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At the Conference Sessions for USATT, held at the Metropolitan Pavilion in March 2016, there was a Panel that comprised of Jim Ryan, SVP of the beer division of Constellation Brands, Giacomo Turone, VP of wine and spirits importer Palm Bay International and Scott Ades, CEO of The Winebow Group. They were asked questions relevant to the attenting audience comprising of distributors, importers, retailers and producers of alcoholic beverages.
Please read below, one of the questions that was put forth to the panel and their answers.
*About USA Trade Tasting :*
The USATT Conference is a 2 day event that brings together owners, managers, sales and marketing leaders in the wine, beer and spirits import, distribution and retail industry and helps them learn more about the business, network with other professionals from all areas of the country and exchange ideas and collaborate.
The conference will have TED-Style talks where speakers will give you insight into what strategies and standards the industry's top thinkers are using to shape the marketplace around you.
Date : 15-16 May, 2017
Timings : 9:30am to 6:30pm
Place : Metropolitan Pavilion, New York City, NY
About Event Organizer :
Beverage Trade Network is one of the world's leading networks for beverage, wine, spirits and beer importers, distributors, producers and related companies. Our database and directory listing of the world's leading beer, wine, spirit and non-alcoholic drink producers provides our importers and distributors an advantage to source and innovate their portfolios.
Getting a story about your wine brand published in a trade publication is about more than just having a great story. That was the consensus opinion of four wine industry experts – W.R. Tish of Beverage Media Group, David Ransom of The Tasting Panel and The SOMM Journal, Gregg Glaser of Modern Distillery Age, and Felicity Carter of Meininger’s Wine Business International – who recently gathered for a media panel at the 2016 USA Trade Testing Conference.
As Tish points out, it’s important to have your media assets ready at any time. That means, for example, if you have a portfolio of 12 products, you also have a portfolio of high-resolution and low-resolution images of these products. It also helps, he says, to personalize your pitch to the specific publication. If you know what the publication is all about, and if you seem to know the role and position of your wine within a specific category, this is a real advantage. It’s even better, he says, if you can provide people at the winery to talk to, as well as a media-ready images.
Glaser agrees, pointing out that one easy step wine brands can take is to pay more attention to the press release they are sending out. At the very least, he says, invest in an in-house team or agency that can “write a professional press release.” This will ensure that your pitch is not immediately discarded.
But you have to do more than just come up with a great story – you also have to be able to bring some added value to the topic. As Ransom points out, you need to go far beyond just pitching with something like, “I’m a new winery trying to enter the U.S. market” or “My winery has been making wines for decades.” You need to show some new depth to the topic or genre, as well as something that’s new or novel.
Felicity Carter notes that it’s important to show that “you know how the world works.” That means being able to pull out a key trend and show how you are a trend leader.
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Say some maniacal world leader finally hits the big red button. Or maybe a terrorist takes out the local nuclear reactor. You survive the initial attack, and you're left to endure a world poisoned by nuclear radiation. How's that gonna feel?
Measure the dosage
When nuclear reactions get going, they spit out particles with enough energy to rip electrons off of atoms or molecules. The altered bonds produce ion pairs that are extremely chemically reactive. This is known as ionizing radiation, and it's where the problems start.
There are many types of ionizing radiation. Take your pick from cosmic, alpha, beta, gamma or X- rays, neutrons, or from a handful more. What really matters is how much an organism is exposed to—a concept called absorbed dose.
One way to measure absorbed dose is in units of Grays (Gy). Another common unit is the sievert (Sv), which takes the Gy measure and multiples it by the type of radiation to calculate the effective dose in living tissue.