Key Considerations on Route to Market Strategies in the US

One of the leading importers in the US, Park Street Imports gave his insights about the Key Considerations on Route to Market Strategies in the U.S. at the USATT 2017 Conference, Here you can watch the full video of his presentation.

About Chris Mehringer : 

Chris Mehringer serves as President of Park Street, the leading provider of productivity-enhancing and cost-saving back-office solutions, advisory services, and working capital to alcoholic beverage brands.  At its core, Park Street serves as an importer and national distributor and provides access to the U.S. alcoholic beverage market for thousands of alcoholic beverage brands from the U.S. and around the world.  Park Street’s clients range from entrepreneurs to multi-brand global suppliers and include craft distillers, centuries-old family businesses, award-winning wineries, contract producers, innovation brands, and more.  Mr. Mehringer regularly advises clients on issues pertaining to route-to-market, growth acceleration, and conflict resolution.

Previously, Mr. Mehringer served as President of a national consumer products distribution company where he oversaw all aspects of operations and growth and developed and maintained strategic partnerships with Fortune 500 consumer products companies.  Mr. Mehringer is a founding board member of the Developing Minds Foundation, an advisor with the Harvard Innovation Lab, and a member of YPO.  He holds a Master of Public Policy from Harvard University and a Bachelor of Arts from Wesleyan University.
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

USA Trade Tasting 2018 Exhibitor Registrations Now Open.Become an Exhibitor Now and get 30% off the Regular Exhibiting Fee.

 

How Your Sales Teams Can Stand Out in a Crowded Marketplace

How Your Sales Teams Can Stand Out in a Crowded Marketplace


In a fast-moving session, Darryl Rosen, former owner of Chicago’s legendary Sam’s Wines & Spirits gives you a retailer’s perspective on how your sales teams can stand out in a crowded marketplace.

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 (domestic or international) or an USA importer looking to grow state distribution, USATT is the perfect platform to help you connect with state distributors, importers and retailers in USA. Exhibitor registrations are now open. Learn more about pricing and how to exhibit here.

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.

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

 

The Wine Rep’s Guide to New York City

Getting your wines into key accounts across the Tri-State market is a great way to substantially increase sales.
TheSalesRep

From highly sought-after accounts to small mom-and-pop bottle shops, every buyer profile is different and each can offer unique opportunities.  In order to nurture a healthy partnership from the beginning, it is important understand how to cater your pitch and subsequently service every buyer`s specific needs.

USA Trade Tasting will be hosting Sales Reps from international wine, beer and spirit companies and we want to give them the best chance at successfully generating new accounts with importers, distributors and retailers from around the USA.

Beverage Trade Network interviewed trade veteran Bryan Melo, NY/NJ Villa Maria Estate Brand Ambassador at Ste. Michelle Wine Estates, on essential sales strategies for wine representatives working the Tri-State area.

BTN: Many buyers in the tri-state area don’t know much about, or care about wine. How do you sell to these people?

First, recognize that your sales pitch to a customer is not about you, your story, or your winery. It doesn’t matter who you think you are- It is always, 100% about the customer and creating value for their business. To think otherwise is to provide a disservice to the customer and creates a bad name for sales people in our industry.

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The Bottle Shop Buyer’s Checklist

Checklist For The Bottle Shop Buyer’s

What do independent retailers look for from new wine, beer and spirit suppliers?

Bottle Shop
From increasing consumer awareness to generating demand from the distribution tier, securing your labels’ place on the retail shelves of important accounts can dramatically change the fortunes of your developing brands.

USA Trade Tasting interviews Michael A Berkoff, CEO of BevMax, on what independent retailers are looking for from small and medium sized label owners when sourcing new brands.

USATT: What’s the most important thing suppliers should know when talking with new accounts?

Michael:  “Understand my business.”  When calling on accounts, it’s important to understand what kind of promotions we like to participate in, how and how often (or not at all) the account likes to be visited or contacted by their suppliers, what the customer profiles are for their different stores and how account specific supplier programs are developed.

USATT: That begs the question, how can suppliers go about doing that?

Michael: I think you need to break it down into what they can do themselves and what they need to do with their distributor.   It’s always important that suppliers work closely with their distributor to gain a better understanding of the accounts they are selling into.

The things suppliers can do themselves are: 

Sign up for our email newsletters; order through our ecomm sites; talk to us about our expectations when we establish our partnership, develop easily adaptable support programs that can be customized for different retail account profiles.

The things suppliers need to work through with their distributor are:

Find out about promotional calendars and what type of features or promotions are preferred (ad support vs. discounting vs. couponing); what type of POS you should put up in stores; what type of info you need on the products for our websites (e.g. bottle photo, label photo, winemaker notes, food and wine pairings, drink recipes.)

USATT: What advice can you give suppliers looking to expand into new markets?

Michael: Understand that the US is comprised of fifty states, all with their own rules and regulations.  Like every other state, Connecticut is unique.  We’re a franchise state. We have a lowest bottle price law. There has been a lot of attention paid to expanding retail sales hours. New big box stores like Total Wine are moving in.

