working with your distributor for better business with wine
DESCRIPTION
Visit http://www.winespiritsbeer.org for more information.TRANSCRIPT
“Working with your distributor for better business with wine”
Jerry BaxterVice President, National Accounts
May 20, 2008
Professional Beverage Sales
Alliance Beverage Distributing Company
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CHARMER SUNBELT GROUP: WHO WE ARE
The Charmer Sunbelt Group is a leading distributor of fine wines, spirits & beer
WINE
SPIRITS
BEER/COOLERS
OTHER/NON-ALCOHOLIC Annual Revenue = $4.1B
Selling more than 60 million cases per
year
Operating in 16 markets which total
more than 40% of the US Spirits & Wine
market
Employing more than 7,000 associates
nationwide
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CSG VISION
To be the
Distributor of Choice…
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CHARMER SUNBELT NATIONAL FOOTPRINT
MT
WY
ID
WA
OR
NV
UT
CA
AZ
ND
SD
NE
CO
NM
TX
OK
KS
AR
LA
MO
IA
MN
WI
IL IN
KY
TN
MS AL GA
FL
SC
NC
VAWV
OH
MI
NY
PA
MDDE
NJCT
RI
MA
ME
VTNH
AK
HI
DC
AL: Alabama Sales CoAZ: Alliance BeverageCO: Beverage DistributorsCT: Connecticut DistributorsDC: Washington Wholesale
DE: United Distributors of DEFL: Premier BeverageMA: Commonwealth W & SMD: Reliable Churchill MD/DC/DE: Bacchus Importers
MS: Mississippi Sales CoNC: Prestige Wines DistributorsNJ: R&R MarketingNYC: Empire Merchants
NY: Empire Merchants NorthPA: Capital Wine & SpiritsSC: Ben Arnold-Sunbelt BeverageVA: Associated Distributors
We do business in some of the largest and most dynamic markets in the country…
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Wine Distributors…past, present, future…
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WORKING WITH YOUR DISTRIBUTOR FOR BETTER WINE BUSINESS…
Delivering superior service to our customers
Understanding and adjusting to evolving customer needs:
Developing innovative concepts to build customer businesses and delight their patrons.
Providing consumer insights for common understanding of our shared patrons.
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VALUE ADDED INITIATIVES FOR DRIVING WINE SALES
Trade Training Focus
Server Sales Skills
Product Knowledge
Catering Sales Development
Category Management
Efficient Assortment
Promotional Lift
Merchandising Assessment
Concept Sells Library
“beyond price to increase incidence…”
1- Increase Profitability2- Increase number of customers purchasing alcohol. 3- Train servers to increase sales.
1- Increase Profitability2- Increase number of customers purchasing alcohol. 3- Train servers to increase sales.
Three of the top five responses from the Technomics Operator Survey October, 2007
Unlocking Opportunitiesfor chain operators…
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PROFESSIONAL WAITSTAFF SALES & SERVICE
Professional Wait Staff Sales & Service Server Sales Skills emphasis Teaching selling fundamentals Harnessing & enhancing employee
“selling power”
Casual Dining Product Knowledge Introduction to wine and spirits Basic knowledge for building staff
confidence Breaking down intimidation and creating
a “comfort zone”
Both products can be customized depending on operator staff needs and development
Lead Time and Planning Required!
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Content
What is Salesmanship?
How can you sell effectively?
Why sell wine & spirits?
Principles of successful wine & spirit sales
Everyday tools to take with you
PROFESSIONAL WAITSTAFF SALES & SERVICE
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Curriculum
Viticulture
Wine Making
Wine Labels
Wine Tasting
Distillation
Types & Styles
INTRODUCTION TO WINE, SPIRITS & BEER
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Professional Beverage Sales
Alliance Beverage Distributing Company
•Part I: Selling Wine With Confidence•The Power of Wine $ales
•The Four Principles of Selling Wine
•Part II: Tasting & Talking About Wine•Sensory Evaluation
•Palate Calibration Exercise
•Part III: Aroma Identification•Aroma Wheel Team Exercise
•Part IV: Adding Wine to Catering Events•Creative Marketing
•Part V: Food & Wine Pairing•The “Popcork” Experience
•Part I: Selling Wine With Confidence•The Power of Wine $ales
•The Four Principles of Selling Wine
•Part II: Tasting & Talking About Wine•Sensory Evaluation
•Palate Calibration Exercise
•Part III: Aroma Identification•Aroma Wheel Team Exercise
•Part IV: Adding Wine to Catering Events•Creative Marketing
•Part V: Food & Wine Pairing•The “Popcork” Experience
PROFESSIONAL CATERING WINE SEMINAR
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ON PREMISE CATEGORY MANAGEMENT…
Rationale
Analyze business performance
Grow wine sales and profits
Better serve customer needs by recognizing category contributions
Wine Program Efficiency
Fact based recommendations
Application Review category goals
and objectives.
Review external sales data, consumer pull (A.C. Nielsen) and demographics (Spectra)
Assess internal Point of Purchase data
Develop action plan for distribution assortment BTG & BTB
“Marry” with concept selling for promotional initiatives
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CONCEPT SELLS LIBRARY…
Wine Flights
Half glass of wine at lunch
Menu Marriages
Picture Perfect Profits
Talking Table Tent
Wines BTG poured tableside
A Greener Vision
(CO) = The grapes used to make this wine are from vineyards that are Certified Organic.
(SF) = The grapes used to make this wine are from vineyards using Sustainable Farming practices.
(BF) = The grapes used to make this wine are from vineyards using Biodynamic Farming practices.
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CLOSING…
Thanks for your time!
Make your distributor relationship work for you
and your wine business……