Schlumberger, Austria’s oldest and most prestigious sparkling wine producer, has successfully implemented a sweeping restructuring of its marketing and sales divisions to align with the forward-looking goals of its parent company, Marussia Beverages Group.
Spearheaded by Florian Czink, a long-time marketing director at Schlumberger, the restructuring marks a strategic step toward enhancing both brand development and market activation. The newly defined structure divides the marketing team into two core segments—“Brand” and “Market”—each managed by seasoned industry experts, Bettina Ullmann and Nicole Cappato, respectively. Additionally, the catering sales department, now led by Samuel Schwalb, has undergone a targeted reorganization to increase efficiency and expand market presence within Austria’s competitive premium beverage market.
Marketing Reinvented: "Brand Company" and "Market Company"
In a move that reflects Marussia Beverages Group's strategy for international expansion and local market growth, Schlumberger's marketing department has been split into two operational units, enhancing collaboration and focus. The “Brand Company” division, led by Bettina Ullmann, oversees global brand strategy, product development, and the positioning of Schlumberger's key sparkling wine brands—Schlumberger, Hochriegl, and Goldeck—as well as the spirit brands Mozart, Leibwächter, and Speakeasy. This division's responsibilities center on strategic brand alignment and consistent product representation across international markets.
Bettina Ullmann brings substantial experience to the role. Since joining Schlumberger in 2018, she has progressively held senior marketing roles, handling in-house sparkling wine brands before being promoted to head of the Brand Company. Her career includes stints in the U.S. and Sweden, along with experience in Austria's iconic brand Manner, where she honed her expertise in international marketing and brand stewardship. Ullmann’s focus on aligning brand values with consumer expectations worldwide is a driving force behind Schlumberger’s efforts to expand its global footprint.
In contrast, the “Market Company,” led by Nicole Cappato, is dedicated to implementing the global strategy within Austria, Schlumberger’s home market. Cappato, who stepped into her role after a career with Moët Hennessy and Louis Vuitton, is tasked with managing local sales marketing and customer-specific initiatives, particularly for the luxury portfolio. Her focus is to build brand desirability through targeted marketing efforts designed to generate sustained demand within Austria. Cappato’s expertise in luxury brand management will be instrumental in cementing Schlumberger's position as Austria’s premier sparkling wine producer while catering to the nuanced needs of Austrian customers.
Strategic Enhancements in Catering Sales
In the competitive Austrian gastronomy market, Schlumberger has also restructured its catering sales division under the leadership of Samuel Schwalb, who brings a wealth of industry experience and a strategic vision to the role. Schwalb, who joined Schlumberger in 2020, has a background in brand ambassadorship and sales leadership, having worked with Diageo across Austria and Germany. Since taking over as Sales Manager Austria, he has refined the catering team’s territorial divisions to maximize the team’s strengths and ensure more effective customer engagement.
Schwalb’s current focus includes the development of a sophisticated customer relationship management (CRM) system and data analysis capabilities that will allow Schlumberger to better understand and respond to market dynamics. By creating a reliable system for gastronomy data management, the company aims to provide valuable insights to its catering team, enhancing client partnerships and positioning Schlumberger as a first-choice partner in Austria's gastro scene.
A Legacy of Quality and Innovation
Founded in 1842, Schlumberger has built a legacy based on excellence in sparkling wine production. Employing the traditional Méthode Traditionnelle, the company has maintained its commitment to quality, using only premium Austrian grapes for its signature sparkling wines. Schlumberger’s restructuring represents not just an internal change but an evolution in how the company will bring its premium products to an international audience. Today, under the ownership of Marussia Beverages Group, Schlumberger’s operations extend beyond sparkling wine to include premium spirits, with brands like Mozart chocolate liqueurs and Leibwächter.
This restructuring enables Schlumberger to capitalize on Marussia’s global infrastructure and resources, positioning it to continue its growth in both local and international markets. With an average workforce of 245 employees across Austria, Germany, and the Netherlands, Schlumberger's dedication to quality, innovation, and market responsiveness remains at the forefront of its operations, even as it adapts to the evolving needs of modern consumers.