RCM student develops measures to support wineries during pandemic

What impact does the Corona pandemic have on viticulture? And how should winegrowers or wineries deal with it? Tobias Rally, a student in the English-language master's degree program in Retail and Consumer Management (RCM) at THI Business School, investigated this question as part of a project thesis. Based on his research, he has developed a plan of action on how wineries can best adapt to the changed conditions. Now, the renowned wine journal "Rebe & Wein" published his results.

Strictest hygiene regulations, fears of guest workers, changed consumer behavior - numerous factors have influenced viticulture and wine sales in recent months. To find out exactly where the greatest difficulties lie for winegrowers, Rally had first conducted a survey. He received feedback from more than 150 wineries from ten growing regions throughout Germany.

On this basis, he drew up a risk analysis listing the greatest difficulties and possible measures to counter these risks. Among other things, Rally recommends introducing alternative sales channels, such as direct sales through the winery's own online store, in order to become less dependent on wholesalers or the hotel and restaurant industry. He also advises, for example, joining forces in purchasing to reduce costs.

Practical projects like this are an integral part of all THI Business School courses.