How To Make Your Online Advertising Pay Off

Most people waste most of their online advertising money. Don’t be that clueless chump! Publisher, journalist and former international exec in advertising and PR Lewis Perdue will show you the: 10 ways to get your money’s worth by defining the 2 best things online ads can do, the 3 biggest mistakes that offend viewers, and the 5 specific features that grab, hold and motivate the people you want to do business with.

About Lewis Perdue:

Lewis Perdue is Editor and Publisher of Wine Industry Insight whose daily News Fetch executive email briefing enjoys the largest double-opt-in subscribership (23,000+) in the North American wine industry. Wine Business Monthly, which he founded in 1991, remains the American wine industry’s largest circulation print publication.

He founded Wines West, a Los Angeles-based wine importer/wholesaler/distributor specializing in high-end Italian brands. He is the author of 22 published books including several bestsellers and two bestselling non-fiction books about wine: The French Paradox and Beyond (wine and health) and The Wrath of Grapes, an industry overview that included an accurate prediction of the California glut of 2001. Lew has founded five companies and been involved as a consultant at the startup stages of a number of successful companies including Kalpana (acquired by Cisco) and Lynx Software Technologies (lynx.com).

About IBWSS Conference:

At the IBWSS Conference, you can learn from some of the most influential professionals in the beverage industry. These presentations from industry leaders on today’s preeminent ideas on marketing, sales and distribution will challenge and inspire you to grow your bulk wine, bulk spirits, and private labeling business. The conference will have TED-Style talks where speakers will give you insights into the strategies and standards that the industry’s top thinkers are using to shape the marketplace around you.

The International Bulk Wine and Spirits Show aims to give the bulk trade a truly dynamic trading platform where buyers can confidently conduct business with the world’s most reputable suppliers.

Event Producer: Beverage Trade Network

International Bulk Wine and Spirits Competition is brought to you by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Beverage Trade Network (BTN) successfully connects wineries, breweries, distilleries and brand owners with international importers, distributors, brokers and beverage industry professionals on a daily basis. Strong partnerships with international and US organizations have helped BTN establish IBWSS as a premiere sales and marketing event committed to connecting the private label and bulk beverage industry.

Time & Venue :

San Francisco Conference Center, 255 S Airport Blvd, South San Francisco, California, on July 26, 2017, at 10:00 am – 10:30 am.

Grab your IBWSS Conference passes and learn more from Lewis Perdue about how to make your online advertising Pay Off

Global Bulk Wine

How Current Grape Supply and Demand Affects You

 

Here are some important factors that you need to pay attention to if you really want to capitalize on buying and selling of the bulk wine or even grapes. In this session, Nat DiBuduo, President of Allied Grape Growers mentions important factors like the supply and demand of the crop that effect you.

About Nat DiBuduo:

Nat DiBuduo is the President CEO of Allied Grape Growers, a winegrape grower’s winegrape marketing association representing over 500 members throughout California for over 65 years, producing over 250, 000 tons annually. Prior to joining Allied in May 2000, Mr. DiBuduo was employed at Capital Agricultural Property Services, Inc. as the executive manager (1994-2000), where he had the responsibility of managing approximately 22,000 acres of agricultural land throughout California and Arizona.  He also owned DiBuduo Agri-Resource Services, an agricultural farm management and consulting firm.

In January 2012 the California Association of Winegrape Growers (CAWG) recognized Mr. DiBuduo as CAWG Leader of the Year. Recognized for his many accomplishments and contributions in our State, Fresno County and City of Fresno, Nat was appointed to the CSU Fresno’s Foundation Board of Governors. Nat currently sits on many Boards including Chairman of the CDFA PD/GWSS Board.  Through his leadership, the Allied Grape Growers’ team was awarded the San Joaquin Valley Agribusiness of the Year by Baker Petersen & Franklin for 2011.   In 2007 Nat was name Agriculturalist of the year by the Greater Fresno Area Chamber of Commerce and was named CSU Fresno’s Distinguished Alumni of the Year at the 2008 Top Dog Awards.  Mr. DiBuduo and the team at Capital Agriculture Property Services won the American Society of Farm Managers & Rural Appraisers “1997 Farm Manager of the Year” award.  Nat and his wife, Marilyn have been married 44 years and have three children and their spouses’ and five grandchildren.

Mr. DiBuduo has developed, grown, harvested and/or marketed over 30 different varieties of grapes from A to Z, that’s Alicante Bouschet to Zinfandel.

