Advertisement

Schätzel Vinery – Tradition 2.0

  • Kai SchätzelEmail author
  • Ludwig Arens
  • Jan Schätzel
Conference paper
  • 2.4k Downloads

Abstract

The following case study describes how a vinery, by combining both tradition and new marketing and production concepts, has transformed itself from a sideline business to a major concern. In the last four years, the business manager has succeeded in repositioning the business and steering it towards growth, achieving a significant turnaround. Now, this ‘young’ traditional vinery must reinforce its position and establish concepts to ensure the long-term growth of the business. The measures employed to reach this goal will be described both in concept and in practice, so that they may serve as a best-practice model for the industry.

Zusammenfassung

In der folgenden Fallstudie wird dargestellt, wie ein Weingut durch Rückgriff auf Tradition sowie neue Marketing- und Produktionskonzepte von einem Nebenerwerbs- zu einem Vollerwerbsunternehmen umgestellt werden konnte. In den letzten vier Jahren ist es dem Geschäftsführer gelungen das Unternehmen neu zu positionieren und es auf Wachstum auszurichten. Der „turn around“ ist gelungen. Nun muss das „junge“ traditionelle Weingut seine Position behaupten und Konzepte zur Sicherstellung eines langfristigen Wachstums installieren. Die Maßnahmen zur Erreichung dieses Ziels werden im folgenden Beitrag konzeptuell und praxisnah beschrieben, sodass sie der Branche als best practice Vorlage dienen können.

Riassunto

Il presente articolo spiega come un’azienda vinicola, abbinando tradizione e nuove iniziative commerciali e di produzione, si è evoluta da attività secondaria ad un’impresa importante. Negli ultimi quattro anni la direzione è riuscita a ristrutturare l’attività e ad indirizzarla verso una crescita, completando un rilevante cambio di marcia. Adesso, questa “rinnovata”, già tradizionale, azienda vinicola deve rafforzare la sua posizione e fissare le linee guida per assicurare una crescita duratura dei suoi affari. Indicheremo sia in teoria che in pratica i mezzi impiegati per raggiungere tale scopo, in modo che possano servire da modello teorico-pratico ottimale per altre aziende di questo settore.

Keywords

Viticulture Quality management Wine marketing 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Ali, H. H., Lecocq, S., and Visser, M. (2008). The impact of gurus: Parker grades and en primeur wine prices. The Economic Journal, 118(529), 158-173.CrossRefGoogle Scholar
  2. Castriota, S., and Delmastro, M. (2008). Individual and Collective Reputation: Lessons from the Wine Market. AAWE Working Papers. Retrieved January 10, 2010, from http://ssrn.com/abstract=1349992.
  3. Gemmrich, A. R. (1998). Nachhaltige Weinwirtschaft : Wegweiser zum betrieblichen Umweltschutz in Weinbaubetrieben, Kellereien und Winzergenossenschaften. Neustadt a.d. Weinstraße: Meininger.Google Scholar
  4. Gergaud, O., and Livat, F. (2007). How Do Consumers Use Signals to Assess Quality? AAWE Working Papers. Retrieved January 10, 2010, from http://www.wineeconomics. org/workingpapers/.
  5. Hanf, J., and Schweickert, E. (2007). Changes in the wine chain - Managerial challenges and threats for German wine co-ops. AAWE Working Papers. Retrieved January 10, 2010, from http://ageconsearch.umn.edu/handle/37315.
  6. Hoffmann, D. (2009). Marketing für deutschen Wein - spez. Focus: Export und Riesling. Paper presented at the Agrarmarketingtage December 7-8, 2009, Berlin.Google Scholar
  7. Mello, L. d., and Pires, R. (2009). Message on the Bottle: Colours and Shapes of Wine Labels. Paper presented at the Fourth International Conference of the Academy of Wine Business Research, Siena.Google Scholar
  8. Payne, J. (2010). Gault Millau WeinGuide Deutschland 2010: Der Weinführer für Genießer. München: Christian Verlag.Google Scholar
  9. Scheuermann, M. (2009). Winzer-Markenweine im Test. Vinum.Google Scholar
  10. Schneider, V. (2005). Postfermentative Phase: Die Hefe nach der Gärung. Der Winzer, 11.Google Scholar
  11. Wörner, M. (1984). Untersuchungen über arbeitextensivere Formen der Rebenerziehung in Steillagen unter besonderer Berücksichtigung der Umkehrerziehung. Unpublished report. Geisenheim.Google Scholar
  12. Wucherpfennig, K., Haubs, H., and Schultz, H. R. (1986). Qualitätsbewußter und ökologisch orientierter Weinbau KTBL-Schrift.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  1. 1.Weingut SchätzelNiersteinGermany
  2. 2.Department of Agricultural Economics and Rural DevelopmentGeorg-August University of GöttingenGöttingenGermany

Personalised recommendations