10 Important Factors That Will Get Your Brand Picked Up By National Chains and Large Retailers

Jonathan Newman, CEO and chairman of Newman Wine gives the insights on 10 Important Factors That Will Get Your Brand Picked Up By National Chains and Large Retailers. You’ve been doing alright with independent distributors thus far. But do you want to go to the next level? Learn how to customize your programs for chains and large retailers.

About Jonathan Newman : 

Jonathan Newman, CEO and chairman of Newman Wine, has been recognized as one of the top leaders in the wine industry. In 2003, he was named Wine Enthusiast Magazine’s Man of the Year.

Jonathan has also received numerous significant industry awards, including the American Wine Society’s Award of Merit and the Guild of Sommeliers’ highest honor, the Distinguished Service Award, for outstanding contributions to the wine industry. He was also named by Marvin Shanken’s Market Watch Magazine as one of the top five leaders in the alcoholic beverage industry and was a keynote speaker at Shanken’s Impact Seminar. As chairman of the Pennsylvania Liquor Control Board, Jonathan was instrumental in many initiatives, including the creation of the Chairman’s Selection program, Sunday sales and the creation of wine festivals in Philadelphia and Pittsburgh.

He was the recipient of the Rotary Club’s Vocational Service Award and was a keynote speaker at the Bar and Nightclub convention. Jonathan is very active in his community. He served for three terms over 9 nine years as a board member of the Greater Philadelphia Tourism Marketing Corporation (“Visit Philadelphia®”) and as a member of the Governor’s Privatization and Innovation Task Force. He also served as chairman of the Pennsylvania Harness Racing Commission and on the Pennsylvania Thoroughbred Racing Commission.

Jonathan was also a member of the board of trustees of the Pennsylvania Academy of the Fine Arts. He is past chairman of three prestigious boards, including the Pennsylvania Board of Law Examiners, the Disciplinary Board of Pennsylvania Lawyers and the Attorney General’s Policy Council on Violence Prevention. Jonathan sits on the board of Pacer Funds Trust and is a contributing editor for both Beverage Dynamics and StateWays magazines

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 www.beveragetradenetwork.com 

USATT 2018 Early Bird Exhibitor Registration Now Open. Register Now and Save $800 on your Exhibitor Pricing.

 

7 Ways That Brands Can Optimize Their Domestic and International Logistics

Thomas Barfoed, Managing Director of JF Hillebrand USA, who discussed the “7 Ways That Brands Can Optimize Their Domestic and International Logistics.” For example, he discussed how small and mid-size brands can optimize their shipments to the U.S., what logistical factors might impact margins and pricing, and how different modes of transportation can impact your go-to-market strategy.

About Thomas Barfoed

Thomas Barfoed is the Managing Director at JF Hillebrand USA, a company specialized in global logistics for wines, spirits, and beer. In the 17 years, he has been with the company, Thomas has held various leadership roles in key wine and spirits markets – starting first in his home country of Denmark, then Russia, Chile, Canada and now in the USA. He credits his time attending high school in Kansas City as part of the reason why the USA has always held a special interest for him; not only because of his experiences then but also for the diverse market and business opportunities today.

“Learning from different cultures and professional environments has always fascinated me and being able to foster development and expand business within those frameworks has become my personal motivation.” In his current role, Thomas oversees all activities involving import, export, domestic transport and integrated beverage logistics in the USA. He is based out of the JF Hillebrand USA headquarters in New Jersey where he lives with his family.

About The 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 www.beveragetradenetwork.com 

USATT 2018 Early Bird Exhibitor Registration Now Open. Register Now and Save $800 on your Exhibitor Pricing.

Highlights from Day 2 of USATT 2017

After an exciting first day at the USATT 2017 conference that featured nearly 1,500 attendees, 138 exhibitors and the first-ever public U.S. tasting of wines from Chateau Rongzi in China, the second day continued with two new Master Classes, two VIP expert panels and a number of different speaker presentations focusing on how emerging brands can enter the U.S. wine and spirits market.

