The famous Greek spirit tsipouro claims its rightful place in the international markets.
For this reason, 21 tsipouros, fresh and aged, from 13 distilleries, members of the Greek Association of Distillers & Spirits (SEAOP) and the Union of Distillers of Grape Wine Products of Greece (ENAPAPE), were put under the microscope by experts in the international marketing of spirits “Burgundy School of Wine & Spirits Business” based in Dijon, with the aim of helping tsipouro to successfully penetrate foreign markets.
Based on the collaboration model established by the Hellenic Wine Association with the specific academic institution in recent years, the spirits program has two pillars: on the one hand, the research of international consumer attitudes towards tsipouro (fresh and aged) in relation to corresponding competing products other countries, with the aim of increasing its added value in general. On the other hand, especially for distilleries, the provision of specialized marketing and strategy advice, tailored to their individual needs.
Under the guidance of Mr. Chris McIndoe, a member of the Faculty’s academic staff, 9 students of the MBA program from 8 different countries (Canada, Mexico, Russia, India, China, France, Taiwan) presented the multi-month study (which involved 13 Agricultural Wine Cooperatives and distillate companies) of the students who examined in two groups the particularities and dynamics of fresh and aged tsipouro.
They handed over to the representatives of each distillery a confidential study with an analysis of the company’s data, data from international markets and specific proposals. This was followed by visits to businesses in the area of Tyrnavos and Volos as well as a tasting of the spirits.
The president of ENAPAPE, Mr. Dimitris Apostolakis, said: “Extroversion is, in our opinion, the only way forward for companies producing spirits of grape origin. Tsipouro and Tsikoudia must take their rightful place in the international markets and this specific study, which was carried out by the internationally renowned school of Bourgoundy Wine & Spirits Business, proved that with targeted actions it is possible to achieve this goal. It was therefore a beginning in a long-term effort which the two organizations SEAOP & ENAPAPE will intensify with further actions of such scope”.
