“This is a great moment for UK importers to introduce new and interesting Greek wines to their customers.” Antonis Cioulis explains how Reco Exports can help importers introduce these wines to the UK.
Tell us about yourself and the business you manage?
Reco Exports is a food and drink export marketing agency that helps global companies establish themselves in the UK and Nordic markets. We have a presence in four countries, and our Greek office, established in 2008, provides advice and support to Greek companies operating in the food and beverage sector and helps them understand how these markets work and how they can export their products.
As well as organizing tours and tasting sessions, you are now looking to start a new Greek wine consultancy service – what are you looking to offer?
Antonis Sioulis has 15 years of experience in finding the right export partner for Greek wine producers
We are still doing exactly what we have done for the last 15 years in Greece, but now we are focusing a lot more on the wine sector. We have seen that although demand for Greek wines has been high over the last 12 to 18 months, not many brands have been imported into the UK yet. This mainly relates to the way Greek and UK companies look at business across the board. Two different cultures with different business priorities and mindsets. Our aim is to help UK distributors find the right wine producers to partner with and at the same time support Greek wine producers to understand the UK market and the whole process.
Why are you looking to set this up now?
We have seen the demand for Greek wines rise in the last 12 to 18 months and we feel that this is the right time for Greek wines to enter the market on and off trade.
What kind of specific services can you provide that importers cannot provide themselves?
We can help UK importers by acting as their local office. We can support them by selecting wine producers that meet their criteria, in terms of export readiness, production capacity, certifications, ability to support their marketing activities and of course the ability to work on the payment terms required by the UK market.
How do you envision bringing together producers and importers?
Reco Exports helped organize a trip with UK wine importers and buyers to central Greece earlier this year and provided them with the opportunity to meet producers and taste a wide range of wines from across the PGIs in the region.
For us the main thing is partnership. Successful business relationships are built on strong partnerships and this is exactly what we try to achieve. Our role is firstly to ensure that UK importers understand the challenges Greek wine producers face and value the wines they will be importing, and secondly to ensure that Greek wineries understand the UK market rules and learn how to build on them. Long-term business models.
What kind of information are you looking to get from producers to help importers know who to contact?
We will collect information such as varieties produced, production capacity, prices, certificates, credibility, performance for other export markets and of course readiness to export.
What kind of information will you need to get from importers to help producers understand which ones might be right for them?
We will need to understand their business model and the channels they target. Do they serve the trade, the off-trade market, or both? What kind of wine do they need and at what price? What are their payment terms and what kind of marketing support will they need from the producers. These are just some basic questions that will help us choose the right partners and wines for their portfolio.
Will you be able to help provide samples for tasting – how will this work?
Yes, of course, we will be able to arrange shipment of samples if needed
Will you be able to organize trips for buyers to go and visit the selected producers?
UK wine trade trip that visited central Greece with Reco Exports in the spring which included importers, wine merchants, trade press and sommeliers
Yes, of course. After UK importers decide which wines will best suit their needs, we will fit winery visits into your entire itinerary.
What about shipping and bringing wine to the UK? Are you looking to source available UK stock from potential producers to match buyers?
Ideally, UK importers will be able to ship a small container directly to their warehouse. However, the entire import model requires bulk shipping, so we can certainly organize this by shipping directly to our warehouse and then distributing to UK buyers. Regarding the stock available in the UK, again depending on the volume of imports and the needs of UK buyers, we will be able to establish a Greek wine distribution centre, which will serve the entire UK commercial market.
You are also looking to run a collection service – how will that work?
We will certainly be able to arrange a batch of wines from Greece to our warehouse in the UK and from there to the importers site in the UK. Our warehouse in Greece can manage the entire process, from packaging to paperwork, customs formalities and excise taxes.
How do you see the Greek wine market and the potential for buyers in the UK?
Greek wine, especially the local varieties throughout Greece, has been on the radar of both the trade and consumers for some time. The UK is Greece's number one 'tourism partner', however, with the exception of Retsina, UK consumers cannot find the beautiful wines they tasted in Greece.
There are huge opportunities to source interesting commercial wines from a wide range of local varieties, some from old vines, throughout Greece, says Antonis Sioulis.
This is a great moment for UK importers to introduce new and interesting Greek wines to their customers. Wines that satisfy the UK palate and wines that can be affordable as well as quality. Therefore, we see that this could be a great profitable opportunity for all parties involved. UK trade and Greek consumers and producers.
Which regions and islands of Greece do you think have the most potential and why?
Mainland Greece and Crete are areas that combine everything a UK importer and a UK consumer wants. Incredible authentic items, great history and excellent prices. There are a lot of producers, each of them has its own story, with very interesting varieties and labels and very attractive recommended retail prices. The best recipe for success
What problems do you see for importers and buyers wanting to find producers and wines in Greece?
The main initial challenge for some importers will be the target price. Greek wines can never compete with Italian, Spanish or French wines in terms of their production capabilities and as a result prices. Therefore, the UK trade must understand that Greek wines, should be treated as boutique wines, carrying a different character, a different cost of production and inevitably a different price range.
How do you hope to solve it?
Reco Exports is also looking to promote Greek wines directly with sommeliers through a masterclass in the UK – hosted by Peter McCombie MW at M Canary Wharf earlier in the year
Inspiration and education are the key words. We will try to inspire UK importers to learn more about Greek wines from the above regions, and to understand the winemakers and their wine making processes. Once this is achieved, we need to inspire the UK on-trade and off-trade customer base, by organizing more focused wine tasting activities that will include all parties, UK importers, their customers, the end customer and the consumer.
Which areas in Greece are you best placed to find suitable producers?
We are able to identify, talk to and contact producers from all over Greece. Our long-term participation in major wine trade fairs has also given us access to most of the wineries in Greece.
You can find out more about how Reco Exports works here and contact Antonis Sioulis directly at a.sioulis@reco-exports.co.uk
