The New Brand Craft Phenomenon: An Even Better Future


During his presentation at USATT 2017 (“The New Brand / Craft Phenomenon”), John Beaudette, President and CEO of MHW, Ltd., emphasized that “The perfect beverage alcohol storm is here.” And that growth is happening around the world, not just in the United States. There has been exploding growth in brands produced in the U.S. and around the world… Anyone connected to this industry in any capacity has a great opportunity to succeed.

About John Beaudette: 

Since 1995, John Beaudette has been President and CEO of MHW, Ltd. (formerly named Monsieur Henri Wines, Ltd.). From 1985 to 1994, Mr. Beaudette worked with PepsiCo Inc. and its affiliate company Monsieur Henri Wines in the distribution of Stolichnaya Vodka and other wine and spirit brands. During this period, Mr. Beaudette held positions such as Director of Planning for PepsiCo Wines & Spirits Intl. and VP of Finance & CFO of Monsieur Henri Wines, Ltd. Prior to joining PepsiCo, Mr. Beaudette was Manager of Accounting for Somerset Importers, Ltd., US importers of Tanqueray TM, Johnnie Walker TM, and other spirit brands.

He currently sits on the board of directors of The National Association of Beverage Importers Inc. (NABI) in Washington D.C., serving as Chairman and a member of its Executive Committee. In addition to being a well-recognized industry leader, John Beaudette is an international public speaker who has traveled the world, educating suppliers and government agencies about Brand Entry in the US & Navigating the Three Tier system.

About USA Trade Tasting:

USATT is an annual show for retailers, sommeliers, bartenders, importers and distributors to network, learn and find new opportunities to grow.

Every year, the USATT Show brings together small and medium-sized importers, distributors, retailers and press professionals of the US wine, spirits and beer industry in New York City for 2 days of learning, buying and selling, networking and fun — all designed to help participants grow their bottom line. Visitor trade registrations are now open.

About the Event Organizer: 
Beverage Trade Network (BTN) is a leading online marketing and B2B networking platform servicing suppliers, buyers and beverage professionals in the global beverage industry. BTN provides a selection of sourcing solutions for importers and distributors as well as an extensive range of marketing and distribution services for international suppliers. BTN also runs a line-up of b2b trade shows around the world. For more information about BTN, please visit 

USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor Now!

Maximize your Success at Trade Fairs

As the number of liquor brands has increased, so has the complexity for buyers and sellers to meet and discover new opportunities. Trade fairs and trade exhibitions are events that can bring buyers and sellers together in one place, adding value by connecting potential business partners.

This article looks at the activities suppliers can take during the 5 key phases of a trade fair (including in the months before and after). Given the costs can add up when you consider entry fee, stand to build, marketing material, travel, samples logistics and time out of office, getting a strong ROI requires careful planning and smart execution.

Types of trade fairs

Trade fairs are big business so there should be no doubt in your mind why a trade fair is being held – 99% of the time it is a profit-making enterprise. That’s not a bad thing at all, the long-term success of a trade fair is fully dependent of exhibitors having success and signing on for the next year, and for buyers to get value from access to those suppliers in one place. If an organizer can achieve this and make a good profit, everyone wins.

Choosing the right fair can be hard – you should consider what you are aiming to achieve with your brand and what sales outcomes you are looking for.

There is no point investing in an exhibition just for the sake of being involved, it should always be a building block of your brand and/or sales plan.

That said, there are different types of liquor fairs /exhibitions:

B2B – producers, distributors and wholesalers to retailers and on trade
focused on gaining listings on-premise and rangings in retail.
B2B – producers, and importers to distributors and wholesalers
focused on gaining new distributors and wholesaler listings
B2C – Producers, distributors, and retailers to consumers
focused on building brand awareness and direct consumer relationships

For any business model, you’ll be able to find fairs and exhibitions that meet your brand and sales objectives.

The 5 Phases of A Trade Fair

In broad terms there are 5 distinct phases of each trade fair, 2 before, 1 during and 2 afterward:

1.    Annual trade fair activity plan and communication
2.    Preparation – 3 months out
3.    The fair
4.    Follow up – 14 days afterward
5.    Follow up – 1 to 6 months afterward

Phase 1: Annual Activity Plan

As part of your annual marketing or sales plan, you should choose and book into the trade fairs that match your strategic outcomes. Popular fairs get filled up very quickly so it’s best to book as far out as possible.

Having a long lead time has many benefits on top of making the administration and logistics easier. Importantly your sales team can communicate to customers and leads your planned attendance at their local fair. If you don’t visit a market often you can continuously mention ‘let’s meet at the fair’ to drum into them both your company’s reach as well as your support of their local event.

