Despite their size, heritage and track record, up to a few years ago, Findlater & Co became less relevant and their market share declined.
In their attempt to be all things to all men, they sold the same portfolio of wine to both the on-trade and the off-trade.
The impact of that was that the consumer would often complain about paying €25-30 for a bottle of wine that they recognised from the supermarket shelf, at €10. If you owned a restaurant, what would you do?
Also the industry had become more commercially sophisticated. There was an abundance of basket-level data about consumer preferences, that was not being turned into actionable insights to drive more sales.
There was another issue as well. “Although we had a strong core team of great people, as leaders in the industry we felt that we needed more people with global expertise,” said managing director Oliver Sutherland.
This became a catalyst for changing their business model.