We adapted the Producer Toolkit framework to research and work directly with the new producers on Dreyfus Ashby’s behalf.
WORKING WITH PRODUCERS ON BEHALF OF THE IMPORTER
The main requirement was to create a detailed profile for each producer highlighting their unique and benchmark information. This needed to be provided in a format suitable for the Dreyfus Ashby website, which also included short descriptions as a reference for each of the wines that would be imported.
All interactions with the producer were designed to gain as much in-depth information as possible to create a comprehensive picture of them at this early stage. The aim was to consolidate all the relevant and unique information to provide a well-structured overview of their background, philosophies, and outline their viticultural and winemaking practices and techniques.
Our framework allowed an efficient exploration of all aspects, to pull out any elements lacking or unclear from what the producer could provide, in advance of a proper visit in situ, not yet possible due to the travel ban.
CREATING A COMPREHENSIVE WINE INFORMATION RESOURCE
Experienced specialist importers need to be experts at understanding the elements they need to highlight about a new producer, as each represents a long-term commitment and investment for them.
Working from our own marketing experience as an importer, we knew it would also be worthwhile to look at the potential additional uses of this information resource, beyond just providing the website content.
In particular, the detailed profile information would need to be edited down to a shorter version suitable for the Dreyfus Ashby price list and the wine descriptions would need to be accurate and suitable to be utilised here as well.
We also aimed to gather and review all the available resources from the producer in terms of images and product information (fiches/tech sheets) to have them available for customers via the Dreyfus Ashby website.