Wines: Guicciardini Strozzi “Titolato” Vernaccia di San Gimignano DOCG (Toscana) Italy ~ Celler De L’Era “Bri” (DO Monsant) Spain ~ Solo Roberto Pinot Grigio (DOC Grave de Fruili) Italy

Writing this title, the story developed organically. So, just follow my lead, because it will help anyone in today’s wine marketing and sales. I have two characters who have inspired this story. Both have been on my blog before.

• Michael Yurch of Bluest Sky Group of Bluest Sky Group, “Complicated Situation in the American Wine Market.“
• Deborah Gray of How To Import Wines, How to Import Wines, Second Edition.

Wine wholesalers are dictating our wine brand options, as a result of becoming oligopolies. I’ve watched it evolve over the last 30 plus years. They’ve been making their own rules, consequently allowing them to control that industry. It’s happened over and over again, eventually in all segments of our democracy. Classic examples are autos, convenience foods, fast food restaurant chains, beverages, etc. The big three automakers are the easiest example to understand.

There’s no ceiling in a democracy, until people hit their heads when trying to own the world. They push forward without knowing the limits that set off red flags. It’s referring to as begging forgiveness. It begins when they start by buy each and then find out they’ve gone too far. We didn’t have to stray from a dealership, for the most part if we didn’t like one style. We could just choose another car.

Headed toward hitting the ceiling.

Let’s Take An Example

We had options, when the United States auto industry created their “Big Three.” We just chose whatever else they made, if we didn’t like one car model. I remember cars becoming boring. My heart skipped a beat, when a French Citroen car drove past my house.  Next the Renault hit our market and that seemed to open the import flood gates. They were very affordably, by our standards. People were ready to move on to something more affordable, due to the higher cost of living. People search for alternatives, as a result. Gas mileage improved dramatically with small cars. We used to call some cars “boats,” due to their size.

Now, It’s Clearly Part Of The Big Business of Wine

I actually understand the “olis” decision-making process. And they have a right to do whatever they do. It’s America, after all, what do we expect. Many of the big guys are even selling off wineries, and taking on more hard spirits in this process. They’re also not carrying as many imports, because they have to go through so much paperwork and etc. Spirits laws seem to have a liquor is quicker turn around.

Cortes de Cima, Alentejo Portugal, a small and really important, eclectic wine brand.

HOPE: Smaller Brands CAN Still Grow

In wine sales, I started with Minnesota. My president doubted my abilities, possibly because I was a woman in the 1990s. However, my director of marketing believed in me and gave me one state to prove myself. I rode with sales managers, learned about their lives, provided marketing materials, bought them lunch, and wrote thank you notes between visits. Minnesota sales skyrocketed, all thanks to my style.

A Simple Magic Missionary Key

This is based on you being completely sincere. I had thank you notes in the car, which I’d write to the person just visited, between one place to the next. It was that simple, as long as you have a “smaller” sales rep. HOW TO: Notice their environment and take notes of their personal lives. Remember, people who manage their own stores and restaurants make their own decisions, based on “nice” people. These are people who have a sincere interest beyond the sales slip. It was also missionary sales for me. They are fun to see, because they’re not that “hard sell guy or gal.”

I have more tips and trick, they’ll have to wait, because I’m about to explore with a few brands from Italy, who would love to be imported brands, but just can’t find the way, yet.

Best Bet Small Guys

Every wine buyer in a smaller store keeps a spot for wines she of he loves. When you say, “Hey Audie, what do you recommend?” he or she will take you right to that wine. I’ve lived on both sides of the fence, and now you are too, perhaps.

How to Import Wine, by Deborah Gray

Marketing Plan 101 for Imports

1) Get really well educated, before you try. For that I definitely suggest people who want to export to the USA, read Deborah Gray’s new edition, called “Hot To Break Into The US Wine Market.” It’s an essential guide to exporting to the US. I’m reading it right now to get more new insights. I’ve already read both of her prior books, now to this, third addition. She is the Queen, and I mean the Queen, of to how to be really prepared, before you even take that dive.

2) Today, I’m also featuring three different brands that have come my way. Each one would love to be within the US wine market. But, again, there’s a whole scenario that has to happen before that can even be imagined, never mind actualized. Michael Yurch (Mick) has his own company, which walks brands through insurmountable tasks. It’s appropriately called the “Bluest Sky Group.” There is a lot of hope in that name, because the blue sky IS LIMITLESS, in our current atmosphere.

Let’s Discover Their Stories Together

How wine brands are born has to do with their connections. I’m introducing these to you, and I’m going to be following them. Let’s discover their stories together. Who knows where anything new goes, in development. I love the journeys as much as the destinations.

Cheers to you if you made it this far! You must be another wine professional.