All the secrets to starting a wine and spirits business in the American market. To enter and grow successfully in the American market, the first essential step for wine producers is to understand how the market itself works. Only then do you move on to developing a personalized plan to ensure that not only are the right things being done, but they are done 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, not as 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 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 included, such as charts on price tables, market selection planners, and project flow diagrams. However, it should be kept in mind that these are just tools. Every brand has a unique DNA, and these tools certainly work best when accompanied by insights, experience, and practicality in planning. We hope you find the book useful. We know the author: Steve Raye Steve Raye, a true guru in the wine world, is president and CEO of Bevology, a consulting company 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 importer of wines and liquors. 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 Bologna Business School and Cornell University. Language: English Pages: 298
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All the secrets to starting a wine and spirits business in the American market. To enter and grow successfully in the American market, the first essential step for wine producers is to understand how the market itself works. Only then do you move on to developing a personalized plan to ensure that not only are the right things being done, but they are done 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, not as 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 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 included, such as charts on price tables, market selection planners, and project flow diagrams. However, it should be kept in mind that these are just tools. Every brand has a unique DNA, and these tools certainly work best when accompanied by insights, experience, and practicality in planning. We hope you find the book useful. We know the author: Steve Raye Steve Raye, a true guru in the wine world, is president and CEO of Bevology, a consulting company 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 importer of wines and liquors. 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 Bologna Business School and Cornell University. Language: English Pages: 298
