Adapting to market changes
Les vignerons catalans
Context
- A consortium of winegrowers founded in 1964, based in Perpignan in South-East France
- A vineyard located between the Mediterranean and the mountains, subject to the vagaries of the weather (lots of sunshine, wind, low rainfall)
- Production based on “vin doux naturels” (fortified wines) that no longer meet market demand
Issue to be resolved
- An ageing model that needed to be renewed and updated
- Adaptation of the winemaking and ageing methods to create a new range in line with market demand
Challenges
- Manage vineyard production and adapt winemaking facilities to requirements
- Creation of a range that will appeal to a new generation of consumers both in France and on the export market
Solutions
- Vineyard mapping, winery and technical facilities audit
- Optimization of harvest dates
- Creation of a much more modern range suited to the tastes of the target markets.
Indicators of success
- Growth of sales in France and on the export market
- National and international press recognition
- Selected as a “Coup de cœur” (top pick) in the Hachette Guide
- Improvement of the group’s image and its capacity to adapt
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