l.bongini g.locascio il mercato del vino negli usa · l.bongini –g.locascio il mercato del vino...

L.Bongini – G.LoCascio

Il mercato del vino negli USAStrategie Commerciali, tendenze e normative

Fase Preliminare

Prima ancora di contattare qualunque intermediario:

1. Assessment dei propri obiettivi, risorse, esigenze

2. Studio del Mercato, dei Segmenti, dei Price Points

3. Scelta dell’Import Model

4. Target List

Azienda

Mercato

ConsumatoreBusiness Model

Price Point

Assessment

SceltaIntermediario

Target List

Studio del Target

Due Diligence

• Solvibilita’

• Reputazione

Portfolio

• Regioni/Denominazioni

• Produttori

Organization

• Ownership

• Sales Team

TARGET

Tipo Contratto

• Mod.Pagamento

• Valuta

Selezione

• Unicita’

• Tipologia

Investimenti

• Marketing

• Sales TeamAZIENDA

Modalita’ di Contatto

Alta

• Introduzione da terzi

• Eventi B2B

• Social Media

Media

• Eventi B2C

• Degustazioni/Tastings

Bassa

• Email

• Posta

Nulla/Negativa

• Cold Call

• SMS/IM/WA

EFFICACIA

Esigenze Target

• Strategiche

• Finanziarie

• Logistiche Contributo dell’Azienda

• Immagine/Volume/$$$

• Finanziario

Supporto Commerciale

• Export Manager

• Brand Ambassador

Altro

• Sinergie

• Ospitalita’

Prima dell’Incontro….

Fondamentale capire le esigenze del potenziale

cliente

COLLOQUI PRELIMINARI

Elementi di una presentazione di successo

Interview

Focus

Custom

Trasferibile

Visuale

Obiettivo Principale: Allineare le ASPETTATIVE allecapacitá/esigenze del Partner Commerciale…

…nel tempo: 1, 3, 5 anni…

Clientela Servita

Efficienza Logistica

Struttura Organizzativa

Sales Team Nazionale

TARGET

Grandi Volumi

Crescita Rapida

Distribuzione Ampia

Copertura Nazionale

AZIENDA

La Proposta Commerciale

1. Non solo “accordo commerciale” ma anche “road map” della relazione

2. Chiara, realistica, completa, dettagliata, sintetica

3. Quanto: volumi attuali, potenziali e prospettici

4. Quando: Quali gli obiettivi temporali

5. Come: Posizionamento corrente e prospettico

6. Dove: Canali di Distribuzione, clienti target

7. “Accordo Commerciale” o “Contratto Legale”?

Dopo la firma: gestione della partnership

1. Concordare + Pianificare Investimenti e Programma di Lavoro (market

visits, incoming, fiere/eventi)

2. Verificare/misurare obiettivi ad intervalli regolari (diversi per

prodotto/categoria)

3. Depletions Vs Shipments

4. Rinnovo accordi: opportunita’ per modifiche e crescita congiunta

5. Brand Ambassador/Brand Manager

Elementi per una partnership di successo

1. Comunicare con chiarezza e tempestivitá

2. Allineare le aspettative ai bisogni/capacitá del Partner Commerciale

3. Costruire/Gestire la relazione (senza esagerare)

4. Fornire obiettivi impegnativi ma realistici

5. Supportare finanziariamente, a fronte di programmi seri e misurabili

IMPORTER DISTRIBUTOR/ WHOLESALER RETAILER CONSUMER

IMPORTERSNeed to apply: for a basic permit to import in each State, and for COLA. Have to send the Prior Notice

DISTRIBUTORNeed to be authorized by each of the States to sell only to retailers

ON-PREMISE (bar, restaurant)

OFF-PREMISE(liquor store, grocery stores)

TIER 1 TIER 2 TIER 3

Federal Excise Tax

State Excise Tax

State Sales Tax

Duties

three-tier system

Vino, super-alcolici e birra disponibili al supermercatoVino e birra disponibili al supermercato. Super-alcolici non disponibili al supermercatoBirra disponibile al supermercato. Vino e super-alcolici non disponibili al supermercato

Nessun alcolico disponibile al supermercato

Vino e birra con meno del 5%ABW disponibili al supermercato. Super-alcolici e vino e birra con del5%ABW non sono disponibili al supermercato.

