With FMS creating its Private Label Division in 2014, it has finally come into its own during 2015.
The successful launch of Skipper’s (2nd
brand of New Beginnings) in 2014 led us to develop a private label for a client
in Côte d’Ivoire (OloPam Nest). Focusing on Private Label Projects since
January, it brought in three orders in quick succession
from clients in Kenya (ADUA), Denmark (The Full Fifteen Africans) and Bolivia. This
is for both still and sparkling wines with quantities ranging from one pallet
to a 20’ container. With another three in progress to China and the USA (Africa
Promise & Freedom Wines), FMS is becoming quite expert in sourcing wines
for specific target markets – all within budget and deadline.
La
principale raison du succès is that FMS provides a full turn-key service
to you as client - choosing wine from barrel, tank or unlabelled bottles,
negotiating with several wineries, providing you a quality wine at best price, and
labelling these on schedule. Some clients prefer to handle their own design, while we
can advise you on international design contests or using our appointed
designer. All labels are printed locally using a trusted associate.
FMS verifies that cellars we propose consistently
produce wine of excellent quality, rated independently. The wines can be part
of the cellar’s regular range, or we can create a specific blend, style, or
varietal to fit your brief. Dependant on volume, you can choose the bottle type,
closure and capsule colour. Production lead time is 2 to 6 weeks. Price depends
on quality, volume, varietal/s, vintage and region. We will quote you FOB Cape
Town, plus handling the full logistical export process to include the CIF
destination port of your choice.
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| La Rue Mouffetard, Paris 1954 |
At first we need a clear direction to
establish: what styles would suit your target market, quantities (840 to 13,200
bottles), launch date, price and quality levels. This wish list is modified into
a final brief once we’ve done internal market research on your chosen market. Next,
we will access a wine industry B2B website to ensure that we discover and taste
all the best options according to these criteria. Chosen samples will be
provided free FOB Cape Town, with courier costs for your account.
Brands that we developed for Bolivia are
targeted to compete directly against market leaders in their respective
categories, namely sparkling wine and apple cider. The product image must compete at a specific price
level, using a designated marketing strategy for your target market. We can recommend several options for US clients that require an importer to take
care of regulations such as product and label compliance, importation,
warehousing and distribution to various states, charging task-based fees. It
includes managing the COLA and TTB process to achieve federal regulatory
compliance.
FMS can request a graphic design
specialist to quote on label, logo and brand name design according to your
brief. Apart from essential design elements, the creation of the label is
considered in terms of its market position while contextualising your brand’s story.
It is a project fee-based task. Regardless of who you use as designer, FMS provides
guidance with label approval on technical aspects such as mandatory items, health
warnings, importer details and barcodes. FMS has connections with several
trademark attorneys and can advise you on these, including foreign translation services.
Label printing is cleared when we
receive the SAWIS approval certificate. Labels are printed
digital, flexo or litho, depending on quality and quantity. If required, magnetic
label dies has a 48-hour lead time. Label printing costs depends on size,
quantity, paper and is quoted in full sets. Paper stock is dictated by the brand’s
image and wine type. Lead time for design and printing ranges from 2 to 4
weeks. Branded cartons are an important marketing tool. Printing of these can be
done at a nominal cost and depends on volume, design and colour. There is a once-off
cost for the design stereo.
Once production or labelling is set up
we can ask the relevant WOSA country market manager for advice on a launch
strategy, potential clients, and creating additional media awareness. FMS could
also publish an article in the Wine Marketing Services blog, add it to the FMS website
and create ads for the brand on two B2B portals where FMS is registered,
providing your contact details.
Due to the correct brief being critical
for the wine search and label design, we will guide you on both. We don’t compromise on
quality at any step along this exciting journey. With FMS
providing you with a cost-effective, turn-key private label solution, you can capitalise
on these synergies and expertise in place to launch your
own brand, directing your own future.
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| wine civilization |
Photo credits: Thinkstock, Robert DOISNEAU, FMS & Coralie FLANDRE