Long time frames also enable you to book market visits and trade activity on the back of the fair well in advance, to ensure you can maximize your trip and follow up potential.

One marketing opportunity not to miss is the official brochure or catalog, whether in print or online. This should not be left to the admin team! Let your trade marketing or sales specialists determine the best information to go here and use as much detail as you can.

Remember visitors prepare their visit via the information at hand which will generally be the fair’s website or brochure, so make sure your brand is communicated with the key target visitors in mind.

Phase 2: Preparation – Last 3 months

While your administration and logistics preparation should start earlier, your sales and marketing promotion of the fair can commence 3 months out. This is by far the most important time. These 3 months will determine the success or failure of your trade fair
– yes you can guarantee failure before the doors even open!

Many buyers will know they are attending the fair months out but will not commit to meetings till the last 2 weeks. This is important because you must make sure you are front of mind when the time for bookings comes as well as be interacting with them enough to catch them when they start making bookings.

This is also the time to add some information (depending on need) to your website, price books, promotional activity and email signature. It’s also a good time to speak to

PR about trying to get some press about your stand in the fair. A new release, new range or change in packaging can be enough of a vehicle to build a story around. Remember the PR activity should be planned early but not released until around the last week before the fair for maximum impact.

Booking in your current customers and ongoing leads can be done via phone or email, starting around 4 weeks out. This might be too early for them to commit to specific times but it allows you to get engagement early.

Target customers should be contacted as personably as possible, in person or via a phone meeting. Ideally, you warm up your targets using your voice before your resort to emails.

Your communication to entice new leads to your stand should start soft and as the fair gets closer, get more serious. Bear in mind that cold leads are often not going to reply to you but with a bit of persistence and careful communications, you can make sure they’re fully aware of your attendance.

Again, depending on your outcomes, you should have plenty of solid meetings locked in with key people before you get to the fair. Remember – once at the fair you can’t control who comes and visits.

You should also look at what metrics you’ll use to judge the success of the fair – new business developed, the proportion of key targets met, new distributions etc. Make them relevant to the reason you chose the fair in the first place and communicate the goals throughout your team.

During the weeks before the fair, you should have prepared an agenda for all important meetings you’ve managed to book in. Put together all the information and marketing material and have it within easy reach throughout the fair.

You and your team should also agree on key messages you want to impart to the trade, deals or products to focus on or which marketing materials to use. Consistency is key to successful marketing so having all team members working with the same material will make your message more powerful.

Phase 3 – Showtime

Always visit the venue the day before the fair opens, there’ll usually be a window for exhibitors to set up the stand. Even if you have a prebuilt stand don’t leave anything to chance! Make sure everything is ready the night before to reduce stress and activity on the day.

If there are a few team members attending it’s well worth organizing a prep meeting the morning of the fair. Go through important meetings, key people who each team

Member is focused on (so that if they are spotted walking by you all know to grab them) and the meeting schedule.

Depending on your stand you might allocate meeting spaces to specific people or meetings, it’s important that when key buyers visit you can quickly and smoothly move them to a comfortable space.

A handy tip is to get to know your neighbor’s on a first name basis (especially if they are not direct competitors). This gives you an ally if you run out of water or glasses – plus you can recommend each other to buyers to keep them in your area longer.

During the day it’s important to keep yourself available for pre-booked meetings but to keep flexible as timings always get stretched after the first 30 minutes. Be prepared for buyers who don’t show on time or don’t even show on the right day!

Take notes about everyone you meet so they can be added to your CRM for future reference / follow up. Either write notes on the buyer’s business card or number business cards as you get them and use that number to reference the note in your notebook.

After each meeting give yourself a couple of minutes to review what was said and write down more detailed notes. Highlight items you’ve committed to following up on.

Keep hydrated! You’re on your feet for most of the day, talking for hours on end and often tasting with your customers to keep your fluids up. Also, don’t forget to fuel up with food whenever you get a quick break.

Make the most of the evenings as well. While the day is great for business, the evenings are ideal for relationship building – and some of the best relationships get developed in bars and restaurants.

Follow Up – The 14 days after the fair

Your buyers get back to their offices in the days after the fair and are met with a mountain of work that they need to catch up on. You are in the same situation but now is the time to focus on follow up.

The first week after a fair is critical to keeping the momentum going with active leads and staying front of mind. Priorities acting on commitments you’ve made, your key target buyers and the warmest leads on your to-do list.

This is also a good time to get a follow-up PR story out about how successful the fair was for you – have it written well beforehand so it’s not a distraction now.

