From Bag-in-Box to Bottle-in-Box – A Business Model for Wine Lovers

In 2004, the Australian Mark Majzner started the company Antipodes Premium Wines together with his wife. Having a solid background in international business, Majzner saw the opportunity to share his passion for high quality wines by initiating wine clubs in Sweden.

The wine clubs expanded, and when a legislative change made it possible for individuals to import wines within the European Union in 2007, an opportunity arose to expand the business. By seizing the opportunity to facilitate wine import for individuals (which can be very complicated and difficult to administrate) a business model was created giving individuals the opportunity to order premium wines online or through Antipodes’ wine advisers, and thereafter getting the wines delivered to their home addresses.

Through a well-organized process in combination with a valuable value network, Antipodes have succeeded in creating a unique business model, and thus managed to become Sweden’s leading wine club operator. Antipodes Premium Wines have also received attention for their marketing campaign where they aim to decrease the sales of bag-in-box wines, by encouraging people to replace “bag-in-box” wines with high quality “bottle-in-box” wines.

However, there are plenty of challenges facing the successful company, and new players constantly try to enter the market. How should Antipodes act in order to handle tomorrow’s challenges and at the same time keep their strong position on the market? During Business Model Summit 2011, Mark Majzner, CEO and founder of Antipodes Premium Wines, will describe how he managed to build his company and managed to create a new market. He will also reveal his strategy on how to avoid competitors from taking market shares, as well as critical success factors that have played an important part in creating and shaping this innovative business model for wine lovers.

Du lyssnar till Mark Majzner, Antipodes Premium Wines