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How To Get U.S. Market-Ready: Wine and Spirits

All the Secrets to Starting a Wine and Spirits Business in the American Market

To successfully enter and grow in the American market, the first essential step for wine producers is to understand how the market itself works. Only then can one proceed to develop a customized plan, ensuring that not only are they 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 therefore written as a “How to” guide, and not as a reference textbook. It is rich in tools, techniques, examples, case histories, and strategies that readers can use to accomplish their projects in the States. It also includes a very useful glossary to understand the jargon of the industry. 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 pricing tables, market selection planners, project flowcharts.

However, it should be kept 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 world of wine, is the 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 the Managing Partner of Bevology Imports, a boutique wine and spirits importing company. With over 30 years of experience in the industry, starting with the Heublein/Palace brands that preceded Diageo, Steve is an inspiring and engaging speaker. He also teaches at the Bologna Business School and Cornell University.

Language: English
Pages: 298

How To Get U.S. Market-Ready: Wine and Spirits: use in the kitchen

About the Book of How To Get U.S. Market-Ready: Wine and Spirits

In order to successfully break into and grow in America, the critical first step for wine producers is to get educated on how the market works. And then develop a customized plan, so they can make sure they are doing not just the right things, but doing the right thing in the right order.

The goal of this book is to help readers get U.S. market-ready, avoiding the mistakes others have made before them. The book is written as a “how-to” guide, rather than a reference text book. It is populated with tools, techniques, examples, case histories and strategies for readers to use to get stuff done. And a very useful glossary to help users understand the industry jargon. There are several subjects covered in the book where the content can best be utilized as an excel spreadsheet. We have included visual representations of some of those tools—e.g. price structures, market selection planner, project flow chart—in the book. Keep in mind however, that they are just tools.

Every brand will have its unique DNA and the tools will work best when the insights, experience, and practicality are factored into the planning. We hope you find the book useful. We would like to hear about your success also. Book website: https://getusmarketready.com/en/.

About Steve Raye, Author of How To Get U.S. Market-Ready: Wine and Spirits

Steve Raye is President of Bevology Inc., a consulting company which works with individual brands and regional promotional boards to develop strategies for the American market. Steve is also Managing Partner at Bevology Imports, a boutique wine and spirit import company. With over 30 years of industry experience beginning with Diageo predecessor Heublein/Palace brands, Steve is an inspiring and engaging speaker and has presented at Vinitaly, Vinexpo NY and Bordeaux and the London Wine Fair and many other international trade fairs and conferences. He also lectures at Bologna Business School and Cornell University on the issues affecting the U.S. wine and spirits market.

Language: English
Paperback: 298 pages