these products.
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 was subsequently successfully launched in the UK, in many other countries and even on its home market.
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.
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
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.
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.
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.
CWI translates the marketing and technical communications of a Champagne house.
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.
Example: A client of the EU Mediterranean Aid project, required advice on the marketing measures required to build wine sales in western Europe.
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.
4. Assessment and comment on wine styles from an international point of view.
Example: Angela Muir was invited to attend the premier quality wine tasting event in Croatia to assess and comment on the current styles of their unique red grape type: Plavac Mali, to a group of major producers.