In the second week after the fair, you can send another follow-up email with photos of the event, success stories or linking to any media attention you’ve generated. Do what it takes to keep the momentum going.

A review meeting with the whole team is a good way to work on improving your performance each year. On top of assessing the actual performance v the metrics, you set prior to the show you can write down reminders for next year and take on board how other exhibitors set themselves apart.

Follow up – 1 month +

You’ll naturally keep activity going where new business opportunities have been developed, however, it’s important not to let new people you’ve met go completely cold. Just because you couldn’t get activity happening right away, it doesn’t mean these buyers aren’t interested, it’s often just a matter of timing. Their business runs on its own time, not yours.

Start a trickle communications strategy to your warm leads once the 14-day mark has passed, not necessarily asking for a sale but keeping your business front of mind so when opportunities do open up, you’ll be one of the suppliers getting a call.

Other considerations:

Presentations – exhibitors can sometimes host presentations on their area of expertise to educate visitors – this is a wonderful opportunity to showcase your specialty. One consideration here – do you have a presenter who can engage rather than bore people?

Stand layout – carefully consider your business outcomes and brand identity when designing your stand. The more open tasting benches you have, the more tasting visitors you’ll get; the more information on walls, the longer people will stand staring at them (and potentially blocking walkways). Do you have a space for private meetings?

Who to take – if the goal is to develop new business then take salespeople, if its to grow your brand then send marketing people. If you are meeting important customers it’s often best to have an owner or senior manager there.


Success at trade fairs very much comes from strong preparation, you can’t just show up and expect to have buyers lining up to meet with you. The follow up is almost as important because potential new customers have their own time frames and you need to still be front of mind when the opportunity arrives.

All in all trade fairs are an expensive and labor-intensive way of developing new business, but if you approach them right, you can make them supremely worthwhile.

Original article was published on BTN Academy

USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor

What Is The Supplier Obligation?

I have two kids.  They are wonderful kids and like siblings, they argue about nearly everything.  Who does what?  Who is responsible for what and who gets credit for what?  Those are my kids’ struggles but that same scenario can play out with my supplier clients.  Suppliers that are with ANY distributor lament the lack of effort on behalf of their brand.  Suppliers, like my kids, think that mom and dad will handle it all and they will be the recipient of the benefits of being our kids or with distribution.  That is just not true!

The way the adult beverage world is now is that major suppliers are really logistic companies for brands.  They deliver, they collect, and they repeat.  Unless, as I have always stated, you are one of the chosen ones, the top 300 brands nationally, they will just be a resource for your brand to make it to a shelf or back bar somewhere in America.

What is the supplier obligation in the three-tier system and how can any maker support their own success?  We work with over 114 SKU’s and 24 suppliers and each supplier is different and approaches the sales process differently.  Some makers are the hobbyist  and some make a craft product and depend on sales to support their life. The enthusiast or “weekender” is hard for us to handle. If you are eager enough to be in this business than you cannot be an enthusiast. You will lose your ass.  No doubt about it.  You will be outspent, outsold, and basically underperformed by brands that pay 100% more attention then you do.  It is ok the be that “guy or gal” but set your expectations accordingly, because the liquor business will spit you out.

The best client and the best supplier is the supplier that is 100% engaged.

  1. Be available to your brand ambassador, sales arm, distributor and us
  2. Visit the market UNANNOUNCED – visiting a market announced with ride alongs will only paint the very best picture.  Surprise market visits will show you what your distributor and sales teams are really doing. Do you ever call your kids and tell them EXACTLY when you will be home, of course, you do not.
  3. Over support with marketing slicks, POS and POP material.  In a crowded marketplace, consumers will shop visually.  Be ready for visual selling
  4. Know your rights- bother your distributor for account info, depletion reports, and market reaction documents.  This is your right and will make you more powerful in your market.  Last week we had a CA sales person visit 108 accounts in a five day period.  That same period for that same brand, a big 5 distributor rep showed the brand 16 times.  If you look up bogus in the dictionary, that would be the definition.
  5. Know that now is the time.  If it does not happen in the next 75 days from a selling perspective, it will not happen at all and for sure not again until March 2018.  My dad, a globally known liquor retailer, would say the following, “if you lose the Super Bowl the regular season record does not matter”!  Who agrees with that??
  6. Take responsibility!  Whether you are a small distributor, large distributor or a disruptor like LibDib, it is still the maker’s responsibility to fight for your brand.  Our company fights for suppliers all the time but our bark is nothing compared to a maker bite and paying attention in a given market.
  7. Pull data.  TTB and state websites have data about license address, locations, spend, business size and other critical info to help pinpoint the sale opportunity.  Do the work and the results will come.
  8.  Let your pricing vary by channel, location, and incentive

4th quarter is when lookers become buyers.  We at BevStrat spend 9 months selling, making relationships, identifying opportunity and pinpointing attention points for the 4th quarter.  The supplier responsibility is to be right there with whomever they choose to support the brands they own. A supplier has the preverbal one child in their brand, SWS has 9000 children and like my own family, it is impossible to pick a favorite.