The second day kicked off with an interactive audience Q&A that focused on the specific problems and needs of foreign wine and spirits brands attempting to enter the U.S. market. The panel, moderated by Steve Raye of Bevology, featured Martin Sinkoff of Frederick Wildman, Michael Votto of Votto Vines, Michael Yurch of Blue Sky Group and Rob Bradshaw of Cape Classics. This group of experienced wine industry veterans shared their perspectives of what importers and distributors are really looking for when selecting a new brand for their portfolio.

As the panelists explained at the outset, importers and distributors get lots of cold calls, so you need to be interesting and stand out. As Rob Bradshaw pointed out, unique stories can instantly connect you with importers and distributors, so you need to make some kind of emotional bond with a buyer. Always have your story ready when talking with importers and distributors. Michael Votto emphasized that you always need to know what your specific category looks like in the U.S market and what your competitors are doing. And Martin Sinkoff suggested that you need to understand where your product fits within an importer’s portfolio.

Along the way, the panel’s participants fielded questions on everything from how global warming and climate change are impacting the wine industry to a discussion of new, non-traditional routes to navigate a very complex U.S. market. Michael Yurch noted that the bigger the distributor’s portfolio, the harder you have to work to become an important part of that portfolio. You need to be your own advocate. The difficulty, says Martin Sinkoff, is that, “The wine business is not one thing. It’s a very complex organism. Each retailer is looking for something different.” So you have to be constantly innovating.

The morning session also featured a Master Class on Portuguese wines, focusing on the wines of the Tejo region. Participants learned about Portugal’s winegrowing tradition and how the wines of the Tejo region are distinct. They also had a unique chance to sample some of the best wines from the region.

As on Day 1, the United States Trade Tasting 2017 event also featured a busy day on the showroom floor. Over 130 exhibitors from 20 countries showcased their products. Alongside wines from traditional wine producing countries like France and Italy were new wines from Eastern Europe (including Slovenia and Moldova), South Africa and China.

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In the afternoon session of the conference, participants had a chance to hear from Thomas Barfoed, Managing Director of JF Hillebrand USA, who discussed the “7 Ways That Brands Can Optimize Their Domestic and International Logistics.” For example, he discussed how small and mid-size brands can optimize their shipments to the U.S., what logistical factors might impact margins and pricing, and how different modes of transportation can impact your go-to-market strategy.

Gerry Schweitzer, the legendary marketing genius behind Leblon Cachaca, made a special appearance in the afternoon. He illustrated the right way to go about pitching a distributor, focusing on how to tell a convincing brand story. Your brand story, he says, has to be compelling, personal and easy to remember. It has to explain why your brand is unique and how to build your brand.

In some cases, as in the example of Leblon, you can own not just a category, but also the entire drink (as in the example of cachaca and the Brazilian caipirinha). Schweitzer provided plenty of relevant marketing examples from Leblon, including many tactics that today’s marketers might refer to as “guerilla marketing” (e.g. re-painting a DHL delivery truck as a hip and trendy cachaca delivery truck).

Richard Halstead, Chief Operating Officer of Wine Intelligence, then gave a talk on, “How to Win Retailers and Influence Them With Effective Merchandising and Programming.” He was joined on stage by Stephen Fahy of Wine Library, who was also a special guest during Day 1 of the event. The two talked about the best strategies and tactics for getting specialist retail stores to carry your specific product.

When thinking about specialist wine retailers that might carry your product, they suggested, it’s important to think in terms of two very different types of consumers – the consumers who are very brand-driven and the ones who are very “involved” and care a lot about how a specific product fits into their lifestyle. In general, these more involved consumers are younger, and they are starting to account for a larger and larger percentage of retail wine consumers.

Then, a press panel on “The Do’s and Don’ts For Getting Press Coverage For Your Brand in the USA” featured moderator Steve Raye of Bevology; Gregg Glaser, Publisher/Editor of Modern Distillery Age; William Tish, Managing Editor of Beverage Media; and David Spencer, Publisher, and Editor of iSante. The panel covered both the big picture view of how to generate media buzz for your product, as well as some of the granular details of marketing, such as how to prepare a pitch e-mail for editors of both online and offline publications.

