Smart and innovative, the work model during Coronavirus
After about three months from the beginning of the lockdown in Italy, the restrictions imposed by the emergency have severely compromised the productive systems, even viticulture. But we did not give up.
After about three months from the beginning of the lockdown in Italy, the restrictions imposed by the emergency have severely compromised the productive systems, even viticulture.
We did not give up. From the beginning, we looked for new strategies to keep our precious work moving forward. One of our main goals: staying close to those who love wine through storytelling and online content, giving visibility and focusing on the brand during a time in which distances have become unavoidable and while virtual reality is a necessary channel.
Smart working and staggered shifts: Mandrarossa’s solution to face the coronavirus emergency
“The lockdown, president Giuseppe Bursi explains, especially for Mandrarossa, a brand exclusively destined for the Ho.re.ca channel, had a negative impact on sales. This dictated brave, quick and strategic decisions to face the crisis, protect the work and think of new ways to promote our wines on the market”.
Production never stopped, thanks to the work of our technicians that each day, rigorously wearing gloves and masks, went to the workstations to oversee all phases of production. From taking care of the vineyards, to the work in the cellars and in the offices, our staff proved passion and dedication towards the brand in a moment of extreme difficulty.
Furthermore, an efficient model of smart working was implemented for about 40% of the employees of the administrative and marketing offices, who continued the important work of strategy and crucial planning to face the ongoing crisis.
The new digital dimension as a sales channel and communication tool to stay connected to the loyal customers.
The e-commerce channel was updated to support the sales volume, with the goal of facilitating the purchase of Mandrarossa wines online with a fast delivery. We also have special promotions specifically created to stimulate our loyal customers to continue receiving their favorite wine at a more convenient cost.
Also, the digital channel was adapted to the programming of “Mandra chef on tour”, the event format with Valeria Raciti, winner of Masterchef 2018 and Andrea Lo Cicero, Mandrarossa testimonial and former captain of the Italian national rugby team, which was supposed to take place at restaurants throughout the country. For this reason, since May 8th Mandra Chef Online was launched, a weekly appointment in which the two foodies prepared dishes paired with Mandrarossa wines during a live stream. Also new, the column Mandrarossa Pills, in which members of the export team described a selection of labels to the most loyal users worldwide.
Live stream of the presentation and tasting of the new Etna Wines
Mandrarossa took the opportunity of the digital channel to present the new exclusive labels of the Storie Ritrovate product line: the Etna DOC wines, both have the common name Sentiero delle Gerle, the Carricante and the Nerello Mascalese produced from the volcanic soil of a one-of-a-kind terroir.
The Etna Wines were presented on April 30th during a live stream, with the “virtual” presence of the Mandrarossa Italia sales team and 20 influential journalists from the sector, “a new adventure that proves the brand’s ability to adapt to the market challenges and the most difficult unexpected events”, as President Giuseppe Bursi proudly praised the efforts.