Robert Bradshaw discussed this topic at the 2019 USA Trade Tasting, New York. The event was organized by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. Robert Bradshaw, President and COO, Cape Wines, covered the importance of vision, finding your tribe, positive reinforcement, consistency, brand genesis, that leads to authenticity. *About USA Trade tasting* USATT is an annual wine and spirits trade show held in the New York City, for retailers, sommeliers, bartenders, importers and distributors to network, learn and find new opportunities to grow. For more information, you can visit, https://usatradetasting.com/ *About Beverage Trade Network* Beverage Trade Network (BTN) is a leading online marketing and B2B networking platform servicing suppliers, buyers and beverage professionals in the global beverage industry. BTN provides a selection of sourcing solutions for importers and distributors as well as an extensive range of marketing and distribution services for international suppliers. For more information, you can visit, https://beveragetradenetwork.com/

1. Authenticity as a
Point of Differentiation
Robert Bradshaw, Cape Classics President & COO

2. Robert Bradshaw
Cape Classics / President & COO
Robert Bradshaw joined Cape Classics in January of 2009 as Chief
Operating Officer and became President in 2010. In 2013, he helped
launch the company’s expansion into France, of which Cape Classics is
now an industry leader. Prior to this, he was a Senior Buyer and National
Category Leader for Trader Joe’s, one of America's most influential food
and wine retailers. In this position he planned and executed strategy for
a dynamic multi state wine and beer business, widely considered one of
the nation’s largest. He was responsible for expanding business with
breweries and wineries across five continents.
Mr. Bradshaw holds an undergraduate degree from Eastern Nazarene
College, an MBA from Suffolk University’s Sawyer Business School, and
is a graduate of the Stagen Leadership Academy. He has achieved the
level of Certified Sommelier by the Court of Master Sommeliers as well
as Master of Beer Styles and Evaluation from the Siebel Institute.
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4. Our Story
Behind every farm, winemaker, bottle and grape lies an untold
story. Collectively, we discover these tales and share them with
our customers. Demanding authenticity, Cape Classics
operates the “old-fashioned” way, with relationships and social
responsibility at the forefront of our business. The wineries we
represent embrace sustainable eco and social practices, doing
their part to help preserve lands for future generations while
improving the human condition now. Our wines are expressive,
crafted with passion and perspective, and delivered with the
same hallmark levels of service and professionalism since
1992.

8. Brand Genesis:
Great wine can be $10.
Not only should really good wine
be $10, but South Africa can do it.

9. Implementing the Vision:
Why can’t a great $10 wine also do good in the world?

10. Finding Your Tribe:
The Adventure Seeking, Well-Travelled,
Unemployed PhD

11. Positive Reinforcement:
Since I opened the store in 2006, there has never been a more
consistently high-quality value like Indaba on our shelves. And that's
why it is still on our shelves to this day.”
— Gary Itkin, Founder, Bottlerocket Wine & Spirit
Indaba wines are simply the best value wines in our store. The wines
are so food friendly, and offer value way beyond their price point!”
— Phoebe Rothfield, Sussex Wines & Spirits

12. Consistency of Messaging:
Discover a happy wine for a brighter future. This fresh and
cheerful wine is a recipe for happiness.

14. Brand Genesis:
In 2009 we decided that those who preferred
their wine on the sweeter side deserved a
premium product.

15. Implementing the Vision:
We’ve worked to build a community via social media and event sponsorships. It
goes
beyond our brand messaging and speaks to our fans’ ethos.

16. Finding Your Tribe:
New to Category Consumers

17. Positive Reinforcement:
Pharrell’s reaction to Jam Jar is in sync with
EVERYONE who is new to category.

18. Consistency of Messaging:
Quality Sweet Wine
We created the quality sweet wine category and were the first
brand to put “sweet” on the label. Jam Jar is not just another wine
brand, it’s become a sweet movement.

20. Thank you!
robert@capeclassics.com

21. Media Partners

22. Media Partners

23. Sponsors and Partners