Australia Trade Tasting Brings US Market Expertise to Melbourne

US representatives from the wine, beer and spirits industry found their way to the inaugural Australia Trade Tasting (AuTT) event in Melbourne on September 2 to present an impressive line-up of educational seminars to international industry professionals.

After a day of presentations defining the state of the Australian industry and an earlier trade tasting exploring new and innovative wines, beers and spirits set to expand in the Australian industry, US professionals came to give their expertise on successful expansion strategies for the USA on day three of the event.

Ranging from innovative consultants to distribution leaders, leading figures from the US industry presented on a wide range of issues facing international brand owners. The seminars opened with a welcoming presentation from Wine Australia Director Angela Slade, who gave visitors a clear outline of the current state of Australian wine inside the USA. Key findings from the data highlighted by Angela includes:
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(Image: Angela Slade, Regional Director, North America, Wine Australia)

 

• Australian wine holding 5% (by value) of the US market share ($USD 600M);
• USA is the #1 one export market for Australian wine (by VAL $AUD 415M),
• A 27% increase in sales for premium offerings (over USD $20);
• Second largest imported wine (by volume) at 6% of total import wine into USA.
John Beaudette (President of MHW) followed Angela with an overview of the three tier distribution system and outlined how to successfully navigate the available options for international brands. Emphasizing the importance of compliance and clearly delineating the challenges that brand owners face, it was clear that his expertise was fully appreciated by the large array of visitors new to the three tier concept.
John MHW

(Image: John Beaudette, MHW)

 

Importer/ Consultant Deborah Gray (Bluestone Imports spoke on what it takes to secure an import partner and cement your brand in the American marketplace. Her presentation complemented Beaudette’s content by exploring successful strategies towards getting your product stateside, the first step in the three tier system.  Ben von Doussa (Wine Australia) continued the trend by highlighting the importance independent retailers put on a strong go-to market strategy from international brands. He shared valuable insight taken from the targeted retail programs designed for Wine Australia’s Market Entry program to help Aussie offerings find their footing in the USA.

 

Ben von Doussa
(Image: Ben von Doussa, Wine Australia)

Other topics included the detailed case study from successful Tasmanian distillery Sullivans Cove founder Patrick Maguire who shared invaluable lessons he learned from his highs and lows on the way to winning the ‘World’s Best Single Malt Whisky.’ Sid Patel, CEO of the event organizers Beverage Trade Network, spoke to attendees on the importance of a united team and how to leverage the lessons learned by the industry as a whole to create a clear path to sustainable expansion for your company. Touching back on the importance of due diligence in the US system, Tim Duval (DW Fox Tucker Lawyers) gave the audience practical advice on proper distribution agreements and ensuring payment and how to minimize overdue invoices.
Tim Duval (DW Fox Tucker Lawyers)

(Image: Tim Duval, DW Fox Tucker Lawyers)

Steve Raye (Bevology) and Peter McAtamney brought the event full circle with their harmonizing presentations on consumer building brand recognition and innovative content population through non-traditional marketing. Using their own unique points-of-view and examples, both presentations underlined the strategic advantage of developing strong consumer demand to ensure success across all three tiers.
Raye’s earlier emphasis on creating effective consumer and retailer programing to encourage depletion across the distribution chain was picked up and fully explored by the closing presentation from Bonnie Harvey and Michael Houlihan (Barefoot Wines). Exploring their ‘Seven Sells,’ Michael and Bonnie gave readers a real insightful look into how to develop an efficacious business plan designed to succeed in taking a brand national across the US.

Produced by Beverage Trade Network, Australia Trade Tasting’s educational conference element of the trade show truly highlighted the dedication the organizers put into bringing the industry’s brightest minds to the forefront developing the international beverage community. The three days of events in Melbourne gave all attendees an extremely valuable look at the industry as a whole, from both the US and Australian stand point.

