What U.S. Retailers Are Looking for and How to Pitch Them

On a daily basis, a wine and liquor retailer/wholesaler must manage a litany of items. Among those things is a slew of requests from a large number of winemakers who are eager to get their offerings on store shelves. When making a pitch to them, its important for a representative to be focused and respectful of the retailers time. Also vital is the ability to make a brand stand out from the rest in a crowded U.S. market.  

Meet the Retailers Needs

One of the most important themes in any sales pitch? Authenticity.  Retailers will be looking for an authentic story that tells of provenance. Theyll pass this along to the customers to help improve a brands identity. Ben von Doussa, USA Market Entry Manager for Wine Australia, likes to remind winemakers that every year the TTB approves a whopping 180,000 to 200,000 SKUs for wine and spirits in the United States. Because of this, a sales pitch must be incredibly compelling in order to garner any attention.

Wine Australias vision, going forward, is for Australia to be recognized as the worlds pre-eminent wine-producing company.Another key to standing out in the U.S. market is to focus on what makes Australian fine wines special when compared to other countries. Discussion of the diverse, unique regionality and superior terroirs found throughout Australia, as well as the skilled and innovative people behind the wine, helps to set Aussie wines apart from those made by other wine-producing hard hitters. The exciting thing about this? Its exactly what U.S. retailers are currently looking for. They want luxury wine offerings with a story and a sense of provenance behind them. Moving forward with this information in hand, Wine Australia is confident that Aussie wines have the capacity to be recognized as the best in the world.

What do U.S. retailers want from the New Australia? Listening to the needs of retailers is important and when von Doussa contacted them to talk specifics, they expressed excitement about the potential of new offerings to revitalize the Australian wine category. There have been approximately 50 Australian brands competing for an ever-shrinking amount of American shelf space over the past years. Retailers are looking for something new to attract customersattention.  

The story of origin is critically important in these new brands. Wine consumers want to purchase wine with a sense of place. As they open a bottle over dinner with friends, they want to be able to discuss where the grapes were grown, the purity of the water used to grow them and the growing conditions that make that region different from the rest.

Authenticity is also a significant factor to consider. When entry-level brands flooded into the U.S. wine market, it resulted in damage to the overall image of the Australian wine industry among American consumers. Retailers decided that most Australian brands werent able to deliver the kind of quality-to-price ratio that they needed. Margins matter, and representatives must demonstrate that offerings from the Australian category are capable of delivering the margins seen by other segments such as California or Europe. Its no longer acceptable for fine Australian wines to be perceived as an entry-level product.

In forming a sales pitch, there should be three areas of focus. Lead with all the specifics that make a wine unique. Media ratings from third-party sources like Wine Spectator are highly valued in the U.S. market. In addition to this, provenance, authenticity and a wines extraordinary value through luxury price points will help build a story that retailers want to hear. U.S. retailers are very motivated by driving margin, especially with the online competition that exists in the wine market. To top off the triad of sales pitch organization, offering regional exclusives is an excellent strategy to help build a relationship with various retailers.

Know the Customer

As wine representatives pitch various retailers, their presentation should vary according to the needs of each individual business. These needs are defined by the shopping behaviors of the customer base of that retailer. For instance, warehouse club Costco is perhaps the holy grail of accounts for wine brands. This is because they move a high volume of product, selling it to customers who arent concerned with price point and make wine purchases based on reviews and ratings. This differentiates Costco from other clubs such as BJs and Sams. They cater to a customer base that is primarily motivated by price point and is looking for cost-effective wine options.

Apart from Costco, stores with specialty wine programs should be another area of intense focus for winemakers and their representatives. Places like Earth Fare and Wegmans cater to wine-centric customers who love having a good story behind their wine. Customers who frequent specialty wine shops spend lots of time researching online ratings and are drawn to great quality wine with attractive packaging.

Grocery chains can prove to be a tough nut to crack for luxury wine brands, but ignoring them is a grave error. Brands that can break into a grocery store such as Kroger or Publix at a luxury price point will enjoy the ability to move a large amount of product. Grocery stores want quality wine and are happy to provide a selection for their customers who are looking for a higher price point. However, the current selection of Aussie wines being presented at most grocery stores is being sold as entry-level, low-cost offerings. Grocery stores run in contrast with the drug store wine market in the U.S., where customers are primarily motivated by a wines price point and packaging and are typically shopping for the lowest-priced products. These are not the best choice to focus on for sales.

