COMPANY PROFILE

3-TIER WINE SYMPOSIUM

3-Tier Wine Symposium logo


CONTACT INFO

Address

155 Foss Creek Circle
Healdsburg
CA, 95448
United States
Phone
707-433-2557
Fax
Primary
Samantha Stephey

3-Tier Wine Symposium

Driving Results through Distribution 

SAVE THE DATE - MAY 7th, 2020 - Santa Rosa, CA

REGISTRATION NOW OPEN!

SEATING IS LIMITED 

 

It has never been more challenging to get the share of mind needed to achieve your business goals within today’s three-tier distribution system. Between the consolidation of existing distributors and the number of new wholesalers coming online, coupled with an extremely crowded market competing for representation, selection, and management succeeding requires a new and resourceful way of working within the wholesale channel to yield desired results.

The 3-Tier Wine Symposium was established specifically for small to medium sized wineries eager for new insights into opportunities to win in the wholesale environment.

The objective of the 2020 conference is to build on the foundation established at last year's inaugural event and continue to leverage the expertise of channel experts in order to help wine industry executives and owners navigate the challenging, but necessary, world of selling through the wholesale channel.

The Evolution of the Wholesale Channel; Innovation
The Evolution of the Wholesale Channel; Innovation
Over the last 25 years, the number of distributors serving the US market is less than half of what it was while the number of wineries has increased more than five-fold during the same period. Additionally, the number of retailer mergers have limited options making the wholesale channel one of the leading business issues facing the wine industry today. In the wake of all this, new route-to-market options are emerging, providing alternatives for smaller suppliers to get the attention and focus they need. How much of an impact are they making? What other trends are emerging to serve the wholesale needs of fine wine producers? This opening session will provide an overview of the evolution of the distribution network, what has changed and what we can expect the distributor landscape to look like in the near future.
Understanding the Distributor Mindset
Understanding the Distributor Mindset
What are distributors looking for? What makes them select one new brand over another? Scores, accolades, pricing... what drives their decisions on who to represent vs. not? This session takes a deep dive into the distributor perspective and the business decisions that they face when deciding on who they work with. Attendees will leave with a better grasp of their needs and expectations from a selling and sales management point of view. Understanding what your distributor wants is the first step in getting what you want.
Win-Win Distributor Negotiations
Win-Win Distributor Negotiations
When the chips are on the table, do you know where to push and what to leverage so you get the most out of your distributor agreements? How do you balance your channel development so that your pricing in the market supports vs. conflicts with your DTC channel? In the fight for more distributor attention, it is easy to lose sight of the primary goals, building your brand reputation and increasing your profits. Before you program away all your margins, or price yourself out of the running, understand how to support the market with strategic pricing and planning that lead to long term, ongoing returns on your investment. Hear a new perspective on what it takes to keep negotiations fair and equitable, get your terms met and create a stronger, longer-lasting relationship with your distributor.
New Product Launch: Expanding Your Market
New Product Launch: Expanding Your Market
Launching a new brand is a unique challenge that even the most established suppliers can underestimate. You have one shot to get it right and it isn’t simply about having a big budget. A poorly launched brand can do long-term damage to your distributor’s confidence and trust in you. This session walks you through the A-Z on successfully allocating your time, money and tools to get your distributor, retailer and consumers bought into your new idea.
Getting Your Fair Share of Attention... and More!
Getting Your Fair Share of Attention... and More!
Are you looking for more distributor attention? More placements? Do you incentivize reps? Management? Both? How do you find a brand champion who is thinking about your brand first? Understanding what motivates your distributor and their reps is critical to getting the extra attention all brands desire. Designing incentives that break through and yield long-term impacts is not easy and not the only answer. What else works to encourage the distributor to present your wines? This session brings a distributor and supplier perspective to incentive programs and structures that work, with tips on how to watch for hidden traps that cost valuable time and money for wineries with sub-par results.
The Changing Nature of Market Visits
The Changing Nature of Market Visits
Market visits are costly and require tremendous time on the part of the supplier and distributor reps. When not done right, they can often leave both sides feeling frustrated and disenfranchised. Yet, when executed properly, they can be the single most powerful investment for a supplier. To make matters more complicated, in many cases, market visits are limited or not encouraged at all. As a supplier, however, maintaining a presence in the market is essential to success... so what can you do? This session walks through your role as a supplier and how you can better prepare for market visits, and conduct ride-withs, differently than you have in the past, in a way that builds lasting advocacy for your brand within the distributor sales force. The session will also address other, innovative ways to leverage technology to maintain a market presence without the trip.
Planning for the Future; Success is Not an Acciden
Planning for the Future; Success is Not an Acciden
Distributor planning is a complex process wrought with challenges that can leave supplier and distributor misaligned. This session walks through the ins and outs of distributor and market planning that is timely, meaningful and creates alignment with you and your distributor. Speakers will discuss timing, preparation, agreements and follow-up so you can go into the process more prepared and primed for success in the coming year.

