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HUGEL & FILS
12 generations of family tradition
A brief presentation


Family business, today run by 3 members of
the family (12th generation) – 28 employees



100% family-owned and fully self-financed.



Wine growers from father to son in
Riquewihr, Alsace since 1639



Total annual production averages 110,000
cases; over 90% is exported to more than
110 countries
Today’s Hugel headquarters in Riquewihr
The importance of the place vs. the
importance of the brand. The secrets
behind a successful wine brand?
The importance of the brand and the
importance of the place. The secrets
behind a successful wine brand?
Be coherent
Don’t try to become super premium if you
can’t sustain it.
 Don’t try to mass market your wines if you
can’t supply when (if) it’s a success.
 Don’t open a market if you cant sustain
and support it.




Your positioning can only be yours, make
sure it is unique, so it stays yours…
Know your strengths:
Our name, because the brand is
important.
 Our capacity and experience in opening
markets.
 Our adaptability to any export market’s
requirement.
 Our ability to build our brand image.


…We have become really good at being first.
1. Our brand:
Our brand is our name, our brand
ambassadors are members of the family.
 Our brand is short and easy to pronounce
in most languages.
 Our label has become a signature across
the world.
 We avoided supermarket and mass
distribution to keep a high end image.

2. Our capacity to open new
markets:
Present in 110 different countries
 Recently opened markets like Vietnam,
Burma, Serbia…
 Present in tradeshows, present on the
field.
 Working with the right people (Frederick
Wildman; Summergate; Jeroboam; John
Fells UK)

Establishing stable export markets

Loading a shipment
for Sao Paulo in 1950

The labelling room in 1930
3. Our adaptability to any export
market’s requirement:
We count 3 people working full time on
duties and shipping.
 We count 5 people for labeling, packing
and orders display.
 Hundreds of different labels.
 A method which allows us quick changes
in destination.
 A website in 9 different languages(!)

An informative and supportive website
The new technologies of
information help us communicate
more easily than ever before.
Conclusion:
Know / find your strengths.
 Work on your strong points.
 Chose your distribution wisely.
 Define your goals and tactics.
 Being first is often better than being the
best.
 Try to be both.

HUGEL & FILS
3, rue de la première armée
68340 Riquewihr
France
Tel: +33 3 89 47 92 15
Fax: +33 3 89 49 00 10
info@hugel.com

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Jean-Fredric Hugel - Place Vs Brand @wbis2014

  • 1. HUGEL & FILS 12 generations of family tradition
  • 2. A brief presentation  Family business, today run by 3 members of the family (12th generation) – 28 employees  100% family-owned and fully self-financed.  Wine growers from father to son in Riquewihr, Alsace since 1639  Total annual production averages 110,000 cases; over 90% is exported to more than 110 countries
  • 4. The importance of the place vs. the importance of the brand. The secrets behind a successful wine brand?
  • 5. The importance of the brand and the importance of the place. The secrets behind a successful wine brand?
  • 6. Be coherent Don’t try to become super premium if you can’t sustain it.  Don’t try to mass market your wines if you can’t supply when (if) it’s a success.  Don’t open a market if you cant sustain and support it.   Your positioning can only be yours, make sure it is unique, so it stays yours…
  • 7. Know your strengths: Our name, because the brand is important.  Our capacity and experience in opening markets.  Our adaptability to any export market’s requirement.  Our ability to build our brand image.  …We have become really good at being first.
  • 8. 1. Our brand: Our brand is our name, our brand ambassadors are members of the family.  Our brand is short and easy to pronounce in most languages.  Our label has become a signature across the world.  We avoided supermarket and mass distribution to keep a high end image. 
  • 9.
  • 10. 2. Our capacity to open new markets: Present in 110 different countries  Recently opened markets like Vietnam, Burma, Serbia…  Present in tradeshows, present on the field.  Working with the right people (Frederick Wildman; Summergate; Jeroboam; John Fells UK) 
  • 11. Establishing stable export markets Loading a shipment for Sao Paulo in 1950 The labelling room in 1930
  • 12. 3. Our adaptability to any export market’s requirement: We count 3 people working full time on duties and shipping.  We count 5 people for labeling, packing and orders display.  Hundreds of different labels.  A method which allows us quick changes in destination.  A website in 9 different languages(!) 
  • 13. An informative and supportive website
  • 14. The new technologies of information help us communicate more easily than ever before.
  • 15. Conclusion: Know / find your strengths.  Work on your strong points.  Chose your distribution wisely.  Define your goals and tactics.  Being first is often better than being the best.  Try to be both. 
  • 16.
  • 17. HUGEL & FILS 3, rue de la première armée 68340 Riquewihr France Tel: +33 3 89 47 92 15 Fax: +33 3 89 49 00 10 info@hugel.com