Independent wine retailers such as Sherry-Lehman and Binnys in Chicago provide a market where price point is not an issue for the clientele. These kinds of retailers sell to a customer that is focused on ratings, as well as a wines story. Before making a choice, these customers need to know where their wine is from, how it was made and what makes it different from the brand sitting directly next to it on the shelf.  

As years go by, more and more of the wine market is playing out on the internet. Sites such as Wine.com and WTSO cater to customers who do intensive research before making a wine purchase. Ratings play heavily with these customers, and they are interested to know the story behind any brand they consider buying. Price point is not a leading priority for online wine customers.

Wine and liquor chains with multiple locations such as ABC or Apple Jack function similarly to specialty grocery stores. They market wine by placing a spotlight on ratings and the story. Attractive packaging also works to garner the attention of customers in these stores. Small mom and pop stores cater to customers who are primarily focused on ratings and packaging. Although the price point isnt a big concern, mom and pop stores can prove to be challenging due to low-volume sales. A supplier will need to cover extensive ground to reach substantial numbers with independent retail stores.

Success in the U.S. wine market truly comes down to research and preparation. Price points are best determined by looking at the competition. Winemakers and their representatives must have a unique, compelling story preparedone that makes the retailer and the customer feel a connection with a given brand. Representatives must arrive at each store with an understanding of what aspects of wine purchasing are important to that specific customer base. Keeping these things in mind will greatly increase a brands chances of edging out the international competition in the teeming and ever-changing U.S. market.    

9 Tips to Write a Profitable Wine List for your Restaurant

Wine list

The wine list is the ultimate business card for restaurants. To create a functional and profitable one is not a simple task even for an experienced sommelier. Here are some 9 tips to consider when curating a wine list that will increase profits for your restaurant.

1. Understand your target audience.
Evaluate your target audience according to the proposed menu (quality standards, sophistication and prices). The ambience of the restaurant will relate directly to the wine menu. A casual dining space would call for easy drinking wines and the prices would go hand-in-hand with the dining fare. An Italian restaurant without Prosecco and Chianti does not complete the menu.
The location of the restaurant also plays a key role. A restaurant or a wine bar situated in the center of a metropolis can afford greater ease in choosing the wines to be put in the list, thanks to tourism from around the world.

A restaurant that is “off the beaten track”, with a loyal customer base, will focus on the exclusivity of its menu, the originality of their proposals and a carefulselection of wines from across the country and around the world. Ensuring both a selection of “always present” wines, which allow you to build customer loyalty, and the introduction of new itemsfrom time-to-time will allow your restaurant to please your patrons’ palate.
A great strategy is to involve your customers in selecting next month’s “new release” by asking them to vote from a proposal of wines. Customers will feel like a part of your restaurant’s framework and be curious to know if the wine that they voted for made next month’s release. They could choose to provide their contact details and be informed of the results of the vote, making their affiliation with your restaurant more personal.

2. Meet, know and taste the wine
Taste the wines you would like to include in your wine list together with the team of your restaurant and note each team member’s feedback. Also try to organize a wine tasting with your restaurant’s distributors, sales agents, and, if possible, the producers themselves, on a day that the restaurant is closed for business. Focus not only on the sensory evaluation of the wine, but on a deeper knowledge of the story behind each production. Stories that will be very useful in proposing a label to customers. If you are not well-versed in the field, get assistance from partners, employees, sommeliers or a wine expert.

3.Don’t forget local wine
There isn’t a sadder thing than to be in a restaurant with typical local cuisine but missing wines from the local area. Taste wines from the wineriesin your vicinity or a neighboring wine-growing state and keep a selection of these on yourwine list. They will complement the carte du jour andas you have chosen to serve local cuisine at your restaurant, the target audience would also love to try the indigenous wines.
By supporting wineries in your area, you in turn will build a network in the community and wineries may recommend your restaurant to their customers.

