ampelography-rough

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ampelography

ampelography : 

ampelography Ampelography is the field of botany concerned with the identification and classification of grapevines, Traditionally this has been done by comparing the shape and color of the vine leaves and grape berries; more recently the study of vines has been revolutionized by DNA fingerprinting.

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ampelography a new concept in wine sales and marketing Now...

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ampelography A fresh approach to the challenges in changing and developing markets Now...

ampelography : 

ampelography By utilizing a “co-op” approach to our fine wine portfolio How?

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With a distribution network in place for each of our producers in many of our markets, we will have a chance to evaluate each distributors’ effectiveness. How? ampelography

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We will also be in a strong position to understand the overall health of each market individually. How? ampelography

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Ultimately, we will be well informed to determine the best fit for each producer, and set realistic expectations within each market. How? ampelography

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Walt Wirth 15 years in the fine wine business Lead buyer for Heinen’s for 5 years Established Langdon Shiverick as a Fine Wine Distributor in Ohio Grew to $1.4 million in annual sales (Northern Ohio) Implemented sales team and one of the top National Portfolios Helped to transition to 55 degrees and grow that portfolio to 4.5 million in annual sales (Statewide) ampelography

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Adam Mahler 12 years in the fine wine business Lived and worked on the Central Coast, CA for 7 years Sommelier for Michel Richard Citronelle for 3 years Set new standards for sales with The Henry Wine Group in Ventura Joined Langdon Shiverick in 2004, helped manage portfolio as well as Supplier for the Imports Helped to transition to 55 degrees and grow that portfolio to 4.5 million in annual sales (Statewide), functioned as Sales, Brand and Marketing Manager ampelography

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A Sales and Marketing Company Servicing the Great Lakes Region Based in Ohio (Cleveland and Toledo) Within 200 miles of: Columbus Cincinnati Dayton Indianapolis South Bend Chicago Detroit Ann Arbor Pittsburgh ampelography

ampelography : 

ampelography Initial Launch (Spring 2009) Ohio Michigan Indiana Illinois Phase 2 2010 Pennsylvania Kentucky Phase 3 2011 Wisconsin Minnesota Missouri West Virginia Because of our regional proximity, we are able to adapt to needs of suppliers, and are able to modify our plan on as needed.

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A Sales and Marketing Company Servicing the Great Lakes Region Based in Ohio (Cleveland and Toledo) Within 200 miles of: Columbus Cincinnati Dayton Indianapolis South Bend Chicago Detroit Ann Arbor Pittsburgh ampelography

ampelography : 

ampelography Flat Commission Rate Handshake deals, no contract, no obligation Quarterly reporting, heavy on analysis and street intelligence

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ampelography The traditional Supplier-Distributor Model has become ineffective as the wine business has become more technical and sophisticated.

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ampelography As an industry, we have been essentially using a Corporate approach for specialty artisan products, as a result, smaller brands keep missing connection and loyalty opportunities.

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ampelography A brokerage model has been less effective historically due to the lack of connection to the producers.

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ampelography One of the greatest challenges is relaying the “story” of the producer. A story to tell is a story to sell.

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ampelography Due to the number of times the message needs to be relayed, it can get easily lost

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ampelography Traditional Sales Model Supplier Sales Rep Retail/ Restaurant Sales Manager Consumer Message can get lost

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ampelography Think digital, act analog. Your products may be digital, but to market them you have to rely on analogue relations like face-to-face meetings, which will help you find investors or build alliances. -Guy Kawasaki

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ampelography Keep Teaching and Learning

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ampelography Create tools for sales reps on their time

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ampelography 1. Google-Search 2. Yahoo!-Search & Email 3. Facebook-Social Network 4. YouTube-User Generated Videos 5. Myspace-Social Network 6. Windows Live-Windows Update 7. Microsoft Network (MSN)-Search & Email 8. Wikipedia-Online Encyclopedia 9. Ebay-Ecommerce 10. Craigslist.org-E Commerce 11. AOL-Email 12. Blogger.com-User generated Blogs Web 2.0 as a tool-Top Internet Sites-US

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ampelography If your product is revolutionary, you must before you make sales. Build a community around your product, rather than sucking money out of your customers. Once the community is in place, sales will come. -Guy Kawasaki legitimize the revolution Make evangelists not sales.

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message ampelography Our Sales Model Sales Rep Consumer Sales Manager Retail/ Restaurant Message stays intact Supplier message message message

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ampelography Manage Growth by encouraging depth of interest by consumer Web 2.0 Foodie Phenomenon Make Evangelists not sales Every touch matters Create excitement and reward Targeted audience Sales Reps Wine Professionals Wine Geeks

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ampelography Market 2008 California consumption ? 2% vs 2007 2008 Remaining Markets ? 3.4% vs. 2007 86% of producers expect growth in 2009 Brands selling less than 1,000,000 cases growth has outpaced larger brands in 2006,2007 & 2008 Top 50 wine brands in the US posted an aggregate decline of 0.2%, remainder of market grew over 3% Nationally The hottest segment in 2007 was “wineries that produce <250,000 cases annually”. Growth has been tracking at about 10% for this segment

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ampelography Market-Millenial Generation Millenial Generation (born between 1978 and 1996)= Largest Demographic since Baby Boom Approx 4 Million turn 21 each year Now drinks more wine per capita than any other demographic 90% Use Internet Daily 76% check email daily 65% use Myspace or Facebook daily

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ampelography

ampelography : 

ampelography