“ Working with your distributor for better business with wine” Jerry Baxter Vice President, National Accounts May 20, 2008
CHARMER SUNBELT GROUP: WHO WE ARE <ul><li>The Charmer Sunbelt Group is a leading distributor of fine wines, spirits & beer...
CSG VISION To be  the Distributor  of Choice…
CHARMER SUNBELT NATIONAL FOOTPRINT AL:  Alabama Sales Co AZ:  Alliance Beverage CO:  Beverage Distributors CT:  Connecticu...
Wine Distributors…past, present, future…
WORKING WITH YOUR DISTRIBUTOR FOR BETTER WINE BUSINESS… <ul><li>Delivering superior service to our customers </li></ul><ul...
VALUE ADDED INITIATIVES FOR DRIVING WINE SALES <ul><li>Trade Training Focus </li></ul><ul><ul><li>Server Sales Skills </li...
PROFESSIONAL WAITSTAFF SALES & SERVICE <ul><li>Professional Wait Staff Sales & Service </li></ul><ul><ul><li>Server Sales ...
<ul><li>Content </li></ul><ul><li>What is Salesmanship? </li></ul><ul><li>How can you sell effectively? </li></ul><ul><li>...
<ul><li>Curriculum </li></ul><ul><ul><li>Viticulture </li></ul></ul><ul><ul><li>Wine Making </li></ul></ul><ul><ul><li>Win...
PROFESSIONAL CATERING WINE SEMINAR <ul><li>Part I: Selling Wine With Confidence </li></ul><ul><ul><ul><li>The Power of Win...
ON PREMISE CATEGORY MANAGEMENT… <ul><li>Rationale </li></ul><ul><ul><li>Analyze business performance </li></ul></ul><ul><u...
CONCEPT SELLS LIBRARY… <ul><li>Wine Flights </li></ul><ul><li>Half glass of wine at lunch </li></ul><ul><li>Menu Marriages...
CLOSING… Thanks for your time! Make your distributor relationship work for you and your wine business……
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Working With Your Distributor for Better Business With Wine

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  • Working With Your Distributor for Better Business With Wine

