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| Tuesday, April 06, 2010 | 15:42 |
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Company News
Prowein: The Bordeaux based company RCR Vignobles et Châteaux reveal and launch the Company’s new commercial and brand strategy
(Drinks Media Wire). The Bordeaux based company RCR Vignobles et Chäteaux, lead by the company President Jean-Christophe Raymond, used the opportunity afforded by Prowein to reveal and launch the Company’s new commercial and brand strategy. This strategy, which has been adopted by the entire group has lead to the completely rebranding and commercialisation of all of the 23 properties and châteaux in the Bordeaux region.
At the press conférence at Prowein and subsequently during the meetings that took place on the stand, Jean-Pierre Testard, RCR’s développement director (accompanied by Bertrand Plessis of Linea Design and by Christine Mevellec of Sparflex) emphasized the two key elements that have lead to a complete consumer focused strategy .
Firstly, to develop premium and attractive labels that not only« add value » through the high quality of the packaging and presentation in order to give more to consumers but reinforce the quality of wines that are now produced by the group; and secondly, to provide simple yet clear signals to help consumers choose between the multitude of Bordeaux wines present in the market.
These two key elements are a direct response to the clear and consistent consumers requests that came out of the researches carried out by Sparflex*. These researches were conducted in France, United Kingdom, Benelux, Russia and more recently in the USA.
The overwhelmingly positive feedback from consumers, buyers and the press to the new packaging and the new commercial approach was reinforced by the many influential members of the wine industry who who attended Prowein.
http://www.rcrgroup.fr/
On RCR Vignobles&Châteaux
RCR Group was founded in 1962. Today the group own 23 châteaux representing 552 hectare of vineyards divided between the appellations of appellations Bergerac (bio), Bordeaux, Bordeaux Supérieur, Bordeaux Blanc, Côtes de Castillon and Côtes de Bourg, Montagne Saint-Emilion, Saint-Georges, Saint-Emilion Grand Cru, Médoc, Saint-Estèphe and Margaux.
Since 2009 RCR Group has started to sell directly and exclusively from the 23 chateaux through its sister company RCR Vignobles & Châteaux with its own sales force for France and international export markets.
* Sparflex research
In order to support their clients’s marketing plans, Sparflex carries out extensive and detailed consumers research into buying behaviour. This was carried out in conjunction with the IRI specifically on « The role of packaging in consumer buying decisions ».
After France, The United Kingdom, and Russia, the latest reasearch (2009) was carried out in the USA in Florida and Pennsylvania. (Reports available upon request).
http://www.sparflex.com/
Contact
| Name: Jean-Pierre Testard |
| E-mail: jp.testard@rcrgroup.fr |
| Web: http://www.rcrgroup.fr/ |
| Company: RCR Group |
| Address: - Bordeaux |
| Country: FRANCE |
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