Following the acceptance of our project by the BLW/OFAG and recent interviews with Nicolas Joss, the new director of Swiss Wine Promotion, we have reviewed two aspects of our proposal: the services offered and the funding.

Creation of four service levels

In order not to disperse SWP's efforts and gain legitimacy, we have defined service levels that allow us to respond to possible requests from outside the established Albion group without losing our quality requirement.

Experience has also shown that it is possible, even profitable, to let individual initiatives develop while providing the group's support.

Producers are subdivided by levels of engagement and interest

Level A "managed distribution"

A Swiss producer is present in the United Kingdom with at least three other producers at an importer / reseller. He wishes to support and monitor commercial activities. (See details below).

Level B "unmanaged distribution"

A Swiss producer is present in the United Kingdom at an importer / reseller. He wishes to be listed among the producers present in the United Kingdom in order to benefit indirectly from promotional activities. (See details below).

Level C "interest"

A Swiss producer is interested in the UK market and would like to be kept informed of market conditions. There is no distributor in the UK.

Level D "guest"

A Swiss producer is not interested in the United Kingdom market, but sommeliers, importers or resellers are interested in it.

Activities are subdivided by levels of engagement and interest

Basic and common activities

For producers A and B. We will take care of the common activities:

- maintain the database (CRM) which will continue to grow,

- publication of a quarterly newsletter sent to 500+ professional contacts,

- animate the monthly Stammtisch for the professionals and facilitate contacts with the distribution,

- represent the interests of the grouping before SWP,

- inform the group of current activities.

Management activities (level A)

For level A members, we will continue the work of managing partners:

- collect and analyze sales and storage data from importers / resellers in order to measure their progress,

- make sure that there are Swiss links, pages and filters on the e-commerce sites of partner resellers,

- take care of the regular organization of promotional events,

- be sure to give regular training to reseller staff,

- facilitate logistics between Switzerland and the United Kingdom,

Ad-hoc activities (level A, then B)

Ad-hoc activities are offered as a priority to producer A, then B.

Ad-hoc activities

Walk around tasting

Tasting day (walkaround) dedicated to professionals: sommeliers, buyers or journalists. The most effective formula for meeting a hundred actors in a professional setting (8 to 10 participants maximum).

Public tasting with a partner

An evening of tasting by invitation for the public, the objective is to support the sales of the importer / resellers.

Marketing activity support for a partner or a group of partners

This may include supporting the presence at a trade show, a group announcement or a more direct sales promotional activity.

UK restaurants "tour"

Tour of 4 restaurants in one day with 45-minute meeting with the sommelier or / and the buyer.

UK buyer’s Swiss wineries "tour" 

Travel and visit of 6 to 8 cellars by a group of sommeliers and / or professional buyers from the United Kingdom.

Collective advertising program

From 8 participants it is possible to design an advertisement with 12 publications per year in Decanter or Harpers.

Cost for proposed services

* The prices offered are net after co-financing, so they already take account of OFAG's share.

We hope to have given you an overview of our activities, services and costs.

We remain at your disposal for any further information and we will take the liberty of contacting you shortly in order to find out your interest in the activities offered.

Jean-Francois Genoud                               Simon Hardy
Project leader                                          Ambassador for the Albion group in the UK
[email protected]                              [email protected]
+41 79 200 48 89                                      +44 75 9796 5329