Jean-Tristan, you joined Rhonéa 1 year ago as France & Export Sales Director. Briefly tell us about your career and what drew you to the world of wine?
My career began in the spirits sector with a two-year experience at Pernod Ricard Spain in Madrid. I was Assistant Product Manager in a marketing department of 30 people, and I had the chance to see Zidane, Roberto Carlos, Ronaldo, Figo and Beckham play! It was very enriching to discover a new culture and another way of working.
After that, I joined IBM as a Consultant, but the towers of La Défense in Paris and hours spent on the RER A line were not my cup of tea! That's when I joined Segafredo Zanetti France in Rouen as Product Manager. I developed a training center for baristas called “Sommeliers du Café”. In the coffee, we use wine vocabulary!
After winning two very important tenders (McDonald's France and Disneyland Paris), I was appointed Key Accounts Director for wholesalers and vending machines, with a team of 10 people to manage.Then, in 2015, I took over the presidency of the “Corsica Cafés Brûlerie” in Ajaccio, in addition to my duties as Director. A real textbook case as I had to manage a company of ten people with two Corsican brothers who obviously had a bit of a temper! Covid came along and it was very difficult because all our customers were closed. I lost over 70% of my sales. Despite this, with my team, we managed to turn things around by sticking to the right methods: good product - good price and 5-star after-sales service.
After 16 years with Segafredo, I needed a new challenge in my career, and I've always been passionate about wine. When I saw the job offer at Rhonéa, I applied and I'm delighted to have joined the team.
In your opinion, what do these two worlds have in common in terms of commercial challenges and brand strategy?
The most striking parallels are the promotion of terroir and origin. The pedagogy needed to explain the nuances of our products is also a common point. Finally, these two worlds touch the emotions and the senses, which makes them different.
Beyond these similarities, it is above all the men and women who make the difference in a fiercely competitive world. Analysing customer needs is essential. Ultimately, we have to be more consultants than salespeople. The close relationship with our customers is also important because we need to keep them informed about trends, our processes and our offerings. We have to explain and re-explain the “Vignerons Engagés” label and have a responsive and proactive customer service to find fast and effective solutions.
The brand strategy is crucial and differentiating. We need to be present in as many shops, restaurants and wine shops as possible. Rhonéa has been successful with the Terroir Daronton brand in supermarkets. We need to follow the same strategy with the Rhonéa brand in the On Trade and Export sectors. It won't be easy, because competition is fierce and consumption is falling, but I'm convinced we have what it takes to succeed.
What are your priorities as a sales manager?
1. Sell, sell and sell!
To return quickly to growth in volume and value, because our appellations are exceptional and the quality of our wines is acclaimed by all our customers and prospects. Even if the context is difficult, I repeat, we have a lot in our hands! It's up to us to convince even more people that we're the Rhone Valley's best and most reliable value.
2. Show a high level of responsiveness
We need to respond quickly to all requests in today's fast-paced world. I'm confident that our teams can deliver operational excellence.
Conquering new markets and attracting new customers is key to Rhonéa's future, but I'm confident that quality and price are on the agenda.
At every level, the customer experience must be at the heart of our daily commitments. Our teams have already done a lot of work in this area, but we must maintain it on a daily basis.
And more personally, apart from coffee and wine, do you have any other passions?
I love gastronomy. There's nothing like a good meal with family or friends to recharge the batteries, accompanied by a good wine! I have great admiration for our great French chefs. I've been lucky enough to work alongside some of them during my career and I'm impressed by their capacity for hard work and their attention to detail in choosing products, cooking, managing a brigade and their incredible palates.
Finally, I've been a keen golfer since the age of 6. I love this sport because you're out in nature with different landscapes. What's great is that you get to share a beautiful stroll for several hours with strangers or with friends who don't necessarily have the same level. There are lots of ways to have fun!