Smart Project shared an expert view on wine brands promotion in the Duty Free market at the Baltic ALCO Convention
Baltic ALCO Convention was held 19-20 of September 2018 at Expoforum congress center in St. Petersburg. The event was dedicated to the whole assortment of alcoholic beverages presented in the North-Western Federal District of the Russian Federation. The emphasis was on the development and establishment of direct contacts between industry professionals and people interested in purchasing all manner of spirits, wines and wine accessories.
The event brought together Russian and European producers of alcoholic beverages, managers of the largest retail chains, restaurants, pubs, bars, hotels and the directors of various cultural spaces selling high-quality and refined alcoholic beverages. The exhibition attracted also Duty Free trade industry specialists.
A panel discussion organized at the event brought together influential speakers to offer their expertise to the attendees on the following main areas: the wine culture development of the north-west Federal District of Russia, the strokes to the consumer portrait, new ideas and formats of wine trade. The invited speakers and participants spoke on such topical issues as the author’s view of the modern vinotheque, the foundations of the success of the wine bar business model, a new look at the role of wine in the restaurant business, wine and tourism, wine education in St. Petersburg.
Within the framework of the panel discussion on wine trade, the Smart Project advertising agency CEO&founder, Nadezhda Emelyanenko, made a presentation on the subject of “Alcohol sales specificity in the Duty Free trade segment”. The audience was given a comparative analysis of the popularity of various categories of alcohol in the Travel Retail market, and an overview of the main difficulties faced by winemakers.
In conclusion speaker expressed the view that the attraction of professional sommeliers and cavists directly affects the increase of the wine sales in Duty Free shops. “Only experienced and qualified consultants will be able to build a modern efficient model of promotion of wine brands in the conditions of severe competition prevailing in duty free market,” said Nadezhda Emelianenko. Winemakers endorsed the speaker’s point of view that the role of professionals in the formation of wine culture is extremely important and fervently supported the idea of attracting talented sommeliers to develop wine sales in travel retail industry.
The open discussion allowed all participants to assess the competitiveness of their products in the north-west of Russia, as well as increase the recognition of their brands among target audience.