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8 Steps to Better Marketing

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  1. 8 Steps to Better Marketing

  2. Turrentine Brokerage • Founded in 1973 • 20 person team, 10 Brokers • Grapes & Wine in bulk • Strategic planning

  3. 1) Make Marketing a Priority!

  4. 2) Be Knowledgeable

  5. Available acres to graft or plant in the appropriate • areas to sustain the vineyards • Distribution channels • Growth in future supply (Non bearing acres) • Global bottled branded competition • Competition from alternate varieties Future supply • Global total supply • Current grape price • Global spot market bulk supply Current supply • Current bulk price • Quality considerations • Current Demand • Competitive demand for the grapes bulk (current and future) • Competition for those acres • Competitive supply available • Current domestic bulk supply Current grape supply available for sale

  6. 3) Work with Matt Turrentine

  7. Get started early! • What NOT to say

  8. 4) Plan Intelligently

  9. Truckload Quantities • Manage Costs • Right clones/rootstocks for target yield

  10. 5) Be Realistic

  11. Quality • Price • Identify your ideal customer

  12. 6) Develop Reputation

  13. 7) Bulk Wine

  14. Potential Benefits: • extend sales period • exposure • profit

  15. Evaluate Market • Plan on Storage • Consulting Winemaker • Invest in Oak

  16. J/V partnerships • do they make sense for you • picking a partner • combined lots • Traditional Custom Crush

  17. 8) Have a Long-Term View

  18. To be long when the market is short, and short when the market it long

  19. 2009/2010 Market Dynamics • Consumer trend = Value Brands • Just in Time Inventory • Risk-Adverse Decision Making

  20. Current Market Dynamics • Declining Inventories • Firming prices • The End of Just in Time Inventory? • But Value Brands still strong and challenges for Luxury Brands

  21. Bulk by Region 6-Year Gallons Available California Central Coast North Coast Sonoma Napa 1-yr Ago 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 3/25/05 3/25/06 3/25/07 3/25/08 3/25/09 3/25/10 3/25/11

  22. matt@turrentinebrokerage.com Cell – (805) 312-1828