Country of Origin: SPAIN
Overview
The Spanish producer entered Ukraine with a clear intention: to be present only where the brand truly belongs. Mass distribution was never an option. The goal was access to premium HoReCa — restaurants and hotels where product selection is driven by expertise, not volume.
This required more than logistics. It required trust.
Challenge
Ukraine’s premium HoReCa market is relationship-driven and highly selective. Decision-makers are cautious, saturated with offers, and protective of their wine and spirits lists.
The core challenge was not demand, but credibility — entering closed circles without compromising positioning or resorting to aggressive sales tactics.
Our Approach
We began by defining the brand’s natural habitat: cuisine alignment, price corridors, service style, and sommelier expectations. The CEO personally curated the positioning, drawing on years of experience in tastings, portfolio building, and professional evaluation standards.
Rather than pushing the product, we designed a soft-entry strategy focused on professional dialogue. No advertising. No mass presentations. Only relevant conversations with the right people.
Execution
Access was built through a sequence of closed tastings, invitation-only meetings, and direct introductions to key HoReCa decision-makers. Each presentation was adapted to the venue — its concept, clientele, and existing portfolio.
Feedback from sommeliers was collected, analyzed, and used to fine-tune messaging and channel focus. The brand entered the market quietly, through respect and relevance rather than visibility.
Result
Within the first phase, the brand secured placement in top-tier restaurants and hotels, establishing a stable presence in the premium HoReCa segment.
No price erosion. No overexposure. Only controlled, high-value access.
Insight
Premium channels do not open to products.
They open to understanding.