Here’s why you should attend #AuTT conference

Whether you are a craft distillery, craft brewery or a boutique winery that’s just starting out, or work in sales at an importer/distributor or at an established beverage company, or simply wish to expand your skill set and gain new perspective, AuTT Melbourne is a must attend event.

Join hundreds of fellow  winemakers, brew masters, distillers,  sales people and marketers at Australia Trade Tasting Conference which is designed to inspire and empower you with sales and marketing ideas—brought to you by Beverage Trade Network.

  1. Learn how to launch, market and grow your wine, beer or spirit brand.
  2. Reduce your trial and error time: Why experiment with your branding when you can fast-track your time to success? The experts at this event will empower you to focus on what really works (and prove to others it works).
  3. Network with marketers just like you: Imagine connecting face-to-face with hundreds of people—just like you—as you share stories, gather ideas and build relationships that last for years.
  4. Meet the speakers. Attendees will learn first-hand from presentations and also have the unique opportunity to directly engage with new industry contacts.
  5. Get your ROI by getting great content. The right conferences not only allow you to meet smart, inspiring people, but also teach you a ton — especially in skills that make you a more well-rounded professional. AuTT Conference is all about How To Do It’. We are not going to discuss where the industry is going, what are the problems – instead we are going to discuss how to make it happen and do it better.
  6. It’s in Melbourne. What a great city. The people are friendly, with everything from burger joints to swish eateries with big-name chefs, and there’s also a thriving bar scene.

Below is a sampling of what you will learn.

  • How to manage and grow your brand. By Glenn Cooper
  • How to pitch your brand to independents bottleshops. By Giuseppe Minissale
  • How to make people fall in love with your brands. By Stuart Gregor.
  • How to create a culture and how to share that with your customers. By Andre Eikmeier
  • How to grow your brand in on-premise accounts. By Jenna Hemsworth
  • How to create effective retail merchandising programs that work in retail. By Rose Scott
  • How to build your brand as a sustainable brand. By Bill Lark
  • How To Pitch Your Brand To A Prospective Distributor. By Kathleen Davies
  • How to sell as the founders of the world’s highest selling wine brand ‘Barefoot’ take on the stage and talk on Sales Fixes Everything: Seven Level of Sales tiers. By Michael Houlihan and Bonnie Harvey
  • Top 3 Tips on geting paid and managing risks by Tim Duval

Other relevant information:

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For Questions, please email sid@australiatradetasting.com or call on 0450 856 094.

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AuTT Exhibitor Registration

 

Other relevant information:

If you have any questions, or need to book via phone, please call 0450 856 094.

 

GLENN COOPER: Keynote speaker at the Australia Market Educational Conference

AuTT Header DatesWe are very excited to announce Glenn Cooper (Chairman, Cooper Brewery) as the first of our keynote lineup for AuTT Conference 2015!

speaker_GLENN_COOPERGlenn is the current Chairman of Coopers Brewing, Australia’s largest independent brewing company and named in 2011 as the world’s top family business in 2011. He was until June 2014 the Marketing Director of Coopers. He is also the current Chairman of Australian Made and Australian Grown.

Glenn will be talking on Managing and Growing Your Beer Brand: Specialist Brands Against The Global Breweries.

Glenn held the the responsibility of Marketing and oversaw the launch of numerous beers in the Coopers range, including Dark Ale, Extra Strong Vintage Ale, Mild Ale, Premium Lager, and more recently, Coopers Clear. Glenn will be sharing his insight on management and sales at the 2015 AuTT conference in September.

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AuTT Conference Tickets

 

Get inspired by Patrick Maguire, MD of Sullivans Cove Single Malt Whisky


Get inspired by Patrick Maguire, Manager/Director of Sullivans Cove Single Malt Whisky (Tasmania Distillery Pty Ltd) when he takes on the stage on 2nd September in Melbourne.

Patric share his incredible journey of buying a failed business and turning it around and their journey in export and local markets ultimately winning the “Worlds Best Single Malt Whisky” Award.

