Coronavirus conversations: Philippe Marion

Barton & Guestier’s commercial director talks to us about a slowdown in sparkling sales, a surge in rosé consumption, and how the Covid-19 pandemic will create a more empathetic wine industry.

How is business during this tricky time?

Well, even if our sales numbers are not too bad so far, regarding the recent sales trends, it is obvious that the surge in off-trade sales is not replacing the loss we are experiencing in the on-trade and travel retail.

In the off-trade, we’ve noticed a slow down in sparkling wines (this should definitely come back after the confinement when people start to socialise again during the summer), but a nice growth is happening in still wines, especially with our rosés.

The ultra-premium wine segment is more difficult, but mainstream and premium do pretty well. While the Covid-19 pandemic may have changed or accelerated some distribution trends (internet sales are up and hypermarkets are down), it looks like the long term trends will not change drastically.

How have you adapted the way you do business during the crisis?

Our sales people are in contact with their customers via online conferences or by phone calls. The most important thing for us is to understand the difficulties they have and to figure out how we can help from our side, showing that we can be more than just a business contact. We also offer tools, including online training and masterclass sessions.

Have you noticed the crisis has changed drinking habits?

Yes, clearly, consumers have turned to entry-level wines and big formats. Luckily, for many consumers we are and remain their comfort brand, and safe choice. Demand for organic wine is also on the rise.

Are you enjoying a boost in off-trade/ online sales?

The first weeks of confinement led to an increase in off-trade sales and many of our retailers in the US also got organised for online shopping with pickup or home delivery. This will most like continue to be one of the new developments.

How do you think the coronavirus crisis will change the world?

There will be more online shopping, with more consumption at home and the development of convenience stores.

How should the wine trade adapt in the face of the crisis?

Going digital is definitely one of the key areas of development. Social media can play an important role too – we have developed an extensive social media promotion for our US retailers in New York, Miami, Boston, Chichago and Seattle.

What is the future for the wine trade post Covid-19?

People will have more empathy for one another and will be pushing new offerings and developing their digital tools, from websites to social media.

What are your top priorities as a company going forward?

Making sure we remain a unique international French brand and preparing for the future, launching our new wines, which kicked off at Vinexpo Paris, and sending samples on wide scale.

Do you have any new wines in the pipeline?

Yes, on the sparkling side, we have a new Veuve du Vernay Organic, Veuve du Vernay Extra Brut, Veuve du Vernay Zero (de-alcoholised) and also a new travel retail exclusive.