    1. 1. “ Working with your distributor for better business with wine” Jerry Baxter Vice President, National Accounts May 20, 2008
    2. 2. CHARMER SUNBELT GROUP: WHO WE ARE <ul><li>The Charmer Sunbelt Group is a leading distributor of fine wines, spirits & beer </li></ul><ul><ul><ul><li>Annual Revenue = $4.1B </li></ul></ul></ul><ul><ul><ul><li>Selling more than 60 million cases per year </li></ul></ul></ul><ul><ul><ul><li>Operating in 16 markets which total more than 40% of the US Spirits & Wine market </li></ul></ul></ul><ul><ul><ul><li>Employing more than 7,000 associates nationwide </li></ul></ul></ul>WINE SPIRITS BEER/COOLERS OTHER/NON-ALCOHOLIC
    3. 3. CSG VISION To be the Distributor of Choice…
    4. 4. CHARMER SUNBELT NATIONAL FOOTPRINT AL: Alabama Sales Co AZ: Alliance Beverage CO: Beverage Distributors CT: Connecticut Distributors DC: Washington Wholesale DE: United Distributors of DE FL: Premier Beverage MA: Commonwealth W & S MD: Reliable Churchill MD/DC/DE: Bacchus Importers MS: Mississippi Sales Co NC: Prestige Wines Distributors NJ: R&R Marketing NYC: Empire Merchants NY: Empire Merchants North PA: Capital Wine & Spirits SC: Ben Arnold-Sunbelt Beverage VA: Associated Distributors We do business in some of the largest and most dynamic markets in the country… MT WY ID WA OR NV UT CA AZ ND SD NE CO NM TX OK KS AR LA MO IA MN WI IL IN KY TN MS AL GA FL SC NC VA WV OH MI NY PA MD DE NJ CT RI MA ME VT NH AK HI DC
    5. 5. Wine Distributors…past, present, future…
    6. 6. WORKING WITH YOUR DISTRIBUTOR FOR BETTER WINE BUSINESS… <ul><li>Delivering superior service to our customers </li></ul><ul><li>Understanding and adjusting to evolving customer needs: </li></ul><ul><li>Developing innovative concepts to build customer businesses and delight their patrons. </li></ul><ul><li>Providing consumer insights for common understanding of our shared patrons. </li></ul>
    7. 7. VALUE ADDED INITIATIVES FOR DRIVING WINE SALES <ul><li>Trade Training Focus </li></ul><ul><ul><li>Server Sales Skills </li></ul></ul><ul><ul><li>Product Knowledge </li></ul></ul><ul><ul><li>Catering Sales Development </li></ul></ul><ul><li>Category Management </li></ul><ul><ul><li>Efficient Assortment </li></ul></ul><ul><ul><li>Promotional Lift </li></ul></ul><ul><ul><li>Merchandising Assessment </li></ul></ul><ul><li>Concept Sells Library </li></ul><ul><ul><li>“ beyond price to increase incidence…” </li></ul></ul>1- Increase Profitability 2- Increase number of customers purchasing alcohol. 3- Train servers to increase sales. Three of the top five responses from the Technomics Operator Survey October, 2007 Unlocking Opportunities for chain operators…
    8. 8. PROFESSIONAL WAITSTAFF SALES & SERVICE <ul><li>Professional Wait Staff Sales & Service </li></ul><ul><ul><li>Server Sales Skills emphasis </li></ul></ul><ul><ul><li>Teaching selling fundamentals </li></ul></ul><ul><ul><li>Harnessing & enhancing employee “selling power” </li></ul></ul><ul><li>Casual Dining Product Knowledge </li></ul><ul><ul><li>Introduction to wine and spirits </li></ul></ul><ul><ul><li>Basic knowledge for building staff confidence </li></ul></ul><ul><ul><li>Breaking down intimidation and creating a “comfort zone” </li></ul></ul><ul><li>Both products can be customized depending on operator staff needs and development </li></ul><ul><li>Lead Time and Planning Required! </li></ul>
    9. 9. <ul><li>Content </li></ul><ul><li>What is Salesmanship? </li></ul><ul><li>How can you sell effectively? </li></ul><ul><li>Why sell wine & spirits? </li></ul><ul><li>Principles of successful wine & spirit sales </li></ul><ul><li>Everyday tools to take with you </li></ul>PROFESSIONAL WAITSTAFF SALES & SERVICE
    10. 10. <ul><li>Curriculum </li></ul><ul><ul><li>Viticulture </li></ul></ul><ul><ul><li>Wine Making </li></ul></ul><ul><ul><li>Wine Labels </li></ul></ul><ul><ul><li>Wine Tasting </li></ul></ul><ul><ul><li>Distillation </li></ul></ul><ul><ul><li>Types & Styles </li></ul></ul>INTRODUCTION TO WINE, SPIRITS & BEER
    11. 11. PROFESSIONAL CATERING WINE SEMINAR <ul><li>Part I: Selling Wine With Confidence </li></ul><ul><ul><ul><li>The Power of Wine $ales </li></ul></ul></ul><ul><ul><ul><li>The Four Principles of Selling Wine </li></ul></ul></ul><ul><li>Part II: Tasting & Talking About Wine </li></ul><ul><ul><ul><li>Sensory Evaluation </li></ul></ul></ul><ul><ul><ul><li>Palate Calibration Exercise </li></ul></ul></ul><ul><li>Part III: Aroma Identification </li></ul><ul><ul><ul><li>Aroma Wheel Team Exercise </li></ul></ul></ul><ul><li>Part IV: Adding Wine to Catering Events </li></ul><ul><ul><ul><li>Creative Marketing </li></ul></ul></ul><ul><li>Part V: Food & Wine Pairing </li></ul><ul><ul><ul><li>The “Popcork” Experience </li></ul></ul></ul>
    12. 12. ON PREMISE CATEGORY MANAGEMENT… <ul><li>Rationale </li></ul><ul><ul><li>Analyze business performance </li></ul></ul><ul><ul><li>Grow wine sales and profits </li></ul></ul><ul><ul><li>Better serve customer needs by recognizing category contributions </li></ul></ul><ul><ul><li>Wine Program Efficiency </li></ul></ul><ul><ul><li>Fact based recommendations </li></ul></ul><ul><li>Application </li></ul><ul><ul><li>Review category goals and objectives. </li></ul></ul><ul><ul><li>Review external sales data, consumer pull (A.C. Nielsen) and demographics (Spectra) </li></ul></ul><ul><ul><li>Assess internal Point of Purchase data </li></ul></ul><ul><ul><li>Develop action plan for distribution assortment BTG & BTB </li></ul></ul><ul><ul><li>“ Marry” with concept selling for promotional initiatives </li></ul></ul>
    13. 13. CONCEPT SELLS LIBRARY… <ul><li>Wine Flights </li></ul><ul><li>Half glass of wine at lunch </li></ul><ul><li>Menu Marriages </li></ul><ul><li>Picture Perfect Profits </li></ul><ul><li>Talking Table Tent </li></ul><ul><li>Wines BTG poured tableside </li></ul><ul><li>A Greener Vision </li></ul>(CO) = The grapes used to make this wine are from vineyards that are Certified Organic. (SF) = The grapes used to make this wine are from vineyards using Sustainable Farming practices. (BF ) = The grapes used to make this wine are from vineyards using Biodynamic Farming practices.
    14. 14. CLOSING… Thanks for your time! Make your distributor relationship work for you and your wine business……

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