Ciudad Real, may 07-09 2019

Ciudad Real, may 07-09 2019





Charlotte Hey: "Labeling is one of the most important aspects in the promotion of wine"

She has participated in the lecture "Packaging. Tendencies and developments in search of new categories of wine on the market" along with the Manager of Bodegas Elosegi, Mikel Elosegi

06.05.2009 | 

The Director of the British Magazine specialized in wine The Drink Business, Charlotte Hey, has participated in the round table "Marketing of Wine III. The tool towards excellence in commercialization", during which she has covered the subject of "packaging, tendencies and developments in search of new categories of wine on the market" along with the Manager of Bodegas Elosegi, Mikel Elosegi.

Charlotte Hey has first made an introduction of the situation of the British market, in which she has highlighted that "80% of wine sales take place in the "off-trade" sector". She has also informed that in the year 2008 sales of red wine have dropped in 2.1% and in 1.2% in the case of white wine. However, rosé wine has increased in 17%.

She has also pointed out that the large retail chains tend to have about 600 lines of wine; promotions dominate in the supermarkets and the location that is most successful is right at the end of the lane, "gondola end".

She has put forward the considerations to be taken into account in that pertaining to packaging, which are mainly based on the economic situation; what the consumer sees and how to obtain the sale. In this sense, she has commented that "after the price, the design of the bottle is what influences the most in the purchase of wine". "Packaging is one of the most important aspects in the promotion of wine", she added.

The British director has also asserted that "the information that is given is a key factor in the label and back label". She also stressed that "a product's packaging must easily communicate the wine's key points".

Current tendencies are fundamentally focused on use of lightweight glass, although there is also room for Tetra pak, also denominated "French Rabbit" and for cans.

She has also finally talked about authenticity, "aspect that is acquiring more strength on the market". She likewise emphasized that we must aim for the feminine market, exploiting feminine symbology in the labeling, as "70% of purchasers in British supermarkets are women".

On his part, the Manager of Bodegas Elosegi, family-run company founded in 1883, has focused on the trajectory of the winery, activity of which consists in packaging and commercializing wine in glass, PET, bag-in-box and can.

According to Elosegi, 91% of table wine sales correspond to bag-in-box and PET, while 9% corresponds to glass. However, 98% of sales of denomination of origin wines correspond to glass bottles and 2% to cans.

In the year 1990 they launched the five-liter bag-in-box and according to the manager "it was a failure because the market was not ready". In 1992 they brought out the 20-liter bag-in-box for a very specific product, "Kalimotxo" (combination of wine and Coca-Cola), "with which we had more success".

Increases in sales in variety were greater as of the year 2000, reaching an annual 10% and still currently continuing with this tendency. Elosegi has commented that the PET, 2 and 5-liter package, is now stabilized on the market. In the year 2007 they started to commercialize Bordeaux denomination of origin wine in 250 ml cans.

In conclusion he enumerated the advantages and inconveniences of the new packages. With regards to sales, he underlined that these new packages represent increased convenience, better conservation, transport, competitive price, new markets and new consumers and a change in the image of the product and of the company. In comparison, he also emphasized that there are indeed inconveniences, which from amongst those explained the limitation of different types of wines is to be mentioned, along with production and economic problems.