Accueil / / Expert's Opinion of Emmanuel Podevin (Super U chain) : "the image of the Burgundy brand supports us in our efforts to convey a specialist image on our wine shelves"

Expert's Opinion of Emmanuel Podevin (Super U chain) : "the image of the Burgundy brand supports us in our efforts to convey a specialist image on our wine shelves"

Par Vitisphere Le 15 décembre 2009
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Expert's Opinion of Emmanuel Podevin (Super U chain) :
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mmanuel Podevin, head of wine sales for hypermarket/supermarket chain Super U, is convinced that Burgundy wine are a key contribution to the perceived quality of his shops: "Burgundy is a vineyard of great importance for our "Magasins U" shops, particularly in terms of image and growth for our brand. During the Wine Fairs of September, but also throughout the year, the image of the Burgundy brand supports us in our efforts to convey a specialist image on our wine shelves within the U shops.
The fact that Burgundy wine professionals have adapted to the change in consumers' tastes, with more drinkable, more accessible wines…and that renowned wine-growers and wine producers are developing greater empathy by working with more modern shops, has allowed us to foster real long-term partnerships.
Since January 2005, over a period of 5 years (…), we have seen a 51% increase in our sales of Burgundy at U (source IRI). The figures speak for themselves!"

Overall, including mini-markets and the German hard discount shops (Aldi, Lidl and Norma), sales of Burgundy wines represent some 45 million bottles sold in mass distribution, a stable volume compared to the previous campaign (some 45% of the French market).

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