News Archive


The Future of Direct to Trade: The Evolution of Routes to Market
10 March, 2020

Has the time come for small and medium wineries to move beyond the 3-tier distribution system? Should they build direct to trade networks across states just as they have developed direct-to-consumer businesses?

This session, presented by John Hinman, of Hinman & Carmichael, LLP will examine the potential and significant impact that the 2019 Supreme Court ruling in the Tennessee Wine and Spirits Retailers Association v. Thomas will have on other markets and the opportunity it will present to producers looking to leverage the Direct to Trade channel.

Presenting Speaker:

 

John Hinman
Founding Partner / Hinman & Carmichael LLP

This one-day education symposium will be held on Thursday, May 7th, from 8:00 a.m. – 4:30 p.m. at the Hyatt Regency Sonoma Wine Country in Santa Rosa, CA. The event will include a beautiful wine country buffet lunch and will culminate with an afternoon networking social and wine tasting. The event also features limited space for a small, select number of exhibitors who are interested in showcasing products and services specifically relevant to wineries looking for information about improving their distribution opportunities.

 

Registration for the event is now open and seating is limited. Table-top exhibits and sponsorships are also limited and expected to sell out early.

Click Here to Learn More / Register Now


Industry Experts Share Their 3-Tier Insights
21 February, 2020

Industry Experts Share Their 3-Tier Insights

The 2nd Annual 3-Tier Wine Symposium will leverage channel experts from all facets of the three-tier system who will present a full day of information designed to help winery owners, executives, and sales & marketing professionals learn more about the complicated, but necessary, world of distributor and buyer relations. Attendees will leave with the tools and techniques needed to grow their brand and maximize profitability.

Building upon the foundation of last year's event, this year’s conference will include two panels featuring successful wine buyers and their perspective insights into buying behavior changes and purchasing trends in general. The program will also include a category overview, the impact of technology, small producer success stories and more.

2020 Featured Speakers:

 
Speaker
Katie Calhoun
President / Calhoun & Company Communications
Speaker
Michael De Loach
Owner & President / MD Wine Industry Consulting
Speaker
Cheryl Durzy
Founder & CEO / LibDib
Speaker
Eric Guerra
Galactic Viceroy of Wine / Reserve Tastings Wine Co.
 
Speaker
Jake Hegeman
VP of Legal and Regulatory Affairs / Wine & Spirits Wholesalers of America (WSWA)
Speaker
Barry Herbst
Wine Director / Bottle Barn Liquors
Speaker
John Hinman
Founding Partner / Hinman & Carmichael LLP
Speaker
John Kochis, CSW
President / Gemini Consulting, Owner / Ground Effect Wine Co.
 
