Sunday, 1 January 2012
1855 (1855.com): New Year Resolution – '1855 ep sales 2 Zero'
Name plate of 1855@10 Rue des Moulins, 75001 Paris
Dear many friends and supporters of 1855,
1855 plan to reduce their sales of Bordeaux en primeur in 2012 to 15% of their turnover. In 2006 en primeur represented 60% – see extract from the recent Rue89 article.
'Depuis cinq ans, les ventes de primeurs représentent une part toujours plus faible de l'activité de 1855.com. En 2012, la société veut diminuer les ventes de vin primeurs à 15% de son chiffre d'affaires, contre 60% en 2006. En déconseillant ce site pour l'achat de primeurs, 60 millions de consommateurs lui file un coup de main…'
Although any reduction in 1855's en primeur sales is to be welcomed, 15% of turnover in 2012 surely shows a lack of ambition by Fabien Hyon and Emeric Sauty de Chalon, especially as the 60% figure was achieved on sales of the very popular 2005s. With our help I'm sure 1855's (1855.con) en primeur sales can be reduced virtually to zero.
Just think what huge benefits this would bring:
• The French courts would no longer be clogged up with lawsuits against 1855;
• The Répression des Fraudes would no longer be inundated with complaints about 1855;
• Fabien Hyon, Emeric Sauty de Chalon and their team at 10 Rue des Moulins, 75001 Paris would no longer have to continuously break promises to their customers and offer threadbare excuses as to why the delivery of their wines has once again been delayed. Hyon and de Chalon have demonstrated repeatedly over a number of years that they are quite unsuited to running an en primeur business, so getting out now should help to ensure that their reputation and that of 1855 is not further tarnished.
• Jean-Pierre Meyers, board member of L'Oréal and Nestlé, would no longer have the grief of being associated with a company that has failed to fulfil customer orders dating back at least to 2002 en primeur.
• L'Union des Grands Crus de Bordeaux and Conseil de Grands Crus Classés 1855 would no longer feel even the tiniest twinge of guilt that neither organisation has uttered the merest bat-squeak of protest at 1855's scandalous behaviour.
• Last but not least it would encourage customers to order en primeur from other better-run and more serious companies who do deliver orders on time.
How can we assist?
Much good work has already been done on the net and in articles in the press to broadcast the unreliability and maladministration of 1855. This should continue along with the steady procession of legal complaints against 1855. However, to achieve the necessary reduction some new – more imaginative – measures are needed. These could include peaceful protests outside 1855's offices at 10 Rue des Moulins, 75001 – only two minutes walk from the Pyramides Metro station. The press would need to be tipped off and photos/videos of these events could be posted on the net.
A large birthday card for faithful shareholder Jean-Pierre Meyers (also on the board of L'Oréal and Nestlé) could be organised to include anniversary wishes from frustrated customers of 1855 along with details of wines not delivered. Even better two cards – one to be handed in at the head offices of L'Oréal and the other at Nestlé.
There ought also to be opportunities to highlight 1855's record to the world's wine press during the Union des Grands Crus de Bordeaux's 2011 en primeurs tasting week: 2nd April to 6th April 2012.
There could be a design a T-shirt competition for frustrated 1855 customers and their supporters to wear.
In short lots of possibilities if we think outside the box. I look forward to hearing further suggestions to assist the '1855 ep sales 2 Zero' effort.
Happy New Year