The winemakers champions last minute
"Traditionally, December 24, we make our biggest day of the year prevent Yannick Branchereau, director of Lavinia, a spacious wine boulevard de la Madeleine in Paris. To cope, we have doubled our team, recruited additional sommeliers. "
All the winemakers of France and Navarre are on a war footing for the wake. Yves Legrand, famous cellar in Issy-les-Moulineaux, concurs: "I am more accustomed to December 24 that every night is just the same thing: I see the land Customers who panicked dinner and I am sure. And because I assure them back! The 24 and December 31, I have ten times more, that's all! "
If wine lovers the most cautious have stored, sometimes for quite long, the bottles they will go out these great opportunities, many cicadas take it at the last moment.If it sometimes improvidence, lack of proper storage conditions and insecurity of cellars, often visited just before Christmas, there are many. Whether in the Paris region or province, the winemakers are on the frontline.
With the rise of supermarkets over the past thirty years, winemakers have suffered greatly and they now represent less than 10% market share. 15,000 in 1960, it shrank to just over 2,000 at the dawn of the twenty-first century. But for a year or two, they take up, and we can not count the number of youth going, with varying success. The rules of commerce still exert their rights, especially in this period and, provided that the site is badly chosen, failure is guaranteed.Christmas and new years are their last hope of salvation.
The supermarket has also prepared the end of the year in crowded to overflowing their shelves. Even the hard discount it is set as Lidl, which launched its "Operation Holiday Wines". But unlike wine fairs, which saw an orgy of initiatives, the council is still rare in radius: no waiters, no tastings. Before the avalanche of labels and bottles crammed with hundreds, buyers are still too disoriented, especially as the indications are rare. Nothing has changed.
Different strategies
Despite all their imagination, websites selling wines fail to respond to last minute purchases, as they stumble on logistics, classic puzzle game, but crippling, year-end.Faced with congested routes and congestion, it is almost impossible to have delivered his bottles at the last moment, even a box of wine weighs his weight against a high-tech product, and that flights are frequent.
In alliance with traditional stores, the Internet, however, its breakthrough in an original way, as in Lavinia: "Customers make their choices on the Internet and they place their orders. They come later to retrieve their cards at the store without a tail.In addition, to thank them, we give them gift of an apron. "This system was successfully tested in several stores, as in Decathlon, for example, is particularly suited to wine.
Whether by ordering via the Internet or going to see directly, the passage through the cellar, with the direct purchase from producers in production region, is the best way to square the purchase last minute. The winemakers do not all have the same strategy: Between the cellar Luxury downtown, the proximity to the narrow range, the young neo-wine merchant who has just moved or old wine merchant specializing in the sale of bulk wine, the choice is wide. Enough to embark on a program of exploration of the new year.