Business, Marketing & Sales

Displaying items by tag: wine business

The French wine business evolved a lot over the last 20 years. Younger wine producers, younger consumers, new technologies in communication and marketing opened up new ways of communicating to the consumers and marketing the wines. Digitastings, alliances between winemakers and influencers, sophisticated use of social media, even NFTs are the top subjects talked about at the moment. But wine producers wisely keep thinking about issues such as sustainability and climate change, adapting their packaging and communication to address those topics.

Presenter: Evelyne Resnick, Ph.D

Evelyne Resnick is a wine researcher and author. She has over 25 years of experience in the wine business as the co-founder and managing partner of an international digital agency specializing in fine wines and spirits. She authored several books in French and English on international wine marketing. She shares her time between America and France. She holds a Ph.D from the Sorbonne (Paris, France).

 

Please note that this webinar will take place 30 minutes later than usual: 12:30pm ET, 06:30pm France 
This webinar will also be recorded for later viewing

 
The system of buying, selling and trading Bordeaux wines through a virtual marketplace known as La Place is unusual and by turns both frustrating and effective. But how does it work, how is it changing today, and what about it is attracting more and more international wines in recent years?

PRESENTER: Jane Anson

Jane Anson has lived in Bordeaux since 2003. She is author of Inside Bordeaux (BB&R Publishing 2020, called a ‘category buster’ by Wine Anorak and ‘the Bordeaux bible’ by Le Figaro), Wine Revolution (Quarto 2017), The Club of Nine (Katz Publishing 2016) Angélus (Editions de la Martiniere, 2016) and Bordeaux Legends, a history of the 1855 First Growth wines (Stewart, Tabori & Chang, 2013), as well as co-author or translator of over a dozen wine and travel books. She has won several awards for her writing, including Louis Roederer Online Communicator of the Year 2020, and Born Digital Best Editorial 2020. Jane was the first woman to deliver the André Simon lecture for the Wine and Food Society since the lecture series began in 1971, speaking in June 2020 on the subject of terroir in Bordeaux. After almost 20 years as Bordeaux correspondent and columnist for Decanter magazine, she has now launched her own website, www.janeanson.com. She is a graduate of the DUAD tasting diploma with the Bordeaux Institute of Oenology and an accredited wine teacher at the Bordeaux Ecole du Vin.

The Covid-19 pandemic has changed the texture of life for us all, and left no field of economic activity unruffled.  More than 2.5 million people have lost their lives and 115 million have been infected, with up to one in 10 of those infected suffering long-term consequences.  

Anosmia (the loss of taste and smell) is a symptom of Covid.  International travel has slowed to a trickle; restaurants and bars have closed; festivities and celebrations of all sorts have become muted.  

Wine, as a widely traded commodity and one synonymous with conviviality, has been profoundly though irregularly affected.  Who are the winners and losers?  Has the crisis changed the way we think about wine?  What new ways have we found to talk about and to share our wine experiences?  In a world whose biggest challenge remains the climate crisis, might ‘travel shame’ affect the wine world?  Is luxury still alluring?  Have the different rates of success in fighting the virus in different parts of the world changed the balance of power in the wine world?  

These are some of the questions we aim to discuss in this upcoming Meeting of the Minds.

Wine Scholar Guild Academic Advisor Andrew Jefford, speaking from France, will be bringing together a panel of key thinkers, educators, writers and experts in four countries to talk through these and other issues.  

PRESENTER: ANDREW JEFFORD 

Academic Advisor to the Wine Scholar Guild, Andrew has been writing about wine since 1988, notably for The Evening Standard and The Financial Times among other UK newspapers.  He has columns in every edition of Decanter magazine and World of Fine Wine magazine, and is co-chair of Decanter World Wine Awards and vice-chair of Decanter Asia Wine Awards.  His books include The New France, Whisky Island and Andrew Jefford’s Wine Course.

MEET THE PANEL:

New York-based Eric Asimov is the Chief Wine Critic of the The New York Times; his books include How to Love Wine: A Memoir and Manifesto and Wine With Food: Pairing Notes and Recipes from the New York Times.  

Speaking from Ampuis in the Northern Rhône, comes Philippe Guigal, the third generation of one of France’s most significant and dynamic wine families, exporting its wines to 137 different countries around the world

Master of Wine Fongyee Walker read Classical Chinese at Cambridge University and captained the University Blind Tasting team before moving to Beijing to found Dragon Phoenix Wine Consulting with her husband, fellow MW Edward Ragg.  

