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Jean-Claude Mas : 'you need to start from market demands to define your range of wines'

Par Vitisphere Le 06 décembre 2012
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Jean-Claude Mas : 'you need to start from market demands to define your range of wines'
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urrently marketing 16 million bottles per year mainly in exports (97% of volumes), Jean-Claude Mas launched in 1998 the “Arrogant Frog range, which allowed us to distinguish ourselves. It opened up doors for us and for those who found the concept too offbeat, we could offer our more classic ranges. I understood that I had to start with the demands of the market, the consumer’s expectations, to define my range of products. I then applied what I learned to each stage of the winemaking process to adapt it to the styles of wine that I wanted to produce.”

Today the Languedoc Côté Mas catering concept has allowed him to establish himself in France. “To enter the French market, I supposedly had to replace someone else. That is not my strategy. With Côté Mas, I want to invent a new approach to sell my wines in France. By developping a lifestyle, a cuisine, a Languedocien art of living, I want to attract a neo-consumer clientele. The problem with wine consumption in France, is that the consumer is no longer happy with the wines that they are being advised to drink. Sommeliers are no longer listening to their palate. I therefore hope to develop an approach to wine orientated towards pleasure, by encouraging consumers to listen only to their palate.”

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