4.Seasonality of the menu
Besides a fixed wine list, you can have a variable wine list that changes with the seasonality of the fare. People routinely make a shift towards whites in the summer months and reds in the cooler months so change your selection accordingly. Ciders become popular in Fall so having a few of these in this season will sit well with your customers. Align your menu with different times of the year; for example, market a wine as the Harvest Special for a month.

5.It’s all about the right order in the list
An ascending order of price is an enticingly easy route to take, but it is not always the most appropriate, since a novice wine-drinker will always stop at the first proposals.Grouping wines by type, region and vintage (for example: separate new world wines from the old world) would give a chance to the customer to acquaint themselves with the wine menu, without being influenced too much by the price.

6.Be concise, selective but inclusive.
Regardless of the level of your restaurant, unless you’re renowned for a high-level cellar, don’t abuse your customer’s patience by creating excessively heavy and long wine lists. Not only will this cause inventory issues for your restaurant, but a carefully curated list will be much appreciated by your customers.
It will be easier for you to educate your servers about the wines on the menu so they may in turn offer knowledgeable recommendations.

Be inclusive of the different categories of wine. For example, have two to three selections of dessert wine on the menu. Have at least one champagne that you can offer to customers celebrating a special occasion at your restaurant.

7.Hot Category wines.
Keep abreast of trending products and make sure these are included in your wine list (especially if you have a comprehensive list).There is no good reason to exclude these popular products from your list. For a novice wine drinker, it will add a level of comfort to try a varietal that they are familiar with or have heard of. Even for a connoisseur, a good quality wine in a popular category will not be one to pass up on easily. If possible, also add some value wines to the menu. It will make the difference between a yay or nay for some of your customers.

8. Source and Price Correctly
Wines of certain varietals and from different regions have expected price points. Introducing an exorbitantly priced wine from an area that is known for low price points is not advisable. This will look out of place and may also cause the customer to mistrust your pricing and product selection.
If the menu is moderately priced, so should the wines. This goes hand in hand.
Don’t overprice wines compared to their selling price in retail or online stores. Today’s customer comes aware and researched and nobody wants to feel like they have been taken for.

9. Changing Table Cards
No longer are designing and printing costs so astronomical that one may not be able to change wine cards once they are printed and placed on the table. By using table stands where print inserts are changeable, these can be replaced periodically. There are simple design resources available online that small to medium sized restaurant owners can use to modify wine cards from time to time. Make use of these to highlight new or seasonal products. People who frequent your restaurant will appreciate the change as these small touches keep the experience of visiting your restaurant fresh and interesting for them.

Meet Importers, State Distributors, Retailers and Press of USA in New York City and Grow Your Distribution.

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. 

USATT Visitor Registration is Now Open.

 

 

Top 20 Wine Conferences in the World

When one is pondering the possibility of attending a wine conference, they think about if their time and money will be worth it. What will be the quality of the presentations? Will they gain anything of value from it?

In an industry like ours, wine conferences are one of the best opportunities to take your game to the next level. One can meet experts and influencers face to face, where they can get answers to their questions and guidance from industry veterans. They can also listen to how successful businessman did it; the tips, techniques and tricks they used to get ahead.

In our busy schedules, we often forget the importance of being in a live face-to-face setting with others from the wine business community. Wine conferences present you with the opportunity to share new ideas with fellow professionals. You also encounter new vendors, suppliers, importers, distributors and retailers.

Attending a wine conference can drive business relationships and heighten your knowledge of running your wine business successfully.

For your perusal, listed below are the top 20 wine conferences taking place around the world.

 

Eastern Winery Exposition

eastern winery expositionThe Eastern Winery Exposition is the largest production wine and grape trade show and conference east of the Pacific states. It is designed to provide Eastern U.S. and Canadian wineries and vineyards with an easily accessible, low-cost professional meeting with a variety of winery and vineyard suppliers, at the right time of year.

A strong conference program, exhibit hall featuring suppliers relevant to the region’s business of wine making, networking events, industry association participation, and flexible registration packages are all integral components of EWE.

