10 Innovative Products at USATT 2017

USA Trade Tasting is a trade show dedicated to showcasing new and innovative products to importers, distributors, retailers and press professionals of the US wine, spirits and beer industry. This year saw 130 exhibitors from all over the world. From these, we show you 10 products that we grabbed our attention. 

1) Vodquila 

Red Eye Louie’s Vodquila has been making great strides in becoming a well-known brand for all to enjoy and is currently available for purchase in Alabama, Connecticut, Florida, Illinois, Massachusetts, Mississippi, New Jersey, New York, Rhode Island, Texas, Tennessee, South Carolina and Georgia, with many other states being added in the upcoming months.

Vodquila is a special blend of Ultra Premium Vodka and imported Super Premium Tequila. The Vodka is made from multiple grains and distilled SIX times whereas the Tequila is made from Pure Blue Agave Plants and distilled in the Highlands of Jalisco, Mexico. It’s time that everyone enjoyed the best of both drinks! So ask for Vodquila!

2) Amor de Agave

Amor de Agave is a collection of intense flavors which explodes into great moments. It was born into this world to change ordinary moments into amazing memories with yourself and with others, in harmony and happiness, full of love and well being.

Take a drink with Amor de Agave, share some moments with it, and let your heart talk honestly with yourself. Let Amor de Agave also join you when you are alone. In a smooth and deeply way let it tells you what you really want, what you are looking for from the deepest part of your Being.

the mezcal is aged in wooden barrels. The finished aroma is natural and robust, a combination of Agave, mesquite and ocote rich vegetal notes and a tinge of smoke that complement these flavors without overwhelming the balance. The unique, delicate and taste balance of Amor de Agave.

3) LIQS

LIQS Cocktail Shots, the world’s first premixed portable cocktail in a shot, are revolutionizing the liquor industry with their ready-made mixtures of premium spirits real fruit juice and natural flavors. They have created a new standard for RTD’s with its portable “Cocktail Shots”.

The brainchild of Michael Glickman and Harley Bauer, two born and raised New Yorkers who both have a passion for premium spirits, they are the first of its kind. LIQS are currently sold in four flavors and available at liquor stores, bars/clubs, hotels, golf courses, music venues/festivals and many other venues across the country.

4) Get Hot Tequila

Get Hot Tequila was first brought to market in 2016 when John Vasicek first imported his habanero-infused 100% Agave Tequila Reposado into California.

Quality is a number one concern for the product as Get Hot Tequila knows that consumers are willing to try almost anything, but getting repeat customers is the pathway to brand success.  “Consumers like new, they like fresh, but if the quality isn’t there, they won’t be back, so being a premium brand is where they wanted to be,” says John Vasicek.

Get Hot Tequila’s mission is to become the “go-to” infused tequila. That mission began with sourcing an exceptional Reposado and combining it with a sophisticated (not heavy-handed) habanero infusion that packed just the right amount of heat to bring on a visceral reaction.

5) Maxime Trijol 

Cognac Maxime Trijol family history is one of measured, methodical achievement.They originally settled in St Martial Sur Né, in the heart of the Cognac region. The first still was installed in November 1859.

Ever since they have continued to maintain their expertise as growers and distillers.

The region consists of some 78,000 hectares of vines (Approximately 95% of this vineyard is used for Cognac production).  Cognac Maxime Trijol distills their wine 24 hours a day until the March 31st, the legal deadline for their spirit to be called a cognac. Thereafter it can be nothing more than a brandy.

6) Bira 91

B9 Beverages (the company behind Bira 91) has started up with the mission to bring a craft beer revolution in India & the US. Based out of New Delhi, with expansion throughout the US, everyone at B9 cares deeply about one thing, and one thing only – creating and making beers that people can fall in love with.

Bira is the smart simian mascot, an idiosyncratic monkey which reflects everything that they stand for – being estoric, eccentric, unconventional and unorthodox. They are the lynchpin of their services with a peerless insight into the tastes of beer connoisseurs! Beers brewed by them are an eclectic mix of exotic ingredients that epitomize the flavors of the traditional Bavarian farms, the mystical Himalayas and the gourmet tastes of France and Belgium.Their style is aesthetic and thus they have a penchant for organic, handcrafted beers.

