Leading drinks agency business Mentzendorff is cutting its portfolio and concentrating on fewer key brands following a major restructure undertaken by md Bill Page.
He said: "In the last few years there has been a history of too many personalities and agency changes in the company and they were trying to do too many different things on behalf of too many suppliers, and performances suffered.
"The bottom line was that the company's profitability declined in 2000 and we are beginning to change this.
"Our future must now be about greater focus on our premium quality brands, all of which are capable of doing better."
The ranges that Page has chosen to cut out of the portfolio include Drouhin from Burgundy, Dopff au Moulin from Alsace and Hungary's Royal Tokaji.
As part of the re-organisation of its internal structures, marketing director Nick Adams and finance director David Shephard will both be leaving the company. Page is now handling the marketing, but Shephard will not be replaced. He said some of the changes already implemented have begun to pay dividends.
The company's work behind Bollinger in 2001 resulted in its best ever year in the UK and it had increased distribution for its Taylor and Fonseca ports.
There are also plans to boost the company's share of the Australian wines through a partnership with the Petaluma Group.
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