Frédéric Olivar steers Ballande & Méneret towards commercial densification

Mardi 12 février 2019 par Vitisphere

Frédéric Olivar is one of Ballande et Méneret’s staff of 40, including around twenty sales representatives.Frédéric Olivar is one of Ballande et Méneret’s staff of 40, including around twenty sales representatives. - crédit photo : DR

When it comes to classified growths, “trading companies have a real role to play as marketers. They have the financial sway needed to manage stocks and add value to them”, claims Frédéric Olivar, the new director of Bordeaux negociant firm Ballande et Méneret. Posting turnover of €95 million last year, the company is a major player on the Bordeaux market (80% of its business involves Bordeaux wines and exports* 90% of its sales). Like other companies, Ballande and Méneret is currently expanding its sales network across its markets.

The strategy is one that Frédéric Olivar intends to develop, based on the network already established in wine merchants and Horeca channels across France, where the company now has 600 customers accounting for 10% of its business. The American market represents 15% of its sales, and since last year storage has been relocated to the states of New York and California. The US network was set up by Axel Vallet, Frédéric Olivar's predecessor and previously deputy director of Ballande et Méneret for ten years; he will ensure the transition with his successor until mid-February.

The 2018 futures campaign will be key

After mixed results for the 2017 en primeur campaign[for the top Bordeaux classified growths], the 2018 en primeur campaign will be key. It is a great vintage, and for some an excellent vintage. The price factor is crucial, we will have to act wisely”, says Frédéric Olivar. The unknowns of Brexit, fears of a trade war with the United States and the economic slowdown in China has left the international situation volatile. Frédéric Olivar describes his objective: “Our role is to bring new customers to Bordeaux fine wines in order to strengthen their position”.

 

* Half of the firm’s export sales are in Asia (China, Hong Kong, Macao, Japan, South Korea...).

 

Frédéric Olivar is one of Ballande et Méneret’s staff of 40, including around twenty sales representatives.

 

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