Your obligation, Mr Supplier, is to watch, nurture, protect and pay attention to your kids!

Credits: Brian D Rosen









USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor Now!

Its Time to Book your 2018 Exhibitor Spot

Distribution is one of the biggest challenges facing wine and spirits producers. On one hand, suppliers are demanding “strategic distribution”- the kind that connects products with engaged customers and correlates brand status with like-minded retail and restaurant outlets. It’s time to book your 2018 Exhibitor Spot for USA Trade Tasting


Regular: $3200 – Starts November 1, 2017


On the other hand, you have retail stores and sommeliers, responding to our narrative-rich culture, demanding innovative, niche and authentic products with a “cool” story to tell. The distributor lies in the middle, facing language barriers, industry consolidation, ever-changing market dynamics, state regulations, supply chain hiccups, and an increasingly crowded marketplace. You soon begin to understand that this is a complex global business!

By hosting the country’s leading trade show dedicated exclusively to beverage industry networking, the USA Trade Tasting (USATT) event is committed to cultivating a better conversation among all tiers of the trade, connecting small and medium-sized wine and spirits companies with the resources to grow their businesses and their bottom line.

This May 15th and 16th, thousands of the country’s top importers, distributors, restaurateurs, retailers, and producers, along with a bevy of international suppliers, will convene at the Metropolitan Pavilion in NYC.

Here, they will engage in an exhibition tasting, conferences, and seminars to discuss trends and issues unique to each tier. Members of the trade will learn how to market, sell, and grow brands in today’s complex market environment.

By facilitating face to face connections, The USATT provides the space for relationships to flourish. While the beverage market is a dynamic beast drifting along in the currents of shifting trends, the wine and spirits industry itself is still largely influenced by networks of personal relationships.

USATT offers a big advantage to winemakers, craft brewers, and innovative distillers by granting access to these coveted market connections. When it comes to launching new products, who you know and how you choose to align your brands in the market are the foundations upon which all potential success is built.

Register Now

Three Tiers of Industry Networking at the USA Trade Tasting

Distribution is one of the biggest challenges facing wine and spirits producers. On one hand, suppliers are demanding “strategic distribution”-the kind that connects products with engaged customers and correlates brand status with like-minded retail and restaurant outlets. On the other hand, you have retail stores and sommeliers, responding to our narrative-rich culture, demanding innovative, niche and authentic products with a “cool” story to tell. The distributor lies in the middle, facing language barriers, industry consolidation, ever-changing market dynamics, state regulations, supply chain hiccups, and an increasingly crowded market place. You soon begin to understand that this is a complex global business!

By hosting the country’s leading trade show dedicated exclusively to beverage industry networking, the USA Trade Tasting (USATT) event is committed to cultivating a better conversation among all tiers of the trade, connecting small and medium sized wine and spirits companies with the resources to grow their businesses and their bottom line.

This May 15th and 16th, thousands of the country’s top importers, distributors, restaurateurs, retailers, and producers, along with a bevy of international suppliers, will convene at the Metropolitan Pavilion in NYC. Here, they will engage in an exhibition tasting, conferences, and seminars to discuss trends and issues unique to each tier. Members of the trade will learn how to market, sell, and grow brands in today’s complex market environment.

By facilitating face to face connections, The USATT provides the space for relationships to flourish. While the beverage market is a dynamic beast drifting along in the currents of shifting trends, the wine and spirits industry itself is still largely influenced by networks of personal relationships. USATT offers a big advantage to winemakers, craft brewers, and innovative distillers by granting access to these coveted market connections. When it comes to launching new products, who you know and how you choose to align your brands in the market are the foundations upon which all potential success is built.

The USATT event is produced by the Beverage Trade Network (BTN) a long time resource of small-medium sized alcoholic beverage companies facing the challenges of competing against large consolidated groups. BTN provides trade leads, legal know-how, sales advice, and networking opportunities that strengthen and nurture an independent marketplace. BTN understands that successful business relationships rely on open communication, shared goals, and an understanding of each other’s potential and limitations. The ambition of the USATT event is to bridge strong industry relationships that serve as the bedrock for mutual profitability and long-term partnership in the beverage industry.

