The budgeting process for 2022 is finished (or should be). Funds have been allocated to all the major spending categories. But what is not completely set in stone (and should not be) for most companies is the strategy itself for wine business and marketing. In
So many people in the marketplace are attempting to make a sale by talking about their product attributes. Unfortunately, the key to selling your wine or spirit brand is not about the product when it comes to restaurants. The unfortunate truth is, with few exceptions,
Stop thinking “small” is “big” My office building hosts a little farmers market every Saturday morning on the street-facing plaza below. The “farmers markets” of today go well beyond locally farmed produce and freshly baked pies. They include more durable goods such as honey, jewelry,
Finding New Sales Opportunities If necessity is the mother of invention, then who is the father? Opportunity, perhaps? This is the story of how a small Texas winery is leveraging their newfound skills in digital selling. To take more control of their own destiny. Just
Paul Mabray of Emetry shared an article on LinkedIn the other day about how the direct-to-consumer model is infiltrating the alcohol industry and I haven’t been able to stop thinking about it since. In case you’re not familiar with Paul’s work, I consider him the
The wine business is full of contradictions. But, nowhere are the illogical absurdities more abundant than on the selling end of the game. The tragedy is the beliefs wine sales pros hold most deeply are the very ones in desperate need of some serious myth-busting.
I predictably get strange looks whenever I tell salespeople that “real” selling isn’t necessarily about the product. It’s such a counter-intuitive concept to the untrained, amateurish seller of goods that they convulse involuntarily when I espouse the notion. If you look as closely and as