For the producer, participation in medal competitions is a very useful marketing and communication tool, as well as participation in trade shows. Without follow up work however, it is useless: winning a medal is evidence in a negotiation, but above all the means of sending a message to clients, and prospective clients, in order to promote your brand, name and vineyard.
I speak of negotiation; it is this question that faces a buyer, in the first instance of facing retail buyers. The medal is evidence because the buyer knows that the medal is what clients are looking for; it is particularly true in retail, in the absence of contact with a wine merchant or a wine steward. Francis Lerminiaux, buyer of wines for Carrefour Belgium, confides that a wine must make a difference in 3 areas in order to appear in the range: quality, price and medals/commentaries/good marks. In Gondola retail, a medalled wine showed superior sales of 15% to those of un-medalled wines. The reputation of a brand is one thing, it is more difficult to promote a wine without the garantee of quality. So why does a company like Gallo, who makes millions of hectolitres of wine and is well known across the world for its reasonably priced wines, enter their wines in competitions? Because a quality seal of approval is more evidence for the consumers.

Of course! It is not only buyers in the retail market who pay attention to medals. It can be seen in the traditional networks as well. The rewards attibuted to particular wines can be seen on wine lists, the wine stewards and food buyers know to emphasize these distinctions to clients. As for whole salers, they sometimes make their first selection of regional samples by considering the medalled or distinguished wines from a particular guide or critic. It’s all about the importance of creating that professional seal of quality of their medalled wines perfectly for a particular client.
Medals are also an excellent communication tool for the small producers who don’t have the budget to consider participating in trade shows or spending money on advertisements. By concentrating all their efforts on the reception at the domain and competitions they can show their solid communication strategy for a budget of €2000 per year.