Hot Tip to Kick Start U.S Spirit/Wine Market Entry: Get U.S.- Recognized Ratings and Reviews

One of the first things we recommend to our clients planning for U.S. wine and spirit market entry is to get ratings and reviews from sources that are recognized and valued in America.

Four that I’d especially highlight are those that accept brands that are not currently imported into the U.S. The top four are Ultimate Beverage Challenge, New York International Wine and Spirits Competitions, BTI and the San Francisco International Wine and Spirit Competitions.

The Ultimate Beverage Challenge is headed by a triumvirate of industry veterans including noted critic, author and publisher Paul Pacult along with David Talbot and Sue Woodley. They manage Ultimate Wine Challenge and Ultimate Spirits Challenge and both are widely recognized and authoritative and significant competitions. The competitions are distinguished in terms of the rigorous blind judging and by a slate of top flight experts in the industry including Doug Frost, Jennifer Simotetti-Bryan, Tara Thomas and Christy Canterbury on the wine side and Dale DeGroff, Steve Olsen and David Wondrich on the spirits side.

Results are published online, as well as in the Beverage Media Group publications which reach over 20,000 key buyers across the country as well as the BevMedia online product ordering platform and over 200 retail e-commerce websites reaching upwards of 6.5 million site visits per year.

One program I helped pioneer with the Ultimate Beverage folks is a bespoke review of individual wines and portfolios. Because they are individual reviews, they are not limited to the deadline windows of the larger annual competitions. That’s huge for many of our clients because the tailored timing means suppliers can get reviews at a time that fits their schedule rather than the competition’s. Ping David Talbot (talbot@ultimate-beverage.com) for more information on this program.

A second competition that’s really emerged as a credible player on the U.S. market is the NY international Wine and Spirit Competitions. It’s run by Adam Levy and while started out in the Big Apple, it has since expanded internationally and now has versions running Australia, Asia, Berlin and soon, in London. It is differentiated by the judging being done by only by key members of the trade: importers, distributors, buyers, retailers, FYB managers who have the purchasing power and the ability to make a direct impact on brand sales. Importantly, it also accepts brands that are not currently imported in the U.S.

NYI Wine and NYI Spirits and its sister events are promoted in the U.S. as well as at major international trade shows such as ProWein.

BTI is short for Beverage Testing Institute which has been running evaluation programs for nearly 20 years. In addition to the fact that they accept not-currently-imported into the U.S. products, they have a rolling schedule of deadlines which makes it easier for brands to participate and still fit into their development schedules. Evaluations run throughout the year. In the case of wine separated by domestic and imported, and among the imported wine, often has multiple entry deadlines for larger producing countries such as Italy (Sept. 15, Feb. 1), Argentina and Chile (July 15 and Jan 15), and Australia (May 15 and Dec. 1). They also have a rolling schedule for spirit categories.Deets on wine, spirits (and yes, they also do beer) contests and deadlines are at: https://trade.tastings.com/

And fourth on the list is the venerable San Francisco Spirits and Wine Challenge. The former has been running since 2000 and the wine competition for 36 years. One added value they offer is a traveling road show promotion to winners.

This article was contributed by Steve Raye, President of Bevology Inc.

Steve Raye Steve has more than two decades of Drinks Industry experience, beginning with Diageo-predecessor Heublein where he managed Smirnoff and Finlandia vodkas and worked on the imported wine portfolio. As a Managing Partner of Brand Action Team for ten years, Steve honed his marketing skills providing PR and advertising services and was ahead of the curve developing cutting edge social media marketing in the U.S. wine and spirits business.

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, the Australia Trade Tasting and guest-lectured at Hochschule Geisenheim University in Germany and Burgundy Business School in Lyon. Steve is also one of the organizers of the USA Trade Tasting event and publishes a popular industry blog titled OH-pinions, and is currently working on a book about the wine and spirits industry.

Steve is a graduate of Cornell University where he majored in Communication Arts.

Want More Content Like This.

USATT Conference 2017 will be live in New York City on May 16-17.

Learn from some of the most influential professionals in the beverage industry at the USA Trade Tasting educational conference. These presentations from industry leaders on today's progressive 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 an insight into the strategies and standards that the industry's prominent thinkers are using to shape the marketplace around you.

Who are the Speakers?
Ranging from brand builders to marketing gurus, 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 an importer, distributor, retailer, craft distillery, craft brewery or a boutique winery that’s just starting out, or work in sales with an importer/distributor or at an established beverage company, or simply wish to expand your skill set and gain a new perspective, USATT Conference is a must-attend event.

Join hundreds of fellow importers, distributors, winemakers, brewmasters, distillers, sales people and marketers at USA Trade Tasting Conference, designed to inspire and empower you with sales and marketing ideas—brought to you by Beverage Trade Network.

Please see detailed schedule below. You can register for Day 1 (16 May sessions) or Day 2 ( 17 May sessions) or even both days below.

Day 1: May 16 2017.

Price: $250. The sessions will run from 9am to 6pm and includes a coffee break. Your pass will give you entry into all sessions on 16th May. Your Conference ticket will also include free entry into the Grand Tasting area.

Welcome Note

Steve Raye /

President of Bevology, Inc

9:00 am - 9:10 am

Current Alcoholic Beverage Market Trends In The United States and How These Affect You

Brandy Rand /

Vice President - International Wine & Spirits Research (IWSR, USA).

9:10 am - 9:30 am

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

Chris Mehringer /

President, Park Street

9:30 am - 10:00 am

How Importers and Distributors Can Build a Strong Sales Force

Josh Wand /

Founder & Motivator in Chief of BevForce

10:00 am - 10:30 am

How to Draft a Solid Distribution Agreement for Franchise and Non-Franchise States

Donna H. Hartman, Esq /

Attorney, OlenderFeldman LLP

1:00 pm - 1:30 pm

The New Brand / Craft Phenomenon: An Even Better Future

John Beaudette /

President and CEO of MHW, Ltd

1:30 pm - 2:00 pm

10 Proven Promotional Programs That Will Get Your Brand Picked Up By National Chains and Large Retailers

Jonathan Newman /

Chairman and CEO, Newman Wine

2:00 pm - 2:30 pm

It's revolution time: Make your "liquor store" a lean, mean, selling machine: Marketing that will crush your competition and win customers for life.

Stephen Fahy /

Sales Director and Senior Buyer at the Wine Library

2.30 pm - 3:00 pm

Day 2: May 17 2017.

Price: $250. The sessions will run from 9am to 6pm and includes a coffee break. Your pass will give you entry into all sessions on 17th May. Your Conference ticket will also include free entry into the Grand Tasting area.