Fetzer prepares for “rebirth”

23rd July, 2012 by Gabriel Stone

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Your email address will not be published.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

Job vacancies

Sales Support Assistant

H2Vin Ltd
London, UK

Sales Administrator

Les Caves de Pyrène
Guildford, Surrey

Sales Order Processor

Amathus Drinks
Park Royal, London NW10, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

Events & PR Co-ordinator

Alliance Wine
London, UK

Partner Development Manager - That Boutique-y Gin Company

That Boutique-y Gin Company
Field Based, UK

Head of Merchant Sales

Grapevine the Wineservice Company
Cumbria, UK

Business Development Manager – Central London

Marussia Beverages UK Ltd
Field based – London, UK

Account Manager – Premium Restaurants, London

Kingfisher Beer Europe Ltd
London (Central), UK

Field Sales Representative - Beer Innovation

Elastic
Various locations, UK

Events Executive

The Drinks Business
London, UK

Area Sales Executive

Gordon & Macphail
Southern England (excluding London) and Inner London, UK

Buyer – Wine & Spirits

Sipp
London, UK

Spirits Advisor

The Whisky Exchange
London, UK

The Global Malbec Masters 2017

Deadline : 1st August 2017

The Global Beer Masters 2017

Deadline : 1st August 2017

Global Chardonnay Masters 2017

Deadline : 1st August 2017

The Global Riesling Masters 2017

Deadline : 1st August 2017

Click to view more

The Global Organic Masters 2017

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

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Click to view more