Wine Conference Details for Eastern Winery Exposition:

URL: http://easternwineryexposition.com/

USA Trade Tasting and Business Conference (USATT)
USA Trade TastingUSA Trade Tasting (USATT) is an annual adult beverage trade/specialist trade tasting and business conference launched in order to promote sustainable growth in the independent beverage industry by helping boutique wineries, craft breweries, craft distilleries, importers, distributors, retailers and beverage companies learn, source and grow. The show is produced by BeverageTradeNetwork.com which is one of the world’s leading platform connecting wineries, breweries, distilleries to importers and distributors globally.

The USATT showcases exciting wines, beers and spirits from all over the world to USA importers, wholesalers, distributors, retailers and press.

Wine Conference Details for USA Trade Tasting:

URL: http://usatradetasting.com/

Location: Metropolitan Pavilion, New York, New York, USA.

International Bulk Wine and Spirits Show (IBWS SHOW)
ibwss-international bulk wine and spirits showThe International Bulk Wine and Spirits Show aims to give the bulk trade a truly dynamic trading platform where buyers can confidently conduct business with the world’s most reputable suppliers. As the go-to shipping gateway on the Pacific seaboard and home to the majority of wineries in the USA, San Francisco is positioned perfectly for the fair. The city has long acted as the USA’s trading post between the northern and southern hemispheres.  With the launch of IBWSS, international bulk suppliers from some of the world’s most important markets will have unprecedented access to the US market.International Bulk Wine & Spirits Show is a 2 day event being heldat the South San Francisco Conference Center in San Francisco, USA

The International Bulk Wine and Spirits Show showcase exciting wines, beers and spirits from all over the world to USA in the Wine & Spirits industry.

Wine Conference Details for International Bulk Wine and Spirits Show:

URL: http://www.ibwsshow.com

Location: South San Francisco Conference Center in San Francisco, USA.

Wine Marketing & Tourism Conference
wine marketing and tourism conferenceThe Wine Marketing & Tourism Conference, organized by the wine marketing wine tourism will take place at the Texas Hill Country in Fredericksburg, USA. The conference will Wine tourism, of course, is simply the visitation of wine regions by travelers. From an industry conference perspective, our goal has always been to provide valuable advice on how to grow and improve one’s own wine tourism offering. And growing wine tourism is all about effective marketing.

Wine Conference Details for Wine Marketing & Tourism Conference:

URL: http://winetourismconference.org/

Location: Texas Hill Country, Fredericksburg, USA.

Wine Industry Technology Symposium
wits_logo_lgWine Industry Technology Symposium is a conference for winery professionals who implement technology solutions or analyze sales data. This includes IT professionals, marketing managers and DTC managers, as well as general managers, financial managers and winery owners. This conference only focused on Successfully Deploying Technology Solutions in the Wine Industry.

The conference will include educational sessions, multiple networking opportunities to discuss technology and data issues with other industry professionals and a Sponsor Showcase where sponsors demonstrate and discuss the solutions they offer the wine industry.

Wine Conference Details for Wine Industry Technology Symposium:

URL: http://www.winebusinesswits.com/

Wine2Wine Conference
wine2wine wine conferenceswine2wine is the only event in Italy specifically dedicated to the wine business, an opportunity for all players involved in the production and distribution of wine. Wine2Wine conference offers the unique opportunity for interaction where wineries can gather updated information and know-how in order to better face the challenges of this evolving sector. The event brings together the experience of some of the most important Italian and international wineries, as well as from other dynamic and innovative sectors.

Wine Conference Details for wine2wine:

URL: http://www.wine2wine.net/

Location: Eronafiere Congress Center, Verona (VR) Italy.

Australian Wine Industry Technical Conference (AWITC)
Australian Wine Industry - Technical ConferenceThe Australian Wine Industry Technical Conference and Trade Exhibition is the premier technical event for the Australian wine industry. Held every three years since 1970, it combines an extensive program of plenary sessions, workshops, posters, student forum and social events with the industry’s most respected and extensive trade exhibition. The Australian Wine Industry Trade Exhibition (AWITE) is Australia’s leading exhibition of wine technology, equipment and services. Australian Wine Industry Technical Conference will feature a comprehensive range of winemaking and vineyard equipment, materials and associated services. AWITC will be conducted by Fair Events and presented by the Australian Wine Industry Technical Conference Inc.

Wine Conference Details for US Bev Expo:

URL: http://www.awitc.com.au/

Location: Australia.

