Early Bird Ends
November 28, 2019
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The French proverb, “La vie est trop courte pour boire du mauvais vin” (Life is too short to drink bad wine) adequately displays France’s love for wine. France is one of the largest producers of wine globally. Due to the country’s climatic factors and land productivity, wine production in France reaches up to 7 to 8 billion bottles of wine annually. That is why France is considered to be one of the most prominent wine-producing regions in terms of volume as well as a dollar value.
In France, people can get their hands on a bottle of wine in a French supérette (supermarket), cavistes (wine shops) and even épiceries (grocery stores). The supermarket chains have an aisle of wine shelves which are always stacked with endless options for a wine lover to pick from.
"...Research now shows that there can be too much choice; when there is, consumers are less likely to buy anything at all, and if they do buy, they are less satisfied with their selection," said Barry Schwartz in the Harvard Business Review. So, it is very important for a supermarket or a wine store to know their customers and to select wines for them accordingly.
Since captivating the customers should be the top most priority of any supermarket or a wine shop, here are some points to keep in mind while buying wholesale vin for your shelves.
The first interaction of the brand with the customer is through the label. An attractive label plays a major role in appealing the customer to pick up the bottle and think of making a purchase. According to CF Napa, 80% of a wine purchase is done because of an attractive label. The customers’ demographics play an important role in understanding what wines to buy for your supermarkets or wine stores. Wine stores in China will attract different customers in comparison to the wine stores in France, and they will be attracted to a different kind of packaging. If you have a young customer base, pick wines with bright, and modern design. Knowing your customers is the key to trigger more sales.
The Label must also include the following:
The name of the Winery.
Vintage - the year when the wine is produced.
The Appellation of controlled origin (AOC) is the Controlled Designation of Origin. Terroir is the first step of quality check that comes to the mind of the buyer while purchasing a bottle of wine. Terroir is usually mentioned on the label of the bottle and it generally defines the individuality & character of the place expressed in a particular wine.
IGP (Indication géographique protégée), is the Protected Geographical Indication. IGP was previously known as “Vin de pays" which means country wine. IGP is a quality category of French wine which is produced on a territory which guarantees the quality, reputation, and other distinct characters. IGP is ranged between VDT (Vin de Table), which is the table wine and the AOC.
Vin de France or Wine of France comprises of the French wines that are made from the mixture of grapes grown anywhere in the country. The label might include the Vintage and the grape variety as it is optional. These wines give the customers good value for money as they are tasty as well as budget-friendly.
Again, know your customers, know the demographics, and look for the wine that suits them accordingly. Recognize the wines that sell more and buy more of them. After you identify the price range that sells best with your customers, try to provide more wines within that price range. For instance, in the US, many retailers said that their price hot spot for wine is $9.99 per bottle. Analyze the data to find the suitable price hot spot and buy the bottles of wine accordingly.
If you are buying expensive wine for the shelves, look for the labels that include some particular key phrases as they are indicators of a good bottle. “Grand Cru” is the region’s highest quality vineyard. “Grand Vin” is the title presented by the wineries to their best bottles. “Premier Cru” is one step below “Grand Cru,” but it is also the top area. “Grand Cru Classé” is the highest amongst all. It is given to the best winemaking property.
The times are changing and the corks are being replaced by the screwcaps. Screwtops is a more preferable option for the wines that need to age because it protects the wine from oxidation better than a cork does. Also, the wines sometimes get affected by TCA ‘Cork’ Taint. Thus, the winemakers have started using screwtops instead of corks.
Stephen Cronk, the owner of Mirabeau vineyards in the South of France says that “The culture of the cork is nice, pulling the cork out and making that pop is what makes peoples' juices flow. But if you have an €8 bottle of wine in front of you and one was in a screw cap and one was corked, I’d definitely choose the screwcap”
He further said that the reason screwcaps are more preferable than the cork because it keeps white wine fresher for a longer period of time and prevents the bottle from being fouled by bacteria in the cork.
Identifying your customer base & understanding their mindset is key. Prioritize their comfort and ease by stacking your wine at an eye-level shelf space and displays. Keep a cold box for products that sell best, rather than the products that your distributors want to push. Give them a simple yet satisfactory experience and they are sure to return.