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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Administrator

Ellis Wines
Hanworth, Middx, IU

Sales Support Executive

Davy's
London, UK

Partner Manager – On-trade - Greater London

Maverick Drinks
London/M25 belt, UK

Partner Manager – On-trade - North West

Maverick Drinks
Manchester, UK

Partner Manager – On-trade - West & Wales

Maverick Drinks
Bristol, UK

Partner Manager – On-trade - South East

Maverick Drinks
Brighton, UK

Events Sales Executive

The Drinks Business
Central London, UK

Sale & Operations Manager

Marussia Beverages
Marylebone, London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more