project

16.04.20

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Royal dry White Wine
Private label project

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Our Team:

Aylin Chloé Daphné Danielle Kate

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Table of content:
• I N T R O D U C T I O N
• T A R G E T A U D I E N C E
• M A R K E T R E S E A R C H A N D I N D U S T R Y A N A L Y S I S
• C O M P E T I T O R S A N A L Y S I S
• T E R R O I R
• P R O D U C T I O N
• P R O D U C T I O N V O L U M E
• W I N E T A S T E & F O O D P A I R I N G
• P R I V A T E L A B E L D E T A I L E D D E S C R I P T I O N
• W I N E L A B E L D E S I G N
• P A C K A G I N G D E C I S I O N S
• C O N C L U S I O N

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Introduction
WHY GEORGIA?
WHY ROYAL FAMILY?

The earliest archaeological evidence of wine
produced from grapes has been found in

Georgia (c. 6000 BC) (Nationgeographic, 2018)

The newest member of the
Royal Family of the Duke and
Duchess of Sussex has not

been baptised yet and in his
honour a new wine is launched
for his Christening Reception

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Wine Map Of Georgia

(Winetravelstories.com, 2020)

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Wine Region

(Georgiavoyage.ge, n.d.)

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M an
61

%

W om en
39%

Target audience
to customer:

Everyday Loyal

• Like wine from established wineries
• Prefer to entertain at home

• Wine makes occasion more formal
• When I find a brand I like, I stick with it
• Wine is part of my regular routine

( B A U E R H A U S D E S I G N , I N C . ,
2 0 1 6 )

( C H A M P , 2 0 2 0 )

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W
her

e w
e c

an
se

ll i
t

MADAME TUSSAUD

WINDSOR CASTEL

QUEEN’S GALLERY
B

us
in

es
s

to
b

us
in

es
s

DRAWINGS GALLERY

( A B O U T A N D H I S T O R Y ,
2 0 1 9 )

( V I S I T L O N D O N . C O M , 2 0 1 9 )

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Annual volume of wine from fresh grape cleared for consumption in
the United Kingdom (UK) from 2002 to 2017 (in 1,000 hectoliters)*

We choose United Kingdom because the
consumption is stable and growing.

(Statista, 2019)

Market Research

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C O N S U M P T I O N P E R
C A P I T A

• In 2017 the consumption per capita in
United Kingdom is 20.7 litres per
person. And the consumption is

growing from 2014.(Statista, 2019)

• 2,5 million people visit Madame
Tussauds (Strawberrytours.com,

n.d.)

• 1.65 million visitors in Windsor
Castle (Statista, n.d.)

• We want to gain attention of 2 %
of visitors

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Competitors

CAMEL VALLEY BACCHUS DRY 2018
(AVERYS.COM, N.D.)

HUSH HEATH CHARDONNAY,
KENT, SOUTHERN ENGLAND 2017

(ETONVINTNERS.COM, N.D.)

GROSSET SPRINGVALE RIESLING 2018
(LAITHWAITES.CO.UK, N.D.)

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TAS TE

GRAPE VARI ETY

PRI CE

C A M E L V A L L E Y B A C C H U S
D R Y 2 0 1 8

G R O S S E T S P R I N G V A L E
R I E S L I N G 2 0 1 8

H U S H H E A T H
C H A R D O N N A Y , K E N T ,
S O U T H E R N E N G L A N D

2 0 1 7

Competitor analyse for white dry
United Kingdom

Add a subheadingAdd a subheading

AWARDS

£ 1 8 . 0 0 A BOTTL E

CRI S P AND Z ES TY
WI TH EL DERF L OWER

AND GRAPEF RUI T
F RES HNES S .

