Wine Inventory as Wine Marketing

Inventory is one of the most mis-understood aspects of the wine world. A wholesaler that commits ten percent of their annual revenue to a single purchase of five thousand cases of Hungarian Viognier is going to run into an inventory problem. A restaurant owner who has a wine buyer that overbuys on Barolo and ties Read More…

What do your wineries want?

What do wineries that you represent really want? “We want to be placed in the right accounts.” “We want to be a category leader.” “We want to grow our direct to consumer business.” “We want less competition in your book.” “We want your sales reps to take more samples out.” “We want your sales reps Read More…

Is Wine an Experience Good?

In economics, an experience good is a product that can only be evaluated after experiencing it. The other two categories are a search good, where an item is fully evaluated prior to purchase (think clothing), and credence claims which are difficult to impossible to evaluate or measure accurately even after consumption or purchase (think legal Read More…

Wine prices and pillows

Yesterday, late in the afternoon, I bought a new pillow. A fancy one. It came in cool packaging, well designed and unlike other pillows on the market. Being who I am, I also looked online at reviews to help nudge me toward what I wanted to do (buy the pillow). Enough glowing reviews led me Read More…

A Sales Rep’s Choices

A wine sales rep is in a marvelous and privileged position. You get to choose. Today, are you building a brand or building the market? Tomorrow, are you finding the unknown (wine or customer), or are you learning the known even better? Next week, are you showcasing the new or reinforcing the established? What are Read More…

The irreplaceable placement

Many restaurants have one or two. Every retailer has six to twelve. They are the wines they cannot swap out, cannot consider getting rid of, and cannot possibly imagine life without. They are the wines that customers would riot over losing access to. The wines that sell as regularly as a heartbeat. They are the Read More…

Invent your own week

This is for wine retailers and restaurants. It’s an easy way to drive some traffic and get some attention from the local wine community. It’s repeatable and scalable. And it’s a way to train and focus your staff at the same time. And it’s a way to have fun while selling more wine. And yet Read More…

Reinvention

Don’t try reinventing the wheel. The wheel is perfect. And it works great. And any change in the shape of a wheel makes it work less well. There are aspects of your job that are a wheel. Leave them alone. But for all the other parts … maybe a little reinvention is needed. Your intro Read More…

Wine Pros: Attitude

Wine sales amateurs bring their life and emotions into the sales call. The crappy night of sleep. The bills that are piling up. The internal issues at their company. The mud being thrown on the street about competitors¬†(and about them). The dinner they had last night. The fact that sales are down. Wine professionals don’t Read More…

More is not the answer

Don’t fall into the trap that more is better. More accounts means more time pressure to see them all and do a good job. More products to sell in your portfolio means more pressure to sell the whole range, which is difficult because there are only so many minutes in a sales call. Calling on Read More…