Antonis Sioulis: Greek wine must target the right markets with the right branding – CNN Greece

Antonis Sioulis is one of the key persons behind the effort to secure a place for the Greek vineyard on the global wine map. On the occasion of the renowned London Wine Fair, which will take place on May 20-22, and the Greek presence at this significant global exhibition, we discussed with Mr. Sioulis the prospects of the “Greece” brand abroad, the problems and challenges that arise, the solutions that need to be provided, and the unique characteristics of Greek wine that can elevate it in international markets.

Antonis Sioulis is the Managing Director of RECO Exports, a Food & Drink Marketing & Exports Agency company, acting as a broker for food and drinks in international markets. The company introduces Greek businesses in this sector to key markets abroad through its Greek office, strengthening their export efforts. At the same time, the company is the exclusive representative of significant international food and drink exhibitions, organizing the Greek participation and promoting Brand Greece worldwide. RECO Exports is headquartered in the United Kingdom and has a presence in Sweden, Hong Kong, Australia, India, and Greece.

What is the current position of the brand “Greek vineyard” on the global wine map?

Unfortunately, at this moment, the “Greek vineyard” brand is non-existent outside the borders of Greece. Greek wine in most developed markets is associated with Greek restaurants and the ethnic market, and a large percentage of people still associate it with retsina. Certainly, many steps forward have been made in the last seven years, but much more intensive and coordinated efforts are needed.

Notable is the progress of Greek wine in the United Kingdom, which is the most important wine market internationally. After Covid in 2022, Greek wine saw a significant increase in its exports to the United Kingdom by over 45%. This is mainly due to an initiative by some wine experts in the UK to include Greece in the wine “discovery zone” along with Georgia, Turkey, the Czech Republic, Bulgaria, and India. Additionally, in 2022 and 2023, several successful promotional efforts for Greek wines were carried out through European wine promotion programs, which further helped in familiarizing native varieties with British importers and wine experts in general.

However, the combination of a) minimal promotional efforts, b) the lack of a unified strategic plan for the development of Greek wine, and c) the Greek business culture that demands immediate results with minimal investment, constitute significant obstacles to the development of the “Greek vineyard” brand on the global wine map, and this is something that needs to be changed immediately.

Given that markets are always looking for the “next big thing,” does Greek wine have what it takes to become an international trend?

Greek wine certainly possesses significant characteristics to become the “next big thing” over time. Greece has an amazing wealth of native varieties. The historical isolation of many regions and the preservation of old vineyards have allowed an impressive number of indigenous varieties to survive to this day. These varieties offer excellent quality options for those willing to explore something completely different. Especially in an era of mass production and globalization, they manage to stand out with their uniqueness and the sense of origin they exhibit.

And this is the strong suit of the “Greek vineyard” brand and the ingredient, if you will, to become an international trend. The unique complexity of soils, varieties, and mesoclimates offers a wide range of wine styles, rarely found in other wine regions of the world. However, Greek wine needs a lot of work on its branding because that is what inspires the audience, whether it concerns consumers or professionals in the field. It needs the right storytelling, at the right moment, involving the right people. And of course, above all, it requires patience and continuous investment.

What actions are being taken and what actions need to be taken for Greek wine to find its place and become a substantial player in the international market?

At the moment, the promotion and marketing of Greek wine abroad mainly depend on the wine promotion programs of the Ministry of Agricultural Development, which are primarily utilized by the Regions and, secondarily, by individual wineries. Beyond that, there are various isolated efforts by different entities, but nothing coordinated.

For Greek wine to find its place and become a substantial player in the international market, it must target the right markets with the right branding.

We occasionally hear about fragmented efforts to “open” Asian markets or markets with a very limited audience of wine enthusiasts. Both of these markets require significant investment amounts over a long period, which only has a negative ROI (Return on Investment). Greek wine needs to target mature markets with mid-high income and a daily habit of wine consumption, whether at home or in wine bars & restaurants.

These are markets such as the United Kingdom and the Scandinavian countries. As a company based in the United Kingdom with an office in Stockholm, we closely monitor these markets and have already supported several wineries in approaching them. Both of these markets have specific rules, which, if followed closely, offer a high chance of establishment and corresponding success.