… 50 stati

XXX XXX

… 50 stati ed il wholesale del vino

Fonte: APIS

… 50 stati ed il retail del vino

Fonte: APIS

… 50 stati ed il DtC

Fonte: freethegrapes.org

… vini importati ed il DtC

… vini importati ed il DtC

Basic Permit

Retail license

DtClicense

New Hampshire

District of Columbia

Michigan

Ohio

Wyoming

14 states espressamente consentono la spedizione da fuori dallo

stato da parte di wine stores ai propri residenti: Alaska, Oregon,

California, New Mexico, Nevada, Nebraska, Wyoming, North

Dakota, Missouri, Louisiana, West Virginia, Virginia, District of Columbia and New Hampshire

Basic Permit: requisiti

Basic Permit

entità legale USA

staff

ufficio

requisiti personali

form online TTB

lettera di intenti da un fornitore straniero

Signing Authority Authorization

Resolution, o

Articles of Incorporation o

Signing Authority for Corporate Officials - Form 5100.1

POA

da 74 a 99 giorni per processare la richiesta online

http://www.ttb.gov/forms/f51001.pdf


Persons Entitled to Basic Permits

§1.24 Qualifications of applicants.The application of any person shall be granted and the permit issued by theappropriate TTB officer if the applicant proves to the satisfaction of the appropriateTTB officer that:(a) Such person (or in case of a corporation, any of its officers, directors, or principalstockholders) has not, within 5 years prior to the date of application, beenconvicted of a felony under Federal or State law, and has not, within 3 years prior todate of application, been convicted of a misdemeanor under any Federal lawrelating to liquor, including the taxation thereof; and(b) Such person, by reason of the person's business experience, financial standingor trade connections, is likely to commence operations as a distiller, warehousemanand bottler, rectifier, wine producer, wine blender, importer, or wholesaler, as thecase may be, within a reasonable period and to maintain such operations inconformity with Federal law; and(c) The operations proposed to be conducted by such person are not in violation ofthe law of the State in which they are to be conducted.

CFR, title 27, chapter I


§1.25 General.Applications for basic permits to engage in any of the operations set forth in §§1.20 to 1.22 must be made on TTB Form 5100.24, or 5100.18, verified as required by §1.56, and will be accompanied by such affidavits, documents, and othersupporting data, as the appropriate TTB officer may require. The application willinclude all data, written statements, affidavits, documents, or other evidencesubmitted in support of the application, or upon a hearing.

§1.31 Denial of permit applications.If, upon examination of any application for a basic permit, the appropriate TTB officer has reason to believe that the applicant is not entitled to such a permit, the appropriate TTB officer shall institute proceedings for the denial of the applicationin accordance with the procedure set forth in part 71 of this chapter.

§1.35 Authority to issue, amend, deny, suspend, revoke, or annul basic permits.The authority and power of issuing, amending, or denying basic permits, or amendments thereof, is conferred upon the appropriate TTB officer except as to agency initiated curtailment. The Administrator, upon consideration of appeals on petitions for review in part 71 of this chapter, may order the appropriate TTB officerto issue, deny, suspend, revoke, or annul basic permits.



§1.43 Duration of permits.A basic permit shall continue in effect until suspended, revoked, annulled,voluntarily surrendered, or automatically terminated, as provided in the Act and inthis part.

§1.50 Revocation or suspension.Whenever the appropriate TTB officer has reason to believe that any permittee haswillfully violated any of the conditions of the permittee's basic permit or has notengaged in the operations authorized by the permit for a period of more than twoyears, the appropriate TTB officer shall institute proceedings for the revocation orsuspension of such permit, in accordance with the procedure set forth in part 71 ofthis chapter, which part is made applicable to such proceedings.

§1.51 Annulment.Whenever the appropriate TTB officer has reason to believe that any basic permitwas procured through fraud, or misrepresentation or concealment of material fact,the appropriate TTB officer shall institute proceedings for the annulment of suchpermit in accordance with the procedure set forth in part 71 of this chapter, whichpart is made applicable to such proceedings.