Former lawyer Professor Steve Charters MW teaches Wine Marketing at the Burgundy School of Business in Dijon, having formerly taught at the Reims Management School and at the Edith Cowan University in Perth; he obtained his MW in 1997.  He also blogs at https://wineandculture.net/

This compelling seminar presented by Peter Yeung and Dr. Liz Thach, MW, authors of the recently-published and highly-acclaimed book, Luxury Wine Marketing: The Art and Science of Luxury Wine Branding

What you will learn:

  • The size and scope of the global luxury wine market
  • The key attributes and characteristics of luxury consumers, including what they prefer in terms of wine style, branding, and marketing tactics
  • Examples of successful luxury wine brands (with wines priced and selling long-term for $100+ per bottle)
  • The 5P+S Framework to implement a luxury wine strategy

WSG members enjoy a 30% discount on the book Luxury Wine Marketing: The Art and Science of Luxury Wine Branding! Get your coupon code HERE

Presenters: Peter Yeung and Dr. Liz Thach, MW

Peter Yeung (pronounced “young”) is a leading wine business consultant, developing strategic business plans and innovative marketing plans for the wine industry. He is the author of the book Luxury Wine Marketing and the host of the XChateau podcast. He was previously Vice President of Strategy & Business Development at Realm Cellars in Napa and Kosta Browne Winery in Sonoma, managing the allocation systems and business analytics functions. Peter holds the WSET Diploma as well as the CIA’s Certified Wine Professional designations. Prior to wine, Peter led Strategic Marketing, Market Development, and Sales for a clean technology company and was a management consultant with McKinsey & Company. Peter also holds a MSc from the London School of Economics and a BA from the University of California, Berkeley in Economics.

Dr. Liz Thach, MW (pronounced “tosh”) is a Wine, Food & Travel Journalist as well as a Wine Educator and Researcher. Her current position is Distinguished Professor of Wine and Management at Sonoma State University where she teaches in both the undergraduate and Wine MBA programs. Liz’s passion is wine, and she has visited most of the major wine regions of the world and more than 50 countries. In addition, she is an award winning author who has published over 150 articles and 8 wine books, including Call of the Vine, Best Practices in Global Wine Tourism and Wine Marketing & Sales. A fifth generation Californian, Liz finished her Ph.D. at Texas A&M and now lives on Sonoma Mountain where she tends a small hobby vineyard and makes pinot noir wine. She also works as a wine judge in various competitions, and has served on many non-profit wine boards. Liz obtained the distinction of Master of Wine (MW) in May of 2011.

 

This webinar discusses the subtle art of selling and upselling. Learn how to recommend a wine, pop that cork and sell the second bottle. Find out how to move a patron on to bigger and better things. Discover how to address the “leader” at the table without stepping on any toes. In sum, just small kernels of practical information…in a nutshell.

Presenter: Lisa M. Airey CWE, FWS

Lisa M. Airey, FWS, CWE, has thirteen years of experience selling wine at the wholesale level and in training both sales force and wait staff.

She sat on the Board of Directors for the Society of Wine Educators from 1998 to 2004 and co-chaired their Corporate Wine Training Committee which authored and edited the first SWE Certified Specialist of Wine Study Guide.

She currently serves as Director of Education for the Wine Scholar Guild. In this capacity, Lisa is responsible for designing the programs' structure and creating and updating all study materials, teaching materials and exams.

 

When developing a marketing strategy for a wine, the objective is to maximize profit while providing the consumer with the highest value. In some cases, market segmentation will provide the optimal strategy. Wineries have recently segmented their markets by gender with brands such as Cupcake, Middle Sister Wines, Mommy’s Time Out, and others are targeted to females, which represent 31.5% of the 72.6MM wine consumers in the U.S.

Using a stratified random sample of wine consumers, the researchers administered 193 surveys with the objective of examining whether or not there are differences between males and females in their evaluations of logo attractiveness. This research used the positioning research methodology to determine the features of a logo that are important to the consumer when making a purchase decision. The results of their research have marketing implication concerning market segmentation, logo design and gender differences.

Presenter: Dr. Wolf

Dr. Wolf earned her B.A., M.A. and Ph.D. at Johns Hopkins University in Economics. Dr. Wolf is the Interim Department Head of the Wine and Viticulture Department at California Polytechnic State University. Dr. Wolf’s research interests examine the factors that motivate consumers to buy a particular brand of wine or food.