International Wine Tourism Conference – IWINETC
international wine tourism conference

IWINETC was founded in Spain in 2009; The International Wine Tourism Conference has now accommodated over 700 wine tourism professionals in 45 different countries throughout the world. IWINETC is the leading global event for the wine and culinary tourism industry, held in grape escape destinations around the world. The 3 day event (2 day conference & 1 day Workshop) delivers thought provoking professional education, an extensive exhibition area to discover wine travel destinations and their wines, a focused business environment for tour operators to meet wine tourism experience providers and a chance to discover the wine tourism highlights of the host destination.

Wine Conference details for International Wine Tourism Conference:

URL: https://www.iwinetc.com/

Location: Catania, Sicily, Italy.

Unified Wine & Grape Symposium
unified wine and grape symposiumThe Unified Wine & Grape Symposium (UWGS) is an annual wine and grape industry event, held every January in Sacramento, California, United States of America. Since 1995 the American Society for Enology and Viticulture (ASEV) and the California Association of Wine grape Growers (CAWG) have worked together to develop the trade show combined with symposium. The Unified Symposium also hosts a trade show with over 550 vendors displaying their products and services to the more than 12,000 people who attend annually. This annual event draws more than 13,000 grape growers, vintners and allied industry members from around the world. Including 3 days of program sessions, and over 650 exhibitors, it is the largest event of its kind in the western hemisphere in the Wine & Spirits industry.

Wine Conference details for Unified Wine & Grape Symposium:

URL: http://www.unifiedsymposium.org/

Location: Sacramento Convention Center, Sacramento, USA.
WSWA Convention
Wine and Spirits Wholesalers of americaThe Wine and Spirit Wholesalers Association Convention is one of the biggest events in the USA and services large distribution houses and their members.  For over seventy two years the event has celebrated the success of the wine and spirits industry in the USA.

Wine and Spirits Wholesalers of America Annual Convention and Exposition is a 4-day event being held at the Grande Lakes in Orlando, Florida. The WSWA Convention is the premier event where distributors seek out new and exciting beverage products in the wine &spirits industry.

Wine Conference Details for Wine and Spirits Wholesalers Association Convention:

URL: http://www.wswaconvention.org/

Location: Grand Lakes, Orlando, Florida, USA

Wine Vision Conference
wine visionWine Vision is now widely recognized as the leading business innovation forum in the international wine calendar.  Since its launch in 2013 almost 650 CEOs and senior level decision makers have attended the event from close to 30 countries. Their feedback has been unanimous: Wine Vision extended their knowledge, enriched their networks and inspired action in their business. Their mission is to be a catalyst to a more profitable wine industry. Following two years in London and resounding success in Bilbao, Spain, The host location for next year’s forum will be Sonoma County, one of North America’s most progressive wine producing areas.

Wine Conference Details for Wine Vision:

URL: http://www.winevision.com/

Location: Sonoma County, California, USA.

Romeo Bragato National Conference
Romeo Bragato National ConferenceThe Romeo Bragato Conference is the annual three-day conference of the New Zealand grape and wine sector. Named after Romeo Bragato, considered by many to be the ‘father’ of New Zealand viticulture, the conference brings together all participants in the industry. The conference covers the full range of industry activity including grape growing and wine making, national and international wine sector trends, wine marketing and market development, business management and strategic planning.

Wine Conference Details for Romeo Bragato National Conference

Place: New Zealand
Website: http://www.bragato.org.nz/

World Wine Meetings – Barcelona
World Wine Meetings - BarcelonaWorld Wine Meeting is a 4 day event being held at Barcelona, Spain. This event showcases products like wine and spirits.  The WWM Barcelona business convention takes place over 3 days and is an opportunity to meet selected wine buyers from key buying markets of the world. For more than 30 years now, the WWM Barcelona (ex Cannes) convention has enabled 1,000 wine producers and wine merchants to create, develop, and establish their export activities etc. in the Wine & Spirits industry.

