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.

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

How to Win Retailers and Influence Them with Effective Merchandising and Programming

(Image: Richard Halstead)

Richard co-founded Wine Intelligence in 2002. He leads the company’s strategy practice and works closely with multinational clients on product development, branding and routes to market projects.

Richard’s early working life was spent in business journalism, including spells as a staff writer on the Independent on Sunday and the Mail on Sunday. After taking his MBA, Richard entered the world of wine when he was appointed the first Business Development Manager of Virgin Wines shortly after its launch.

Today Richard is in demand as a speaker, writer and lecturer. He is a regular on the international conference circuit, and writes a regular column for Australia’s Wine Business Monthly magazine. Recent teaching engagements include the Bordeaux Wine MBA programme, the OIV Masters programme, and the Masters in Wine Business at Trieste University. Richard is a Certified Member of the Market Research Society, and holds MBA with distinction from London Business School. He is a graduate of Brown University.

Time & Venue :

The Metropolitan Pavilion in New York City on May 16th at 2:00 pm – 2:30 pm.

Grab your USATT conference passes and learn more from Richard Halstead about How to win Retailers and Influence Them with Effective Merchandising and Programming.

USATT Conference is limited to 300 people only. Register today to confirm your seat and learn all about Sales, Marketing and Distribution. USATT Conference ticket includes your entry into the grand tasting area as well. We hope to see you in NYC. View Speakers | View Full Schedule | Register.

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.

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

Meet Via Pacifica Selections : Premium Wine Producer and Distributor at USATT 2017

About Via Pacifica Selections:

Via Pacifica Selections is a vertically integrated wine company devoted to the distribution and production of wines from the classic appellations of the Pacific Rim (California – New Zealand – Chile – Argentina) into the United States.

Via Pacifica Selections

They work with small and carefully selected producers from these regions, in some cases, they help other hands on to work with vineyards or to make their wines, in other cases. they just give other the chance to show their wines to the American consumers.

Via Pacifica Selections, look for the undiscovered and most unique and wine for Pacific Rim and give their clients the opportunity to experience wines with soul, history and real people behind. Wines that transmit and represent these people and places with outstanding quality.

California:

Only 2% of the world enjoys a dry Mediterranean climate and this is the dominant one in Napa Valley, helping to provide vintage-to-vintage consistency and exceptional quality that few other winegrowing regions can boast. Because of its unique geologic history, Napa Valley has a remarkable diversity of microclimates, weather and geography, as well as some of the most diverse soils found on earth.

Via Pacifica Selections

In spite of its international renown, Napa Valley is one of the smallest winegrowing regions in the world, with only one-eighth the planted acreage of Bordeaux. The region’s established viticultural practices result in low yields of high-quality grapes, from which skilled winemakers craft Napa Valley’s renowned wines, being particularly known for its Cabernet Sauvignon, Merlot and other red Bordeaux varietals.

Argentina:

Located in the Southern Cone of the American Continent, with a population of 42 million inhabitants and a territory that is four times larger than France, Argentina is one of the world’s nature reserves. Privileged with outstanding natural richness and extraordinarily diverse landscapes, Argentina boasts high mountains and plains, lush vegetation and extreme deserts, forests and steppes, glaciers and waterfalls.

It is in this context, and in the course of five centuries, Argentina has developed an extraordinary wine industry. The altitude, the wide range of temperatures, the local know-how, the new technologies and a deeply-rooted popular wine culture lend their wines their unique identity and quality.

Chile:

As a wine region, Chile is truly blessed. It has a Mediterranean climate that is similar to the climate in California and France. The climate and the geographical traits have helped Chile remain one of the only locations in the world that is resistant to phylloxera, the louse that destroyed many of the world’s best vineyards

Via Pacifica Selections

Chile is going through a wine revolution and the independents have broken away from Chile’s industrial wine culture to lovingly squeeze out small lots of wines, usually using organic, even spiritually tinged theories of winemaking.

New Zealand:

New Zealand wine is an experience like no other. A special combination of soil, climate and water, their innovative pioneering spirit and commitment to quality all come together to deliver pure, intense and diverse wines..

New Zealand wine is distinctive for its purity, vibrancy and intensity. The long ripening period – a result of cool temperatures – allows flavor development whilst retaining fresh acidity, a balance for which New Zealand wines are renowned.

Explore premium wines offered by Via Pacifica Selections at USATT 2017. 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. Meet Importers, State Distributors, Retailers and Press of the USA in New York City.

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.

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

 

7 Ways That Brands Can Optimize Their Domestic and International Logistics

Logistics

(Image: 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.

Logistics

“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 overseas 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.

Time & Venue :

The Metropolitan Pavilion in New York City on May 17th at 1:00 pm – 1:30 pm.

Grab your USATT conference passes and learn more from Thomas Barfoed about Which are the 7 Ways That Brands Can Optimize Their Domestic and International Logistics.

USATT Conference is limited to 300 people only. Register today to confirm your seat and learn all about Sales, Marketing and Distribution. USATT Conference ticket includes your entry into the grand tasting area as well. We hope to see you in NYC. View Speakers | View Full Schedule | Register.

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.

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

How Importers and Distributors Can Build a Strong Sales Force

Importers

(Image: Josh Wand)

Josh Wand is the Founder & Motivator in Chief of BevForce, a boutique recruiting and staffing agency that specializes in hiring strategies and organizational design for beverage companies. Wand developed BevForce to provide the beverage industry with a full-service hiring and job search platform that connects good people to great jobs.

BevForce is a comprehensive recruiting and staffing resource, providing services including: executive recruiting, interim placement and a targeted industry job board at www.BevForce.com. BevForce is headquartered in New York, NY with an additional office in Los Angeles, California.

Importers

Prior to creating BevForce, Josh held positions at Southern Wine & Spirits, AV Imports and Sidebar Spirits. His role included business development, management of a national sales and distribution network, staffing the organization and instituting educational training programs for hotels and restaurant groups.

Time & Venue :

The Metropolitan Pavilion in New York City on 16th May at 10:00 am – 10:30 am.

Grab your USATT conference passes and learn more from Josh Wand about How Importers and Distributors Can Build a Strong Sales Force.

USATT Conference is limited to 300 people only. Register today to confirm your seat and learn all about Sales, Marketing and Distribution. USATT Conference ticket includes your entry into the grand tasting area as well. We hope to see you in NYC. View Speakers | View Full Schedule | Register.

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.

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

Key Considerations on Route to Market Strategies in the U.S.

Market Strategies

(Image: 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.

Market Strategies

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.

Time & Venue :

The Metropolitan Pavilion in New York City on May 16th at 9:30 am – 10:00 am.

Grab your USATT conference passes and learn more from Chris Mehringer about Route to Market Strategies.

USATT Conference is limited to 300 people only. Register today to confirm your seat and learn all about Sales, Marketing and Distribution. USATT Conference ticket includes your entry into the grand tasting area as well. We hope to see you in NYC. View Speakers | View Full Schedule | Register.

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.

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. 

USATT Visitor Registration is Now Open.