A problem that many successful small- to medium-sized wineries face is that they are really good at producing high quality wines, yet they don’t have the time or expertise to develop an impactful “go to market” strategy with their channel partners. These types of wineries generally have passionate sales professionals who are terrific at selling wine, building and sustaining relationships, and talking about the brand, but they were never taught how to successfully manage the distributor to maximize their brand’s full potential. This scenario typically results in above-average profits for channel partners and only average returns for the winery.
The benchmark for a successful winery is to produce high quality, profitable wines that become (or remain) important to the consumer.
A prominent, blue chip, mid-sized California winery was selling its production every year, but was concerned that its sales and marketing departments were not maximizing the brand’s potential in the market. The winery did not have the expertise to leverage its brand strength with its distributor network (sound familiar?).
They looked to Palmateer Wine Group to adjust their marketing and sales strategy so that their team could be more successful building their brand profitably with their distributors.
Over the course of the engagement, Palmateer Consulting:
After one year, the winery sales and marketing teams were able to successfully:
Many international producers struggle with selling their wines in the United States. Our complicated alcohol beverage laws, along with a diverse marketplace, make it very difficult for European, South American, South African, or Australian producers to gain a foothold. We’ve helped many clients overcome the basic obstacles and become quite successful selling their wines in the U.S.
Palmateer Wine Group was approached by one such client, who was looking to launch a new brand to the U.S. market. They had no track record in the country, and needed guidance. With our help, they were able to:
It can be easy at times for foreign wineries to lose their momentum in the United States if they don’t stay diligent. Sometimes the causes for declined sales are obvious, but often enough, they seem elusive.
Palmateer Wine Group was approached by a foreign winery with one of the top 10 brands in its country. It had been faced with several challenges and its U.S. sales had steadily declined for five years. This was despite the fact that its category experienced exceptional growth and its sales to other export countries remained strong. The company turned to us for help to determine the reasons for the sales decline and recommend how it could be revived. The producer also wanted us to determine if its importer was the right fit, and if it was, how to improve the relationship and get its distribution network focused on growing the brand. With our help, they were able to:
Just because you’re a domestic winery, doesn’t make it any easier to navigate the complicated waters of the alcohol beverage sales channel. Sometimes, despite all they do, and all their experience in the U.S. marketplace, domestic wineries need a little help to get to the next level.
Palmateer Wine Group was approached by an established domestic winery, with distribution in 32 markets. The bulk of this winery’s sales came from brands positioned at a very hot price point ($10-$12 retail), while its competitors were priced much higher. In spite of its great value proposition, its growth rate was low relative to its competitors and market opportunities. The winery hired us to help it reach its goal of accelerated sales and increased distribution to 10 markets over two years. With our help, they were able to: