Description
All the secrets to starting a wine and spirits business in the American market To enter and successfully grow in the American market, the first fundamental step for wine producers is to understand how the market itself works. Only then can they develop a personalized plan to ensure they are not only 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 others have made before them. The book is 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 carry out their projects in the States. It also contains a very useful glossary to understand industry jargon. 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, and project flow diagrams. However, it is important to remember that these are just tools. Every brand has a unique DNA, and certainly, these tools 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 firm that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also the Managing Partner of Bevology Imports, a boutique wine and spirits import company. With over 30 years of experience in the industry, starting with the Heublein/Palace brands, predecessors of Diageo, Steve is an inspiring and engaging speaker. He also teaches at the Bologna Business School and Cornell University. Language: English Pages: 298