Invivo targets sales leap with Cordier-Mestrezat revamp
InVivo has confirmed plans to update the offering from its Bordeaux trader Cordier-Mestrezat as it eyes a doubling of sales within five years.
The French farming and agri-food co-operative, which made its entry into the wine category through its stake purchase in Cordier-Mestrezat in June, will launch a "semi-premium" blended wine as part of the revamp. Speaking to just-drinks, Bertrand Girard, MD of the Invivo Wine unit, said the blend will be priced between US$10 and $15 per bottle and will be released early next year.
"Our objective is to target markets where French wines do not yet have a significant presence," Girard said.
InVivo is looking to double its annual turnover to EUR600m (US$656m) in the next five years through organic growth and acquisitions, according to Girard.
In addition to its 78% stake in Cordier-Mestrezat, Vivo Wine owns Vignobles du Soleil International, as well as 21% of wine co-operative Vinadeis, which it bought in August.
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