All the secrets to starting a wine and spirits business in the American market. To enter and grow successfully in the American market, the first fundamental step for wine producers is to understand how the market itself works. Only after that do they move on to developing a customized plan, ensuring that they are not just doing the right things, but also doing them in the right order. The goal of this book is to help readers prepare for the U.S. market, avoiding the mistakes that others have made before them. The book is therefore written as a "How to" guide, and not as a reference textbook. It is rich in tools, techniques, examples, case histories, and strategies that readers can use to complete their projects in the States. It also contains a very useful glossary to understand the jargon of the industry. There are several topics in the book where the content can be used almost like an Excel sheet. Visual representations of some of these tools are also included, such as graphics on price tables, market selection planners, project flowcharts. However, it must be kept in mind that these are only tools. Each brand has a unique DNA, and these tools undoubtedly work best when accompanied by insights, experience, and practicality in planning. We hope you find the book useful. Meet the author: Steve Raye. Steve Raye, a true guru in the wine world, is the president and CEO of Bevology, a consulting company that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also a Managing Partner at Bevology Imports, a boutique wine and liquor importing company. With over 30 years of experience in the industry, starting with the Heublein/Palace brands predecessors to Diageo, Steve is an inspiring and engaging speaker. He also teaches at the Bologna Business School and Cornell University. Language: English Pages: 298
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All the secrets to starting a wine and spirits business in the American market. To enter and grow successfully in the American market, the first fundamental step for wine producers is to understand how the market itself works. Only after that do they move on to developing a customized plan, ensuring that they are not just doing the right things, but also doing them in the right order. The goal of this book is to help readers prepare for the U.S. market, avoiding the mistakes that others have made before them. The book is therefore written as a "How to" guide, and not as a reference textbook. It is rich in tools, techniques, examples, case histories, and strategies that readers can use to complete their projects in the States. It also contains a very useful glossary to understand the jargon of the industry. There are several topics in the book where the content can be used almost like an Excel sheet. Visual representations of some of these tools are also included, such as graphics on price tables, market selection planners, project flowcharts. However, it must be kept in mind that these are only tools. Each brand has a unique DNA, and these tools undoubtedly work best when accompanied by insights, experience, and practicality in planning. We hope you find the book useful. Meet the author: Steve Raye. Steve Raye, a true guru in the wine world, is the president and CEO of Bevology, a consulting company that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also a Managing Partner at Bevology Imports, a boutique wine and liquor importing company. With over 30 years of experience in the industry, starting with the Heublein/Palace brands predecessors to Diageo, Steve is an inspiring and engaging speaker. He also teaches at the Bologna Business School and Cornell University. Language: English Pages: 298