DECANTER GOL D
MEDAL – WI NNI NG

ENGL I S H S UPERS TAR

BACCHUS

F RES H AND DRY WI TH
PEPPERY GRAPEF RUI T

AND CI TRUS F L AVOURS

CHARDONNAY

£ 1 6. 7 5 PER BOTTL E

RI ES L I NG

I NTENS E L I ME
F RES HNES S WI TH RI PE

PEACH AND PEAR

J ANCI S ROBI NS ON,
2 0 1 8 9 3 PTS ,

J AMES S UCKL I NG, 2 0 1 9

£ 2 6. 0 0 A BOTTL E

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Conclusion for the analysis
O U R W I N E C O S T S 7 0 £ P E R B O T T L E

G R A P E V A R I E T Y : T S I T S K A

T A S T E : V E G E T A T I O N , P E A R , H O N E Y , A N D L E M O N

A W A R D S :
1 ) D E C A N T E R W O R L D W I N E A W A R D S ( D W W A ) ,

2 ) S O M M E L I E R S C H O I C E A W A R D S
3 ) I N T E R N A T I O N A L W I N E C H A L L E N G E ( I W C )

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T E R R O I R

-Georgia has five main wine producing
regions, one being Imereti is located

along the Rioni River
-Imereti has 24 main grape varieties

both white and red
-Temperature ranges from -15 and 31

degrees celsius
-500mm rain per year3 to 9 hours of

sunshine depending on the season

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• HARVESTING
• CRUSHING
• SKIN CONTACT (extremly short)
• PRESSING
• ALCHOLIC FERMENTATION
• RACKING
• MALOLACTIC FERMENTATION
• AGING (66 months and at least 20 months in oak)
• BOTTLING AND CORKING
• STORAGE

Production process

• TARTRATE STABILISATION
• BLENDING

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• Selling place: Windsor and United Kingdom.
• 19th most consumed wine region world wide

(Foodloire.fr, 2020).
• 50% of the population are drinking regularly, most red

(49%) and white (47%).
• Over 680 alcohol licenses in the Borough

(Www3.rbwm.gov.uk, 2020).
• Limited collection of our wine produced is 60 000

bottles.

Production Volume

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-Greenery vegetation, hints of
pear, lemon, honey, and melon

-19-21% sugar content and 7-9g/l
total acidity

-Malolactic
fermentation with soft tannins

– American oak to finish off with
a sweeter taste to compliment the dry wine

W I N E T A S T E

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F O O D pairing
• R O Y A L W I N E I S E L E G A N T A N D

L I G H T .

• W E R E C O M M E N D T O P A I R
W I T H L I G H T E R F L A V O U R S .

• M I L D E R C H E E S E S , L O B S T E R S ,
F I S H E S W O L D B E T H E

P E R F E C T M A T C H E S

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F R O N T L A B E L D E S I G N

The name of wine

The name of
country and region

Vintage

Appellation title

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B A C K L A B E L D E S I G N

The grape variety
The region

Story from
Producer

Bar code
Alcohol percentage

Contacts of
producer Preganacy warning

Recycle sign

Producer name

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Packaging

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Corking decision
Natural cork :

-Elastic
-Hypoallergenic
-Durable

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Conclusion
-Sussex family
-Research
-Representation of label
-Tsitska wine
-Living like Royals

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References
Google Books. (n.d.). The Oxford Companion to Wine. [online] Available
at:
https://books.google.ch/books?id=8yegCgAAQBAJ&pg=PA23&lpg=PA23&
dq=what+is+a+wine+ampelography+nurseries&source=bl&ots=-
3uXw7VSa_&sig=ACfU3U21gpCA7dlCH7fVr1j4YmEgqsosyw&hl=en&sa=X
&ved=2ahUKEwjwmcK0lrbnAhUCPFAKHWhUCcgQ6AEwBHoECAkQA
Q#v=onepage&q=what%20is%20a%20wine%20ampelography%20nurseries&f
=false
[Accessed 17 Feb. 2020].

GuildSomm. (2020). Ampelography: The Art of Vine Identification.
[online] Available at:
https://www.guildsomm.com/public_content/features/articles/b/guest_blo
g/posts/ampelography
[Accessed 17 Feb. 2020].

