Issue link: http://winesandvines.uberflip.com/i/437909
January 2015 Wines&Vines 69 2015 Unified symposiUm "You can dilute your business pretty quick if you start investing in the international market," he says. "The labeling and regulations in these other countries are sometimes cost-prohibitive. "In America we embrace imports. The ex- cise taxes they pay are miniscule compared to the taxes and duties we pay going into these emerging markets.…If you go to Brazil it's marked up 100%. If you go to India it's marked up 400%," Tigner says. For companies like Jackson, Tigner feels confident that, given time, consumers in emerging markets will develop an interest in premium California wines. Smaller players For smaller premium wineries, Tigner believes there is enough demand for premium wine in the United States that it is unnecessary to spend time and money on exports. Instead, he advocates a sales plan that ac- counts for on-premise and DtC sales. "If I was a small guy, I'd spend some energy on my DtC business, because that creates brand loyalty and the margins are good. But I would also want to have my wines available on the "right" wine lists in a major market. That builds brand awareness," he says. Tigner offers Jackson's 16,000-case Hart- ford Court as an example. DtC sales make up about 40% of the winery's total volume. An- other 30% goes to off-premise sales. "We want to be in the right retail accounts that promote our brand as a prestige account. We're in New York, and we want to be in the right restaurants," he says. "You need people who are going to take your brand and tell that story to the restau- rateur, who is then going to tell it to the con- sumer," Tigner says. "That's why I'm always big in wine education." Register for the keynote luncheon during Unified registration at unifiedsymposium.org. Tickets cost $50. —Kate Lavin A machine harvester is used to pick grapes at a vineyard owned by Jackson Family Wines in Sonoma County, Calif. JFW president Rick Tigner says the harvesters solve issues of quality and labor scarcity. The Global Standard for Quality - US standard 1/2 bbl, 1/6 bbl, and tall 1/4 bbl - Innovative design and manufacturing processes - The only keg manufacturer with US keg service, repair, and rebranding facilities Kwik Kegs - US standard keg sizes ready to ship directly from stock - Order any keg size and quantity - Embossing and silk screening available for all sizes and quantities Mark Carpenter, Franke Beverage Systems, Inc., 166 Jefferson Pike, LaVergne, TN, 37086 Phone: 615.462.4334, Fax: 615.462.4734, Email: mark.carpenter@franke.com The world's leading provider of stainless steel beverage containers