Speaker
Paul Manchester
Wine & Spirits Buyer / Grocery Outlet
Speaker
Patrick Maulfair
Domestic Wine Buyer / Sam's Club
Speaker
Adam Pizer
VP, Business Development, Wine / Breakthru Beverage
Speaker
Mike Provance, PhD
CEO / 3x3 Insights
 
Speaker
Steve Raye
President / Bevology, Inc.
Speaker
Dale Stratton
Owner / Five Points Consulting LLC
Speaker
Steve Tamburelli
Co-Founder / Vinitas Wine Group
Speaker
Laura Webb
Partner / Okos Partners


This one-day education symposium will be held on Thursday, May 7th, from 8:00 a.m. – 4:30 p.m. at the Hyatt Regency Sonoma Wine Country in Santa Rosa, CA. The event will include a beautiful wine country buffet lunch and will culminate with an afternoon networking social and wine tasting. The event also features limited space for a small, select number of exhibitors who are interested in showcasing products and services specifically relevant to wineries looking for information about improving their distribution opportunities.

Registration for the event is now open and seating is limited. Table-top exhibits and sponsorships are also limited and expected to sell out early.

**The first 100 people to register will receive “early-bird” pricing of $295 and each additional registrants are Just $195 each!** 

Learn More / Register Now

Registration is Now Open for the 2nd Annual 3-Tier Wine Symposium
29 January, 2020

Join us on May 7th - Register Early for Discounted Pricing

Thursday, May 7, 2020  · Hyatt Regency Sonoma Wine Country

Registration is Now OPEN - Seating is limited!

 


Driving Results through Distribution

 

Increasing Profitability in the Wholesale Channel

 
 
 

Registration is now open for the 2nd Annual 3-Tier Wine Symposium, a one-day educational conference focused exclusively on the wholesale channel. The symposium will be held on Thursday, May 7th, from 8:00 a.m. – 4:30 p.m. at the Hyatt Regency Sonoma Wine Country in Santa Rosa, CA, and tickets for the event are limited.

This year's event will leverage channel experts from all facets of the three-tier system who will present a full day of information designed to help winery owners, executives, and sales & marketing professionals learn more about the complicated, but necessary, world of distributor and buyer relations. Attendees will leave with the tools and techniques needed to grow their brand and maximize profitability.

 

 

2020 Session Topics:

 

·    State of the Wholesale Channel

·    The Future of Direct to Trade; The Evolution of Routes to Market

·    Small Producers Winning in the 3-Tier System; Controlling Your Destiny

·    Working with Outside Sales & Marketing Companies to Drive Revenue

·    Leveling the Playing Field; The Technology Impact

·    What Do Buyers Want and How Do You Get Their Attention

The day will include a beautiful wine country buffet lunch and will culminate with an afternoon networking social and wine tasting. The event also features limited space for a small, select number of exhibitors who are interested in showcasing products and services specifically relevant to wineries looking for information about improving their distribution opportunities.

Registration for the event is now open and seating is limited. Table-top exhibits and sponsorships are also limited and expected to sell out early.

**The first 100 people to register will receive “early-bird” pricing of $295 and each additional registrants are Just $195 each!**
SEATING IS LIMITED

 

A Wine Conference Unlike Any Other
06 May, 2019

Come get the advice you need to improve your winery wholesale strategy
Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA
Only 2 week left - Seats are filling up!
 
Come with Questions. Leave with Solutions. 
 
The Best Business Investment You’ll Make All Year.
 
Only 2 Weeks Remaining - Register Now
 
 

There are more than a dozen Wine Industry events focused on viticulture, Winemaking, Tasting Room and DTC solutions, but there are very few opportunities to learn about improving your winery’s wholesale & distribution strategy. From what many winery owners have voiced, the wholesale channel is one of the most challenging parts of the business and is an area most have unanswered questions about:

 

What can I do as a supplier to get more attention from my distributor?

What are some incentive programs that are effective in a new or existing market?

What is the most effective way to negotiate price increase with a distributor?

How important are scores vs. wine competition results to distributors?

 

Experts from all facets of the three-tier system will address these concerns as well as share insights on working with distributor partners, strategies on how to maximize the wholesale channel to sell more product, increase profitability, and build brand awareness.

