WineLook February News - Prodexpo Food & Wine 2008 - Moscow Russia
Following a short Christmas break, WineLook has been able to penetrate the Russian market. After months of preparation last year, we decided to participate in one of the largest exhibitions held in Moscow. Our journey to the PRODEXPO 2008 was prepared by Moscow Austrade where Nina Metropolskaia provided valued help about market peculiarities and organizing meetings with important people.
With a population of 145 million people and stable economic growth, Russia is considered one of the fastest growing wine markets. Our company has always been determined to enter into wine trade within this marketplace. The growing demand for new world wines in Russia are clearly visible on the shelves of special shops where different wines are stocked from Argentina, Chile and (some) from Australia.
The five days of exhibition flew by rapidly. From this we have learnt that a good Russian interpreted is the key to successful trade and negotiation. Hopefully, this person should know the subject, and understand the Russian ‘soul’, the customs, habits, etiquette and way of life.
As Winston Churchill once said: “Russia is a riddle wrapped in a mystery inside an enigma.”
Our marketing director, Irina Tchoudnovskaia skillfully conducted the negotiating process with her alluring charm and diplomatic Russian language. She managed to excite and promote our wines to interested clients and importers. The visited were lured to our attractive stand, decorated with Aboriginal graphics, native animal soft toys and Australian flags.
We saw genuine and unfeigned interest in the eyes of these exceptional people, different from the politeness of the Asian culture and from the formal, business-like treatment of Americans, where we have previously been stationed.
Interesting questions were asked not only about our wines but also about our social, political and economic climates. We felt like true ambassadors of our great country.
The general outcomes that we gained from this experience were that there exists a growing demand for new world wines in Russia, not only in lucrative centers such as Moscow and St. Petersburg but also in main regions towards Siberia.
The general consumers’ extent of wine knowledge is bordered by the distinction between red and white wines, dry and fortified amongst them. There is no in depth awareness of the various varieties, generally speaking. However, general wine know-how is currently gaining momentum through Russian media popularization.
The general vision of Ausralia is that it is a natural and clean country, the public is eager to see this reflected in original label and bottle design. People look to the stylish label to capture the Romantic nature of growing wine and the spirit of Australia. The landscape, native fauna, colour and the grape variety are always beneficial, as well as original Vineyard titles. Additionally, wines with an Aboriginal inclination could be attractive. Names which are synonymous to the laid-back nature and leisure time of the Australian lifestyle, would also be appealing. WineLook has arranged to have such labels designed by professional industry experts and designers for entry-level bottled wines in response to requests from importers.
Whilst the global demand and media repsentation has seen a growth in organic product sales, this was not reflected within Russian consumer expectations. For this reason, organic wine was not received with particular enthusiasm.
All wines that we brought with us were let with great fervor. This was mainly attributed to the WineLook premium status. The Barokes range in particular were received splendidly for their originality and niche appeal.
WineLook would like to thank all the stand visitors and interested parties, as well as our partnering vineyards and wineries. We look forward to prosperous future cooperation with you. We will be in contact with everyone who visited us in Moscow to resolve all queries and requests from wine import to winery visits.