Patrick Maguire

Bill Lark, Founder of the Lark Distillery To Speak on 1st September (Melbourne)

Bill Lark realised that that everything you need for a world-class whisky was in Tasmania – rich fields of barley, an abundance of wonderfully pure soft water, highland peat bogs, and the perfect climate to bring all the ingredients together in a marriage of science, art and passion.

Bill LarkThe vision of producing Tasmanian malt whisky was born on a trout fishing trip in the highlands of Tasmania. Bill’s father in-law Max produced a wonderful bottle of single malt, and as they enjoyed a drink in the park at Bothwell, surrounded by Georgian buildings, barley fields and the gentle flowing of the Clyde River, Bill remarked to Max, “I wonder why there isn’t anyone making malt whisky in Tasmania?”

Bill is now regarded as the grandfather or godfather of Australian whisky and we are pleased to have Bill speak at AuTT Conference.

Distilleries, Distributors, Importers, Get Inspired By Bill At AuTT Conference on 1st September.

Eventbrite - 2015 Australia Trade Tasting Conference Portal

National Liquor NewsOther relevant information:

Stuart Gregor To Speak On “How To Make People Fall In Love With Your Brand”

Stuart Gregor, Founder Of Liquid Ideas, Four Pillars Gin and President Of Australian Distillers Association to speak at AuTT Conference 2015!

Stuart_Gregor_at_Autt

Responsible for innovative PR, communications, sales, launches, presenting and talking, Stuart is a veteran of 20 years in the drinks business and the world of lifestyle public relations and events. He has launched and promoted dozens of premium brands in wine, spirits and beer and his business ‘Liquid Ideas’ is one of Australia’s leading PR agencies.

We are excited to announce that Stuart Gregor has been added as a keynote speaker at the Australia Trade Tasting and Conference.

Stuart is a regular commentator on marketing and sits on the board of food rescue charity OzHarvest, chairs Australia’s Public Relations Council and follows every sporting code imaginable. He is obsessed by barrel aged gin and Negroni’s with a twist. Stuart is also the president of the Australian Distillers Association and Founder of Four Pillars Gin.

Come and Be Inspired by Stuart as he presents some genuinely honest ideas on “How to make people fall in love with your brand.

Looking to learn more on beer, spirits or wine sales and distribution? Get involved with Australia Trade Tasting educational conference on 1st and 2nd September in Melbourne.

new_blog_headerPlease book using the below form now

Are you interested in selling your wine, beer or spirit brand into America?

michaelThen join Michael and Bonnie, founders of the world’s no 1 selling wine brand Barefoot when they take on the stage in Melbourne on 2nd September in a US Export focus conference hosted by Australia Trade Tasting.

Michael and Bonnie founded Barefoot in 1986 and it quickly became known as a “disruptive” label. They will discuss the strategies they employed to grow the Barefoot brand into a national icon in USA. This is a must attend event if you are looking to enter the US Market or Selling there already.

Learn more about the valuable first-hand business knowledge they gained from their real life experiences building this blockbuster brand.

barefoot_book

Buy your Australia Trade Tasting tickets here:

Eventbrite - 2015 Australia Trade Tasting Visitor Portal

Book your seats and get a signed copy of their book The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand

6 Reasons To Attend Australia Trade Tasting Conference

Australia_Trade_Tasting_Conference

Whether you are a craft distillery, craft brewery or a boutique winery that’s just starting out, or work in sales at an importer/distributor or at an established beverage company, or simply wish to expand your skill set and gain new perspective, AuTT Melbourne is a must attend event.

Join hundreds of fellow  wine makers, brew masters, distillers,  sales people and marketers at Australia Trade Tasting Conference which is designed to inspire and empower you with sales and marketing ideas—brought to you by Beverage Trade Network Academy.

