The Importance of Trade Relations and US Market Management
“This challenging step, after the wine departs the cellar and before it reaches the consumer, is also the place where opportunity awaits.”
How do you make your wine stand out in a crowded marketplace?
That’s a big question, but at the very least, how do you navigate the maze to ensure the US is a successful market for your brand?
The US not only leads the world in wine imports (bringing in more than 17% of the world’s wine), it is also the largest importer of wine in US dollar terms, amounting to billions of dollars (yes, billions with a “B”). It is no wonder everyone wants a piece of that pie.
However, when you couple those statistics with newly launched competition every month, and the winding web of our 3-tier system, finding success in the US becomes quite complicated. It is a true challenge for both imported and domestic brands.
The management (and cohesiveness) of the B to B process is critical to brand success.
This challenging step, after the wine departs the cellar and before it reaches the consumer, is also the place where opportunity awaits. If you manage your trade relations properly, there is an opportunity to build a community of industry insiders. These are partners who will understand your product and can sing your praises to consumers, even in a crowded marketplace.
For example, here are some challenges for premium wines that need active management by the right person or agency.
Challenges related to Distributors and Sales teams
Development and communication of marketing plans, including updates such as price changes, label updates, vintage changes, and important dates/meetings/market visits
Clearly identified budgets and expectations
Campaign development and promotional materials distribution
Selection and management of the right distributor partners
Challenges related to Industry Influencers
Management of samples to be reviewed/scored by the press
Communication with top on and off-premise accounts
Development and execution of annual plan for various events
Presence as brand ambassador for carefully selected opportunities
These items span the disciplines of marketing, communication, sales and operations, with the common themes of relationship management and budget management.
There is a catch.
If your approach is complicated, forget it. The industry is already complicated. These things have to be done simply, concisely, and consistently across all platforms. If it’s also done beautifully, then you’ve earned yourself a trip to the cellar.
About Clarity & Co
Clarity & Co’s mission is to offer marketing, trade relations, and project management services to the premium wine industry, and to do so with clarity and collaboration, or Clarity & Co. For more information, please visit www.clarityandco.com.