The afternoon session concluded with a Beaujolais Master Class, in which participants had a chance to re-discover the light red wines of the Beaujolais wine region in France. The Master Class covered the unique characteristics of each of the Beaujolais Crus.

And, of course, the day ended with more activity on the main showroom floor. Even in the last hours of the event, importers and distributors were mingling with the exhibitors, looking for the perfect new product for their portfolio.

USATT 2018 Early Bird Exhibitor Registration Now Open. Register Now and Save $800 on your Exhibitor Pricing.

Highlights From USATT 2017

On May 16-17, the United States Trade Tasting (USATT) event brought together producers, importers, distributors and other industry professionals at the Metropolitan Pavilion in New York. Producers learned more about how to enter the competitive U.S. marketplace, while importers and distributors got an early look at some of the innovative brands and products potentially coming to the U.S. market.

The event, which featured more than 2,000 participants and 138 exhibitors from more than 20 countries, focused on helping emerging brands stand out and differentiate themselves within their product category.

Learning to tell your brand story

As many of the speakers at USATT 2017 pointed out over the course of two days, being able to tell a unique and dynamic brand story is especially important when it comes to attracting new importers, distributors, and retailers. If you’re not telling a unique brand story, you’re making it harder for suppliers and wholesalers to sell your product.

Chris Mehringer, President of Park Street, emphasized that brand differentiation had to be at the core of any marketing strategy. One way to do that is by creating “badge value,” in which brand can serve as a badge for people to communicate who they are and what they want to be.

Jonathan Newman,  Chairman, and CEO of Newman Wine talked about the 10 biggest factors that can help brands get picked up by national chains and large retailers. For example, he mentioned the value of creating point-of-sale (POS) materials that help retailers sell wine, as well as the importance of making the label look right. At the end of the day, the attractive packaging really matters.

Stephen Fahy of the Wine Library emphasized that producers always have to be thinking like a marketer. Wine brands, he said, need to take an activist approach to getting noticed within the U.S. marketplace. That means infusing your brand with passion and enthusiasm. And it also means staying one step ahead of what customers want in the marketplace, “Look for new angles, new perspectives, and new opportunities. Always.”

New and innovative products on display

At this year’s USATT 2017, there were different tasting sessions to help participants explore wines from up-and-coming wine regions. For example, on Day 1 Chateau Rongzi held a public tasting of its highly acclaimed wines from the Loess Plateau of China. This marked the first-ever public tasting of its wines in the United States. And on Day 2, show participants had a chance to attend a master class on the wines of the Tejo region of Portugal.

In the Grand Tasting hall, attendees had a chance to see many of the themes and trends emphasized in the speaker presentations in action. Walking around the buzzing showroom floor, participants could see some of the innovative new products coming soon to the U.S. market – such as wines from Portugal and Eastern Europe (Slovenia, Romania, Croatia, Moldova). premium rum and mezcal drinks from Latin America, spirits with new flavor and taste profiles, and wines and spirits with innovative new packaging.  Some of the brand’s people were buzzing about at the event included Vodquila, Get Hot Tequila, Bira, and LIQS cocktail shots.

Getting educated about how to enter the U.S. market

What made this year’s event so distinctive was how carefully the conference content was tailored to the specific needs of the U.S. market. Day 2 of the event, for example, featured a dynamic Q&A hosted by Steven Raye. Members of the audience had a chance to ask one-on-one questions about building a successful brand to members of an expert panel: Martin Sinkoff of Frederick Wildman, Rob Bradshaw of Cape Classics and Michael Yurch of Blue Sky Group.

Participants asked a wide-ranging number of questions, touching on everything from how global warming will impact the wine industry, to how the growing legalization of marijuana could impact the future trajectory of the alcoholic beverage industry.

USATT - 2017

Later on Day 2 of the event, there was also an interactive panel with three prominent journalists from the wine and spirits industry: William Tish (Beverage Media), Gregg Glaser (Modern Distillery Age) and David Spencer (iSante). Audience members asked specific questions about how to get press attention, and what types of stories can attract media coverage.

