Ackerman structures top-end wines for sales to blossom

Tuesday December 12 2017 by Vitisphere

- Photo credit : Creative Commons CC0

After a series of external growth transactions, the Ackerman group has announced a new sales strategy for its top-end offerings. The strategy is designed to carve out a place for the Loire’s leading volume exporter in premium market segments. The group’s team recently revealed the new umbrella brand for its premium wines – ‘Orchidées Maisons de vin’ – a somewhat unexpected name for the wine industry. The brand is designed to accompany the sales strategy rolled out with distribution partners across all channels. It structures the portfolio by positioning each brand within a consumer segment or distribution channel.


A portfolio of icon wines


‘Orchidées Maisons de vin’ covers two wine brand groups. The first embraces icon wines under the ‘Meilleurs Terroirs, Grands Vins de Loire’ banner. These are most notably wines by Château de Sancerre, recently purchased by Ackerman, Château de la Varière (Anjou), Domaine de la Perruche (Saumur-Champigny) and Domaine des Hardières, north of the Layon, in its second year of conversion to organic.


A new brand in the making


The second tier of ‘Orchidées Maisons de vin’ groups together premium wines under the name ‘Esprit de Loire, richesse et diversité’. This group comprises Maison Ackerman (sparkling wines in France, the EU and non-EU countries), Maison Drouet Frères (Nantes, France and international distribution), Marquis de la Tour (Loire sparkling wines, non EU exports, mainly to the US), Rémy Pannier (still wines, EU and non-EU countries). Sparkling wines from Maison Monmousseau and Donatien Bahuaud still wines (namely Muscadet Le Master) also come under this banner. In addition to this, the group is putting the finishing touches to a brand of sparkling wines that will be geared to the European market. 


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