Bordeaux is one of the most traditional wine-growing regions in Europe - but is this tradition also what gives the winegrowers of the region access to new, younger target groups? Third-semester students in the International Wine Business degree program at Hochschule Geisenheim University dealt with this very question during the 2019/20 winter semester. They analysed the status quo within the scope of a marketing project on France and developed recommendations for action and communication for the Conseil Interprofessionnel du Vin de Bordeaux, or the Bordeaux Wine Council, with the aim of rejuvenating the image of the wine region in southwest France.
The project, which was managed by Dr. Sophie Ghvanidze, a lecturer at Hochschule Geisenheim University, included a presentation of the region and the Conseil's marketing activities, as well as a tasting of the different types of wine with a tutor from the Bordeaux wine school, École du Vin de Bordeaux, and the Conseil's German representative. The students then carried out a survey among consumers, retailers and restaurant owners, on the basis of which they developed recommendations on how wines from Bordeaux can be made accessible to the three target groups. "The market research part was very extensive and covered all relevant topics for the Council. The sample size which the students reached was gratifying. Their recommendations are based on a very sound qualitative and quantitative foundation," said Ghvanidze.
The students presented their results on January 15 and 22, 2020 upon completion of the project. Their recommendations were based on current approaches that the Council is already pursuing to make the Bordeaux wine region better known among younger consumers, but also included suggestions for completely new initiatives such as by-the-glass blind tastings in the gastronomy sector.
The students succeeding in impressing the audience with their somewhat unconventional ideas. "We are delighted with the approach taken by the students, the quality of the market research and the solutions presented. We are certain that the results and the variety of truly creative, market-relevant ideas will be integrated into our planning. The cooperation has been a great pleasure," said Christine Berthold, Market Advisor Germany for the Bordeaux Wine Council. "We would like to thank the students for their research and outlook on how Bordeaux can successfully develop a younger target group in the German market."
