Black and Blue: When Martin met OlivierPlaying on the side of the scrum, Olivier had what Wikipedia describes as a ‘barnstorming’ game. Wrong. Barn flattening more like it. That day, and indeed throughout his career Magne had it all.The Moodie BlogFRANCE. French wine company Peuch & Besse (www.Peuch-besse.com) made a strong duty free exhibition debut at the TFWA Asia Pacific show in Singapore last month, unveiling a range of travel retail exclusive wines and a highly innovative digital media concept.
Peuch & Besse is offering a series of upscale wines from different French winemakers under the theme ‘un vin, un vigneron’ or ’one wine, one winemaker’.
Company executives Sylvain Combe and Olivier Magne (the latter a former French rugby international) were on the stand in Singapore alongside winemaker Isabelle Gec-Peuch (creator of Chateau Gravet-Renaissance, a Grand Cru Saint-Émilion).
The company already enjoys a significant presence in travel retail (it works with Aelia, Nuance, Belgian Sky Shops, Saresco Afrique and Aer Rianta International, for example), particularly at Toulouse-Blagnac Airport where Chateau Gravet-Renaissance is number one, but it is steadily making gains elsewhere too.
In Singapore, Magne and Sylvain explained the company’s innovative approach to consumer technology.
Chateau Gravet-Renaissance comes to life on the iPhoneThis allows browsing consumers to simply scan the bottle’s QR code via various Smartphone applications (there are numerous downloadable QR and barcode reading apps such as I-Nigma)) and link through to information on the wines and some beautifully shot video footage of the ten wineries and interviews with the individual winemakers.
(Above and below): Marrying old world wine and new-age technology:
“Each of the winemakers has made a video for us and the quality is very nice. Usually with wines you cannot identify the winemaker behind the story,” Magne said. “Whereas we wanted to keep the [association between] ten wines and their winemakers very close.”
“It’s an authentic story,” added Combe. “We think it’s very important to give an authentic story to the customer.”
(Left to right) Olivier Magne, Sylvain Combe and Isabelle Gec-Peuch discuss wine (and a little rugby) with The Moodie Report Founder & Chairman Martin Moodie during the company’s debut at the TFWA Asia Pacific show in Singapore“For Asian people, it’s very important to get more information on the wines they are going to drink,” Magne added, referring to booming sales of quality French wine in the region. “When they are faced with many, many wines, they can see this [scanning] concept and get a lot of information. But it’s also about quality – that’s the main thing for us, to guarantee the quality. So the next time the consumer visits they will buy these wines with their eyes closed.”
Mas de Lavail – Côtes du Roussillon Villages – Vin de Pays des Côtes CatalanesThis consumer-friendly approach extends to the back label, which (unusually for French wines) includes a full break-down of the grape varieties.
Sales training and merchandising information is also conveyed via elegant graphics on iPad (below) and other tablet formats.
For further details contact Olivier Magne at omagne@peuch-besse.com or Sylvain Combe at scombe@peuch-besse.com
Olivier Magne, Sylvain Combe and Isabelle Gec-Peuch toast a travel retail future
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