Over two days, a full schedule of workshops and presentations will cover legal issues, market data insight, as well as best practices in sales and marketing. One of the workshops will feature Sid Patel, CEO, and Founder of Beverage Trade Network and John Beaudette (President and CEO of MHW, Ltd.) as they showcase modern distribution strategies being employed by forwarding thinking companies across the USA.

As a teaser to the workshop, we asked Sid Patel, CEO, and Founder of Beverage Trade Network and USA Trade Tasting, to answer a few questions about the conventional distribution business in the USA. 

What are the most important characteristics of an SKU distributors look at when deciding on a new brand?

a)      Price

b)      Package

c)       Need in portfolio

d)      Success in other markets

e)      Promotional support from the brand  

What type of promotional campaigns are suppliers expected to provide?

a)      Market work with by winemaker/distiller.

b)      Sampling allowance

c)       Discounts on volume purchases

d)      Trade advertising

e)      Consumer advertising

f)      Point of sale material (Neckers, shelf talkers, counter cards, floor displays)

g)     Incentives for your sales force  

What are the biggest challenges suppliers face in the US distribution business?

a)      Nonpayments from retailers

b)      Delivery issues

c)       Supplier stock issues

d)      Sales rep retention.  

How do US distributors generally find out about new brands?

a) Read about it in trade magazines

b) Read about it in industry newsletters

c) Attend industry trade shows in the U.S.

d) Attend industry trade shows overseas (Prowein, Vinitaly, Vinexpo)

e) Presentations/pitches by importers  

Join Sid and John at the USBevX Conference in Washington DC on May 13 as they get set to explore their trade secrets on the topics outlined above as well as expanding further on truly innovative ways of navigating the industry.

Four Tiers? Three Tiers? No Tears for Savvy Brands outlines radical new approaches to doing business which is set to empower small and medium suppliers with the tools necessary to successfully build their market across all tiers.

Speakers of the Workshop

John Beaudette Longtime industry vet and current president and CEO of MHW, Ltd. John Beaudette worked with PepsiCo Inc. and its affiliate company Monsieur Henri Wines in the distribution of Stolichnaya Vodka and other wine and spirit brands. During this period, Mr. Beaudette held positions such as Director of Planning for PepsiCo Wines & Spirits Intl. and VP of Finance & CFO of Monsieur Henri Wines, Ltd. Prior to joining PepsiCo, Mr. Beaudette was Manager of Accounting for Somerset Importers, Ltd., US importers of Tanqueray TM, Johnnie Walker TM, and other spirit brands.

He currently sits on the Board of Directors of The National Association of Beverage Importers Inc. (NABI) in Washington D.C., serving as Chairman and a member of its Executive Committee. In addition to being a well-recognized industry leader, John Beaudette is an international public speaker who has traveled the world, educating suppliers and government agencies about Brand Entry in the US & Navigating the Three Tier system.

 Sid Patel is the CEO and founder of BeverageTradeNetwork.com, a US-based company connecting wineries, breweries, and distilleries to importers and distributors globally. Sid has been in the wine and spirits industry for over 10 years. He founded his own wine company with brands from Australia, Argentina, Chile, France, New Zealand, Spain, and South Africa. His first brand "Friday Monkey" was sourced from the Riverina region of New South Wales. Having sold his brands in the USA to both independent retailers and national chains, small distributors to the nation’s largest distributors, he brings immense experience in building a brand from the ground-up.

Sid’s vision for BeverageTradeNetwork.com is to assist wineries, breweries, and distilleries in all aspects of sales and distribution, with a comprehensive product and service offering designed to help producers partner with the right brokers and distributors global, y. BTN is a continuation of his desire to educate trade professionals by bridging the gap between what suppliers and trade buyers are looking for.

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.