While social media platforms are helping brands create micro-networks that facilitate direct connections with a targeted audience, the US alcoholic beverage trade relies on a more traditional network of Supplier, Importer, and Distributor. This trifecta is responsible for communicating key producer messages, recognizing consumer trends, and fulfilling the product demands of the public. By many accounts, the beverage industry is entering a ‘golden age’ here in the United States, and USATT is here to help the beverage trade seize every opportunity on the horizon through quality networking.

USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor Now!

14 new Masters of Wine

It gives the Institute of Masters of Wine great pleasure to announce 14 new Masters of Wine. Based in five different countries, the new Members of the Institute are, Nova Cadamatre MW (USA), Julie Chene Nyheim MW (Norway), Alistair Cooper MW (UK), Philip Harden MW (UK), Ashley Hausman Vaughters MW (USA), Sarah Heller MW (Hong Kong), Tim Jackson MW (UK), Andreas Kubach MW (Spain), Fernando Mora MW (Spain), Aina Mee Myhre MW (Norway), Billo Naravane MW (USA), Catherine Petrie MW (UK), Nigel Sneyd MW (USA) and Morgan Twain-Peterson MW (USA).

There are now 369 Masters of Wine living in 29 countries.

The new Members have proved their understanding of all aspects of wine by passing the Master of Wine examination, recognised worldwide for its rigour and high standards. The MW examination consists of three stages, including theory and practical exams, and culminates in the submission of a final research paper, an in-depth study on a wine related topic from any area of the sciences, arts, humanities, or social sciences.

In addition to passing the examination, all MWs are required to sign the Code of Conduct before they are entitled to use the initials MW. The Code of Conduct requires MWs to act with honesty and integrity, and use every opportunity to share their understanding of wine with others.


Nova Cadamatre MW
1.jpgNova is the first female winemaker in the US to achieve the title of Master of Wine and one of the very few American winemakers to do so. She resides in the beautiful Finger Lakes of upstate NY with her husband, Brian, and son, Nathaniel. Currently, she is Director of Winemaking for Canandaigua Winery for whom she makes the 240 Days wines; a Riesling, dry Rose, and Cabernet Franc. She also is the owner of Trestle Thirty One, a new, high end, a boutique winery making age worthy dry Riesling. In 2014, Nova was listed in the Wine Enthusiast’s Top 40 under 40 list and has numerous 90+ scoring wines to her credit from both California and New York. Originally from Greer, South Carolina, Nova began her career in wine after moving to New York to pursue horticulture. As one of the first graduates of Cornell’s Viticulture and Enology program in 2006, Nova relocated to California to assume a number of winemaking roles with many iconic wineries including Beringer, Chateau St. Jean, Chateau Souverain, and most recently at Robert Mondavi Winery. There she was the red winemaker focusing on Cabernet Sauvignon from the iconic To Kalon Vineyard. Nova is a WSET Alumni, blogger, wine writer and Ningxia Winemaker Challenge contestant.

Research Paper: Exploring the efficacy of different barrel cleaning procedures on Brettanomyces bruxellensis and Acetobacter spp populations and the relative financial and environmental benefits of each treatment

Julie Chene Nyheim MW
2.jpgJulie is originally from France and lived in Morocco, New York, San Francisco, and Montreal before she happily settled down in Oslo, Norway. She holds a Bachelor degree in Economics and Political Sciences from the University of McGill in Montreal and a Master degree in Business Administration from the BI Norwegian Business School in Oslo. She worked as a project manager and business consultant for some years before she decided to follow her passion for wine as a career in 2010. Julie has worked for the largest importers in Norway, and has experience with the wine industry across Scandinavia. Her areas of expertise include business development, brand management, and new product development. She recently joined Altia Norway’s management team as Business Development Director. Over the last few years, she has spent considerable time investigating consumer preferences and trends in order to develop and optimise a product portfolio. In her research paper, she analyzed the importance of health on Norwegian women’s drinking attitudes and preferences, and what the implications are for importers and producers. When not traveling, or tasting wine, she can be found boating in the Oslo fjord, practicing the martial art Muay Thai, or simply enjoying cooking and a good glass of wine at home with her husband Thomas.

