With the traditional Central Swiss company SCHULER St. JakobsKellerei, one of the most renowned Swiss wine houses will join the Tour de Suisse in 2017. Not only with a wine bar in the VIP area but also with an event mobile in the TdS-Village SCHULER wants to feel the pulse of the wine connoisseurs.
As early as 240 years before the Italian Francesco Camusso won his first mountain prize on the Gotthard Pass in 1934, Central Switzerland’s cheese packers carried cheese to Italy to return north to Central Switzerland with fine wine. “Swissness is one of our basic values,” says patron Jakob Schuler, not without reason. He represents the family business today in the 10th generation. With its approx. 130 employees SCHULER not only runs an import business with a successful direct marketing strategy but also an in-house cooperage, one of the last three in Switzerland, operates two wineries of its own, among others the beautiful Castello di Meleto in the heart of Tuscany and stores wine from all over the world in its barrique cellar.
Against this background, SCHULER’s sponsoring activities are mainly focused on national cooperations. After the Tennis Swiss Indoors in Basel 2016 SCHULER is looking forward to the coming year with another major sporting spectacle. “Both the Tour de Suisse and the Swiss Indoors attract an exciting audience”, says Pascal Macek, responsible for business customers and cooperations at SCHULER. “A sporting event thrives on emotion,” explains Macek. “Likewise, wine is an emotional product.” The aim of the Tour de Suisse is to get into direct contact with customers.
A wine bar is planned in the VIP area of the stage towns. There the SCHULER St. Jakobs Winery will serve exclusive wines from Switzerland and various other countries. Certainly SCHULER’s own brand, the Spanish wine “Don Pascual”, will also be part of the event. With an event mobile in the TdS-Village SCHULER wants to offer cycling fans another possibility for tastings.