The document outlines the agenda for the China Wine USA Export Conference and China Baijiu USA Export Conference held on September 12th and 13th, 2020. It includes various sessions with speakers discussing topics such as the American market overview, cultural business tips, finding importers, navigating the U.S. three-tier system, contracts, working with distributors, and effective pitch optimization. Networking opportunities and a Q&A session are also included in the schedule.

1. CHINA WINE USA EXPORT
CONFERENCE(12TH SEPTEMBER 2020) &
CHINA BAIJIU USA EXPORT
CONFERENCE(13TH SEPTEMBER 2020)
Sessions Session Timings Speaker Topics
1
10:00 AM to
11:00 AM
John
Beaudette
Snapshot of the American Market
Coverage : Comprehensive, up-to-date
review of market structure and trends
including price segmentation and the
“sweet spot” for imported brands,
geographic analysis of opportunities,
consumer behavioral insights category
and category trends by country of origin
as well as by varietal.
2
11:00 AM to
11:30 AM
Steve Raye
Cultural Tips for Doing Business in
America
Coverage : Ever wonder just what isthe
correct protocol for greeting Americans?
Air kisses or not — if so, one, two or three.
Who is supposed to pick up the check,
and if it’s me, how much should I tip? The
importance of punctuality. We’ll also
provide an answer to why Americans
appear to be brusque, loud and
sometimes apparently insulting.
3
11:30 AM to
12:00 PM
Sid Patel
Options for Finding an Importer
Coverage : There are actually 10
different options in terms of getting your
brand imported into the U.S. We’ll discuss
the pro’s and con’s of each and
help attendees figure out the most
effective strategies to get prospective
importers engaged in a conversation.
4
01:00 PM to
01:30 PM
John Beaudette
Navigating the Complexities of the U.S.
Three Tier System
Coverage : A thorough grounding in
control vs. open states, franchise laws,
what’s legal in which states, really
understanding how price structures work
and who’s making how much money on
your wine, what your options are for
importing your wine (hint…there are 10 of
them!)
12:00 PN to 01:00 PM - Lunch and Networking
5
01:30 PM to
02:00 PM
Steve Raye
Contracts and Agreements
Coverage : It’s important to get
everything in writing, even if it’s only an
email confirming the details of an
agreement. Subjects that should be
addressed include brand ownership and
rights to name, trademark and trade dress,
parallel products, territory exclusivity,
production commitments and guarantees,
compliance and responsibilities,
marketing support, payment currency.
We’ll provide a checklist of elements to
make sure you are not just
protected, but negotiating on an even
playing field. Do not fall into the
common trap of thinking you are the
subordinate party in a negotiation.

2. Sessions Session Timings Speaker Topics
6
02:00 PM to
02:30 PM
Sid Patel
Working With or In Spite of Distributors
Coverage : Finding an importer is
just the beginning; you’ll next have to work
with and through them to manage
their distributor network to actually sell
your brand. We’ll provide the
details of what distributors want from
suppliers and how to get a
disproportionate amount of their time and
attention on your brand
7 Steve Raye
Back Labels
Coverage : We believe back labels
are a potential competitive advantage and
we’ll show you the secrets to writing
back labels that close the sale at the most
important juncture of the sales
process…when the consumer is holding
the bottle in their hand.
8
03:30 PM to
04:00 PM
Sid Patel
Optimizing the Pitch
Coverage : What should your
introductory communication to a
prospective importer and/or distributor
say? We’ve conducted research to
identify the defined set of questions and
concerns importers and distributors
want addressed in order to consider a
supplier. We’ll give you the outline for
the key elements needed in a pitch
document. This will allow each winery to
have a competitive edge…the information
you provide will communicate to the
importer/distributor that you’ve been
educated on the U.S. market
9
04:00 PM to
04:30 PM
Sid Patel
Trade events in the U.S.
Coverage : Which ones are important
for you to participate in and how? Should
you attend IBWSS? Are there other shows
that might meet your needs better and
less expensively? And a parallel insight
into how the trade likes to be
communicated with (hint, it’s a
combination of online, email and print).
03:00 PM to
03:30 PM
02.30 PM to 03:00 PM - Tea and Coffee Break
04:30 PM to 05:00 PM - Q & A Session with John Beaudette, Sid Patel and Steve Raye