7) Mezcal Nucano 

Mezcal Nucano a 100% artisanal mezcal from the San Dionisio Ocotepec region of the state of Oaxaca. The term “mezcal” originates from Mexcalli Náhuatl (“metl” maguey, “ixcalli” cooked) and means cooked maguey. Mezcal Nucano provides the customer with an authentic mezcal, a product of working the land in its purest and most Traditional form and available thanks to the efforts of Men of Field.

This unique, high-quality mezcal contains culture and Tradition in each bottle, aiming to connect each of its customers with the origin of this ancestral drinking, and putting a little piece of Oaxaca in their hands.
Nucano (Great Fire) was an important character in the history of Oaxaca, a brave Mixtec warrior who fell in love with the Zapotec Princess Donají, and who, in the name of that love, sought to bring peace to the two nations.

8) Sontinh Liquor

Son Tinh is a unique selection of authentic Vietnamese flavors, carefully handcrafted in small batches from 100% natural ingredients, and well matured over many years.
The appeal and quality of this traditional yet trendy product range have been acknowledged at several international spirit competitions making Sơn Tinh Vietnam’s first internationally recognized and awarded liquor, as an original Vietnamese spirit category called “Rượu”.

From the most fragrant sticky rice to rare herbs from the mountain forests Sơn Tinh only uses the finest raw materials that nature can provide. The diversity of climate and soil, as well as annual changes, are all reflected in the colors and flavors of the liquors of that year.

9) Distillerie De La Tour 

Distillerie de la tour has always paid particular attention to the wine selection. They have partnerships with over 1000 wine growers and can, therefore, guarantee supplies of wines from all the Cognac wine terroirs: Grande Champagne, Petite Champagne, Fins Bois, etc. Before each distillation in a Charentais copper pot still, all the wines are rigorously analyzed and tasted, and then the Master Distiller carefully adjusts his distillation method in complete compliance with the appellation requirements in order to express the full quintessence of the grape in these “eaux-de-vie” which will one day become Cognac.

VARIOUS QUALITIES: VS, VSOP, XO and HORS D’AGE

4300 French oak barrels (350-450 liters each) of Cognac in their aging cellars means guaranteed volume availability and enables us to respond to their customers’ needs. The Cellar Master has a permanent stock of Cognacs of different ages with a wide range of aroma profiles and can create tailor-made blends whose finesse and elegance are recognized and appreciated worldwide.

10) Black Horse Liquors 

Black Horse Liquor LLC is a NJ based company owned and operated by Zereen Mirabello who is a native of Cape Town, South Africa. Black Horse Liquor (BHL) represents Spirits and Liqueurs produced by SLD Liquor Manufacturers PTY. LTD based in the heart of Cape Town. 

SLD Liquor Manufacturers, a family owned company that started from humble beginnings producers’ premium products that compete on the international spirits market.  Starting with only a few brands, they have expanded their range to more than 25 different products ranging from Cream Liqueurs to various spirits such as Vodka, Tequila, Gin ,and Cane.

They have a state of the art FDA approved manufacturing facility and all of their ingredients are local to the region. All products are double distilled to enhance pure flavors and are made from their Premium Black Horse signature brands.

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

USATT 2018 Exhibitor Story: Don Tony Perez Corp

About Don Tony Perez Corp:

Don Tony Perez Wines is proud to introduce our fine wine to the world. Imported from Chile and Italy. They carry a great selection of Reserva, Gran Reserva, and Sparkling wine.Their quality wine is delicately formulated with key elements in nature that are carefully measured to produce a superb quality of the wine. Among these elements are the climate and soil. The valley where Bodegas Perez and Don Tony Perez wines reside is in Chile. Their wines have developed their own unique style. They are focused on delicious fruit flavor and elegance. Enjoy the lavish taste of Don Tony Perez Wines Chilean Collections.

 Don Tony Perez Corp Brands:

Cabernet Sauvignon 2014

Description:

First and foremost, this is an earth-driven, very mineral wine. Mushrooms and potting soil are quite apparent on the nose but fade to the background across the palate. Leather, berries, and cinnamon came to life once tasted, along with wet wood and dark chocolate (indicating mature barrels were used in production). Tremendously approachable for such a young Cabernet.