These are the types of issues that I’m dealing with, for better or for worse, and my success hinges on my ability to successfully navigate them.

You need to be aware of the market landscape. Every market has singular issues you’ll need to address on a state-by-state basis.  Don’t expect your retailers and distributors to educate you on them.  You should always do your research before you come to talk to us.

Tell me how you are going to make my life easier and you’ll be sure to get my attention!

USATT: What advice do you have for suppliers looking to generate business with new retailer accounts?

Michael:  The bottom line is that this business is all about relationships.  Take a long term perspective and invest the time to understand our business. Respect our needs, sell your product all the way down the supply chain and work towards establishing long-lasting partnerships with your accounts. Inevitably, you’ll earn premium shelf place across all of your markets.

USATT:  Ultimately, what is one of the main factors that influences your decision to take on a new brand?

Michael: Recognize that if you or your distributor comes to me asking to put your brand on my shelves it means that I have to take another brand out.  Often, it is one that I already know how well it sells.

The better you can make a case for how your brand will provide value to me in terms of margin, frequency of purchase, driving new customers in or promoting my store (e.g. with a “where to buy” function on your website or Facebook page), the easier the decision will be for me to take on your brand.

At USA Trade Tasting, Michael explained on how wine, beer and spirit brand reps can develop sales pitches guaranteed to increase your chances at successfully calling on new accounts.

More About USATT Keynote Speaker Michael Berkoff:

Michael_Berkoff_BevMax

Michael Berkoff has over 35 years of experience in the liquor retail industry managing BevMax, a multi-store group with headquarters in Connecticut. He runs the Company’s day-to-day activities, directs National Operations, Purchasing, Pricing, Marketing and Advertising policies as well as supervises the Corporation’s long-term planning, the acquisition and disposition of running operations, real estate assessments and lease negotiations.

A fourth-generation retailer, Michael has been named one of the top ten market leaders and is a member of the elite Market Watch Magazine Leaders Alumni, which comprises the top 143 off-premise alcoholic beverage retailers. He has been the recipient of numerous industry awards and the subject of featured articles. Warehouse Wines and Liquors is consistently among the nation’s top 10 highest-grossing retail wine and liquor stores for stand-alone locations.

 

Are you also looking to grow your distribution in USA?

USA Trade Tasting (USATT) is an annual adult beverage trade specialist trade tasting and business conference that promotes sustainable growth in the independent beverage industry by helping boutique wineries, craft breweries, craft distilleries, importers, distributors, retailers and beverage companies to learn, source and grow.

Exhibit your brand at USA Trade Tasting (USATT) and get the attention of USA’s leading importers, important distributors, high-profile retail merchants, and influential media executives.

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.

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. Get Your Visitor Trade Pass Now. 

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

Learn about sales, marketing and distribution at USATT Conference

Learn from some of the most influential professionals in the beverage industry at the USA Trade Tasting educational conference on 16-17 May, 2017. These presentations from industry leaders on today’s leading ideas on marketing, sales and distribution will challenge and inspire you to grow your beverage company.The conference will have TED-Style talks where speakers will give you insight into what strategies and standards the industry’s top thinkers are using to shape the marketplace around you. There will be 6 keynotes with 30 minute each and 8 speakers with 15 min bold talks.The educational conference is a full day experience that brings together thousands of beverage professionals from around the world.

Who are the Speakers?

Ranging from brand builders to marketing guru’s, the educational conference is hosting remarkable experts who exhibit a truly heightened knowledge of the industry to give our visitors a clear understanding of the real life challenges that face them in the marketplace.

Who should attend?

Whether you are a craft distillery, craft brewery or a boutique winery that’s just starting out, or work in sales at an importer/distributor or at an established beverage company, or simply wish to expand your skill set and gain new perspective, USATT Conference is a must attend event.

Join hundreds of fellow winemakers, brew masters, distillers, sales people and marketers at USATrade Tasting Conference which is designed to inspire and empower you with sales and marketing ideas—brought to you by Beverage Trade Network.

Top reasons to attend USATT Conference

  • Learn how to launch, market and grow your wine, beer or spirit brand in USA market.
  • Reduce your trial and error time: Why experiment with your branding when you can fast-track your time to success? The experts at this event will empower you to focus on what really works (and prove to others it works).
  • Network with marketers just like you: Imagine connecting face-to-face with hundreds of people—just like you—as you share stories, gather ideas and build relationships that last for years.
  • Meet the speakers. Attendees will learn first-hand from presentations and also have the unique opportunity to directly engage with new industry contacts.
  • Get your ROI by getting great content. The right conferences not only allow you to meet smart, inspiring people, but also teach you a ton — especially in skills that make you a more well-rounded professional. USATT Conference is all about ‘How To Do It’. We are not going to discuss where the industry is going, what are the problems – instead we are going to discuss how to make it happen and do it better.
  • It’s in New York City. What a great city. The people are friendly, with everything from burger joints to swish eateries with big-name chefs, and there’s also a thriving bar scene.

