French Legion Goes Into The Wine Business
Urban Delice — June 20, 2008 — Business
References: afp.google & luxist
When you think of French Legion, there is no clue that might connect this skilled army force to fine wine. But the military group took another approach and they may have done the right step.
The grapes for these fines wines grow in Southern France and they are tended by retired French Legion soldiers. This means not only a good profit for the Legion but also an opportunity for retired army men to do something actively in their retirement years.
I may consider this new approach a great marketing move as the French Legion is a brand name with such awareness worldwide and consumers may appreciate a product so well done, with such a good endorsement.
The grapes for these fines wines grow in Southern France and they are tended by retired French Legion soldiers. This means not only a good profit for the Legion but also an opportunity for retired army men to do something actively in their retirement years.
I may consider this new approach a great marketing move as the French Legion is a brand name with such awareness worldwide and consumers may appreciate a product so well done, with such a good endorsement.
Trend Themes
1. Military-produced Goods - Industries could partner with military organizations to produce specialized products leveraging the organization's expertise and credibility.
2. Ethical Consumerism - Companies can appeal to socially-conscious consumers by partnering with organizations that promote good causes and support diverse groups.
3. Retirement Opportunities - Businesses can offer products or services that provide retired workers with rewarding employment or engagement opportunities, like the French Legion's program for retired soldiers to tend to their vineyards.
Industry Implications
1. Wine Industry - Wine companies can leverage the credibility and expertise of retired military personnel to produce high-quality wines.
2. Consumer Goods - Consumer goods companies can partner with organizations that promote good causes, like the French Legion, to create products that appeal to socially-conscious consumers.
3. Military Services - Military organizations can provide services to businesses and consumers, such as vineyard management in the case of the French Legion, to generate additional revenue streams.
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