Pairings:
Cabernet Sauvignon is a versatile red wine that pairs well with most red wine friendly dishes, as good as pasta and burgers as it is with beef Wellington.

Reserva Cabernet Sauvignon 2014

Description:

This wine is extremely fruit forward, conceivably due to the young age. The nose is bursting with boysenberries, blackberries, and cherries. Some secondary aromas exist and include fresh ground pepper and red roses. This wine is very interesting and I’d like to see how it develops over the next few years. Still young and very powerful, I would pair with a steak or grilled sausages.

Pairings:
This Cabernet Pairs well with a wide variety of foods without overpowering them; try braised short-ribs, stuffed peppers, pork tenderloin, and even dark chocolate.

Gran Reserva Syrah 2014

Description:

This is a stunning expression of the Syrah grape and fully came to life after decanting. The nose consists of licorice and stewed fruits like blackberry jam, cranberry sauce, and orange marmalade. Very complex, as the palate is quite different than the nose. Secondary flavors of red pepper flakes, pine needles, chocolate and candied currants exist across the palate and throughout the finish. While a full bodied wine, the tannins are smooth and do not overwhelm. Exceptional and multifaceted!

Pairings:

Meats such as top Sirloin, Ribeye Steaks, Bratwurst and Barbecue pork all are great pairings with Syrah. Grilling these meats may also help to match the intensity of a bold Syrah.

Gran Reserva Petit Verdot 2011

Don Tony Perez CorpDescription:

Petit Verdot is a hardy grape with a lot of tannins. That makes Petit Verdot in wine and food pairings a natural fit for rich, meat dishes, grilled steak, spicy pork, veal, lamb, all types of game and sausage. Spicy foods pair well with Petit Verdot and it’s perfect for a myriad of different hard and semi soft cheeses.

Pairings:

Petit Verdot is a hardy grape with a lot of tannins. That makes Petit Verdot in wine and food pairings a natural fit for rich, meat dishes, grilled steak, spicy pork, veal, lamb, all types of game and sausage. Spicy foods pair well with Petit Verdot and it’s perfect for a myriad of different hard and semi soft cheeses.

Social Media Accounts:

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

USATT 2018 Exhibitor Story: Glenlofty Wines Pty Ltd

About Glenlofty Wines Pty Ltd:

Glenlofty single-vineyard wines all express the soul of Victoria’s cool-climate Pyrenees foothills terroir, more often compared with France’s northern Rhone than with Australia’s warmer Barossa or Hunter Valleys. Only since 2013 has Glenlofty’s premium fruit, crafted with premium French oak, been bottled under its own label. So the Glenlofty brand is decidedly a dark horse, winning friends and gold medals right and left.

Glen Lofty’s vineyards have been carefully nurtured since 1995 in the cool-climate foothills of Victoria’s Pyrenees. Formerly blended into premium wines produced by Penfolds, Seppelts, Rosemount and Brown Bros, Glen Lofty’s remarkable fruit has been bottled under its own Glenlofty Wines label only since 2013, with the difficult 2011 year being its first own vintage.

Early industry applause has been rapid – from industry peers in the Pyrenees and further afield, from the Barossa, McLaren Vale, Heathcote, Yarra Valley and the Hunter. Not because Glen Lofty’s wines are similar to these well-known appellations – they’re clearly different. But because top Australian winemakers and vignerons know a super-premium cool-climate wine when it sings from their glass.

Judges in blind tastings from Melbourne to Hong Kong to London agree. The first Glenlofty release has garlanded itself with gold medals from all these. Eight gold medals so far, seven silver medals and nine bronzes. One prominent wine judge says (off the record, of course) that the Glenlofty 2011 Single-Vineyard Shiraz is clearly the outstanding Victorian Shiraz of that vintage.

Glenlofty vineyard has made contributions over the years to many trophy-winning wines, including the famous Penfolds Yattarna Chardonnay, Seppelts Shiraz and the celebrated Marsanne Roussanne blends of the early 2000’s. GlenLofty’s Decameron vineyard, 5 km south of Glenlofty, was planted in 1996, with most of its harvests channeled into Brown Bros ultra-premium wines, like their famous Patricia Shiraz.