About IBWSS Conference:

At the IBWSS Conference, you can learn from some of the most influential professionals in the beverage industry. These presentations from industry leaders on today’s preeminent ideas on marketing, sales and distribution will challenge and inspire you to grow your bulk wine, bulk spirits, and private labeling business. The conference will have TED-Style talks where speakers will give you insights into the strategies and standards that the industry’s top thinkers are using to shape the marketplace around you.

The International Bulk Wine and Spirits Show aims to give the bulk trade a truly dynamic trading platform where buyers can confidently conduct business with the world’s most reputable suppliers.

Event Producer: Beverage Trade Network

International Bulk Wine and Spirits Competition is brought to you by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Beverage Trade Network (BTN) successfully connects wineries, breweries, distilleries and brand owners with international importers, distributors, brokers and beverage industry professionals on a daily basis. Strong partnerships with international and US organizations have helped BTN establish IBWSS as a premiere sales and marketing event committed to connecting the private label and bulk beverage industry.

Time & Venue :

San Francisco Conference Center, 255 S Airport Blvd, South San Francisco, California, on July 27, 2017, at 3:00 pm – 03:30 pm.

Grab your IBWSS Conference passes and learn more from Nat DiBuduo about how current grape supply and demand affects you

Global Bulk Wine

Special Exhibitor Pricing Ends March 31, 2017.

Get 2 Day IBWSS Conference Sessions Pass Included With Your Exhibitor Registration. (Must Book by March 31, 2017).

IBWSS exhibitors are wineries and distilleries looking to sell bulk wine and spirits, producers and negociants who offer contract manufacturing or private label programs, and wineries, distilleries and importers who have one-time excess stock to clear.

WHO ARE THE VISITORS / BUYERS?

Wineries, distilleries, importers, distributors, retailers, national and regional chains, negociants, brokerage firms who are looking for bulk wine, bulk spirits, private label manufacturing and grapes.

WHERE AND WHEN

July 26-27, 2017 – South San Francisco Conference Center

TTB and Sample assistant will be provided to overseas exhibitors. Please email us for more information / questions about sending samples.

LIMITED EXHIBITOR SPOTS AVAILABILITY

The event will offer 80 spots, so space is limited. Exhibitors are encouraged to reserve space early as booths are expected to sell out quickly.

SET UP INCLUDES

The show is a trestle table set up, you will not pay anything extra for chairs and tables and wifi. Your pricing overs ALL costs associated with the show. You are required to bring in one roll-up banner only and can put marketing material on your table.

IBWSS will provide you with the below.
– Tasting Table
– White Tablecloth & Skirting
– 2 Chairs + Ice Bucket + Spittoon
– Glasses will be provided to buyers at the show

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 

IBWSS

Bulk Wine, Bulk Spirits and Private Label Show Comes To Europe in 2018

International Bulk Wine and Spirits Show (IBWSS) which is an annual show in San Francisco that caters to the US bulk wine, bulk spirits and private label buyers now also comes to London. IBWSS London will be an annual event exhibiting global bulk wine, bulk spirits and private label service providers. The IBWSS London will give European supermarkets, retailers, restaurants, wineries, distilleries and other buyers an opportunity to source bulk wine and spirits in one place, and meet private label suppliers.

Event Date: Jan 24-25, 2018

Location: The Royal Horticultural Halls Lindley Hall, London

Bulk Wine - IBWSShow London - 2018

“The bulk segment holds the largest market share in the wine and spirits industry,” said Sid Patel, CEO of Beverage Trade Network.  “Bulk trading is an age-old trade between producers, but we are now seeing the business take on a very impressive position across the industry. The International Bulk Wine and Spirits Show aims to give the bulk trade a truly dynamic trading platform where buyers can confidently conduct business with the world’s most reputable suppliers.”

As the central exchange for European trade, London is positioned perfectly for the fair. The city has long acted as the European trading post between the northern and southern hemispheres.  With the launch of IBWSS, international bulk suppliers from some of the world’s most important markets will have unprecedented access to the European market.

Registration for The International Bulk Wine and Spirits Show will open to all international suppliers on March 1, 2017. IBWSS London is brought to you by Beverage Trade Network.

For more information, press releases and launch discount for exhibitors, please fill out interest form here: https://goo.gl/forms/zrHJ8461hV0ZFRi32

About Beverage Trade Network

Beverage Trade Network (BTN) is a leading online marketing and B2B networking platform servicing suppliers, buyers and beverage professionals in the global beverage industry. BTN provides a selection of sourcing solutions for importers and distributors as well as an extensive range of marketing and distribution services for international suppliers. BTN also runs a line-up of b2b trade shows around the world. For more information about BTN, please visit www.beveragetradenetwork.com

About The International Bulk Wine and Spirits Show

The International Bulk Wine and Spirits Show (IBWSS) is an annual trade show and conference, open to trade professionals only, that takes place takes place in London, UK and San Francisco, CA. IBWSS exhibitors are wineries and distilleries looking to sell bulk wine and spirits, producers and negociants who offer contract manufacturing / private label programs and wineries / distilleries / importers who have one time excess stock to clear. IBWSS buyers are other wineries and distilleries looking to meet up their demand, Importers, Retailers and Distributors looking for private label programs, negociants who are looking to meet the growers and producers.

