Where they were
Terral makes about eleven thousand bottles a year from old vines outside Requena. The wine wins tastings. It was sitting on shelves at fourteen euros, between two industrial labels, and moving slowly.
Their read was that they needed more distribution. The market analysis said the opposite.
What we did
We mapped the price bands in Spanish specialist retail and found the fourteen euro shelf is the worst place a small producer can be: too expensive to be an everyday bottle, too cheap to be read as anything special.
The SWOT was uncomfortable to write. The biggest weakness was not the wine or the label. It was that nothing about how it was sold gave anyone a reason to pay more.
Where it landed
Terral left the supermarket channel and moved into specialist retail at twenty-six euros, with the vineyard age and the production run on the front label instead of the back.
Nine stockists in the first year, and the same eleven thousand bottles now clear before the next vintage.
