What happens if …

… you present ten Pinot Noirs to an account, they don’t find joy in any of them, then a competitor presents just one and that makes it on the list? … you own 95% of a wine list at a local restaurant, but the company that has the other 5% suddenly starts spending a lot Read More…

Calm waters and making waves

Swimming in the calm waters is easy. It’s fun. It’s what everyone wants to do. Swimming in the waves is harder, it’s challenging. It’s demanding. It’s not what everyone seeks out. It takes a special type of person to seek out the waves. And then there are the wave creators. The ones that make the Read More…

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…

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…

The 5000 piece puzzle

Lots of people love puzzles. It’s a great way to idle away time on a long weekend at the cabin, or during a family reunion. Why are some 1000 pieces? Why are some only ten inches square while others are huge? Why would someone intentionally choose an incredibly difficult 5000 piece puzzle? Easy: they want Read More…

Taking a stand

All that really matters is the experience of the end consumer. Simple as that. If she pops a bottle of wine with friends, pours the glasses, and loves the experience of drinking that bottle then it really doesn’t matter who the wholesaler was or even who the retailer was. The only two connection points in Read More…