Turning surplus into strategy

Surplus strategy: Why full tanks are a unique opportunity to innovate and recalibrate the industry It’s tempting to view the current global oversupply as a shortcut to winning back consumers through lower prices. But this moment offers a longer-term opportunity to rethink how wine is made, packaged and positioned — to turn necessity into lasting innovation and reinvention. It’s an open secret that as tanks around the world brim with unsold inventories, wine prices – particularly in on-premise venues – remain stubbornly high, potentially fuelling continued market contraction. Californian market...