Glenlofty Vineyards:

Victoria’s Pyrenees form a special appellation in the foothills of Australia’s great Dividing Range. An increasingly well-known cool-climate range of vineyards poised between the old gold-mining towns of Avoca and Elmhurst.

In 1836, European exploration started to map the advantages of the Pyrenees region of western Victoria, and viticulture was introduced soon after. By 1890, there were vineyards at Avoca, Landsborough, Moonambel, and Amphitheatre but these were all wiped out by the looming phylloxera plague, and not replanted for half a century.

In 1963, planting recommenced with a joint venture between the Australian Nathan & Wyeth group and the French Remy Martin. With many years of premium wines, still and sparkling, to its credit, this venture has now matured into the well-known Blue Pyrenees. Many other well-known wineries have followed, including France’s Goelet family with Taltarni, the Jones family at Dalwhinnie, the Barrys at Mount Avoca, the Bazzanis at Warrenmang, the Robbs at Sally’s Paddock and the family Summerfield. Glenlofty was established in 1995 (moving from corporate to family ownership in 2010) and has been recently followed (next door to Glenlofty) at its Domaine Tournon by renowned Rhone market leader Maison M. Chapoutier.

Reportedly, Michel Chapoutier exclaimed “Greatness is possible” when he analyzed the terroirs of the Pyrenees. Glenlofty shares this view and is totally committed to it as a team.

Pyrenees premium red wine reputations have been won across the world, and not only with Shiraz, where the Pyrenees duality of richness and elegance wins frequent comparisons with the outstanding wines of the northern Rhone, like Chapoutier’s famous Hermitages and even the fabled Cote-Rotie. Pyrenees Shiraz is very different from Barossa and even Heathcote wines.

Geology and soils:

The ancient soils of the Victorian Pyrenees were formed during the Palaeozoic period – between 245 and 544 million years ago. After the “Cambrian explosion” of invertebrates, vertebrates, bony fish and plants to the sudden disappearance of 90% of all living species, and after 400 million years of slow geological decay, Glen Lofty’s soils are predominantly formed from none granitic rocks and sediments, ranging from ancient river beds of loose fluvial gravel or sand and silt to hills of red textured soils of sandstone and siltstone.

Climate:

Victoria’s Pyrenees enables cool-climate winemaking because its inland location leads to low midsummer relative humidity and large daily temperature ranges in Spring and early Summer.

GlenLofty’s vineyards show a range of microclimates, which mitigate against the risk of frost and allow extended ripening hours before vintage.

GlenLofty Brands:

Glenlofty Single-Vineyard Pyrenees 2011 Shiraz Viognier. RRP $28

Colour: bright ruby red. Nose: fragrant black pepper and black truffle aromatics. Palate: rich dark fruits, medium body, bright, peppery long-finishing minerality. 14.0% ABV

Glenlofty Single-Vineyard Pyrenees 2011 Nebbiolo. RRP $28

Colour: old-brick red with characteristic Nebbiolo orange hues. Nose: flowers, red cherries and chocolate with toffee notes. Palate: succulent, medium body, savoury flavors, and smooth tannins. 14.4% ABV.

Glenlofty Single-Vineyard Pyrenees 2011 Cabernet Sauvignon. RRP $26

Colour: deep ruby red. Nose: cassis, black olive, hints of fresh herbs. Palate: blackcurrant fruit, fine-grain tannins, a wine of structure and length. 13.8% ABV

Glenlofty Single-Vineyard Pyrenees 2012 Roussanne Marsanne. RRP $28

19% Roussanne, 21% Marsanne – the reverse of the usual balance, simply reflecting 2012 fruit qualities. Colour: straw yellow, slight hints of green. Nose: fresh pear and rich exotic spices. Palate: fresh pear, guava, and honeysuckle, good structure, faint minerality. 14.0% ABV

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

 

 

Make Your Wine Store a Lean, Mean, Selling Machine

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.”

About Stephen Fahy: 

Stephen C. Fahy, DWS is the Sales Director and Senior Buyer at the Wine Library and is passionate about the business of direct-to-consumer wine education and the complete customer service experience. He has proven to be a specialist in finding and promoting a wide range of exciting wines from around the world, working directly with importers, distributors, and the wineries themselves. His palate is widely recognized by an ever-growing local, regional and national consumer base, due in large part to the extraordinary quality of the wines he selects to put on offer, and loves the excitement of the business, especially when his contagious enthusiasm spreads to others.