2018 International Bulk Wine and Spirits Show – Exhibitor Registration (London) Now Open Register Today!

From Plonk to Cult Wines by Tim Hanni MW

From Plonk to cult wines – exploring the myths and misconceptions about the bulk wine. The history of selling and buying wine in bulk is about as old as the history of wine itself. For centuries the role of the negociants in Europe was a transparent and highly regarded imperative for the purchasing, blending, aging and bottling of wines. This often including the greatest Grand Crus of Bordeaux and Burgundies well into the mid-20th century. With the advent of new wine sales channels and emerging global markets the bulk wine market is once again more visible and tangible to many people in, or interested in entering, the wine industry.

The most common misconception about the bulk wine business I find from students in my wine business classes is that that the products available are exclusively, or even primarily, large quantities of modest to marginal quality wine. In short, the term “bulk wine” is almost synonymous with “plonk.” In fact, the international bulk wine marketplace is rife with a diverse range of products from the ubiquitous, inexpensive products that are essential for developing and maintaining many international value brands to high-end micro quantities of world class products, and anywhere in between.

Why would any winery in their right mind sell off top quality product as bulk wine? Reasons include quickly turning excess inventory into working capital, production that exceeds sales forecasts, wines that may not meet the parameters of a high blend, and even wines produced by a smaller or medium sized winery that holds a production permit and can make, then profitably sell off, excess production on a regular basis and at very attractive prices. I have been a part of transactions for amazing barrel fermented Chardonnays and fantastic red wines form the highest quality appellations and AVAs. Recently I found a significant quantity of literally world-class product that was custom crushed for a client that reneged on the contract. The wine had been fully paid for and the wine I was able to pick it up for pennies on the dollar.

Of the most popular marketing options available, and made more viable with today’s online and wine club sales, is the concept of offering special lots of wine with short-term availability that are sold on a first-come-first-served basis to a loyal customer mailing list, or via a specialty wine club, retail store, restaurant or web site. Many independent and chain retailers also take advantage of these shorter-term opportunities by creating a private label and find it a very profitable addition to their product range.

There are many examples of well-known super- and ultra-premium brands that got their start leveraging opportunities in the bulk wine market. And creating a long-term brand with bulk wines comes with its own set of risks, primarily the task of sourcing the appropriate specifications and standards of the material to sustain a brand over time. These brands live and die according to the dynamics of supply and demand in the grape and retail wine market thus careful business planning and establishing deep sourcing options are essential to mitigate the risk and reap the potential rewards.

Succeeding in developing a product with bulk wine requires a great deal of skill and the patience to ferret through hundreds of samples and make careful selections. The bulk wine market offers an enticing, quick to market alternative to more vertically integrated and long term traditional wine production models. Taking advantage of the opportunities requires connections to the wines, many available only through the “whisper market” and the networking of buyers and sellers at bulk wine conferences and market fairs. It is a fascinating, dynamic and essential segment of the wine industry and anyone interested in starting a new brand, ideating a new product or learning more about the industry will find it a rich source for an amazing variety of wines and opportunities.

Tim HanniThis article is contributed by Tim Hinnai MW. Meet Tim Hinnai MW at IBWSS Conference to learn and explore on the myths and misconceptions of the Bulk wine industry. Tim will also lead the wine and spirits blending laboratory at the IBWS show.

 

Get your visitor trade pass at super early bird pricing and join the industry at International Bulk Wine and Spirits Show in San Francisco. Meet more than 80 exhibitors from all over the world offering private label, bulk wine, bulk spirits and contract winemaking services. (Register online) to save and avoid gate ticketing fee)

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 

IBWSS

The History of Wine Negociants

A French term for wine merchants, negociants initially originated in Burgundy, buying grapes or wine from the small producers or winemakers and then mixing, packaging and offering the wine under the their own name. In fact, some of the best known Burgundy makers including Jadot, Drouhin, and Bouchard Père and Fils are principally negociants.

The wines supplied by some of the negociants have become immensely popular owing to their unique taste. As a result, many negociants have evolved into vineyard owners themselves over the years.

