8 Steps to Better Marketing.  Founded in 1973  20 person team, 10 Brokers  Grapes & Wine in bulk  Strategic planning Turrentine Brokerage.

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Presentation transcript:

8 Steps to Better Marketing

 Founded in 1973  20 person team, 10 Brokers  Grapes & Wine in bulk  Strategic planning Turrentine Brokerage

1) Make Marketing a Priority!

2) Be Knowledgeable

Current supply Current bulk price Competitive supply available Current domestic bulk supply Current grape price Global bottled branded competition Competitive demand for the grapes bulk (current and future) Current grape supply available for sale Quality considerations Competition from alternate varieties Global spot market bulk supply Global total supply Growth in future supply (Non bearing acres) Future supply Competition for those acres Current Demand Available acres to graft or plant in the appropriate areas to sustain the vineyards Distribution channels

3) Work with Matt Turrentine

Get started early! Get started early! What NOT to say What NOT to say

4) Plan Intelligently

Truckload Quantities Truckload Quantities Manage Costs Manage Costs Right clones/rootstocks for target yield Right clones/rootstocks for target yield

5) Be Realistic

Quality Quality Price Price Identify your ideal customer Identify your ideal customer

6) Develop Reputation

7) Bulk Wine

Potential Benefits: Potential Benefits: –extend sales period –exposure –profit

Evaluate Market Evaluate Market Plan on Storage Plan on Storage Consulting Winemaker Consulting Winemaker Invest in Oak Invest in Oak

J/V partnerships J/V partnerships –do they make sense for you –picking a partner –combined lots Traditional Custom Crush Traditional Custom Crush

8) Have a Long-Term View

To be long when the market is short, and short when the market it long

2009/2010 Market Dynamics Consumer trend = Value Brands Consumer trend = Value Brands Just in Time Inventory Just in Time Inventory Risk-Adverse Decision Making Risk-Adverse Decision Making

Current Market Dynamics Declining Inventories Declining Inventories Firming prices Firming prices The End of Just in Time Inventory? The End of Just in Time Inventory? But Value Brands still strong and challenges for Luxury Brands But Value Brands still strong and challenges for Luxury Brands

Bulk by Region 6-Year Gallons Available 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 3/25/053/25/063/25/073/25/083/25/093/25/103/25/11 1-yr Ago California North Coast Sonoma Napa Central Coast

Cell – (805)