Wine & Spirits Suppliers From Around The World Will Be Exhibiting At USATT 2020. Grab This Opportunity To Meet And Network With Them. Get Your Visitor Pass here: [ Ссылка ]
As part of the Press Panel of the 2016 USA Trade Testing Conference, four panel participants – W.R. Tish of Beverage Media Group, David Ransom of The Tasting Panel and SOMM Journal, Gregg Glaser of Modern Distillery Age and Felicity Carter of Meininger’s Wine Business International – discussed potential strategies that up-and-coming wine and spirits brands can use to get their stories told by the trade media.
As Ransom points out, it’s absolutely critical to know whom you’re pitching to. Every different publication – whether it’s a magazine or a blog – has a slightly different editorial focus. For wine brands, it’s critical to understand this focus and then adapt their focus accordingly. For example, says Ransom, SOMM Journal has a focus on regions, wines and the stories behind them; in contrast,
The Tasting Panel focuses on exposing readers to new products.
However, that doesn’t mean that a wine brand should attempt to be all things to all people in an effort to gain attention from the trade media. Instead, suggests Tish, every brand can have one core story and then adapt it for different media outlets. That means creating a nuanced story that has been tailored to a very specific set of readers.
As an example, Tish says, if you’re pitching Beverage Media Group, you need to focus on the distribution part of your story. And if you’re pitching to a local media outlet, your focus will be different than if you’re pitching to a national media outlet. With each new media source you are targeting, you can then simply adapt and tailor your core story as needed.
But don’t try to cast too wide a net, suggests Glaser. Even though he specifically focuses on the spirits industry, he says he’s deluged with press releases and pitches from wine and beer brands. The reality, he says, is that too many brands simply buy a “media list” and then fire off emails or letters to every source on that list, without really considering if there’s a good fit or not.
Having what Glaser refers to as a “hyper-focus” is much more effective than attempting to blanket the trade media with your story. That “hyper-focus” will also keep you from wasting your time with media sources that just aren’t the appropriate fit for your brand.
** About USA Trade Tasting **
USA Trade Tasting (USATT) is an annual adult beverage trade tasting and business conference where brand owners can connect with US importers, US state distributors, US retailers and press of USA. 2018 USATT will be hosted in New York City on May 16-17. Backed with conference sessions, USATT helps exhibitors develop their sales network and adopt successful distribution strategies.
With instructional seminars exploring practical ways to address the current market, executives from some of the country’s leading companies will present their tried and true blueprints to successfully maneuvering in the US industry. Get involved with 2018 USATT and grow your distribution.
If you are a wine, beer or spirits producer or a USA importer looking to grow, USATT is the perfect platform to help you connect with state distributors, importers, and retailers in the USA
Date: May 26-27, 2020
Timings: 9:30 am to 6:30 pm (both days)
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.
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Phone: +1 855 481 1112 (USA)
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