And throughout the two-day event, there were speaker presentations on every aspect of bringing a new wine or spirits brand to market. Thomas Barfoed of JF Hillebrand, for example, discussed the logistics of bringing a product to the U.S. market from overseas. Being able to optimize your supply chain can have a dramatic impact on your brand’s bottom line.  And Donna Hartman, an attorney with OlenderFeldman, discussed the important legal points to keep in mind when drafting distribution agreements.

Final takeaways

If anything, the pace of innovation within the wine and spirits industry is accelerating, and that’s placing even more of an emphasis on staying ahead of key trends in the market. It’s no longer just enough to have a quality product. That’s now a necessary, but not sufficient, condition. You also have to have a compelling brand story and a true understanding of where your product might fit within an import portfolio and how it should be priced.

The general consensus of the show’s attendees, based on first-hand conversations with many of the exhibitors, is that this year’s USATT 2017 far exceeded expectations. USATT 2017 showcased a range of dynamic new brands and brought together these brands with importers and distributors to think creatively about how best to bring them to market. Watch this space for follow-ups on success stories from these brands ahead of USATT 2018!

USATT 2018 Early Bird Exhibitor Registration Now Open. Register Now and Save $800 on your Exhibitor Pricing.

Highlights from Day 1 of USATT 2017

Representatives from across the wine industry met in New York City on May 16 for the second annual United States Trade Tasting Show

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The second annual United States Trade Tasting (USATT) conference kicked off on May 16 with more than 2,000 attendees and 138 exhibitors from more than 20 countries. As Steven Raye, pointed out in the opening keynote, this year’s event is designed to give emerging wine and spirits brands a smarter way to enter the U.S. market by connecting them with importers and distributors and sharing best practices from across the industry.

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Brandy Rand, Vice President of IWSR (USA), led off the morning session with a review of some of the key trends in the marketplace today. Two of the hottest trends are “Premiumization” and “Category Blur” (the creation of new hybrid drinks as well as consumers who consume alcoholic beverages across categories). U.S. spirits are now an “affordable luxury” and IWSR is seeing tremendous growth in the premium and ultra-premium categories.

In order to stand out in the U.S. marketplace, Rand noted, some brands are adopting alternative packaging (such as wine in cans and boxes) and adopting marketing messaging that emphasizes their “artisanal” and “craft” origins. Among consumers, one new trend is a changing flavor profile that emphasizes “spicy/smoky/savory” rather than just “sweet,” which had been the previous trend. There has also been what IWSR refers to as the “Hispanic phenomenon,” which means greater popularity for categories like tequila, mezcal, and imported Mexican beers.

Some of these trends visitors were able to see directly on the USATT 2017 showroom floor, which opened at 11:00. For example, Vodquila is a new hybrid vodka and tequila drink created for tequila drinkers who want a smoother sipping experience. For many visitors, the highlight of the Grand Tasting in the first floor main hall was the ability to sample wines and spirits from all over the world, including products from up-and-coming wine regions like Lebanon, South Africa and China.

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In the morning session, Chris Mehringer, President of Park Street, talked about the basics of building a long-term, sustainable business model for the U.S. market. As he pointed out, it’s important to have a realistic plan and sufficient resources before meeting up with distributors. Any go-to-market strategy needs to be market-driven, coherent, balanced and flexible. As part of this strategy, brands need to keep in mind how they can differentiate themselves in the marketplace and how they can create economies of scale.

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Josh Wand, Founder of BevForce, explained how importers and distributors can build a strong sales force for the U.S. market. As Wand explained, it’s all about hiring the best team possible. Start off by hiring for passion and expertise and then establish challenging goals for this sales staff. He also outlined two of the keys to employee retention: offering fair market value compensation and building a healthy, positive sales culture. Attracting and retaining talent, he noted, is the key to the long-term success of your business.

In the afternoon session, Donna Hartman, attorney at OlenderFeldman LLP, covered the key points of wine distribution agreements, walking participants through the differences between drafting distribution agreements for franchise and non-franchise states. She also noted some of the important legal points to keep in mind as brands expand in the U.S. marketplace and build relationships with distributors.

