On/Off-Trade share of market:
The wine monopoly:
For Podium Wines hotels, restaurants, and catering firms are important channels out to the final consumers. These channels are the dominant markets for wine importers outside the monopoly. Within the monopoly, a procurement board identifies importers and wholesalers for products on the basis of quality, ability to deliver, and price.
Wine and spirits sales are influenced by the judgement of wine critics and trends in HORECA market. Norwegian newspapers regularly publish reviews of new wines introduced in the market, and these reviews influence consumer preferences and demand. An important marketing strategy is to organization tasting sessions for wine supply chain observers, restaurants and journalists.
In a country where advertising of alcohol beverages is banned, other strategies must be used to promote wine and spirits. All domestic marketing activities are focused on the on-trade market as sales and brand support to the off-trade are not allowed.
Podium wines want to serve the HORECA’s on-premise channel as well as the monopoly’s tender contests. Our long-run focus has been to build partnerships with other operators to stay updated, monitor both market channels, and logistically be able to guarantee availability for our products throughout the entire country. In the case of the on-premise channels, it is important to cultivate strong relationships with bars and restaurants.
Our value chain:
Producer --> Podium WInes* -->Scanlog*--> Distribution channel(Wine monopoly or HORECA) -->Final consumer
Identify supplier and product
Supply realistic volum estimates
Sales and marketing efforts in local and national market
Perform all logistics operation, purchase orders, transportation, warehousing, distribution
Dynamic sales reporting
It is very important for us to have good visability in both channels, as well as with journalists and the press, we work hard to satisfy all our channels that can increase better sales for us.