terclim by ICS banner
IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Orals - Economy and law 9 Market entry strategies in the U.S. alcohol distribution: The case of French wine exporters

Market entry strategies in the U.S. alcohol distribution: The case of French wine exporters

Abstract

This study examines the different strategies adopted by wine exporters/traders located in France for penetrating the international alcohol distribution networks in the U.S. market (and to a lesser extent the Canadian market). Grounded in the business-to-business marketing literature, this research conceptualizes a framework incorporating a ‘stakeholder’ approach. Contrary to most studies focused on the exporter resources and capabilities, our study adopts a deterministic perspective on exports. This single year study uses firm-level data and a sample of more than 32 700 wine containers. Findings suggest that exports from different regions are influenced by factors associated to the buyer side. The organization of the distribution networks and the environment related to sea ports and shipping destinations influence wine shipments. The study provides new insights about the strategic choices of wine exporters/traders and specifies essential factors to consider for the choices of distribution channels in wine exports.

Stratégies d’accès à la distribution de boissons alcoolisées aux États-Unis : le cas des négociants en vins français

Cette étude porte sur les différentes stratégies adoptées par les exportateurs de vin situés en France pour pénétrer les réseaux internationaux de distribution d’alcools sur le marché des États-Unis (et, dans une moindre mesure, sur le marché canadien). À partir de la construction d’une grille de lecture « partenariale » sur le marketing interentreprises (B2B) (Ellegaard et Medlin, 2018), nous essayons d’appréhender les logiques d’action qui sous-tendent les stratégies des exportateurs pour pénétrer les réseaux de distribution d’alcools (grossistes, importateurs, monopoles d’alcool). L’étude empirique est fondée sur la modélisation « partenariale » des exportations de vins tranquilles et effervescents. À l’opposé des méthodologies empiriques sur les exportations de vins basées sur les données nationales ou régionales, notre étude est centrée sur la firme exportatrice et ses partenaires. L’échantillon de base comprend l’analyse de plus de 26 300 conteneurs expédiés par des négociants en vins français vers les partenaires américains, pendant une période de 12 mois. Les résultats suggèrent l’existence d’une hétérogénéité dans les choix dans les réseaux de distribution parmi les exportateurs de vin, mais également la présence de modèles distinctifs liés à la nature unique du type de produits commercialisés (vins tranquilles, vins effervescents…) et à l’effet d’échelle. Ce travail contribue à une meilleure compréhension des choix des transactions ainsi que des modes de gouvernance relationnelle dans les circuits de distribution. Nos résultats contribuent à une meilleure compréhension des choix stratégiques des négociants en vin. Les implications tirées de nos résultats suggèrent le besoin de prise en compte de la spécificité des partenaires.

Estrategias de acceso a la red de distribución de bebidas alcohólicas: el caso de los exportadores de vinos franceses

Este trabajo investiga las diferentes estrategias adoptadas por los exportadores de vino ubicados en Francia para penetrar las redes internacionales de distribución de bebidas alcohólicas en el mercado estadounidense (y, en menor medida, en el mercado canadiense). Basado en la literatura de marketing de relaciones inter-empresas (B2B) (Ellegaard y Medlin, 2018), este estudio adopta un marco conceptual enfocado en los Stakeholders para comprender la lógica detrás de las estrategias de los exportadores para penetrar en las redes de distribución (mayoristas, importadores, monopolios de alcohol). El estudio empírico se basa en el análisis de las exportaciones de vinos tranquilos y espumosos. A diferencia de la mayoría de los estudios que utilizan datos a nivel nacional o regional, nuestro estudio adopta un enfoque a nivel de empresa. La muestra incluye el análisis de más de 26,300 contenedores enviados por exportadores de vino franceses a sus clientes estadounidenses durante un período de 12 meses. Los resultados sugieren la existencia de heterogeneidad en la elección de las opciones en las redes de distribución entre los exportadores de vino, pero también patrones distintivos relacionados con la naturaleza concreta del tipo de productos comercializados (vinos tranquilos, espumosos…) y los efectos de escala. Esta investigación contribuye a una mejor comprensión de las transacciones y la gobernanza de las relaciones entre los exportadores de vino y sus clientes en los canales de distribución. Nuestros resultados contribuyen a una mejor comprensión de las elecciones estratégicas de los exportadores de vino. Nuestros resultados sugieren la necesidad de tener en cuenta la especificidad de las partes en la relación comercial.

Download the full article

DOI:

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Alfredo Coelho¹, Victor Manuel Castillo Giron², Suhey Ayala Ramirez²

¹ Bordeaux Sciences Agro, 1 Cours du Général de Gaulle, Gradignan, France
² Universidad de Guadalajara – CUValles, Ameca, Jalisco, Mexico

Contact the author*

Tags

Full papers OIV 2024 | IVES Conference Series | OIV | OIV 2024

Citation

Related articles…

Evidence of successful wine business strategies: customer acquisition, value or retention?

This presentation illustrates a series of successful wine businesses, which have managed to counter the downward trend impacting the global industry. How these businesses have been successful is explained through the planning and execution of strategies that focused on a clear and consistent aim in attracting new consumers. These cases add weight to the ehrenbergian position that for a business to be successful it must target new customers as a priority over alternative options like increasing value or improving customer retention.

Read More

Bioprotection en phase pré-fermentaire, synthèse de 3 ans d’expérimentations dans différentes régions viticoles

With growing consumer interest in products without chemical additives, limiting the use of sulfites is a priority for the wine industry. Bioprotection is a biological alternative that avoids or reduces the risks of alterations that have a negative impact on the organoleptic quality of wines and, ultimately, on their acceptability to consumers. bioprotection can also provide a response to the risks of microbiological deviations, which are increased both by climate change and by the organization of harvesting operations, which increasingly include the use of multi-bins filled at the vine, exposing the harvest to sometimes high temperatures for longer periods of time.

Read More

Exploring the potential of Hanseniaspora vineae for quality wines production

Traditionally, non-saccharomyces yeasts were deemed undesirable in winemaking, for this reason, it is a common practice to add sulphites to prevent their proliferation during the initial stages of vinification. However, the current research on yeast diversity has unveiled numerous non-saccharomyces strains possessing advantageous traits that enrich the sensory profile of wines. The genus hanseniaspora is often associated with wine fermentation and is also commonly found on grapes.

Read More

The bottleneck/cork interface: A key parameter for wine aging in bottle

The shelf life of wine is a major concern for the wine industry. This is particularly true for wines intended for long cellaring, which are supposed to reach their peak after an ageing period ranging from a few months to several years, or even decades. Low, controlled oxygen inputs through the closure system are generally necessary for the wine to evolve towards its optimum organoleptic characteristics. Our previous studies have already shown that the interface between the cork and the bottleneck plays a crucial role in the transfer of oxygen into the bottled wine.

Read More

Viticultura protegida: uso de mallas sombreadoras fotoselectivas como una herramienta para enfrentar la crisis climática en uva de mesa en el norte de Chile

The production of table grapes in Chile is of great importance, being one of the main established fruit crops with over 43,000 hectares distributed across a diverse climate range, from the southern limit of the Atacama desert to the mediterranean zone. Chile is also one of the leading exporters of table grapes. producers must confront the challenges posed by the climate crisis, such as decreased rainfall, increased heatwaves, and extreme temperature events during the growing season, mainly associated with desertification in northern Chile (Atacama and Coquimbo regions).

Read More