Promotion

In general, promotion activities could be shared between the vineyard and the importer.

The importer will usually promote one wine through his distribution network, while the vineyard could do both B2B and B2C advertising, through promoting wines to local importers by different ways, and/or attending trade fairs and/or advertise and/or newspapers and/or use online strategies…

promotions

__________________________________________________________________________

B2B PROMOTION

First of all, we need to promote our wine to local importers. This could be done using different ways:

  • Attending trade fairs (explained below)

  • Use French consulting agencies specialized in wine exports such as Ubifrance or Sud de France or SOPEXA, to have privileged relations with most effective importers

  • Purchase or find free Finnish importers lists (including various informations such as contacts, previous turnover, partners…) and contact them directly.

  • Maintain afterwards good relationships with local importers, knowing how to reward them

Another interesting solution is also to promote directly or indirectly the product to restaurants-hotels-bars:

  • The importer will have a direct relationship with these stakeholders and could emphasize the main features & qualities of the wine.
  • The vineyard could also promote his wine offering different items such as glasses & buckets to restaurants.
  • The wine-producer could also organize trainings for waiters or to the opposite, invite restaurant owner and employees to visit the vineyard. The first option is less expensive and could be very appreciated.

__________________________________________________________________________

B2C PROMOTION

We have seen that our target is the Wine for Pleasure segment. This target keep up with wines news reading specialized newspapers and websites-blogs.

Promotions in specialized magazines

Most Finnish newspapers published at a rate at least weekly articles on wines, in which they give their opinions and recommendations for use . If they have an effect on the consumption of wine at the time of launch, this is ephemeral. Finns who read journals (” Viini “, ” Gloria ” or other gastronomic newspapers) are connoisseurs who have a marginal share in sales volume. But again, our objectives are clearly not the volume for the volume but more the value of the product and the international recognition.

In this sense, we think that articles about French wines in general with some focus on Beaujolais and some good vineyards could be greatful for the domaine Château Baron de la Voile. Other interesting articles are those about gastronomic restaurants in Helsinki in which the Beaujolais-Villages could be mixed with dishes. Thus, Finnish readers will be aware that in this restaurant, they can taste very good Beaujolais red wine.

Attending Trade Fair (B2C & B2B promotion)

The other solution is to promote wine to participate in a trade fair . This solution is by far the most effective. VIINIEXPO, organized annually by the Finnish Fair Corporation Oy Helsinki Viinilehti, main consumer magazine Wine in Finland , is the largest exhibition devoted to wines and spirits in the Nordic area. VIINIEXPO presents the most recent national and foreign wines and spirits on the Finnish market. This event helps to make room for new producers looking for agents or importers or referencing to the monopoly Alko . It also allows to continue to communicate on the French wine, which should be seen as a quality product that may accompany the local cuisine. The best vectors of this message are the Finnish sommeliers, hotel schools and specialized media , along with some national newspapers are annually echo of this event and play a very important role in shaping local habits.

There are also two well-known annual fairs, both open to the general public: Viini Jyväskylä event dedicated to wine and winemaking items organized by province and Wine Food and Good Living, dedicated to wine and tableware.

Attending special events in restaurants

Try to organize private evenings in famous restaurants could be a great occasion to promote wines. By private evenings, we were thinking about special dinners around Beaujolais wines with a special menu for the occasion. These types of events are quite rare but could be a perfect occasion to advertise his wines to selected and acknowledged Finnish consumers.

Use online strategies

  • Powerful Website with

    • Effective SEO strategy (Search Engine Optimization)

    • Great design

    • Relevant and innovative content

  • Optimize SMO strategy (Social Media Optimization)

    • Special contents for different social media

    • Special offers

    • Use SMO to have closer relationships with customers and create brand awareness, recognition & loyalty

__________________________________________________________________________

Leave a comment