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Statista. (2017). Wine consumption in the UK 2002-2017 | Statista.
[online] Available at: https://www.statista.com/statistics/288779/wine-
alcohol-clearances-in-the-united-kingdom-uk-annually/
[Accessed 16 Feb. 2020].
Statista. (2019). Wine consumption per head in litres 2002-2017 |
Statista. [online] Available at:
https://www.statista.com/statistics/308935/wine-consumption-per-
head-litres-united-kingdom-uk/
[Accessed 16 Feb. 2020].
Strawberrytours.com. (n.d.). MADAME TUSSAUDS ULTIMATE GUIDE.
[online] Available at:
https://strawberrytours.com/london/attractions/madame-tussauds
[Accessed 16 Feb. 2020].

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Author, N. (2020). 6 zones of Georgian winemaking and varieties according to regions – Facts all wine-lovers

must know. [online] GeorgianJournal. Available at: https://www.georgianjournal.ge/georgian-cuisine/33788-6-

zones-of-georgian-winemaking-and-varieties-according-to-regions-facts-all-wine-lovers-must-know.html

[Accessed 17 Feb. 2020].

Economists.ge. (2020). [online] Available at:

http://www.economists.ge/storage/uploads/publication/150908114503b440.pdf

[Accessed 17 Feb. 2020].

Anon, (2020). [online] Available at: https://www.wine-searcher.com/grape-1584-tsitska

[Accessed 17 Feb. 2020].

Climatestotravel.com. (2015). Georgia climate: average weather, temperature, precipitation, best time. [online]

Available at: https://www.climatestotravel.com/climate/georgia

[Accessed 17 Feb. 2020].

Georgian Wine UK. (n.d.). Tsitska. [online] Available at: https://www.georgianwine.uk/tsitska/

[Accessed 17 Feb. 2020].

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Etonvintners.com. (n.d.). Hush Heath Estate Skye’s English Chardonnay,
Kent, Southern England – White wine – Eton Vintners. [online] Available
at: https://www.etonvintners.com/wine/2767/hush-heath-estate-
skyes-english-chardonnay-kent-southern-england-2017-75cl
[Accessed 16 Feb. 2020].
Laithwaites.co.uk. (n.d.). Grosset Springvale Riesling 2018. [online]
Available at: https://www.laithwaites.co.uk/product/Grosset-
Springvale-Riesling-2018/2140318
[Accessed 17 Feb. 2020].
Beverage Trade Network. (n.d.). World’s Top Wine Competitions.
[online] Available at: https://beveragetradenetwork.com/en/worlds-
top-wine-competition-716.htm [Accessed 17 Feb. 2020].
Foodloire.fr. (2020). [online] Available at:
http://www.foodloire.fr/fileadmin/user_upload/Pays_de_la_Loire/050_
Eve-FoodLoire/Cibler_vos_actions/Pays_cibles/Fiche_pays_-
_Royaume_Uni.pdf [Accessed 16 Feb. 2020].

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Www3.rbwm.gov.uk. (2020). [online] Available at:
https://www3.rbwm.gov.uk/download/downloads/id/131/licensing_pol
icy_statement_2016-21.pdf [Accessed 16 Feb. 2020].national
geographic. (2018). Discover the Secret Birthplace of Wine. [online]
Available at:
https://www.nationalgeographic.com/travel/destinations/asia/georgia/
sponsor-content-secret-birthplace-of-wine/ [Accessed 16 Feb. 2020].
Winetravelstories.com. (2020). Key on the Wine Industry in
the Republic of Georgia. [online] Available at:
http://www.winetravelstories.com/2016/04/key-statistics-on-wine-
industry-in.html [Accessed 16 Feb. 2020].
Georgiavoyage.ge. (n.d.). IMERETI – Georgia Voyage – Travel Company.
[online] Available at:
http://georgiavoyage.ge/tegionnniii/imereti/?lang=en
[Accessed 17 Feb. 2020].

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