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62 Cards in this Set
- Front
- Back
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1. Who the players are in the three tier system
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a. Producers and suppliers
b. Distributors, Wholesales, and Brokers c. Retailers |
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2. What are control states or monopoly states?
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a. The distributor, and possibly the retailers, are operated by the state
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3. When are wine by the glass (BTG) programs good for a winery?
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a. When the volume of wine sold and exposure out weighs the cost of discounting the wine
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5. What are some of the services distributors provide to wine marketers?
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a. Some states make it illegal to not use distributors
b. Distributors provide useful services to wine marketers which are normally very costly and time consuming |
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6. What are some of the advantages of selling your wine direct to consumers
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a. Able to catch the profit margin normally reserved for the wholesaler
b. Can maintain better control of pricing c. Plan their sales more accurately |
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1. With so many wine brands available, how do you get distributors to notice your brand?
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a. Offering up solid reasons
b. Sheer Muscle c. Competitive advantage d. Easy Pickings |
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2. Once you have a distributor willing to carry your brand, how do you get them to provide support?
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a. Good Communication
i. Establishing sales goals ii. Establishing Long-Term Growth Plans iii. Offer specific goals for the year, try to include an endorsement of their top management |
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3. What occurs during a distributor sales meeting?
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a. Every Friday nine am to twelve pm
b. Listen to 12 in one morning, over 500 for the year c. Talk about your winery, and the difference it has over others i. Show future projections |
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4. Suppose you have just been hired as a wine sales rep, what are the key points you should remember when you make a sales call to a client?
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a. Don’t spend all of your time on your existing accounts
b. Look for challenges and new markets c. Ways you can stand out d. Ways for you to use your direct connection e. Deliver a benefit to the customer |
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5. What tactics can a winery do to support its salespeople in the field?
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a. Of course, the most cost-effective solution of all is to get very high ratings
b. An internet website c. Promote the website d. Create an emergency telephone number e. Over-communicate with your distributor f. Keep your customers updated |
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1. What do the terms on-premise
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a. On-Premise
i. Used to refer to places where wine is consumed at the retail locations, such as restaurants, hotels, bars, clubs ii. Normally brands not available in stores |
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and off-premise refer to
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i. Retail stores where wine is sold
ii. Wine stores, liquor stores, discount stores, grocery stores, drug stores, convenience stores |
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3. How is wine typically sold in a high volume/low margin retail setting?
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a. Off Premise Accounts
b. Retail grocery chains focus mostly on lower-priced lines |
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4. How is wine typically sold in a low volume/high margin retail setting?
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a. Off-Premise Accounts
i. Fine wine stores usually have the most SKU’s but may have lower inventory turnover |
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1. What are the pros of selling direct to consumers?
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i. Higher Margins
ii. Build brand awareness and loyalty with customers – create “Brand Ambassadors” iii. Relatively low entry costs to establish basic program iv. Much positive progress on direct shipping legislation in the U.S. |
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1. What are the cons of selling direct to consumers?
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i. Currently cannot ship to all 50 states
ii. Potential conflict of interest with your distributors and retailers iii. Cost of implementing a state of the art consumer direct program |
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2. What are the steps that need to be taken when designing a wine club?
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a. Determine type of wine clubs
b. Continuity Wine Club |
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a. Determine type of wine clubs
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i. Automatic wine club
ii. Offering club |
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Continuity Wine Club
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i. Create your wine club strategy and allocation
ii. Conduct a wine club competitive analysis iii. Consider hiring a wine club consultant iv. Determine resource allocations v. Use the wine club design checklist vi. Print and start small vii. Treasure and protect your database |
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3. What are some of the tools of Wine 2.0 and how can they help a winery connect with customers?
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i. Wine Website
ii. Customer initiated iii. Invited Customers iv. Wine E-commerce Definition |
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1. What are the types of tasting rooms that are used to sell wine?
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a. The By-Appointment-Only Tasting room
b. The Co-op tasting room c. The Virtual Winery Tasting room |
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2. What is the process to opening a winery tasting room?
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a. Identify your tasting room strategy
b. Research regulatory issues c. Analyze the competition and differentiate yourself d. Design with strategy in mind e. Determine your tasting pours and pricing f. Hire, train, and incentivize your staff g. Establish a professional sales environment h. Create protocol for vip visitors i. Invest in state-of-the-art sales and inventory control systems j. Get involved in your local community and tourism efforts |
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1. If you are a winery manager, how do you know if you are ready to export?
