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USING INNOVATION TO CONQUER NEW MARKETS

All markets for alcoholic beverages are tight, competitive and crowded, none more so than the US. This calls for an innovative approach. This presentation will discuss how as to create uncontested market space and grasp emerging opportunity. The entire value chain will be discussed with a special focus on market entry.

Peter McAtammey

In 2003, Peter founded Wine Business Solutions, a multinational consulting company specialising in the wine industry. Peter has 27 years wine industry experience including 11 years in global distribution management. Peter holds and has held board and advisory board positions with Australian, New Zealand, South African and Spanish companies. He has worked as a publicly listed wine company Managing Director and is a former Chairman of Wine Marlborough. He has been part of the National Marketing committee and an alternate board member for New Zealand Winegrowers. He has been involved with Global Strategy for some of the world’s most successful brands including [yellow tail], Freixenet and Wine Marlborough.

For eight and a half years, Peter worked as Southern Hemisphere Regional Managing Director for the world’s largest producer of sparkling wine, Freixenet. Peter was responsible for their Global Business Intelligence and Strategic Planning functions. He also worked in mergers in acquisitions during this time.

Peter is a highly experienced communicator. He has studied Marketing and Strategy at Columbia University. He has taught Strategy, Marketing, Sales Management, Services Marketing and Business Culture at MBA level in the UTS graduate school. He has also run the Turnaround Management education program for the TMA Australia.