La Carte de Vins: Vintage

Shackleton

ENTRY INFORMATION

Category: Retail/Direct Sales
Country where program ran: Spain
Date program started/ended: 6th September - 10th December 2007

Product Description: La Carte des Vins (LCDV) is a chain of neighborhood wine shops in Spain, France, and Switzerland. Each store offers 400 types of wine and customers are assisted by sommeliers that carry out a PERSONALIZED CONSULTATION for each client.

Advertiser/Client Name: La Carte des Vins
Media Channels: Insert
Other
Website: www.judgingishard.com/echo/vintage

STRATEGY

Marketplace Challenge:

Retail wine sales in Spain are dominated by large supermarkets and department stores (Carrefour, El Corte Inglés, etc.) in addition to ten or so chains of specialty shops. For these chains, and La Carte des Vins in particular, the challenge is to ADD VALUE to products identical to ones anyone can find in supermarkets and also to make shopping in specialized shops not something saved for special occasions (celebrations) by for any day. It's all about 'popularizing the values of wine, without sacrificing the quality of the process.'