Wine Conference Details for World Wine Meetings Barcelona

Place: Barcelona, Spain
Website: http://www.wwm-global.com/en/

International Cool Climate Wine Symposium
International Cool Climate Wine SymposiumInternational Cool Climate Wine Symposium is for bringing together the world’s leading producers and experts in cool climate viticulture, winemaking, research and promotion. So what does “cool climate” mean in relation to wine? There you’ll find out more, see why the ICCWS Symposia are an essential in the diaries of the world’s leading winemakers and grape growers, and explore the winemaking lands of England and Wales. The International Cool Climate Wine Symposium is a major international forum, bringing together the world’s leading figures in cool climate wine production. Held first in 1984, Over three days ideas and best practice will be shared, new and sustainable ways to produce wine will be discussed, master classes will be hosted and wines tasted.

Wine Conference Details for International Cool Climate Wine Symposium

Website: http://www.iccws2016.com/

Place: England
SOMM Summit – International Wine & Spirits Symposium
SOMM Summit - International Wine & Spirits SymposiumSOMM SUMMIT is an educational symposium designed for wine & spirits enthusiasts, sommeliers, wine sales and hospitality professionals with an emphasis on international wine, craft beer, artisanal spirits, enology and viticulture. This four-day conference features educational seminars, wine-beer-spirits tastings and discussions led by prominent master sommeliers, masters of wine, and professors of enology and viticulture, brewers and distillers.

Wine Conference Detail for SOMM Summit – International Wine & Spirits Symposium

Website: http://www.sommsummit.com/

Place: Seattle, WA
Meininger’s International Wine Conference
Meininger's International Wine ConferenceMeininger’s International Wine Conference, held on the eve of ProWein, offered lively presentations and discussions on trends in the wine market and in wine e-commerce. The Meiningers International Wine Conference, organized by the Meininger Verlag GmbH will take place at Dusseldorf, Germany. The conference will cover areas like discuss the rules of play and conduct, the notions of impact and influence and the questions of how important social media has become in the wine sector and how it influences markets and sales.
Wine Conference Details For Meininger’s International Wine Conference

Website: https://www.meininger.de/

Place: Germany
Digital Wine Communication Conference

Digital Wine Communication ConferenceDWCC is one of the world’s biggest conference related to wine and technology. The DWCC is conference dedicated to creating a network of wine communicators across the globe to spread information, broaden the culture of wine, improve industry standards, and above all else, create a physical space to communicate and share ideas. These Conference sessions are led by international experts in the field who come from around the world to share their knowledge; the conference is thus an excellent opportunity for anyone in the wine trade to network.

Wine Conference Details for Digital Wine Communication Conference
Website: http://www.dwcc.co/
London Wine Fair
london-wine-fair-2014-logo_colour-on-white-670x270London Wine Fair is a 3 day event and wine conference being held at the Olympia London in London, United Kingdom. The London Wine Fair is one of the world’s leading wine trade events. For 36 years the UK and international wine industry has been meeting at the Fair to discuss all aspects of the trade, to taste the latest vintage and get down to business. This is such a biggest wine conference in London.

Wine Conference Details For London Wine Fair

Place: London

Website: http://www.londonwinefair.com/

Hong Kong International Wine & Spirits Fair

Hong Kong International Wine & Spirits FairThe wine scene in Asia is sparkling with potential for growth, and the HKTDC Hong Kong International Wine & Spirits Fair is the platform that promotes the wine trade. The Hong Kong International Wine & Spirits fair is 3 days event held at Hong Kong Convention & Exhibition Centre. Though Asia is its home ground, the fair is truly international. Buyers will see wines from the classic wine-producing regions of the world as well as exciting new winemakers of non-traditional origins and organic wines.

Wine Conference Details for Hong Kong International Wine & Spirits Fair

Place: Hong Kong

Website: http://www.hktdc.com/

WIVI central coast Wine Conference
aaeaaqaaaaaaaaw3aaaajgm3ntviogi5lwu2mzgtndy4ms1hotfkltc1ytfhmme4ytk4nqWiVi Central Coast, is the premier wine and viticulture symposium and trade show in Central California. Now the largest wine industry event south of San Francisco, WiVi boasts 45,000 sq. ft. of exhibit space with nearly 200 exhibits and hundreds of new products, product demonstrations, educational seminars and networking opportunities for winemakers, grape growers, winery owners and managers.

This one-day conference and tradeshow features sessions by top industry leaders on regional viticulture, enology and DTC topics and gives attendees the opportunity to understand and experience new trends and technology.

