8 Steps to Better Marketing Turrentine Brokerage Founded
8 Steps to Better Marketing
Turrentine Brokerage Founded in 1973 Ø 20 person team, 10 Brokers Ø Grapes & Wine in bulk Ø Strategic planning Ø
1) Make Marketing a Priority!
2) Be Knowledgeable
• Available acres to graft or plant in the • Distribution appropriate channels areas to sustain the • Growth in future supply (Non bearing • Global bottled branded competition vineyards • Competition from alternate varie • Global total supply • Current grape price Future supply • Global spot market bulk supply Current • supply Quality considerations Current • Current bulk price Demand • Competitive demand for the grapes bulk (current and f • Competition for those acres • Current domestic bulk supp • Competitive supply available Current grape supply available for sale
3) Work with Matt Turrentine
n Get started early! n What NOT to say
4) Plan Intelligently
n Truckload Quantities n Manage Costs n Right clones/rootstocks for target yield
5) Be Realistic
n Quality n Price n Identify your ideal customer
6) Develop Reputation
7) Bulk Wine
n Potential Benefits: – extend sales period – exposure – profit
n Evaluate Market n Plan on Storage n Consulting Winemaker n Invest in Oak
n J/V partnerships – do they make sense for you – picking a partner – combined lots n Traditional Custom Crush
8) Have a Long-Term View
To be long when the market is short, and short when the market it long
2009/2010 Market Dynamics n Consumer trend = Value Brands n Just in Time Inventory n Risk-Adverse Decision Making
Current Market Dynamics n Declining Inventories n Firming prices n The End of Just in Time Inventory? n But Value Brands still strong and challenges for Luxury Brands
Bulk by Region 6 -Year Gallons Available 25, 000 California 1 -yr Ago Central Coast North Coast Sonoma 20, 000 Napa 15, 000 10, 000 5, 000 3/25/05 3/25/06 3/25/07 3/25/08 3/25/09 3/25/10 3/25/11
matt@turrentinebrokerage. com Cell – (805) 312 -1828
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