Research Paper: Norwegian women’s attitudes to health and alcohol: their receptivity to “healthy” wine brands

Alistair Cooper MW
3.jpgAlistair was born and raised in the UK. He holds a degree in Modern Languages (Spanish, Portuguese and Latin American Studies) from Newcastle University. After finishing university, a WSET course convinced him to pursue a career in wine. His passion for Latin America took him to Chile and Argentina where he worked for several years for wineries as an export manager. Returning to the UK, he then managed and consulted for wine bars and retail shops, as well as working in on-trade sales for a small specialist importer. Being awarded the Derouet Jameson Scholarship for his WSET Diploma results convinced him to enrol in the MW Study Programme. Alistair is currently consulting and working freelance, judging, as well as writing for wine magazines and hosting private and corporate tastings and events.

Research Paper: The Itata region in Chile: how have the region’s origins impacted its present? An assessment of the opportunities for development and investment in the region

Philip Harden MW
4.jpgPhilip studied Economics and History at University College London (UCL) before embarking on a career in investment banking and then latterly as an investment manager for a family office. Philip then swapped the financial world for the wine world, undertaking the WSET courses and then the Master of Wine. A passion for wine morphed into a career of trading and investing in fine wine and consulting on cellar creation and wine investment portfolios. Away from the financial side, Philip’s passion is finding those wines that punch way above expectations and deliver the elegance and quality expected of expensive and famous wines but at a fraction of the price, and he believes there are plenty more out there.

Research Paper: Did a bubble burst for Bordeaux Cru Classe prices in 2011? What might the future for prices hold?

Ashley Hausman Vaughters MW
5.jpgAshley came into the wine industry in 2008 while completing her Masters in English and American Literature at New York University. She moved to Denver, Colorado in 2009 to manage Little’s Fine Wine & Spirits; in 2013, she took a position in import distribution for Old World Wine Imports, which she still represents. Ashley also teaches for the Wine Education Institute and conducts many private and public events through her own education/consulting business – Mistral Wine Co., which she formed in 2014. Former and present clients include Rocky Mountain PBS, Denver Museum of Nature and Science, Alliance Francaise, The Italian Institute and Liv Sotheby’s International. Recently, Ashley was awarded the Commanderie de Bordeaux aux Etats Unis Scholarship for outstanding performance by a North American student in the MW Study Programme. She also serves on the Colorado Wine Industry Development Board, for whom she is Chair of the Legislative and Business Development Committee as well as Secretary. When she is not teaching, selling or drinking wine, she can be found hanging out with her husband and stepson, reading, writing, running, cooking or obsessing over her dog.

Research Paper: What factor(s) caused a rise in Cabernet Sauvignon acreage throughout the Napa Valley from 1961-1976?

Sarah Heller MW
6.jpgSarah is a wine communicator, designer and consultant. Having worked in New York’s wine trade while getting her degree at Yale, Sarah was then Executive Director of Hong Kong’s Meiburg Wine Media for three years. She subsequently started her own firm through which she consults on Chinese distribution and e-commerce; Asian market-appropriate packaging design, branding and training materials; and F&B wine program design. Sarah is also a journalist, writing for the South China Morning Post, Spirito di Vino and #legend magazines; her videos on Chinese app ShowMuse have 1 million+ views. Sarah regularly judges competitions like the CX HKIWSC and China’s Wine100. She won the 2013 Vintners’ Cup, is an SWE CSS and CSW and a VIA Italian Wine Ambassador.

Research Paper: Purchasing cues of Millennial Chinese online wine consumers

Tim Jackson MW
7.jpgSince a visit to Chablis in July 1994, Tim has been on a 20+-year journey into wine. That became formalized through WSET Advanced then WSET Diploma with Distinction, including the McNie Tasting Trophy and Hors Concours prizes in 2010. He finally joined the MW Study Programme in October 2013. Throughout that time, Tim has kept books of interesting labels of wines he’s drunk, with associated notes, thoughts and occasionally autographs. Up to book six, he is now progressively uploading these 1,000+ entries onto his new website, Tim is Marketing Director for a specialist mortgage business, but outside financial services marketing, Tim teaches wine through corporate wine tastings and is passionate about bringing the world of wine alive for consumers. This, in part, inspired his research paper topic. Beyond wine, Tim mostly cycles up mountains when the opportunity arises, with Madeira being a particularly tough challenge, and as a retired marathon runner now only runs the Marathon du Médoc, as an efficient way to visit Bordeaux Châteaux.

