InvestigationFor the winegrower, as for all parties involved, a distinction means increased sales. Hence the temptation to increase the number of competitions. But there is a great risk of trivializing the rewards and losing credibility.
On her computer, in the office of the family estate, Laurence Brocard looks for the Excel file that replaced, twenty years ago, her stepfather’s cardboard filing cabinet. And finally, find the list which lists the competitions and guides to which the Jean-Marc Brocard estate sends wine samples each year.
“Concours Général Agricole de Paris, Concours des vins de Mâcon, Contest des vins de Chablis, Chardonnay du monde, Féminalise, Challenge vintage bio as well as all international organic wine competitions, she shouts. But also the selections of the Guide Hachette, the Decanter Magazine, the Decanter World Wine Award, She at Table, Gilbert & Gaillard, the International Wine Challenge, the Pleasure Prize selection of Bettane et Desseauve, the Wine Enthusiast, the Sommelier Wine Awards, the Wine Spectator, the Vinous guide… That’s a lot, isn’t it? ”
On average, the estate located in Chablis presents five vintages per competition. From petit-chablis to chablis-grand-cru, all the ranges of the house. A significant financial and human investment, but one that can pay off big. In the world of competitions and medals, almost everyone is a winner: winegrowers, event organizers, supermarkets, consumers in a hurry. Lovers of good wines? Not necessarily.
A lighthouse in the night for the customer
Most often displayed as a self-adhesive badge, the medal catches the eye on the shelves. For the customer confused by the plethora of choices, it acts as a beacon in the night. In a small city center supermarket, where customers spend little time shopping, “A medal helps guide them to choose quickly, like an organic label, explains Marc Costes, wine manager for the Franprix brand. It is a guarantee that we are not mistaken when we take this wine on the shelf. ” To illustrate the impact, he puts forward a figure that speaks volumes: “Recently, a wine that we refer to was awarded in a competition. Just by adding the medal on the bottle, sales volumes have increased by 30%! “
“The medals work especially when there are no sellers, so in supermarkets. ”Emmanuelle Rouzet, consultant and trainer in wine marketing
During an operation like the wine fair, it is impossible for him to miss out on such an asset. The medal-winning bottles represent 35% of its assortment during this period and cover 45% of the event’s turnover. And it works. “From the first week of the launch, I have three medal-winning references who have positioned themselves in the top 5 of the best-selling vintages ”, he continues.
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