TRADE TALK PRESS CORNER
TRADE TALK PRESS CORNER Maxim Kashirin Founder & CEO, Simple Group Keep it Simple A key Russian importer gives his “take” on the market Simple Group is a top player on the Russian market; one of the nation’s largest importers and distributors of high quality wines & spirits. With a balanced portfolio including top brands and products from all over the world, Simple covers more than 30% in direct sales and occupies leading positions in the On-trade and Off-trade in Moscow and all key Russian regions. We asked company founder & CEO Maxim Kashirin, what the most important trends are in wine sales in his territory. To begin with, the Russian market has always been developing regardless of crises. Due to the latest crisis of 2014-2017, people have discovered lots of new sorts of wine. They have switched their interests from standard and classic options they had been making for years to more interesting and democratic ones. Furthermore, younger consumers aged 25 and older have entered the market and are becoming more and more influential. Some groups of fashionable youth set the trends while the elder generation has been losing ground for the past five years. To proceed, we see that retailers are increasing their imports, filling the shelves with different wine brands. At the same time, vodka manufacturers and distributors have joined the game, placing a bet on wine of the mass market segment as this kind of wine is sold easily even without active promotion and work of sommeliers. As for Russian wine, it is still popular, however, the surge of interest has slightly faded that is, in fact, a normal wavelike dynamic. The next trend is a growing role of the government in the regulation of the wine market both in wholesale and retail. The introduction of the EGAIS system, which controls all the stages from production to retail, makes the alcohol market more and more complicated to get into. We are not observing an emergence of new players. On the contrary, consolidation is taking place, existing players are growing and we see the market dividing into the segments, namely, large, middle and smaller players. Thomas Matthews Executive editor, Wine Spectator MORE THAN JUST A SPECTATOR… SOME GROUPS OF FASHIONABLE YOUTH SET THE TRENDS WHILE THE ELDER GENERATION HAS BEEN LOSING GROUND FOR THE PAST FIVE YEARS What are you primarily looking for at Vinexpo Bordeaux? Vinexpo is becoming more the place where we can meet producers from different countries, communicate with them and establish contacts. At the same time, it is possible to solve some technical issues which would not require long conversations. What are your secrets for getting the best out of a busy show like Vinexpo? First of all, I would advise to plan the schedule as effective as possible because the exhibition lasts only for several days, but you need to manage lots of things. It is important to establish contacts here, strengthen relations and get acquainted with the novelties of different wine portfolios • Wine Spectator is the world’s most widely-read wine publication, with more than 3 million readers. Executive editor, Thomas Matthews, leads a team of more than 30 writers, critics and editors working in both print and digital media, reviewing more than 18,000 wines each year in independent blind tastings. We asked Thomas what his publication’s key aims are. Our goal is to educate and entertain our readers about wide-ranging culture of wine. What are you primarily looking for at Vinexpo? I look forward to catching up with vintners from around the world, discovering new wines and learning about current developments from the vineyards to the global market. Which regions / varieties / wine styles do you feel are gaining most in popularity in the region served by your publication? In the US, consumers are eager to explore the entire world of wine. California remains the leading region, but any winery that delivers high quality and good value can succeed in our market. What are you most looking forward to at the show? Wine Spectator was partnering with Vinexpo to present “Fire and Rain”, a panel discussion about the impact of climate change on the wine industry. I don’t believe there is a more important issue facing vintners (and consumers) today • 8 VINEXPO DAILY / DAY 3 EDITION / TUESDAY 20 TH JUNE 2017
EXCLUSIVE INTERVIEW Graham Coull Master Distiller, Glen Moray 120 Years… That’s Worth Celebrating! The Glen Moray story: told by Master Distiller, Graham Coull Glen Moray Master Distiller Graham Coull was recently crowned Spirit of Speyside Whisky Festival Ambassador, praised for his work in promoting Speyside whiskies at home and abroad, and also for working to benefit the local community around Glen Moray’s distillery in Elgin. The accolade, awarded at the annual celebration of Scotland’s national drink on April 26, was another reason for Glen Moray to celebrate in 2017, its 120 th anniversary year. We asked Coull to tell us more about the Distillery’s history, and himself… I was born in Elgin, Speyside less than a mile from Glen Moray Distillery itself. After studying Chemistry in Edinburgh, I returned to Speyside in 1994 to work in the whisky industry. In 2005 I became only the 5 th Master Distiller in the 120- year history of Glen Moray and my role is not only to build on the traditions and craft laid down by my predecessors but also to impart my own character and influence on Glen Moray. My role is wide and varied but in simple terms I look after the spirit from the day it is born until the day it is ready to leave the Glen Moray warehouse after years of maturation. This year is the 120 th anniversary of Glen Moray. What is being done to celebrate this? The 120 th Birthday of the Distillery takes place on the 13 th September 2017 but we have started celebrating early! The Distillery played a large part recently in the success of the recent 2017 Spirit of Speyside Whisky Festival hosting many birthday themed events. The Distillery also hosted the prestigious Opening dinner at which I was presented the ‘Speyside Ambassador of the Year 2017’ award. The award recognises the contribution made by Glen Moray Distillery and myself both locally and globally in promoting whisky and Speyside in general. It was fitting to receive the award in what is a memorable year for the Distillery. To mark the 120 th year I have also released a limited-edition Glen Moray called ‘The Mastery’. It has been a great privilege to create a unique blend of different aged Glen Moray’s which include vintages from four different decades. ‘The Mastery’ for me celebrates not only the traditions and skilled craftsmanship at Glen Moray but also the long history of innovation. How is demand for whisky evolving (in terms of taste, on the one hand, and geographic demand on the other)? The Whisky industry cannot be complacent and rest on its laurels because competition is growing from other spirits. Today’s whisky drinker is looking for choice and variety. That is why we need to be innovative but still be true to the character of the Distillery. I have currently created nine different expressions. Five of them are within the Elgin Classic range and include Sherry, Port and Chardonnay finishes plus a Peated expression. The older Heritage range consists of a 12yo, 15yo & 18yo and the Vintage expression is a 25 yo Portwood finish. I am working carefully to extend the range looking for different flavour profiles to offer something different. Existing markets are evolving and new markets are emerging but the one thing they all have in common is that they are all looking for something slightly different. How are you “innovating”, going forward in time? Glen Moray has a long history of innovation and it was one of the first Distilleries to experiment with wine casks many years ago. I am continuing the tradition by experimenting with different ages in a variety of different casks. The permutations are limitless but my role in the experimentation is to bring the best out of the Glen Moray spirit and the wood flavours. The relationship between the two takes time to develop but I promise the results are worth waiting for • VINEXPO DAILY / DAY 3 EDITION / TUESDAY 20 TH JUNE 2017 9
