Maison Nicolas: Strategic growth choices in wine retail

Founded in 1822, Maison Nicolas is one of the oldest French wine merchants, a symbol of proximity and expertise. Backed by the Castel Group since 1988, it operates a network of 485 retail outlets, now weakened by the decline in wine consumption and the digitalization of commerce.

Between 2020 and 2025, its margins have eroded in a wine merchant market that has remained almost stagnant, while hybrid models combining retail and digital experience have grown rapidly. Under the leadership of CEO Cathy Collart-Geiger, Nicolas is seeking to reinvent its business model without renouncing its heritage identity.

Five external growth options are being considered: alliances with large-scale retail chains, cooperative partnerships, local initiatives, innovation consortia, and international expansion. The case invites students, adopting the role of strategy consultants, to support top management in selecting the most relevant scenario.

- Understand the challenges of strategic transformation in a context of sectoral maturity;
- Examine the main forms of external growth (vertical, horizontal, cooperative, and open alliances);
- Apply key strategic diagnostic tools;
- Work in a consulting mode, in teams, using multi-source data.

Corporate strategy - Strategic management - External growth - Strategic alliances - Business model transformation

M1, M2
Masters spécialisés
MBA

Specialist wine and spirits retail distribution

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 18 avec 5 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 15 - Industries alimentaires