Bibendum to focus on adding premium value, with Chinese portfolio also in pipeline

By Andrew Catchpole

Published: 24 May, 2016

Bibendum used its spring press tasting to send a message of reassurance to the trade that it's "business as usual" following its recent £60 million purchase by Conviviality

Bibendum used its spring press tasting to send a message of reassurance to the trade that it's "business as usual" following its recent £60 million purchase by Conviviality.

Speaking at the tasting at Bedales wine bar in London's Borough Market, Andrew Shaw, ex-Bibendum buying director and now global buying director for the Conviviality group, used the tasting to highlight a mix of on trade specific wines including new lines, entry level wines with character, plus a selection of the company's artisan and Americas ranges aimed at millennials and more adventurous drinkers.

"Suppliers have been fine about [the purchase by Conviviality], but it's all about perception, people look and see 'big company', so we need to reassure people as to what we do, and that it is business as usual for Bibendum," said Shaw.

"We know we can be competitive and bring quality and value at entry level, otherwise we wouldn't be here, but our focus is on building the more premium," continued Shaw. "It's in the broader sphere of influence that we can make a real difference, with an on trade that wants regional and interesting wines, where our wines can add colour and interest to the wider wine market."

The wines showing ranged from small allocations of as little as 150 cases to 10,000 case examples of premium New World benchmark names that have grown a reputation with on trade buyers and their customers.

"It's not about volume, but about what people feel about the wines," said Shaw. "Our artisan range, especially, is about hand crafted, hand made and hand sold wines, focused on region and terroir - wines that could go on a blackboard rather than a list."

China Portfolio

Shaw is recently returned from a buying trip to China, where he has been enthused by some of the quality now emerging, with Bibendum currently awaiting its first shipment of Changyu Moser wine, which should arrive early June.

"We are looking at doing a whole portfolio of Chinese wines," said Shaw. "As domestic drinkers have begun to better understand about the quality of wine on the back of growing imports from countries like Chile and Australia, those producing locally have responded and the ongoing improvements in quality have been remarkable."

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