Other topics will include expanding into new markets, hiring a distributor, distributor negotiations, and how to create incentive programs that deliver results and attendees will leave with a better grasp of their needs and expectations from a selling and sales management point of view.

The 3-Tier Wine Symposium will feature tabletop exhibitors and will include breakfast, an outdoor lunch, both prepared by the Vintners Inn / John Ash & Co. Chef. Attendees will also have the opportunity to take part in a special end-of-day networking social featuring local wines.

**Only 2 Weeks Remaining. Don't Miss This Opportunity**

 
Learn More / Register Now

How Can Smaller Wineries Break Through in the Wholesale Channel?
19 April, 2019

What is the biggest challenge to becoming a nationally built brand? What do distributors really need?

Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA

Registration is OPEN –  LIMITED Discount Tickets Remaining

 

We've got tough questions.
They have the right answers.

 

Our 3-Tier Experts tackle distribution Q&A

 
 

Leading up to the first 3-Tier Wine Symposium focused on helping wine industry executives and owners navigate the world of distributor relationships, we asked our thought-leaders who are speaking at the event about the tools and techniques you need to change the way your winery works with your distributor partners to maximize this sales channel and grow your brand.

 

Q&A with the Experts:

 

Image

PETE PRZYBYLINSKI, SVP, Sales and Strategy / Duckhorn Wine Company

What is a best practice in managing and working with your distributor?

"Number one, is quality wine and making sure that what we're putting in the bottle is over delivering for the price point at all levels. That's been... READ FULL ANSWER

 

What do you think these distributors really need?

"So, first thing is, kind of crude but very true. They need a supplier that's going to increase their revenue and their gross margin. No matter what they want to do in terms of building a brand, broadening their portfolio, enhancing their account base. If it's not driving towards... READ FULL ANSWER

 

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MICHAEL DE LOACH, Owner & President / MD Wine Industry Consulting

What can a brand really do to stand out to a distributor?

"Well, you know, one of the things that I've seen in dealing with many brands is that what we tend to do is think of ourselves as really unique, but not really communicate what.. READ FULL ANSWER

 

Can you share some examples of ways that strong distributor relationships are built?

"I think the first thing is that you need to spend face-time with people. Leverage your current relationships that you have with those folks and something I often do is, and anybody can do this. Find that distributor, walk into those accounts, talk to the... READ FULL ANSWER

 

Five Reasons to Attend this Year's Event
05 April, 2019

Why professional conferences still dominate B2B educational opportunities.

 

Registration is OPEN – Only 16 Advance Discount Tickets Remaining

Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA

 

Need a Reason
to Attend? How About 5 Reasons?

 
 

There are so many great ways to learn and sharpen your skills these days: you can read blogs, listen to podcasts, watch how-to videos on YouTube, and attend webinars, just to name a few. Why bother with the time and expense of an in-person conference or workshop?

Below you’ll find 5 reasons why you should attend live events and conferences and consider sending your employees.

 
 

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REASON #1

Meet Experts

Listen and engage with wholesale channel experts who can both inspire & guide you. Speaking with someone who’s influenced you or sharing a business idea with someone you admire, can lead to making a connection and even finding your next mentor.

 

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REASON #2

Network & Connect

An important reason to attend industry events is to make connections and build your professional network. Colleagues can help each other uncover ideas and spark inspiration when they get to know each other on a personal level.

 

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REASON #3

Learn & Get Answers

Discover trends & find solutions to questions like: How do you get started with a distributor as a new wine brand? What is the most effective way to switch distributors in a franchise state? What about visit incentives? Special pricing?

 

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REASON #4

Identify Resources

Discovering innovative products and services for your winery is necessary to stay competitive. Plus, these vendors fully grasp what is happening inside your competition and can work with your organization to solve many of your distribution pain points.

 

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REASON #5

Inspire Others

If you’re the boss, allowing your employees to get out of the office, gain confidence in their abilities, and bring fresh ideas back to the business is just an investment in your own company. Passion is contagious, so bring back valuable & relevant takeaways to share with and to inspire your team.

