Maison Sichel teams up with Davy’s for latest promotion in “bedrock” indie trade

By Jo Gilbert

Published: 19 October, 2018

Bordeaux stalwarts Maison Sichel has revealed its annual promotion will be heading to Davy’s Wine Merchants this year for the 2018 Sichel Independents Initiative.

The producer and negoicant started the campaign three years ago to celebrate and raise awareness of its position in the UK market.

The UK is the oldest of Sichel’s 62 export markets, and is still one of the company’s “best performers” the company said, despite the uncertain climate around Brexit and the fall in Sterling.

It is now celebrating its “bedrock” in the UK – the independent sector – with the campaign, which not only aims to boost sales but also its profile among customers and staff.

Max Sichel, head of sales in the UK and Ireland, said: “More importantly, we want the merchant’s teams to understand more about us, what makes us different ‒ the fact that we are not just a Bordeaux producer but have properties in the Languedoc and the South West, for example, or understand how we produce their house wines. Most importantly, we want to get the people who sell and serve our wines to come and see for themselves, not just the buying team.”

The Sichel Independents Initiative includes staff training sessions, on-premise tastings, dinners, customer prize draws, and an inter-branch competition.

Teams are evaluated on creativity, customer engagement and sales uplift, with the chance to win a trip to the Sichel vineyards in Bordeaux and the South of France.

The trip is hosted by Max Sichel, who manages the UK along with Leigh Claridge.

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