Freixenet

Freixenet

Freixenet is a Spanish business and leader in the European sparkling wine segment, with the Number 1 brand Freixenet Cava and many other market-leading still wine brands

Situation brief

The UK business asked STAR to help it transition from a strong one brand position, to a broader and targeted wine portfolio

Task given to STAR

‘Help us understand the channel opportunities for our range in the UK market and then equip our commercial teams to sell a category-based portfolio’

Action taken

1. We did a full evaluation of the Freixenet range.
2. We helped target the range for different market channels
3. We established a category-based sales story
4. We facilitated new, more strategic customer plans
5. We co-created Freixenet UK leadership competencies to enable the concept of manager as coach

Results

Freixenet UK has beaten forecast and budget in each of the last three years, growing ahead of the market and leading growth in category returns. 2 Chrismases running Freixenet have enjoyed double digit growth, despite significant market difficulties MD Damian Clark commented ‘We are a small team, so it is easier for me to see the improvements in all aspects of how we manage our business from the help that STAR give us’

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