Aiming at the American market, Jean-Pierre Bieri, managing partner of Viñedos Urraca S.A., thought up a new way of introducing his products into the on-trade channel: small bottles with just 50 ml of capacity.
The managing partner made the following comments about this container: “The initial idea was to design a sample collection of 6 “mini” bottles for importers, although then other options came up. We sent an elegant case containing the different samples, each of them with their corresponding description. After a while, in which we saw the success of this plan, we incorporated our samples into tastingroom.com’s portfolio. This web site works as a wine club that offers its members different options of wine tastings. Our wines appear in various alternatives.”
A third strategy using the 50-ml bottle was to send the samples to celebrity chefs. “They carry out various food and wine parings and this way, they choose some of our wines making people get acquainted with our products.”
Viñedos Urraca was the first winery in Argentina in using this kind of bottle in the United States.