Which Greek varieties, in your experience, present the most interest abroad and why?

Currently, wines from Crete are being intensely discussed among buyer circles. I believe that Crete will become one of the next discovery zones in the United Kingdom and Scandinavia. Additionally, and perhaps among the most well-known varieties, are Assyrtiko and Xinomavro, which are rapidly rising in the preferences of foreign consumers, as well as Savvatiano. It is important to note that Greece rose to the 17th position from the 20th it held in 2021 in terms of wine exports to the United Kingdom, which is the most strategically important market worldwide.

Greek wine in general can be an emerging brand with many development prospects.

How important is the presence of the “Greece” brand at the London Wine Fair and why?

The United Kingdom is the most strategically important market in the world. If you manage to “enter” this market, success in other markets and countries is almost guaranteed, as the United Kingdom commercially influences over 42 countries. The London Wine Fair is the most important professional exhibition for this market, where every year, all the top representatives and wine importers, as well as reputable wine journalists, gather to explore new trends and discover new labels and varieties.

In an exhibition where all wine-producing countries are present, both through national participation and their distributors, it is impossible for Greece to be absent. RECO Exports has been the exclusive organizer of the exhibition for Greece and Cyprus for a decade, and we strive each year to have a significant presence through participating Regions and their wineries, as well as to organize various masterclasses to inform professional visitors.

This year, nearly 40 wineries from all over Greece will participate, and as part of the optimal promotion and marketing of the wines, a masterclass will be held by a British Master of Wine, while throughout the three days, there will be a Free Wine Tasting Area + Wine Bar, staffed by British wine experts with knowledge and love for Greek wine.

How do you see the development of the Greek vineyard over the last decade and what would be your prediction for the next?

Firstly, the area of the Greek vineyard appears to be shrinking year by year. This is due both to climate change and the low economic returns of viticulture, given the low prices of grapes that are set each year. These two factors indicate that if climate change continues and if grape prices do not increase, we will be led to a significant reduction in wine production, which will lead to a corresponding surge in the final price on the “shelf.” In short, wine could become a precious and rare commodity only for those who can afford it. And of course, this is not good for the industry nor for the end consumer.

In your opinion, which countries are “competitors” of Greece in terms of its international outreach?

Every country that produces wine and places it on the shelf of a wine store or a restaurant’s list is a “competitor country” to Greece. From the moment a distributor “prefers” wine from country X and not from Greece, that country X is a “competitor country” to Greece. The important thing, however, is to learn why the distributor preferred to import wines from country X. What are the criteria, the conditions, the requirements, and the forecasts? A wine distributor is simply the vehicle to place the wine in the maximum number of points of sale, whether they are catering establishments, wine shops, or even supermarkets.

And every distributor decides based on the potential demand the wine will have at the point of sale. However, this demand is not created by the distributor but by the producer and the producer’s brand. And this, of course, is purely a matter of investment, mainly in money, always in conjunction with time. Here, the role of the state comes into play, under the umbrella of the competent export body, reinforcing the national brand and creating the appropriate conditions for the distributor to take over later. In this regard, Greece has unfortunately failed, while other countries, whether small or large in wine production, have found the recipe for success.

Let’s look at Georgia and the storytelling it has created, India and the entire national wine production and promotion plan it is developing, or even Turkey, which invests very large amounts in the marketing of its wine and wine tourism. Consequently, Greece should follow the same example to open target markets in every channel, whether it is catering or retail.

Can Greece become a hub for wine tourism, and what steps could be taken in this direction?

I believe that yes, it can become a significant attraction for wine tourists. In recent years, there have already been many efforts in this direction, both governmental and individual. Let’s not forget that wine production is deeply rooted in our culture; it is a part of our tradition, so we have a lot to offer and showcase. And this is the direction we, as a company, are moving towards.

We organize a multitude of activities with various Regions across Greece, inviting foreign entrepreneurs—especially from the markets where we are positioned—to get to know wine-producing areas up close, give them a tour, and help them discover their “secrets.” Generally, the state must increase the outreach efforts for Greek wine. This needs to be done through a holistic approach of actions targeting both professionals and the general public, with specific information campaigns per market.

Source: CNN Greece