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a. Top Management Support
Financial Commitment to Export c. Wine Allocations |
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2. What occurs in each of the five steps in the export process
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a. Conduct Market Research on Target Countries
b. Research Business practices and distribution channels c. Learn compliance laws for labels and packaging d. Understand pricing structure e. Select an exporting partner |
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3. How do you identify exporting partners so you end up with a good match
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i. Check with Agriculture trade office in the U.S. Embassy of the target market
ii. Trade shows iii. Online (Winevision.org) |
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3. How do you screen exporting partners so you end up with a good match?
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i. Meet with the exporting company down to the employees
1. Gain faith 2. Understand and ensure they can maintain capacity |
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4. Suppose you want to become a wine importer, what should you know about bringing foreign wines into the US
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a. Face the same challenges in finding a spot in a crowded marketplace as domestically produced
b. The distribution is basically the same i. Three-tier system |
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1. What are some of the things a winery might be able to do with excess inventory?
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a. Has the wine been bottle or labeled yet?
b. Can you sell it on the bulk market? c. Can you put a label on it for someone else? d. Discounters e. Airlines, cruise lines f. Direct to consumers, special sales g. Donations or write-offs |
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1. What is a wine library
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i. A collection of your wine from all of your previous vintages
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a wine library and how much wine should it hold?
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b. Generally it is good to keep a few bottles up to 10 percent of all your production
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2. What should you prepare for the future of wine marketing?
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a. Professional marketing expertise
b. Technology savvy c. Niche marketing d. Global mindset e. Sustainable winemaking f. International standards organization classification g. Innovative packaging h. Third-party labeling i. Changing regulations j. Social/Economic issues |
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1. Barbera
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Northern Italy; Piedmont
b. Medium bodies, fruit wine, noticeable levels of tannins, pronounced acidity c. Red Wine, grown in warm climates d. "pizza wine" |
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2. Nebbiolo
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a. Northwest Italy; Piedmont
b. Ample amounts of acidity and tannin, tar, roses, needs to be aged c. Dried fruit, damsons, leather, licorice, mulberries, spices, dried and fresh herbs d. Light Red Wine |
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3. Sangiovese
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a. Central Italy; Tuscany
b. High acidity, high tannin, Black cherry, black currant, mulberry and plum fruit c. Light Red Wine |
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4. Petite Sirah
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a. Southern France; Montpelleir...Southern Rhone
b. Dark, inky, relatively acidic, firm exture and mouth feel, herbal and black pepper overtones, blue fruit, black fruit, plums and blueberries. tannic, dark ripe berries c. Dark Red Wine |
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5. Viognier,
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a. (Northern)Rhone Valley; France
b. Floral aromas, low acidity, flat nose if aged. Apricots, peaches, honeysuckle and musk. High alcohol, rich texture c. White Wine |
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6. Chardonnay
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a. Burgundy; France
b. Full-bodied, Apple, pineapple, hint of peach, vanilla c. White Wine d. forbidden by law to be planted in Bordeaux |
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7. Syrah
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a. Southeastern Rhone; France
b. Dry, powerful flavor, full-bodied, wide range of flavor c. violets to berries, chocolate, espresso, black pepper d. Red Wine |
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8. Roussanne
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a. Southern Rhone; France
b. Flowery herbal tea, honey, pear, and full body, high acidity c. Reddish-Brown- Wine |
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9. Marsanne
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a. Northern Rhone; France
b. Rich, nutty, with hints of spice and pear c. White Wine |
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10. Grenache
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a. Italy, France, Spain
b. Mainly blended c. Added body, fruitiness, no tannins d. Red Wine |
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11. Mourvédre
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a. Mediterranean coast of Spain
b. Tannic, High alcohol, Wild, gamey or earthy flavor, soft red fruit flavors c. Red Wine |
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12. Pinot Noir
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a. Burgundy, France, cooler areas
b. Light tannins, cabbage, wet leaves, strawberry, raspberry, cherry and blueberry, mushroom, meaty c. Red Wine |
