Wines & Vines

September 2017 Distributor Market Issue

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54 WINES&VINES September 2017 DISTRIBUTOR MARKET 2017 T he Distributor Market Ser- vice was developed by Wines Vines Analytics to provide visibility about distributors and their portfolios to wineries. Drawing on the compre- hensive Wines Vines Analytics win- ery and distributor databases, the Distributor Market Service enables users to quickly analyze a state mar- ket to determine the active distribu- tors and see their wine offerings. The service was designed to give winery clients a better under- standing of where their brands could fit in a particular state and which wholesalers might be the most interested in representing their wines. Launched in 2015, the web- based subscription service is main- tained by a team of researchers that survey wine distributors through- out the year to collect contact in- formation and current portfolios. "With the Distributor Market Service (DMS), we see the oppor- tunity to supply the wine industry with a resource that will help small to mid-size wineries expand their portfolios into the three-tier system," said Wines & Vines presi- dent and publisher Chet Klingen- smith. "The DMS allows wineries to analyze the wholesale market- place, see what competitors are doing and find where their brand fits in key markets." Users can search for distribu- tors by name or market, and they can review a distributor's portfo- lio for criteria such as winery re- gion, winery average bottle price and varietals. A market-specific search will provide all relevant distributor data for a particular state. If a win- ery is interested in expanding into a new state, such as Texas, a user can filter the data to see which wineries are currently distributed there and by which wholesalers. In addition to searching by dis- tributor, the Distributor Market Service enables users to search by winery. Users may search for win- eries that meet certain criteria including winery region, size and price point. This allows a winery to focus on its peer group compet- ing in a specific market. The distributors operating in the state can also be searched by the same criteria. So a Russian River Valley winery producing Pinot Noir for $60 per bottle can determine which other Pinot Noir producers at the same price point are getting distributed in a given region. A winery market search can be limited to region, state or county. Such in-depth information about wholesalers provides users a path to find opportunities in markets where their wines would stand out or with wholesalers that would be more likely to add those specific regional wines at certain price points. "The DMS is unique in that it provides the most comprehensive database of distributors linked to U.S wineries," said project man- ager Jacqueline Wood. "The service not only allows wineries to identify distributors and expand into new markets, it also provides competi- tive market-research tools through geographic, volume, bottle price and IRI sales data analysis." The Distributor Market Ser- vice is accessible via the Wines & Vines website at winesandvines. com/dms. For a demonstration of the DMS, contact Jacqueline Wood at jacque- line@winesandvines.com. Web-based Tool Gives Visibility to Wholesale Markets The Distributor Market Service allows users to search for U.S. distributors based on the wines they sell, regions they represent and price points offered. The resource allows wineries to see which wholesalers are offering products like theirs, and which might have a spot in their program for new offerings.

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