Abstract
The entry of Great Britain in the European Union in 1973 started the opening of the market of wine to a larger audience. This product became in a few years, a product of great consumption in England. It is on this report that the Castel group decides to make open stores in London. But the business turns out to be dissappointing because the English do not have the house spirit. The store is entirely changed: Reorganization of the windows and interiors renovated. We notice a clear improvement in the sales and the development of customer loyalty. The first Nicolas stores, specializing in wines and spirits, opened their doors in the center of Paris in 1822, one year following Napoleon's death. Providing superior quality and follow-up at a reasonable price has been our reason for success.