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1. California Shenandoah Valley (Sierra Foothills AVA)
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a. Amador County and El Dorado County
i. Base of Lake Tahoe b. Alicante Bouschet, Barbera, Cabernet Franc, Cabernet Sauvignon, Carignane, Chardonnay, Grenache, Merlot, Mourvedre, Muscat Canelli, Nebbiolo, Orange Muscat, Petite Sirah, Roussanne, Sangiovese, Sauvignon Blanc, Semillon, Syrah, Verdelho, Viognier, Zinfandel |
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2. Fiddletown (sierra foothills AVA)
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a. Amador County
b. Grenache, Petite Sirah, Zinfandel |
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3. Arroyo Seco
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a. Monterey Country
i. Southeast of Monterey b. Barbera, Cabernet Franc, Cabernet Sauvignon, Chardonnay, Gewurztraminer, Grenache, Merlot, Mourvedre, Muscat Canelli, Pinot Blanc, Pinot Gris, Pinot Noir, Riesling, Sangiovese, Sauvignon Blanc, Syrah, Viognier |
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4. Carmel Valley
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a. Monterey Country
i. Southwest of Monterey Bay b. Aleatico, Alicante Bouschet, Cabernet Franc, Cabernet Sauvignon, Carignane, Chardonnay, Chenin Blanc, Grenache, Malbec, Merlot, Petit Verdot, Petite Sirah, Pinot Noir, Sauvignon Blanc, Semillon, Syrah, Zinfandel |
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5. Santa Lucia Highlands
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a. Monterey Country
i. Above the Salinas Valley ii. East of Monterey Bay b. Cabernet Franc, Cabernet Sauvignon, Chardonnay, Chenin Blanc, Malbec, Merlot, Petit Verdot, Pinot Gris, Pinot Noir, Riesling, Roussanne, Syrah, Viognier |
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6. San Bernabe
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a. Southern Monterey County
b. White Zinfande, Pinot Grigio, Chardonnay, Merlot, Shiraz, Cabernet Sauv c. largest contiguous vineyard in CA with over 5000 acres |
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7. Edna Valley
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a. SLO
i. South, North of Arroyo Grande b. Albarino, Chardonnay, Grenache, Merlot, Mourvedre, Petite Sirah, Pinot Gris, Pinot Noir, Sauvignon Blanc, Syrah, Teroldego, Viognier |
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8. Arroyo Grande Valley
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a. SLO
b. Chardonnay, Counoise, Grenache, Mourvedre, Petite Sirah, Pinot Blanc, Pinot Gris, Pinot Noir, Riesling, Sauvignon Blanc, Syrah, Tempranillo, Viognier, Zinfandel |
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9. Santa Maria Valley
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a. Northern Santa Barbara
b. Aligote, Cabernet Sauvignon, Chardonnay, Chenin Blanc, Grenache, Malbec, Marsanne, Merlot, Mondeuse, Nebbiolo, Petit Verdot, Pinot Blanc, Pinot Gris, Pinot Noir, Riesling, Roussanne, Sangiovese, Sauvignon Blanc, Silvaner, Syrah, Tocai Friulano, Viognier, Zinfandel |
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10. Santa Ynez Valley
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a. Satna Barbara County
b. Albarino, Arneis, Cabernet Franc, Cabernet Sauvignon, Chardonnay, Cinsault, Counoise, Grenache, Grenache Blanc, Lagrein, Malbec, Malvasia, Marsanne, Merlot, Mourvedre, Muscat Canelli, Nebbiolo, Negrette, Petit Verdot, Pinot Blanc, Pinot Gris, Pinot Noir, Riesling, Roussanne, Sangiovese, Sauvignon Blanc, Semillon, Syrah, Tempranillo, Tocai Friulano, Viognier, Zinfandel |
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11. Santa Rita Hills
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a. Santa Barbara Country
b. Barbera, Chardonnay, Dolcetto, Dornfelder, Grenache, Mission, Pinot Blanc, Pinot Gris, Pinot Noir, Riesling, Sauvignon Blanc, Syrah, Viognier, Zinfandel |
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1. What is a Super Tuscan wine?
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a. Wines made outside the DOC/DOCG regulations but were considered high quality
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2. A GSM wine?
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a. Australian red wine blend consisting of:
i. Grenache ii. Shiraz iii. Mourvedre |
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3. What is the Lodi Rules program?
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a. 3rd party-ceritified sustainable winegrowing program
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3. What are some of the important aspects you should consider for creating a professional sales environment?
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a. Greet all customers within 30 seconds of entering tasting room
b. Engage in open-ended conversation with customers c. Welcome customers who do not drink d. Engage visitors to linger with tours, picnic grounds, etc… e. Ask for the sale (“is there anything I can get for you to take home today”) |
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1. Why is a regional approach to wine tourism necessary in most cases?
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a. By working with neighboring wineries, restaurants, lodges, a winery can achieve word of mouth promotion.
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3. Why is service the most important aspect of wine tourism?
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a. A winery cant undo bad customer service like bad wine. Leave the customer with a positive experience so they will want to come back, even if they do not love the wines.
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Paso Robles
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SLO?
Cab Sauv 40 different varietals planted 50% of grapes sold to wineries outside AVA |
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Lodi
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a. Central Valley
b.old vine zin |
