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At the 2016 USA Trade Testing Conference, a panel of top media insiders from the wine and spirits industry discussed the role of distribution in helping to tell the story of a new or unknown wine brand. In many cases, they say, it’s a Catch-22 situation: it’s difficult to get broad distribution if you don’t have media attention, but you can’t get media attention if you don’t have distribution in place.
The consensus opinion is that distribution has to happen first, and then you can reach out to the media to help tell your story. As W.R. Tish of Beverage Media Group points out, if a brand wants to get its story out, it has to have some form of distribution in the marketplace. It just “doesn’t make sense” for a trade media publication to tell your story unless there’s some way to access to the wine within the U.S. marketplace.
In other words, if a media publication is going to take the time to learn about you and your brand, it’s going to want a way to introduce its readers to your products. David Ransom of The Tasting Panel and The SOMM Journal echoes this point, emphasizing that “you don’t have to be in all 50 states, but you do have to be in the major markets.” That means a presence in major markets like New York, Chicago, Los Angeles and Seattle.
*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 collaborates.
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.
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