InVivo Wine to develop its own brands

Friday February 15 2019 by Vitisphere

In September 2018, Frédéric Noyère became CEO of InVivo Wine, InVivo's wine subsidiary. He took over from Thierry Blandinières, managing director of the leading French co-operative group.In September 2018, Frédéric Noyère became CEO of InVivo Wine, InVivo's wine subsidiary. He took over from Thierry Blandinières, managing director of the leading French co-operative group. - Photo credit : Juliette Cassagnes

2019 will be a year of transition and a strategic turning point”, said Frédéric Noyère, the new director of InVivo Wine, to Agamy winegrowers at their AGM on January 28, 2019 in Beaujolais.

Among the objectives set by Noyère is to switch from distributing ‘third party’ brands to building and developing “strong or high potential” own brands. In the long-term, the objective is for them to account for 50% of InVivo Wine's turnover.

Controlling distribution

This will require developing existing brands and creating new ones in specific segments, and finally, acquiring strong external brands. “There are a few ongoing projects, some of which, hopefully, should be completed in the course of 2019”, he added.

Distribution and consistency

Another focus will be on distribution, aimed at securing better control or strengthening distribution in some ten key markets located in the US, China, Northern Europe and Japan. Internally, the group has been reorganised into 3 divisions linked to these business areas: brands, private labels and distribution.

The intention is also to establish within the group “a consistent culture, product range and processes”. Bringing new wineries into the group is not on the agenda for the moment, as Frédéric Noyère initially intends to “stabilize the system and make it successful”.

 

 

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