Fetzer prepares for “rebirth”

Concha y Toro looks set to build a more premium position for its Fetzer brand, which may help California to bridge the wide gap on UK shelves between its entry level and top end brands.

“We believe we will really see the rebirth of the Fetzer brand,” promised Blanca Bustamante, deputy communications manager for Concha Y Toro, which bought Fetzer together with a number of other brands such as organic producer Bonterra, from Brown-Forman in March 2011.

Since the completion of that acquisition, Bustamante reported: “We have made a lot of adjustments in the structure there, but the important thing is that all the winemaking and operations teams have remained untouched.”

Confirming that “almost 90% of the volume we bought was premium priced,” a level she qualified as covering an FOB case price of US$45 and above, Bustamante continued: “The team realised they needed to strengthen the portfolio in the upper tiers.”

Outlining some of the early changes implemented under the leadership of Concha Y Toro’s former global marketing manager Giancarlo Bianchetti, who is now heading up its Fetzer operation, Bustamante noted: “Already there is more premium labelling – it looks fresher – and the same with Bonterra.”

Insisting that the company was holding back from any major announcement “until we have the figures to support,” Bustamante predicted that further information about plans for the brand would begin to emerge “hopefully at the beginning of next year.”

However, she confirmed: “With Fetzer we want to move upwards. People know the brand and like it, but it needed investment.”

One Response to “Fetzer prepares for “rebirth””

  1. Joe Becerra says:

    I hope that the Fetzer winery in Hopland will be open to the public. It would be good for tourism and help the other wineries in the area. I would love to do an interview for WineCountryGetaways.com. on the Fetzer opening.

    Joe

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Marketing Executive

Harviestoun Brewery
London, UK

Content Marketing Assistant

Matthew Clark Bibendum
London, UK

Retail Sales & Operations Manager

Davy's Wine Merchants
London, UK

Head Distiller

Little Bird Gin
London, UK

Events Assistant

Speciality Drinks
Park Royal, London, UK

Digital Sales & Marketing Executive

Roberson Wine
London, UK

Brand Marketing Manager

Maverick Drinks
London, UK

PR and Communications Manager

Maverick Drinks
London, UK

Various Sales Roles

Amathus Drinks Plc
Bristol, Cardiff, Cornwall, Devon, Leeds and Birmingham

The City Wine & Spirits Show

London,United Kingdom
12th Oct 2018

IBWSS China

Shanghai,China
5th Nov 2018

IBWSS UK

London,United Kingdom
11th Mar 2019
Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more