On Wednesday, May 31, the first round of cooperation between S.E.A.O.P. & EN.A.P.A.P.E. was successfully completed with «Burgundy School of Wine & Spirits Business» based in Dijon with the aim of helping tsipouro to successfully penetrate foreign markets.
21 tsipouros, fresh and aged, from 13 distilleries, members of Greek Federation of Spirits & Producers (S.E.A.O.P.) & the Union of Distillers of Grape Wine Products of Greece(ENAPAPE), were put under the microscope by experts in the international marketing of spirits.
Based on the collaboration model established by the Greek Wine Association with this academic institution in recent years, the spirits program has two pillars: on the one hand, the research of international consumer attitudes towards tsipouro (fresh and aged) in relation to similar competitive products of other countries, with a view to increase its added value in general. On the other hand, especially for distilleries, the provision of specialized marketing and strategy advice, tailored to their individual needs.
Under the guidance of Mr. Chris McIndoe, consultant with international experience and member of the Faculty’s academic staff of the School, 9 students of the MBA program from 8 different countries (Canada, Mexico, Russia, India, China, France, Taiwan) presented at the Volos Palace Hotel the multi-month study of the experienced students (with years of professional career in the field) who examined in two groups the particularities and dynamics of fresh & aged tsipouro.
13 companies participated in the project:
- Agricultural Cooperative Winery of Tyrnavos (A.C.W.T)
- Agricultural Wine Cooperative of N. Anchialos “DIMITRA
- Apostolakis Distillery S.A. – Argo Wine
- Vladikas Winery Distillery
- Dionysia Kelaria P.C.
- Evritika Kellaria S.A.
- Zoinos Winery
- Kardasi Distillery
- Katsaros Nikolaos & Co Tirnavos Distillery
- K. Tsililis S.A
- Tsipouro Dekaraki
- Spyropoulos Family Single Member P.C.
- Lost Lake Distillery
Students handed over to the representatives of each distillery a confidential study with an analysis of the company's data, data from international markets and specific proposals. This was followed by visits to companies in the area of Tyrnavos & Volos as well as a tasting of spirits.
The director of the project Chris McIndoe said “This Learning Expedition, built in partnership with BSB and the Greek Wine & Spirits Federations, comes at the end of the wine and spirits MBA program as culmination of a year long consulting project ”
The director of the MBA Program Wine & Spirits Business,- whose students participated in the program, Jacques Thebault said: “In this, the third year of our collaboration with the Greek wine and spirits federations, we have had the immense pleasure and privilege to work with a number of wine and tsipouro producers in Thessaly. The discovery of tsipouro in particular has been inspirational and our students have enjoyed immensely the chance to study this wonderful spirit and evaluate its potential for further development on the export markets. We wish to thank the producers for their enthusiasm, generosity and support”.
Mr. Theodoros Georgopoulos, professor at the University of Reims and also at the Burgundy School of Wine & Spirits Business, expressed his satisfaction for the successful implementation of the project as well as his certainty that this initiative will find ground to flourish by satisfying the vital needs of the distillers of the country, but also to inspire the students of the famous School of Burgundy.
The President of ENAPAPE Mr. Dimitris Apostolakis said: "Extroversion is, in our opinion, the only way forward for companies producing spirits of grape origin. Tsipouro and tsikoudia must take their rightful place in the international markets and this study, which was carried out by the internationally renowned «Burgundy School of Wine & Spirits Business», proved that with targeted actions it is possible to achieve this goal. It was therefore a beginning, in a long-term effort, that the two federations SEAOP & ENAPAPE will intensify with further actions of such scope".
Finally, the General Secretary of SEAOP, Mr. Nikos Katsaros, welcomed the proposal as an excellent opportunity for the members of the Federation and especially for new dynamic companies in the sector, to receive fresh ideas and advice from such an authoritative body. Based on this initial experience, we hope this cooperation will continue and the program will be extended to other member companies.
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