Wine - Path to Market

Vineyard Winery Importer Distributor Retailer Consumer

“Juice Buyers” typically buys the least expensive juice, in the US that is around $3/bottle

“Connoisseurs” have knowledge of wines and enjoy showing it off; higher income, educated, older and stays the known course

“Hipsters” is a party goer an influencer, an engaged buyer and may or may not have wine knowledge, hipsters will try new things and want a bottle to look good under their arm, or good on the table but also cares about taste. Will be influenced by labels, branding and social media

Start backwards by identifying who your consumer is

Understand the influences on your consumers wine buying decisions so you can market to them

How to tell if your wines are priced to sell to your target consumer

With your target consumer pricing solidified, you can now pick what retailers you want to sell to and in turn what sort of

distribution you need

Premium Wine Sellers will typically deal with local distributors that know and understand their specific needs

Liquor Stores, Wine Shops and Supermarkets will need fast refills and fast turning wine at mid ranged prices and availability to reorder quickly

Discounters, Hypermarkets and large volume buyers will be looking for fast turning items, typically lower price and in high demand, so availability needs to be high

Now that you know what sort of distributor, retailer and consumer you are

working for, you can begin to talk to importers who focus in that segment.

How you manage your winery from vineyard cultivation methods and picking the fruit, to

making the wine, choosing a label and marketing strategy will all be based on who

your consumer is, because that will determine who your distributor is and that will in turn

define your importer

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A commercial resource for Wineries, Importers, Distributors and Wine Buyers