Wine Conference Details for WIVI central coast Wine Conference

Website: http://www.wivicentralcoast.com/

Place: California, USA

Wine conference build up your distribution network, strong wine brand awareness, targeted audience for all these reasons conferences must attain and participate, continue to do so at least once a year. The benefits are definitely bigger than the costs if you know how to get the most out of every wine conference.

 

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.

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.

What Are Wine and Spirits Retailers Really Looking For?

Michael A. Berkoff, CEO of BevMax, a wine and spirits retailer based in CT, USA on what a US wine and spirits retailers like himself is really looking for.

Michael Berkoff, CEO, BevMax - Wine and Spirits Retailers

Michael Berkoff, CEO, BevMax

Michael A. Berkoff, CEO of BevMax and fourth-generation retailer gives insights to Importers and Distributors on what a US wine and spirits retailers like himself is really looking for. Berkoff, who has more than 35 years of experience in the liquor retail industry, runs the company’s day-to-day activities via its numerous departments.

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

Berkoff: 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: What advice can you give distributors looking to pitch a new brand.

Berkoff: Here are 4 main things that I am interested to hear from a distributor when they are pitching me a new brand.

1. Why do I need this product and where does it fit..what makes it different.
2. What sets that product apart from the competitors in that category or the niche.
3. What is the marketing plan that brand owners have and how will distributors support it along with the brand owner.
4. We are looking at what support is provided. For example, in our store the most important thing for us is getting ‘liquid to lips’ and that is doing in store tastings.

If the above is met, we can at least consider and are willing to take the product into our stores and give the product a placement. Once that is done, we look at the product report and see how it moves over 30 days. As an example we are looking to sell 12 bottles in a month at the very least. If this does not happen, we need to replace the product and give a new brand the same chance.

Distributors can join USATT’s office hour sessions to continue the dialogue on how other distributors are supporting their wine and spirits retailers in new brand introductions.

wine-retailers

More about Wholesaler’s Office Hour Session:

USATT’s Office Hours sessions give you a chance to talk one-on-one with speakers and mentors. We bring in dozens of experts so you can get targeted advice on everything from sales and distribution to operations and management. As a wholesaler you will be able to learn effective techniques on pitching your portfolio to wine and spirits retailers.

Who:

Office Hours are for Importers, Distributors, Retailers and Suppliers who want informed feedback on business ideas and challenges. Our mentors have real-world expertise in a range of topics.

What:

There will be 4 sessions, each of an hour’s duration. If you are an importer, you are recommended to attend the Import business office hour session. If you are a distributor, you are recommended to attend the Distribution business office hour session and so on. Each session will have experts from your domain.

For example: The Distributor Office Hour session will have one expert from sales, one from management, one from legal and one from operations. This will allow you to ask questions ranging from sales to operations about your distribution business.

Seats are limited to 200 people per session. You must pre-register and select your office hour sessions.

When:

Distributor’s Office Hour Session: May 16, 1pm to 2pm.

Importer’s Office Hour Session: May 16, 4pm to 5pm.

Supplier’s Office Hour Session: May 17, 9.30am to 10.30am.

Retailer’s Office Hour Session: May 16, 1pm to 2pm.

Set up:

The set up is a mix of class room and chair-only set up. Those who need to work on laptops may sit on the chairs that have desks with them.

What it’s not:

1) We’re committed to creating a lively learning atmosphere, and we require that all participants abide by our code of conduct. These conversations are fun, but Office Hours is not a speed-dating event.

2) It’s also not a pitching event; mentors appreciate your questions, not requests for taking your brand.

3) It’s not one to one, you will be in a session room of 200 people and your questions will be open and in public. This is an open session where you will also benefit from other attendees’ questions.

Why:

We’re excited to host this format as a way of helping you learn about solutions for real-world business problems and ask questions related to your business.

Moderator: Steve Raye, President of Bevology Inc.

Wine Import Business

Steve Raye is President of Bevology, a marketing consulting company specializing in spirits and wine. Steve has more than two decades of Drinks Industry experience, beginning with Diageo-predecessor Heublein. As a Managing Partner of Brand Action Team for ten years, he specialized in helping new-to-the-U.S. brands manage their entry into the American market.

