All the secrets to starting a wine and spirits business in the American market. To enter and grow successfully in the American market, the first crucial step for wine producers is to understand how the market itself works. Only afterwards does one move on to developing a customized plan, ensuring that they are not only doing the right things but also doing them in the right order. The goal of this book is to help readers prepare for the U.S. market, avoiding the mistakes that others have made before them. The book is written as a 'How to' guide, rather than a reference textbook. It is packed with tools, techniques, examples, case histories and strategies that readers can use to complete their projects in the States. It also contains a very useful glossary to understand industry jargon. There are several topics in the book where the content can be used almost like an Excel sheet. Visual representations of some of these tools are also included, such as graphics on price tables, market selection planners, project flowcharts. However, one must keep in mind that these are just tools. Each brand has a unique DNA and undoubtedly these tools work best when accompanied by insights, experience, and practicality in planning. We hope you find the book useful. Meet the author: Steve Raye. Steve Raye, a true guru in the wine world, is president and CEO of Bevology, a consulting company that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also Managing Partner of Bevology Imports, a boutique wine and spirits importation company. With over 30 years of experience in the industry, starting with the Heublein/Palace brands predecessors of Diageo, Steve is an inspiring and engaging speaker. He also teaches at Bologna Business School and Cornell University. Language: English Pages: 298
Shipping costs £40.16, free over £249.40
Price VAT included
All the secrets to starting a wine and spirits business in the American market. To enter and grow successfully in the American market, the first crucial step for wine producers is to understand how the market itself works. Only afterwards does one move on to developing a customized plan, ensuring that they are not only doing the right things but also doing them in the right order. The goal of this book is to help readers prepare for the U.S. market, avoiding the mistakes that others have made before them. The book is written as a 'How to' guide, rather than a reference textbook. It is packed with tools, techniques, examples, case histories and strategies that readers can use to complete their projects in the States. It also contains a very useful glossary to understand industry jargon. There are several topics in the book where the content can be used almost like an Excel sheet. Visual representations of some of these tools are also included, such as graphics on price tables, market selection planners, project flowcharts. However, one must keep in mind that these are just tools. Each brand has a unique DNA and undoubtedly these tools work best when accompanied by insights, experience, and practicality in planning. We hope you find the book useful. Meet the author: Steve Raye. Steve Raye, a true guru in the wine world, is president and CEO of Bevology, a consulting company that works with individual brands and regional promotional committees to develop strategies for the American market. Steve is also Managing Partner of Bevology Imports, a boutique wine and spirits importation company. With over 30 years of experience in the industry, starting with the Heublein/Palace brands predecessors of Diageo, Steve is an inspiring and engaging speaker. He also teaches at Bologna Business School and Cornell University. Language: English Pages: 298