Basic Permit: online application

Registrazione online

https://www.ttbonline.gov/permitsonline/

Tutorial online

https://www.ttb.gov/ponl/permits_online-tutorials.shtml

https://www.ttbonline.gov/permitsonline/

https://www.ttb.gov/ponl/permits_online-tutorials.shtml

Basic Permit : documenti necessari (tutorial)

ETICHETTA: REQUISITI

Mandatory information to be included in a wine label is governed by the Federal Alcohol Administration Act and the regulations interpreting the Act. Specifically, 27 C.F.R. § 4.32 is entitled “Mandatory label information,” and provides as follows:

(a) There shall be stated on the brand label:

1) Brand name, in accordance with §4.33.

2) Class, type, or other designation, in accordance with § 4.34.

4) On blends consisting of American and foreign wines, if any reference is made to the presence of foreign wine, the exact percentage by volume.


(b) There shall be stated on any label affixed to the container:

1) Name and address, in accordance with §4.35.

2) Net contents, in accordance with §4.37. If the net contents is a standard of fill other than an authorized metric standard of fill as prescribed in §4.72., the net contents statement shall appear on a label affixed to the front of the bottle.

(3) Alcohol content, in accordance with §4.36


(c) There shall be stated on the brand label or on a back label a statement that the productcontains FD&C Yellow No. 5, where that coloring material is used in a product bottled on or afterOctober 6, 1984.

(d) Declaration of cochineal extract or carmine. There shall be stated on a front label, back label, strip label, or neck label a statement that the product contains the color additive cochineal extractor the color additive carmine, prominently and conspicuously, using the respective common or usual name (“cochineal extract” or “carmine”), where either of the coloring materials is used in a product that is removed on or after April 16, 2013. (For example: “Contains Cochineal Extract” or “Contains Carmine” or, if applicable, “Contains Cochineal Extract and Carmine”).

(e) Declaration of sulfites. There shall be stated on a front label, back label, strip label or necklabel, the statement “Contains sulfites” or “Contains (a) sulfiting agent(s)” or a statement identifying the specific sulfiting agent where sulfur dioxide or a sulfiting agent is detected at a levelof 10 or more parts per million, measured as total sulfur dioxide. The provisions of this paragraphshall apply to:

1) Any certificate of label approval issued on or after January 9, 1987;

<omissis>

ETICHETTA: ASPETTO

ETICHETTA: COLA

1) Registrazione TTB online: https://www.ttbonline.gov/formulasonline/ur.do?submissionName=UR&method=displayMainTab

2) Login nel sistema TTB: https://www.ttbonline.gov

https://www.ttbonline.gov/formulasonline/ur.do?submissionName=UR&method=displayMainTab

https://www.ttbonline.gov/

Lettera di Intenti

<…>3. Etichettatura e imballo: i prodotti dovranno essere correttamente etichettati ed imballati in scatole da 12 bottiglie ciascuna, come concordato tra XXX LLC ed il venditore prima della emissione del presente Ordine di Acquisto.

8. Le parti riconoscono che il presente ordine di acquisto ed eventuali ordini successivi, direttamente o indirettamente collegati, non comportano né costituiscono per l’acquirente alcun diritto di esclusiva sulla distribuzione del prodotto del venditore negli Stati Uniti, <…>

Lettera di Intenti

<…>9. Le parti riconoscono inoltre che il presente ordine di acquisto ed eventuali ordini successivi, direttamente o indirettamente collegati, non comportano né costituiscono in capo all’acquirente alcun diritto di proprietà, uso e/o sfruttamento dell’etichetta, retroetichetta, nome e del marchio del prodotto del venditore e del venditore stesso che sono e rimangono di proprietà del venditore.

10. L’acquirente, a semplice richiesta del venditore, si impegna, senza pretesa di spese od oneri, ad astenersi dal frapporre qualsiasi ostacolo e collaborare tempestivamente con il venditore, in buona fede e secondo il proprio massimo sforzo, a compiere gli atti amministrativi opportuni, necessari e richiesti dal venditore, affinché quest’ultimo mantenga il diritto di uso e sfruttamento e possa disporre dell’etichetta e della retroetichetta del prodotto di modo che questo possa essere distribuito secondo la volontà del venditore in altri Stati USA diversi dalla Pennsylvania ed a differenti importatori diversi dall’acquirente.<…>

APPENDIX ASee Attached Approved COLA named“XXX Approved COLA”

Grazie per l’attenzione

Giuseppe Lo Cascio: [email protected] Bongini: [email protected]

l.bongini g.locascio il mercato del vino negli usa · l.bongini –g.locascio il mercato del vino...

Documents