She has coauthored two books on the topic of simulated test marketing and marketing new products successfully.  In addition, she has authored twelve chapters in four books examining the factors that impact the demand for food products.  Her numerous published research projects examine food and wine consumers in the United States, Australia, Italy, Spain, Ireland, Colombia, Finland and Japan.

Her most recent contributions to the literature concern consumer attitudes toward wine labels, wine region, fair trade, wine closures, the use of social media in wine marketing and the use of technology in wine purchasing.

Learn more about wines with the Wine Scholar Guild's study & certification program and sign up for our Wine Study Trips.

Wine Futures, often referred to as the En Primeur campaign, are a means to buy the most highly sought-after Bordeaux wines in advance of their release to the market. The Futures campaign for the 2014 vintage began in April and wines are available for purchase by the general public through various retailers. Fabrice Bernard and Denise Barker, both of Millesima, will join us for a preview of this year’s campaign. While we have covered this topic before, this webinar will have a slightly different slant since they will approach it from the point of view of one of the largest Bordeaux merchants.

Presenters: Fabrice Bernard & Denise Barker

With 2.5 million bottles of Bordeaux wines (more than 30% of which are classified growths), Millésima is one of the largest Bordeaux merchants. Founded in 1983 by Patrick Bernard, with its emphasis on mail order (and now online) sales, Millésima continues to be a family business to this day.

Based near the banks of the Garonne River in downtown Bordeaux, Millésima’s warehouses date to 1840. The cellars are crammed with crates upon crates of high end Bordeaux wines, some of which have been packaged specifically for Millésima. Adjacent to the cavernous warehouse space, the Imperial Library houses over 10,000 large format bottles as they age. Fabrice Bernard serves as the CEO of Millesima.

Beyond Bordeaux, Millésima operates wine shops in both Saint-Tropez and New York. Located on the Upper East Side, the New York-based shop was opened in 2006 and is overseen by General Manager, Hortense Bernard, a post she has held since June 2012.

Fabrice Bernard graduated from the Ecole Supérieure de Commerce of Amiens in 1999. He joined the Renault Group in 2000 as a commercial for Renault Crédit International in the South East of France then in Paris. He is then in charge of marketing for Nissan Finance for France and the Netherlands. In 2007, Fabrice Bernard is appointed Marketing Manager at Millesima. Since 2012, he is the Managing Director of Millesima.

He is joined in this webinar by his colleague, Denise Barker, Assistant Wine Buyer for Millesima USA. Denise is one of Millesimas’ Wine Futures Specialists that allowed her to attend En-Primeur week in Bordeaux to taste the 2014 vintage. Denise began her journey in wine 8 years ago, when she entered the Le Cordon Bleu Institute of Culinary Arts Hospitality program and took her first wine course.

Incorporating her love for travel, Denise moved to France where she lived and worked on vineyards in the Loire Valley, and also completed an internship in Madiran while also traveling and tasting through the Languedoc/Roussilion, Bordeaux, Galicia, Spain and the Douro Valley in Portugal.  After returning to the States, Denise accepted a job at Sokolin Wine Merchants in Bridgehampton, New York where she first learned of investment grade wine sales and held various positions ranging from administrative to Director. To continue her wine education, Denise completed the Level 1 of Court of Master Sommeliers and is pursuing Certified Sommelier. She is also WSET (Wine and Spirits Education Trust) Level 2 Certified with Distinction and is pursuing the WSET Level 3 Advanced Certificate.

Explore Bordeaux at the deepest level with the Bordeaux Master-Level program and Bordeaux Study Trips. Learn more about French wines with the French Wine Scholar study & certification program.

Published in Bordeaux wines

The most successful retailers create a strategy that is so different and compelling that it renders competitors irrelevant and they are written up in major business magazines for how well they implement that strategy in such a way that core customers are bonded and the competitors find it hard to copy.

Innovative offerings from a variety of industries have attempted to create niches that were protected from competition. Brands such Walmart, Total Wine, IKEA, Binny’s Beverage Depot, Enterprise Rent-A-Car, Best Buy Geek Squad and dozens of others have been able to maintain a distinctive offering that attracts an extremely loyal customer base.

How? Are there any common characteristics that these brands share? Although each is different with respect to strategy and context, it is possible to observe some factors that are associated with successful new retail strategies. Not all are always present but there are cases in which the absence of even one can be fatal.

Presenter: Zach Milne-Haverty of Beverage Trade Network (BTN)

This session will be presented by Zach Milne-Haverty of Beverage Trade Network (BTN), one of the world‘s leading networks for beverage, wine, spirits and beer importers, distributors, producers and related companies.

 

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