Below is a sampling of what you will learn.

  • How to manage and grow your brand.
  • How to pitch your brand to independents bottle shops.
  • How to make people fall in love with your brands.
  • How to create a culture and how to share that with your customers.
  • How to grow your brand in on-premise accounts.
  • How to create effective retail merchandising programs that work in retail.
  • How to build your brand as a sustainable brand.
  • How To Pitch Your Brand To A Prospective Distributor.
  • Top 3 Tips on getting paid and managing risks by Tim Duval
  • Franchise states and compliance issues to navigate the USA Market
  • Alternate strategies to grow your brand in USA
  • How to pitch into National Chains

Looking to grow your distribution in USA?

Exhibit your brand at USA Trade Tasting (USATT) and get the attention of USA’s leading importers, important distributors, high-profile retail merchants, and influential media executives.

 

USA Trade Tasting (USATT) is an annual trade only event in New York city helping producers connect with wine, beer, spirits importers, distributors, retailers and press of USA. Learn more here…

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.

Interested in learning sales, distribution add marketing techniques?

Learn from some of the most influential professionals in the beverage industry at the USA Trade Tasting educational conference on 16-17 May 2017. These presentations from industry leaders on today’s leading ideas on marketing, sales and distribution will challenge and inspire you to grow your beverage company.

USATT_TW_header_0516_1

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

Revealing the Secret of Mystery Creek Wines

Winery Creek Wines

Hidden away from the world, in the Waikato region North Island of New Zealand, the award winning Mystery Creek Wine and Winery has been steadily writing its story.

After a decade of growing grapes in the central North Island and the Waihopai Valley in Marlborough, Garry Majors and Vicki Edwards finally found their dream winery, Mystery Creek Wines, in 1999.  The winery was something special for everyone involved and they worked around the clock to release their first official vintage in 2000 in order to truly celebrate.  With Chardonnay grapes from their Marlborough vineyards and some help from their dedicated team, they were able to build their production into a commercially viable venture.  The long wait and hard work finally paid off and their Chardonnay quickly gained notoriety. In 2001, they were awarded a Gold Medal from Liquorland, one of Australia and New Zealand’s biggest retailers, in their TOP 100.

Figurine Creek WinesSince then, they have expanded their grape varieties from Chardonnay to also include Pinot Noir, Viognier, Cabernet Franc, Merlot, Riesling, and Syrah. Thanks to the hard work of viticulturist Neil Redgrave and winemaker Dane Jarvie, their new ventures have been extremely well received.  With recent awards for their Pinot Noir in 2014, and earlier accolades for their newly released Syrah in 2008 (the first vintages of the extended line-up came out in 2005) the winery has been steadily building a reputation to go along with their headlining Chardonnay.

The Homestead
Creek WinesIn a converted wooden homestead surrounded by their signature 5 ha vineyard atop the banks of the Waikato River, the winery’s grounds are also home to a striking cellar door and the Angus Road Eatery.From its massive open fire pit and vaulting chimney and expansive deck overlooking the vineyards to the withdrawn dining tables, the stunning event space can whisk even the most serious visitors to a relaxed and tranquil state of mind.

Crossing the Ocean

Excited to send full containers of their wines to Australia, Mystery Creek went about building a solid demand for their wines in the larger, neighboring market.  The wines have continually found a home in the cellars of happy consumers, but perhaps the most intriguing part of Mystery Creek is that no matter what surprising shelf you find them on they are set on continuing to impress. The next step for Mystery Cove is set across the seas in North America.  In 2016, they plan on exporting their wines to the USA and showing the big market what’s so special about their little secret.  With premium wines, solid branding and a fairy tale story about a mysterious winery set against the beautiful hills of Waikato, we’re pretty sure they’re ready to make a statement.

Featured Tasting Notes

 

Pinot Noir Creek WinesReserve Pinot Noir – This wine exhibits aromas of plum, black cherry and licorice complimented by oak spices. The palate is complex and full bodied with plenty of fruit weight in the mid palate and softly textured phenolics. Perfect with red meat or rich tomato based dishes.

Creek WinesMarlborough Sauvignon Blanc – This wine exhibits pungent rockmelon (cantaloupe), passionfruit and grapefruit aromas complemented by subtle capsicum and green bean notes typical of Marlborough Sauvignon Blanc. The strength of the wine is in its purity and balance between the powerful aromatics and the supporting acid structure.
This wine will pair well with any seafood and simply seasoned white meat dish; however, try pairing with any salty or sour accented flavours such as soy sauce or vinaigrette based dressings for a more exciting match.

USA_Trade_Tasting_Logo_SmallUSA Trade Tasting (USATT) is an annual trade only event in New York city helping producers connect with wine, beer, spirits importers, distributors, retailers and press of USA.

 

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