Here’s why you should attend this conference:

  1. Learn how to launch, market and grow your wine, beer or spirit brand.
  2. Reduce your trial and error time: Why experiment with your branding when you can fast-track your time to success? The experts at this event will empower you to focus on what really works (and prove to others it works). Click here for pricing!
  3. Network with marketers just like you: Imagine connecting face-to-face with hundreds of people—just like you—as you share stories, gather ideas and build relationships that last for years.
  4. Meet the speakers. Attendees will learn first-hand from presentations and also have the unique opportunity to directly engage with new industry contacts.
  5. Get your ROI by getting great content. The right conferences not only allow you to meet smart, inspiring people, but also teach you a ton — especially in skills that make you a more well-rounded professional. AuTT Conference is all about ‘How To Do It’. We are not going to discuss where the industry is going, what are the problems – instead we are going to discuss how to make it happen and do it better.
  6. Its in Melbourne. What a great city. The people are friendly, with everything from burger joints to swish eateries with big-name chefs, and there’s also a thriving bar scene.

Here’s a sampling of what you will learn at AuTT 2015:

How to manage and grow your brand. By Glenn Cooper

How to pitch your brand to independents bottleshops. By Giuseppe Minissale

How to make people fall in love with your brands. By Stuart Gregor.

How to create a culture and how to share that with your customers. By Andre Eikmeier

How to grow your brand in on-premise accounts. By Jenna Hemsworth

How to Get Press Attention: Even With NO / Less Budget. By James Gregory Wilkinson

How to create effective retail merchandising programs that work in retail. By Rose Scott

How to build your brand as a sustainable brand. By Bill Lark

How To Pitch Your Brand To A Prospective Distributor. By Kathleen Davies

How to sell as the founders of the world’s highest selling wine brand ‘Barefoot’ take on the stage and talk on Sales Fixes Everything: Seven Level of Sales tiers. By Michael Houlihan and Bonnie Harvey

… and so much more

Australia Trade Tasting Speakers

Andre talks Email Marketing at EMSA “Be Human”

Andre Eikmeier, the co-founder of online wine retailer, Vinomofo talks about email marketing at the Email marketing Summit of Australia. Vinomofo’s motto, “Be Human” has permeated throughout the company’s culture and helps drive relevant, honest and genuinely helpful emails.

Andre will be speaking on ‘Building a Customer Culture on 1st September 2015‘. Speakers will educate you on Sales, Distribution and Marketing techniques that work in the Australian market.

Buy your Australia Trade Tasting tickets here:

Eventbrite - 2015 Australia Trade Tasting Visitor Portal

Looking to grow your distribution in Melbourne and Sydney?

Exhibit your brand and meet distributors, retailers and press of Melbourne and Sydney. Registrations end July 30. Get Involved and grow. (B2B Only Event). If you are interested to become an exhibitor or enter your brand in ‘The Pavilion’ area, call Sid Patel on 0450 856 094 to book or inquire (or email sid@australiatradetasting.com). If you are ready, please BOOK NOW as registrations will end soon.

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Are Travel Costs Stopping You From Attending the #AuTT Sales and Marketing Conference?

If you do not live in Victoria and have a limited budget or are having a tough time convincing yourself or your boss about the extra travel costs associated with your conference ticket, let’s chat here.

If you answer ‘yes’ to any of the below, AuTT can help you.

  1. Looking to attend both 1st and 2nd Conference but no budget for hotel and airfare.
  2. Looking to buy 3 or More Conference Tickets for 1st September.
  3. Looking to buy 3 or More Conference Tickets for 2nd September (USA Export Day)

Depending on your ticket purchases, AuTT can help you negotiate a better hotel rate, give you a complimentary hotel room, give you airfare and hotel reimbursements or even give you additional packages like ‘The Pavilion’ entry for your brands.

Email or Call Sid Patel on 0450 856 094 to discuss your needs now. This special assist program ends soon. (This program is only for businesses with a turnover of less than $2 million a year).

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