How it all began

Initially, Bordeaux wines were sold with nothing but the name Bordeaux on the bottle. By the late 1600s, there were certain regions and brands that started the practice of allowing discerning consumers to choose their preferred Bordeaux vineyard or appellation. Among the foremost brands that developed recognition were Margaux, Haut Brion, Latour and Lafite. Buyers slowly started looking for wines from specific communes.

Once the differences were recognized, or appreciated, what is known today as the Second Growths were the next brands to garner a following. For all this to take place, the need for negociants and courtiers was born.

The prime reason why negociants came to assume a lot of significance in the wine business was because:

  • They bridge the gap between grape producers/vineyard owners and buyers
  • They were able to aggregate sufficient quantity of grapes or wine for the wine manufactures to vinify, which was not possible otherwise, considering that the high quality vineyards were highly fragmented

The earliest negociants date all the way back to 1620, with Beyerman the Dutch firm. In the early 1700s, this quickly expanded when several new companies were founded. These companies continue to operate to this day. Some of these firms have over 350 years of experience in the business. Schroder and Schyler, Nathaniel Johnston, Thomas Barton and the Lawtons are some of them.

 

The Negociant System

Originally, the role of chateau owners was to tend the vineyards, make wine and place it in a barrel. This is how the systems worked as far back as the early 18th century. The rest of the job was handled by negociants – from bottling to sales and distribution. As a matter of fact, the owners of the chateau were all wealthy people, with many of them being members of the royal family. The idea of having to sell their product personally would have been considered unseemly at the time from their point of view. Hiring someone to handle the mundane commercial aspect of wine production was just what they needed.

Perhaps, there was an even more crucial need for the negociant system. Maintaining the chateauand vineyards, making wine and ensuring that everything was in good shape and running smoothly was an undertaking that came with high costs. The wine was bought by the negociants before bottling and sales was a way for chateau owners to get instant funding to maintain their vineyards and keep their wine-making operations running. Soon, the most powerful negociants became a sort of unofficial bank for the owners of chateaus.

The Bordeaux system has continued to be unique. As negociants are sold wine only by the top chateaux, Bordeaux became the only wine-producing area where direct customer interaction was not required with the chateau and the owners. Since there was no wine to buy, it was not necessary to meet the ordinary wine drinkers. Therefore, the royal wine makers discovered another method that allowed them to operate a commercial enterprise without the need to have contact with the masses. This is one more reason the negociant system grew and flourished.

1855 Classification

Although the 1855 Classification was started at the request of the French government, it quickly became the most successful marketing tool the world has ever seen. The classification’s purpose was to promote Bordeaux wine and provide information to offer consumers guidance about which wines were the best and how to pay for them. There was a need to create something simple to do this. And voila, the 1855 Classification was born!

So how did the 1855 Classification come about? Similar to today’s World Fair, the Exposition Universelle de Paris provided France the perfect opportunity to display to the entire world the best of everything it had to offer, including wine of course. This was one of the goals of Napoleon III in 1855. An official classification was ordered by the Gironde Chamber of Commerce to promote the now famousBordeaux-appellation wines. Even in those days, Bordeaux was recognized as the most important wine region in the world.

The Wine Brokers Union of Bordeaux was requested by the Chamber of Commerce to develop and expand the classification system that is recognized and well accepted all over today. A group of known brokers and negociants came together and worked to develop what is now referred to as the official 1855 Classification of the Medoc.

Categories of Wines/Growths

Wines were given rankings in five unique classes for red wines by Bordeaux, calling them Growths – First Growth, Second Growth, Third Growth, Fourth Growth and Fifth Growth. The wines that were included in these rankings all came from Medoc, with the exception of the renowned Chateau Haut-Brionwhich came from Graves. It had to be included as a Growth due to its popularity all over the world. In Barsac and Sauternes, sweet white Bordeaux wines were also included, although it was only in two classes. A special class was given to Chateau d’Yquem – “First Great Growth, Premier Cru Superieur,” which is equal to the best of all the produced First Growth wines.

The Role of Negociants Today

With every chateau today bottling their own wine, it is the responsibility of negociants to sell and distribute the wine to a large number of importers, wholesalers and merchants all over the world. They play an important role because they are responsible for helping create new markets. Currently, there are over 400 active negociants in Bordeaux. The number of negociants that each chateau works with differs – some work with five while others work with more than 100.

It is not necessary for a chateau to sell through negociants, but only a handful of estates have the ability to sell their entire production in every vintage without negociants. Of course, there are a few important Bordeaux producers that sell directly to merchants and private customers and do not sell their wines to negociants on the Place de Bordeaux – one of the most notable is TertreRoteboeuf in St. Emilion. Starting with the popular 2012 vintage, the renowned First Growth estate, Chateau Latour stopped offering their classical wines as a form of futures. Latour rendered an official announcement stating that their wines would be held at the Chateau and offered for sale when they were ready to drink. However, the estate would still sell their wines to the trade through the negociant system.

