Connecting producers and customers

• Driving listing success at Cote with Aubert et Mathieu Hautes Pistes Pinot Noir
• Bringing customers closer to producers through immersive South Africa visits with Kleinood, MAN Vintners and Thelema
• Delivering in-venue impact at York Minster Refectory with a Château Léoube terrace activation

Success in today’s on-trade is built on more than product. It comes from connecting the right producers with the right customers, then supporting that relationship at every stage to deliver commercial results. From first tasting through to in-venue execution, alignment is what turns listings into long term success.

The by-the-glass listing of Hautes Pistes Pinot Noir at Cote shows how strong alignment between producer, distributor and customer drives performance.

Led by James Martin, the relationship began with a London tasting in October 2024 and developed further with a visit to Carcassonne to meet Aubert et Mathieu.

Aubert et Mathieu supported the launch with tailored pricing and jeroboams to drive visibility, while Cote’s marketing team and Enotria worked closely with the producer to strengthen how the wine was presented on the list.

The result is a listing delivering strong early volume and supporting the ongoing development of Cote’s wine offer. It also reflects the wider momentum behind Aubert et Mathieu, recently named again in the Financial Times 1000 fastest growing companies in Europe, the only wine producer included.

As Anthony Aubert puts it: “working with Enotria has felt like a genuine partnership built on shared vision… a real on-trade story… exactly what we look for in a distributor… a great reminder that wine is, at its core, a people business.”

For customers, understanding a wine goes far beyond a tasting in the UK. Visiting producers in their home environment builds connection, confidence and ultimately stronger performance on the list.

As Kate Williams highlights, a recent South Africa trip gave customers direct insight into the people and practices behind the wines.

At Kleinood, sustainability came to life through wastewater recycling and biodiversity initiatives. At MAN Vintners, the focus on grower partnerships and a consistent, drinkable style resonated strongly.

Visits to Ken Forrester Wines and Thelema Mountain Vineyards reinforced the importance of people, hospitality and estate identity in shaping how wines are understood and sold.

These experiences give customers a deeper connection to the wines they list, strengthening the stories they tell and helping to drive sales in a competitive on-trade market.

Creating impact on the list is one part of the equation. Driving visibility and engagement in venue is what converts that listing into sales.

At York Minster Refectory, Laura Bennett worked with Château Léoube to deliver a terrace activation that brought the brand to life for guests.

In return for an enhanced listing across sparkling rosé, Secret de Léoube Rosé, Château Léoube Rosé and a Léoube Gin & Tonic serve, the venue received a tailored activation package including blankets, cushions, a branded trolley and ice buckets.

Positioned on the terrace, the trolley became a clear focal point, driving visibility and engagement.

As Laura Bennett, Sales Manager at Enotria explains: “Feedback regarding the trolley was incredible. York Minster Refectory said it was a real focus when people walked up the terrace, people looked at the trolley and it had generated more sales.”

This was supported by staff training from Léoube, ensuring the team had the confidence and knowledge to convert interest into orders.

Connecting producers and customers in this way creates more than listings. It builds partnerships that deliver for both sides, combining strong product, clear storytelling and effective execution to drive shared success in the on-trade.