Research Paper: Elementary consumer wine education: UK market size, characteristics and significance to the trade

Andreas Kubach MW
8.jpgAndreas is a German-Spanish wine producer and entrepreneur. He is co-founder and managing director of Peninsula, a Madrid-based company that manages vineyards and wineries across Spain, based on the values of authenticity and sustainability. The estates managed include Fontana Bodegas & Viñedos, with 1,000 hectares of sustainably farmed vineyards in Castile. Andreas’ career in the wine industry spans over 20 years. Besides the general management of small luxury estates as well as big, volume-oriented wine companies, he has been responsible for production, quality management, sales, and marketing, giving him a deep understanding of all aspects of the international wine business. In 2003, Andreas founded Vinista, a consultancy specialized in the business development and turnaround management for the wine industry. Previous roles include managing director of Pagos Marqués de Griñón and the Swiss Schenk Group. Born to German parents, Andreas has lived in Spain since his youth. He is fluent in English, Spanish, German, French and Portuguese.

Research Paper: The use of long-term contracts in grape procurement – a study of current practices in the D.O. Ribera del Duero

Fernando Mora MW
9.jpgFernando was an engineer working in the automotive and wind industry when he fell in love with wine, and did everything within his power to turn his hobby into a profession. In his quest to become a winemaker he planted 28 vines in his grandparents’ garden in Alagón, Zaragoza and bought a kit to make his own wine at home, with an ice-based temperature control set that he placed in his bathtub. His first vintage was in 2008 when he made wine with friends in Valdejalón. After leaving his job in 2013 he created Bodegas Frontonio and in 2015 he launched a new project in Campo de Borja called Cuevas de Arom. He is also involved in consultant winemaking and sales for third parties. His life is everything around Garnacha.

Research Paper: Proposals for creating a revised wine quality classification in Denomination of Origin (DO) Campo de Borja, with recommendations for potential implementation in other DOs in Spain

Aina Mee Myhre MW
10.jpgAina is based in Oslo, Norway, where she is the founder of the importing company Heyday Wines. Aina studied marketing and business at BI Norwegian Business School in Oslo and ESADE and ICADE in Spain, before starting her career in the wine business with Pernod Ricard in 2005. From 2007, Aina worked as a wine buyer for the importing companies Solera Group and Moestue Grape Selections, expanding her knowledge in both brand management and fine wines. In 2015, Aina started her own company Heyday Wines, where her portfolio particularly expresses her passion for the indigenous varieties and unique terroirs of Spain. With a keen interest in organic, biodynamic and natural wines, Aina is continuously looking for authentic and interesting wines to introduce into the Norwegian market.

Research Paper: Wines in PET bottles in the Norwegian monopoly market: a study of the top-sellers and the monopoly’s role in the sales of these wines

Billo Naravane MW
11.jpgYashodhan Naravane (‘Billo’) is the owner and winemaker of Rasa Vineyards, an artisanal, world-class winery that he founded with his brother in Walla Walla, WA. He attended UC Davis and earned an MS in Viticulture and Enology in 2008. In addition to his duties at Rasa Vineyards, he loves to help other serious wine aficionados realize their artistic visions for their wines and grapes. He provides consulting winemaking and viticulture services for the following clients: Delmas, Rivaura, Echo Ridge Cellars, Mackey Vineyards, and Sinclair Estate Vineyards. Billo also loves to teach and is an Adjunct Professor at Washington State University. Prior to making the transition to the wine industry, Billo studied Mathematics and Computer Science at the Massachusetts Institute of Technology and Electrical Engineering at Stanford University. He also worked as a consultant and manager at several technology companies including Oracle, Netscape, and Hewlett Packard. He is incredibly thankful that he hasn’t written a line of code in approximately 10 years. When he is not making wine, teaching about wine, or drinking wine, he can often be found tinkering on the piano or, much to the chagrin of his wife, reading theoretical mathematics texts. Actually, he is just as likely to be learning magic tricks or reading Spiderman comic books. But his favorite activity is spoiling his darling baby granddaughter.

Research Paper: Anthocyanin Sequestration: Can Sulfur Dioxide be used proactively pre-fermentation to increase polymeric pigment formation in Oregon Pinot Noir and Washington Syrah

Catherine Petrie MW
12.jpgAfter studying English literature at university Catherine’s wine career began in the winery, working as a cellar hand. Starting in the Mornington Peninsula in 2010, she has gone on to work in Friuli, Martinborough, Bordeaux, Burgundy, and Sancerre. Between 2011 and 2015 she worked for small London-based Burgundy specialist, Robert Rolls, before moving to Burgundy and Bordeaux fine wine merchant Goedhuis & Co where she works as Buying and Marketing Manager. Alongside her job in the London wine trade, she continues to return to France each year for the harvest.

