Why Exhibit At USATT 2018?
For any new wine, beer or spirits brand looking to grow their distribution within the U.S. marketplace, the key success factor is being able to grow awareness of their products in the minds of both consumers and potential distributors. And there’s no better place to do that than at the United States Trade Tasting (USATT) Conference, scheduled to take place next year in New York City on May 15-16, 2018.
The 2018 event will build on the success of the May 2017 event, which saw a record number of both attendees and exhibitors. Over a two-day period, over 130 exhibitors from wine regions all over the world had a chance to meet one-on-one with potential distributors and buyers within the Grand Tasting Hall. Overall, more than 1,500 people attended the event in 2017, making it one of the leading trade industry events for wine and spirits brands looking to enter the U.S. market.
For brands thinking about exhibiting in 2018, there are a number of important reasons why it makes sense to secure a space on the main trade floor of the Grand Tasting Hall. There are opportunities to:
- Meet with buyers in a unique face-to-face environment
- Grow consumer awareness of your product offerings
- Showcase your products to purchasing decision makers
There have already been a number of big “wins” for exhibitors from the 2017 show. This year marked the arrival of new, emerging wine regions – including both the Tejo region of Portugal and the Loess Plateau of China. Both of these regions had well-attended master classes at USATT 2017. Judging by the positive response, the ability of these winemakers to pour their wines in front of well-informed decision-makers could become the catalyst for their future growth within the U.S. market.
In addition, 2017 saw the arrival of new product offerings that are part of new emerging trends. New hot and spicy liquors, for example, were firm evidence of how consumer tastes are changing within the U.S. market. And the prevalence of so many different products on the trade show floor in 2017 was proof that the USATT is a very welcoming environment for innovation.
And for exhibitors in 2018, there will be even more of an emphasis on getting their brands and products in front of potential buyers. For example, there will be enhanced opportunities for wine and spirits brands to hold events that include pours and hands-on demonstrations. And, in the spirit of innovation, there will be a one-of-a-kind workshop on “Marijuana Money,” which will explore how importers, distributors, and retailers can become first movers in a fast-growing industry.
Ultimately, becoming an exhibitor at USATT 2018 is about becoming part of the conversation surrounding the future direction of the U.S. wine and spirits industry. It is being able to have access to a platform to introduce your brands to thousands of interested buyers. Having a spot on the trading floor and hosting demos throughout the two-day event is the key to building relationships among all tiers of the trade. It’s the key to building word-of-mouth buzz with sommeliers and mixologists, and it’s vital to shaping the brand story you will be using to market your products to buyers.
In 2017, so many of the 130+ exhibitors walked away with a better idea of how to enter the U.S. market. Many exhibitors met with quality buyers at the show and could set up follow-up meetings with them to send samples and discuss distribution. As a result of their attendance, they had concrete, actionable steps to help them build their business and grow their bottom line.