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WINES, LIQUOR

Chateau d'Ori reworks marketing tie ups

Saturday, May 16, 2009, 11:00 Hrs  [IST]
By Dheera Majumder | Mumbai

The liquor industry has been suffering with low sales and reduced volumes for the past six months, which has led it to increasingly focus on marketing and distribution activities to ensure greater visibility in the markets. To this aim, Chateau d'Ori has recently tied up with Amfora Wine & Foods Pvt Ltd via a marketing contract for the North Region and with an entrepreneur Gajanan Naik for the Maharashtra market. Both the associations will help the wine producer increase its marketing and distribution base in the regions.

This development succeeds the wine producer's decision to terminate its marketing contract with Finewinesnmore (FWM). Chateau d'Ori entered into a marketing and distribution contract with FWM in August 2008. While FWM's portfolio consists solely of imported liquor products, Chateau d'Ori was the first domestic producer it worked with. Speaking about the contract’s termination; Ranjit Dhuru, Chairman and Managing Director, Chateau d'Ori, states, “It was a mutual decision to part ways as there were some issues faced by both companies.” He refrained from elaborating on the same.

“We tied up with the new partners as we believe that outsourcing product marketing and distribution to an expert will enable us to focus on our core point, which is to produce good quality wines,” states Yash Mhapsekar, Vice President Sales, Chateau d'Ori. In 2009, the company's focus is to increase its visibility in the market. The company recently ensured a listing in the Grand Hyatt, Mumbai and Indian Hotel Company Limited's (IHCL) central supply system. The company expects the listing with IHCL to increase its brand visibility. Amfora Wine & Foods will start wine distribution by end May 2009. Chateau d'Ori is in the process of finding marketing and distribution partners for the Southern and the Eastern markets.

The company also launched three new varietals: Syrah, Cabernet and Rosé in February 2009. It produced about 300000 bottles in 2008 and plans to continue with the same capacity in 2009. Presently it has about 70-72 acres of its 92 acre vineyard under plantation. It will increase that capacity to 500000 bottles in 2010. Plans are in process to add the Chardonnay varietal to its portfolio by end 2009. Chateau d'Ori also plans to add Reserve Cabernet and Syrah by end 2010.

 
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