Research Paper: Sancerre’s single vineyard wines versus formal cru classification systems: an investigation of Les Monts Damnés, Les Culs de Beaujeu, and Chêne Marchand

Nigel Sneyd MW
13.jpgNigel started working in wine at just seventeen years of age and never looked back. He completed his first Oenology degree at Charles Sturt University in Australia and his second at the Université de Dijon in France where he obtained his Diplôme National d’Oenologue as Dux of his year. His time in France also allowed him to complete internships at Domaine Dujac in Burgundy, Champagne Krug and INRA, as well as to become fluent in French. He worked as winemaker for Evans and Tate in Western Australia and then managed the AWRI’s Extension and Advisory Services while simultaneously working with Tony Laithwaite’s Flying Winemakers program in France during its nascent years. He completed his MBA from Monash University before settling in France, firstly as director of BRL Hardy’s Domaine de la Baume and later as director of a negociant business specializing in high-end appellation wines from the Languedoc. Twelve years ago he moved to London to join E&J Gallo’s International Winemaking group and recently relocated to California where he is currently a director of that division. His responsibilities exposed him to winemaking in Italy, Spain, Germany, South Africa, California, Argentina and New Zealand. During that time, he embarked on the MW journey.

Research Paper: Observations on the sensory and chemical differences in dry white and rosé wines bottled and stored in clear glass and UV-protected clear glass

Morgan Twain-Peterson MW
14.jpgMorgan is the winemaker and owner of Bedrock Wine Co. in Sonoma, CA—a winery dedicated to preserving and rehabilitating old vineyards across the state of California. Morgan was exposed to a wine tasting at an early age; in David Darlington’s book Angel’s Visits, it is noted that “Morgan, at the age of five, could distinguish between Merlot and Zinfandel.” Under the tutelage of his father, Ravenswood’s Joel Peterson, Morgan began making small lots of Pinot Noir at age five from fruit given to him by the Sangiacomo family. Educated at Vassar College and Columbia University, Morgan started Bedrock Wine Co. in 2007 following stints in Australia and Bordeaux. Bedrock wines have been featured in many major publications, including The New York Times, The Los Angeles Times, The Wall Street Journal, The Washington Post, Decanter, Food and Wine, Town and Country, and much more. The Bedrock Heritage Wine, which comes from the Peterson family’s 129-year-old Bedrock Vineyard, has been featured three times in Wine Spectator’s Top 100 List, placing as high as #13. In addition, the winery has received a score of 90 points or higher from Wine Spectator over 60 times. In 2014, Morgan was named The San Francisco Chronicle’s Co-Winemaker of the Year by Jon Bonné. Robert Parker stated, after giving the winery its first two 100 point scores, that “Everybody should recognize the incredible speed at which Morgan Twain-Peterson has built his Bedrock Wine Co. into a world-class performer.” Morgan is also co-owner of Under The Wire, a sparkling wine project dedicated to making single-vineyard, méthode Champenoise wines. Morgan is happiest when walking his vineyards with shears, obsessing over biological controls and biochar, and tasting through barrels. When he’s not making wine, drinking wine, or thinking about wine, Morgan can be found picking tomatoes in his garden, hiking around Northern California, and annoying his friends with trivia about John Prine and Waylon Jennings.

Research Paper: A review of late 19th-century planting practices in Californian vineyards and their relevance to today’s viticulture. A research paper based upon Bedrock Vineyard, planted in 1888

For more information and photos contact:
Sarah Kirkpatrick
Marketing and Communications Manager
Institute of Masters of Wine
+44 (0)207 383 9131

USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor Now!

Calling all Spirits Brands that are looking to grow distribution in USA

For any new wine, beer or spirits brand looking to grow their distribution within the U.S. marketplace, the key success factor is being able to grow awareness of their products in the minds of both consumers and potential distributors. And there’s no better place to do that than at the United States Trade Tasting (USATT) Conference, scheduled to take place next year in New York City on May 15-16, 2018.

The 2018 event will build on the success of the May 2017 event, which saw a record number of both attendees and exhibitors. Over a two-day period, over 130 exhibitors from wine regions all over the world had a chance to meet one-on-one with potential distributors and buyers within the Grand Tasting Hall. Overall, more than 1,500 people attended the event in 2017, making it one of the leading trade industry events for wine and spirits brands looking to enter the U.S. market.

For brands thinking about exhibiting in 2018, there are a number of important reasons why it makes sense to secure a space on the main trade floor of the Grand Tasting Hall. There are opportunities to:

  • Meet with buyers in a unique face-to-face environment
  • Grow consumer awareness of your product offerings
  • Showcase your products to purchasing decision makers

May 15 & 16, 2018 | Metropolitan Pavilion
125 W 18th St, New York, NY, United States

2018 Exhibitor Registration Is Now Open. Secure Your Best Price Now And Grow In Us Market.

Become an Exhibitor

USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor Now!