The negociant system works because it helps in getting wines quickly to the marketplace. However, it has a flipside too. While it helps the best chateaux that take part in the system, it leaves out smaller properties, and this results in their wines not being available to many consumers.To add to it, there is a dependence on selling wines that are on the 1855 classification. Classified wines, the First Growths in particular, are the heart and soul of the system. That has traditionally been their core business, along with the wines of the Medoc. The first, and currently the largest, negociant focusing on the Right Bank’s wines is EtsMoueix.

Although most people feel that the negociant system makes wines more expensive, it is not true for the majority of Bordeaux wines. Interestingly, when Pomerol, Le Bon Pasteur was taken from the Place de Bordeaux and owner Michel Rolland used his own company to market the wine in 2005, it cost even more than it would have, had it been sold through negociants. Within the next few years, Bon Pasteur returned to the negociant system and sold their wine on the Place de Bordeaux.

Negociants have been Bordeaux’s fabric for as long as wine has been produced here. As far back as the 11th century, there were groups of French merchants selling their wines abroad, but the market saw real growth with the advent of the English and Dutch in the 17th century and the Irish and German in the 18th century. They set up businesses along the docks of the Garonne in the district of Chartrons. At this time, they were buying wines in bulk and adding their own names. They certainly added most of the wine’s value as well.

Bordeaux negociants sell wine throughout the world, but their primary location is Bordeaux. Many changes have occurred in the negociant system, with a number of these changes happening in ways that do not satisfy long-established negociants. It will be interesting to see the future of the system, as it makes its way around the world with negociants like Joanne, Diva and CompagnieMedocaine opening up offices in the United States.

Negociant system spreading its wings globally

Though the negociant system originated in Bordeaux, it is now prevalent in many parts of the world, including US, Italy, Spain, Portugal, Australia, New Zealand, England and even China. In fact, in 2012, Diva, a large negociant firm, sold a 70% stake in their company to investors from China. Shanghai Sugar Cigarette and Wine (SSCW) bought the stake. Since 2008, the relationship between negociants and the Chinese market has continued to expand when wine taxes were taken down to zero by the Chinese government.

Negociants USA (NUSA), a leading importer of New Zealand and Australian wines for the U.S. market also enjoys an exclusive tieup with Wirra Wirra, a historic winery that has gained acclaim for producing premium-quality wines from the coveted region of McLaren Vale. The system is only gaining more prominence with the passage of time.

Moreover, with the passage of time, wine negociants have come to assume a far more significant role in the wine making business. They are no longer relegated to the role of mere intermediaries in the trade. Rather, they have now come to the fore, and based on their strong insights into the business, are making some of the most sought after wines in the world today that are raking in big moolah.

Sources:

http://www.foodandwine.com/articles/wine-masterminds-negociants

http://www.bbr.com/wine-knowledge/bordeaux-trade

http://www.thewinecellarinsider.com/wine-topics/bordeaux-wine-history-description-wines/

http://www.newbordeaux.com/#!the-negociant-system/cc0y

http://www.thewinecellarinsider.com/wine-topics/negociants-courtiers-en-primeur-bordeaux-wine-system/

About International Bulk Wine and Spirits Show (IBWSS)

IBWSS_FB_Pic_1200x630_0516_1-04The International Bulk Wine and Spirits Show aims to give the bulk trade a truly dynamic trading platform where buyers can confidently conduct business with the world’s most reputable suppliers. As the go-to shipping gateway on the Pacific seaboard and home to the majority of wineries in the USA, San Francisco is positioned perfectly for the fair. The city has long acted as the USA’s trading post between the northern and southern hemispheres.  With the launch of IBWSS, international bulk suppliers from some of the world’s most important markets will have unprecedented access to the US market.

IBWSS exhibitors are wineries and distilleries looking to sell bulk wine and spirits, producers and negociants who offer contract manufacturing or private label programs, and wineries, distilleries and importers who have one-time excess stock to clear.

IBWSS buyers are wineries and distilleries looking to meet their demand, importers, retailers and distributors looking for private label programs, and negociants who are looking to meet new growers and producers.

Looking to grow your Bulk Wine, Bulk Spirits, Contract Bottling or Private Label Business? Become an Exhibitor at IBWSS and Grow.

 

International Bulk Wine and Spirits Show (IBWSS) Visitor registrations are now open. Get Your Visitors Trade Pass Now. 

IBWSS