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All the secrets to launching a wine and spirits business in the American market. To successfully enter and grow in the American market, the first fundamental step for wine producers is to understand how the market itself works. Only afterward should they develop a customized plan, ensuring that they are not only doing the right things, but also doing them in the right order. The aim of this book is to help readers prepare for the U.S. market while avoiding the mistakes others made before them. The book is therefore written as a “How to” guide rather than a reference textbook. It is full of 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 for understanding industry jargon. There are several topics in the book whose content can be used almost like an Excel spreadsheet. Visual representations of some of these tools are also included, such as price table charts, market selection planners and project flowcharts. However, bear in mind that these are only tools. Every brand has unique DNA, and these tools undoubtedly work best when accompanied by insight, 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 president and CEO of Bevology, a consulting firm that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also Managing Partner of Bevology Imports, a boutique wine and spirits importer. With over 30 years of industry experience, beginning with the Heublein/Palace brands, predecessors of Diageo, Steve is an inspiring and engaging speaker. He also teaches at Bologna Business School and Cornell University. Language: English Pages: 298
All the secrets to launching a wine and spirits business in the American market. To successfully enter and grow in the American market, the first fundamental step for wine producers is to understand how the market itself works. Only afterward should they develop a customized plan, ensuring that they are not only doing the right things, but also doing them in the right order. The aim of this book is to help readers prepare for the U.S. market while avoiding the mistakes others made before them. The book is therefore written as a “How to” guide rather than a reference textbook. It is full of 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 for understanding industry jargon. There are several topics in the book whose content can be used almost like an Excel spreadsheet. Visual representations of some of these tools are also included, such as price table charts, market selection planners and project flowcharts. However, bear in mind that these are only tools. Every brand has unique DNA, and these tools undoubtedly work best when accompanied by insight, 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 president and CEO of Bevology, a consulting firm that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also Managing Partner of Bevology Imports, a boutique wine and spirits importer. With over 30 years of industry experience, beginning with the Heublein/Palace brands, predecessors of Diageo, Steve is an inspiring and engaging speaker. He also teaches at Bologna Business School and Cornell University. Language: English Pages: 298
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