Jonathan Newman, Chairman and CEO of Newman Wine, talked about the Top 10 ways for brands to get noticed and picked up by national chains and retailers. Getting positive press in the major industry publications still matters, as does holding regular tastings to build customer awareness. He also mentioned the important things that brands can do to make their products stand out on the shelves of retailers, such as creating the right types of labels and using the right kinds of point-of-sale (POS) materials that help retailers sell their wine.

Stephen Fahy, Sales Director and Senior Buyer at the Wine Library, talked about ways for wine and liquor stores to turn into “lean, mean selling machines.” He boiled it down to a few key points. One important point is data, which he said now “drives the engine.” You absolutely have to have the data to know who are your best customers, in terms of how often they buy, how much they buy, and how willing they are experiment with new categories. Another key is being bold and standing out – you need to be fearless about being passionate, enthusiastic and even flamboyant. You need to be an “activist” – if you stay quiet, you will be forgotten.

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Finally, the day wrapped up with a Master Class on Chinese wines led by Chateau Rongzi. Participants were given a brief history of Chinese wines and an overview of how the wines are made at Chateau Rongzi before sampling a number of different wines – the first public tasting of these wines in the United States market.

Outside of the conference sessions, there was a palpable buzz on the floor throughout the day, and there’s more planned for Day 2 of the event. Things kick off at 9:00 with a special Office Hours session moderated by Steven Raye, featuring a number of prominent importers and distributors.

There are also two afternoon Master Classes planned, featuring the wines of Tejo (Portugal) and Beaujolais (France). In addition, participants will hear from Thomas Barfoed, Managing Director of JF Hillebrand USA; Adam Lambert, Seller of Beer & Spirits; and Richard Halstead, COO of Wine Intelligence.

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And, of course, the Grand Tasting hall will be open again on the first floor, giving everyone a chance to meet and mingle with importers and distributors as well as experiment with wines and spirits from across the world.

USATT 2018 Early Bird Exhibitor Registration Now Open. Register Now and Save $800 on your Exhibitor Pricing.

Bill Earle – National Association of Beverage Importers (NABI)

National Association of Beverage Importers (NABI)

The end of March marked the conclusive final days of official and unofficial gatherings sparked by the inaugural USA Trade Tasting event in New York City.  The event hosted three days of official programs and gatherings for beverage importers, distributors, retailers and brand owners. Over a thousand beverage professionals came from around the world to take part in the convention.

Representatives from many organizations came to meet with existing contacts and forge new relationships.  Many unofficial reunions seemed to last long into the night as visitors explored the potential of business in the big city and spoke of promises and future partnerships.

Throughout USATT and no matter who you spoke with, the unanimous opinion that events like these are absolutely critical to the growth of the industry seemed to be the topic of day.

Steve Raye, president of Bevolgy, Inc. and founding partner of USA Trade Tasting (USATT), was able to speak with Bill Earle, President of the National Assosciation of Beverage Importers (NABI), about the importance of education and the significance of the launch of USATT – a truly independent trade show promoting business development on all three tiers of the US adult beverage industry.

USA Trade Tasting (USATT) is an annual adult beverage trade trade tasting and business conference where brand owners can connect with importers, state distributors, retailers and press of USA. 2017 USATT will be hosted in New York City on May 16-17. Backed with conference sessions, USATT helps exhibitors develop their sales network and adopt successful distribution strategies.

With instructional seminars exploring practical ways to address the current market, executives from some of the country’s leading companies will present their tried and true blue-prints to successfully maneuvering in the US industry. Get involved with 2017 USATT and grow your distribution.

If you are a wine, beer or spirits producer or an USA importer looking to grow, USATT is the perfect platform to help you connect with state distributors, importers and retailers in USA.

Event Producer: Beverage Trade Network

USA Trade Tasting is brought to you by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Beverage Trade Network (BTN) successfully connects wineries, breweries, distilleries and brand owners with international importers, distributors, brokers and beverage industry professionals on a daily basis. Strong partnerships with international and US organizations have helped BTN establish USA Trade Tasting as a premiere sales and marketing event committed to connecting the beverage industry.

USATT 2018 Early Bird Exhibitor Registration Now Open. Register Now and Save $800 on your Exhibitor Pricing.