Its Time to Book your 2018 Exhibitor Spot

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

 

Regular: $3200 – Starts November 1, 2017

USATT

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

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

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

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

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

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

Register Now

Three Tiers of Industry Networking at the USA Trade Tasting

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

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

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

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

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

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

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

How Importers and Distributors Can Build a Strong Sales Force

At the USATT17 Conference, Josh Wand, Founder of BevForce, shared his insights on 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. he outlined two of the keys to employee retention: offering fair market value compensation and building a healthy, positive sales culture.

About 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.

Prior to creating BevForce, Josh held positions at Southern Wine & SpiritsAV 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.

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.

The New Brand Craft Phenomenon: An Even Better Future

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During his presentation at USATT 2017 (“The New Brand / Craft Phenomenon”), John Beaudette, President and CEO of MHW, Ltd., emphasized that “The perfect beverage alcohol storm is here.” Continue reading

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!

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