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118 Wines&Vines January 2015 sales & marketing Susan Spence of the New York Wine & Grape Foundation pointed out that working with trade groups such as hers saves wineries time and trouble as well as money. Using government funds promoting U.S. exports, they can cover the wineries' booth expenses and help with the travel costs. For "a very little cost," wineries can see how their wines compare and stand up in the various international fairs. Also helping to promote New York wines was Bob Madill, executive director of the Fin- ger Lakes Wine Alliance. This was Madill's fourth trip to the wine fair, of which he told Wines & Vines, "You have the opportunity to speak with representatives of nearly every Asian country." And with Hong Kong's regula- tory governance being as "fine as anywhere in the world, it provides a safe conduit for doing business." Madill sees a lot of opportunity in Asia but said the key is to find the "appropriate dis- tributor who is working for you...and you for him." He noted that winery executives should show up in the market and support their dis- tributor's efforts. One of the wineries in the New York pavil- ion was Brotherhood, which proudly bills itself as America's oldest winery (175 years and counting). Exporting comes naturally to Broth- erhood, which is owned by Chilean interests. Philip Dunsmore, Brotherhood's vice presi- dent of sales and marketing—and himself a native of Chile—feels that with their "more fruity, more elegant" styles, New York wines are well positioned to appeal to Asian palates. But he pointed out that China is "like the Wild West" and said that while there are many re- wards, it takes "time, money and patience" to be successful in Asia. THE INTEGRATED BOTTLING SOLUTION www.scottlab.com Distributed by: A trade delegation representing Washington and Oregon created a pavilion to showcase their wines. " Don't sell your soul for a quick buck. Stay to your plan." —Kevin Luther, Wise Villa Winery