On the wine side Steve also has significant experience working with country and regional wine trade promotion agencies including Austria, Australia, Chile, Spain, Santorini and Ribera del Duero and Rueda. He is also a consultant to Vinitaly and has managed U.S. trade PR for ProWein. On the spirits side he directed the entire brand development from concept through design, launch, and execution for Singani 63 from Bolivia and Pisco Portón from Peru. Steve is a recognized thought leader who writes and speaks on the issues driving the American Drinks market. He has spoken at Vinitaly, Wine2Wine, Vino2016, London Wine Fair, WSWA, U.S. Drinks Conference, Tales of the Cocktail. Join the office hours at USATT

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. 

USATT Visitor Registration is Now Open.

 

 

Meininger’s Wine Business International Explores USA’s Wine, Beer and Spirit Trade Show

Meininger’s Wine Business International recently featured USA Trade Tasting in both their online and print publications as the go-to tradeshow in the USA.

Wine Business International Story

The most recent edition of Meininger’s Wine Business International included a feature article on USA Trade Tasting. Felicity Carter, Editor-In-Chief at Meininger’s, attended the inaugural event first hand and reported .  Below are some quotes taken from the article, which you can download here or read the online version. Below are the highlights.

The Grand Tasting

USATT FloorImporter, Distributors and Retailers came from across the North East to taste new brands at USA Trade Tasting.

“[…] for three days in late March, [USA Trade Tasting] was a meeting place for the industry, with 180 wine, beer, and spirits producers putting up banners and laying out tables, as the inaugural USA Trade Tasting opened for business.”

usatt_exhibitor

The event featured three floors of brands for trade visitors to explore.

“[Tuesday] the building was buzzing with importers and distributors; the only people who may have had cause to complain about light traffic were the New World exhibitors on the third floor.”

Brand Pitch Sessions

BrandPitch1

USATT Brand Pitch Sessions paired brand owners with US importers and distributors.

“…the Brand Pitch sessions were worth the price of admission. Producers were put on stage in front of up to 30 importers or distributors and given 15 minutes to explain the merits of their product while it was being poured for the audience,”

USATT Conference

Felicity_CarterConf

“A particularly worthwhile part of the fair was the conference on the last day, which had experts from the US market speaking for 15 minutes each. There was legal advice on the key provisions to have in a distribution agreement; a high voltage presentation on storytelling; tips for a successful brand launch and more.”

The 2016 USA Trade Tasting and Conference hosted a full day of speakers dedicated to helping beverage professionals develop their sales network and adopt successful distribution strategies into their everyday operations.

With instructional seminars exploring practical ways to address the current market, executives from some of the country’s leading companies presented their tried and true blue-prints to successfully maneuvering in the US industry.

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.

 

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.

 

Is a Healthy Business Culture the Key To Long Term Success?

Darryl Rosen, a long time industry consultant expands on the benefits of building strong business cultures.

Print Business Culture

Print

Whether you are an importer, distributor or producer of alcoholic beverages, nurturing a vibrant community within your company is one of the most important parts to ensuring sustainable long term growth.  USA Trade Tasting sat down with business veteran and USATT speaker Darryl Rosen to explore the importance of business culture.  Here is what he had to say:

Why do you think business culture is so important for beverage businesses that are in the midst of growing their companies?

Every day I speak to the owners of emerging businesses. Many speak in glowing terms of the culture they’ve designed or cultivated within their growing organizations. When I press for the secret sauce to learn exactly how they create an environment where everyone is rowing in the same direction, I get generalities. “It just feels right!” or “Everybody is just dialed in on making good beer or exquisite wines or dynamic widgits.”

I imagine that, in their spare time, these leaders read the surveys, just as I do. Recently, I read a Booz Allen study sharing that, [Tweet ““60% of business owners stipulate that culture is more important than their company’s strategy or operating model,“”] and it got me thinking about how we really quantify how our business culture is growing. Despite these studies and numerous others just like it, many of the leaders I speak to feel that the concept is still a bit nebulous – so they share anecdotes. Which brings me to my first point, “You don’t measure your cholesterol anecdotally!”

That’s a great metaphor, but what exactly do you mean by this? Continue reading