For more than a decade prior to Stephen’s role at the Wine Library, he managed and ran the wine retail programs for another key, large-scale wine merchants in both New Jersey and Manhattan. He also serviced and sold to some of Manhattan’s top restaurants and retailers while a Wine and Spirits Consultant with Winebow.

Stephen has been an active Adjunct Professor teaching “Concepts of the Sommelier” at Montclair State University. This three credit University course grounds students in the principles of wine tasting, key varietal and regional knowledge, and the service expectations of the wine professional in both on and off-premise settings. Stephen has also been actively consulting with the London-based research and business strategy firm, Wine Intelligence as a Research Associate specializing in the U.S. wine trade and consumer sector.

In 2011, Stephen earned his Diploma in Wine & Spirits (DWS), with Merit, from the Wine & Spirits Education Trust in London. He is the proud father of three girls and with his wife, enjoys the hustle and bustle of the Garden State where he lives, in northern New Jersey.

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.

USATT 2018 Exhibitor Registration Now Open

After a blockbuster 2017 show that saw the attendance of over 130 exhibitors and 1,500 participants, the United States Trading Tasting Show is returning to New York City on May 15-16, 2018. With less than twelve months to go until this event, Beverage Trade Network, the organizers of the annual show, is opening up 2018 Super Early Bird Exhibitor Registration. By signing up now, potential exhibitors will receive a more than 30% discount on the overall price.

For participants in the wine and spirits industry looking to meet and connect with potential buyers, the annual USATT trade show has become the preeminent industry event in the United States. Not only do participants have the chance to connect with prominent buyers in the Grand Tasting Hall, they also have a chance to build word-of-mouth awareness of their specific brands throughout the action-packed two-day event.

The USATT 2018 show is already shaping up to be more dynamic and vibrant than the show in 2017, which featured the U.S. premiere of a major new Chinese wine brand, two days of informative workshops, well-attended wine masterclasses, TED-style conference discussions and an active flow of 1,500 attendees within the Grand Tasting Hall, where emerging wine and spirits brands were able to display new and innovative offerings.

The May 2018 show will include a World Whiskey Masterclass, an informative session on the rapidly expanding marijuana industry and hands-on sessions for mixologists, sommeliers and retail store professionals. And, as in preceding years, the event will include workshops led by top industry professionals, who are able to facilitate a real conversation among all tiers of the wine and spirits trade. One workshop (“Distribution Business 101”), for example, will focus on the insights, strategies, and tips needed to grow a U.S.-based distribution business.

For Super Early Bird exhibitors, signing up now means being able to guarantee a place at the premier networking event for wine and spirits professionals in the United States. “At the 2017 event, wine brands from emerging regions such as Portugal, South Africa, and Eastern Europe were able to meet face-to-face with buyers and distributors over a two-day period,” said Malvika Patel of Beverage Trade Network. “Next year, we have even more plans to make this a dynamic, one-of-a-kind show for exhibitors and visitors”

There is simply no better way to get exposure for a new brand looking to grow their distribution in the U.S. marketplace than by attending USATT 2018, and it is expected that Super Early Bird registration will fill quickly.

About the USA Trade Tasting Conference

Every year, the USATT show brings together small and medium-sized importers, distributors, retailers and media professionals of the U.S. wine, spirits and beer industry in New York City for two days of learning, buying, selling and networking. All the events are designed to help participants grow their bottom line. The event takes place at the Metropolitan Pavilion in the Chelsea neighborhood of New York City.

Register Here: https://www.eventbrite.com/e/2018-usa-trade-tasting-exhibitor-registration-portal-registration-34759012141

About Beverage Trade Network

Beverage Trade Network is the leading platform dedicated to connecting the global beverage industry. In addition to New York, Beverage Trade Network also hosts events in London, Australia, and San Francisco.

For more information on attending USA Trade Tasting,

please contact Beverage Trade Network.

Telephone: +1 (855) 481-1112.

Email: info@usatradetasting.com.

Visit our website: www.usatradetasting.com.

Subscribe to our Blog: www.usatradetasting.com/blog.

Follow us on Twitter: www.twitter.com/usatradetasting

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.

USATT 2017

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.