 

What's the Secret to Successful Distributor Negotiations?
25 March, 2019

Best practices for a Win-Win Relationship.

Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA

Registration is OPEN – Only 31 Advance Discount Tickets Remain

 

A successful partnership
starts with the right agreement!

 

Topic: Win-Win Distributor Negotiations.

 
 
 

You may feel you and your distributors don’t share the same approach to achieving sales objectives…and they might feel the same. The keys to overcoming this challenge are communication, clarity and often, compromise.

Hear a new perspective on what it takes to keep negotiations fair and equitable, while having your business needs met and at the same time, establishing a stronger, longer-lasting relationship with your distributor partner.

 

Meet The Experts:

 

Speaker

Keith LaVine
Director of Sales & Marketing / Disruption Wine Company

Speaker

Erik Lawrence
Managing Partner / GVM Law, LLP

Speaker

Gordon Palmateer
Founder / Palmateer Wine Group, Palmateer Consulting

 
 
 

Wine Industry Network brings you a one-day conference focused on helping industry executives and owners navigate the complicated world of distributor relationships.

The conference will feature tabletop exhibitors and will include breakfast, an outdoor lunch buffet, both prepared by the Vintners Inn / John Ash & Co. Chef. Attendees will also have the opportunity to take part in a special end-of-day networking social featuring local wines.

Registration for the event is now open and seating is limited.

**Only 31 Advance Discount Tickets Remaining. Seating is limited**

 

New Speakers Added…
08 March, 2019

...see the updated lineup of expert presenters at the 3-Tier Wine Symposium!

Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA

Only 34 Advance Discount Tickets Remain

 

More Expertise.
Expanded Topics.
Insights to Wholesale Success.

 
 
 
 
 

We're excited to announce we've added more expert speakers at the 3-Tier Wine Symposium. One of the high points of the Symposium is the opportunity to learn from — and interact with — leaders in the distribution realm. As an attendee, you can take those tools and tips, and start applying them to your winery right away.

 

2019 Featured Speakers

 

Speaker

Gus Bozzo
VP National Accounts / Breakthru Beverage Group

Speaker

Juliana Colangelo
West Coast Director / Colangelo & Partners

Speaker

Chris Denny
Founder, President / The Engine is Red

 

Speaker

Dan Hoban
SVP Wine Sales & Strategy CA / Young's Market Company

Speaker

Erik Lawrence
Managing Partner / Gaw Van Male, LLP

Speaker

Pete Przybylinski
Sr. VP Sales and Strategy / Duckhorn Wine Company

 

Wine Industry Network brings you a one-day conference focused on helping industry executives and owners navigate the complicated world of distributor relationships. The symposium will feature experts from all facets of the three-tier system and will provide you with the tools and techniques you need to change the way your winery works with your distributor partners to maximize this sales channel and grow your brand.

The conference will feature tabletop exhibitors and will include breakfast, an outdoor lunch buffet, both prepared by the Vintners Inn / John Ash & Co. Chef. Attendees will also have the opportunity to take part in a special end-of-day networking social featuring local wines.

** Only 34 Advance Discount Tickets Remaining. Seating is limited**

 

Evolution of the Three-Tier System and New Routes to Market
28 February, 2019

What alternatives are emerging to serve the wholesale needs of wine?
Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA
Registration is OPEN – Only 30 Advance Discount Tickets Remain

More Wineries.Fewer Distributors.
Are new route-to-market options the solution?

The Evolution of the Wholesale Channel; Innovation Driven by Demand.

Between Distributor consolidation and the growing number of wineries, the producer-to-wholesaler ratio has changed dramatically over the past 2 decades. Add in the number of retailer mergers and you have the perfect storm for a hyper-competitive environment that affects the wholesale channel. Are there other options? What are the alternatives for smaller suppliers to get the attention and focus they need?

This opening session will provide an overview of the evolution of the distribution network, what has changed and what we can expect the distributor landscape to look like in the near future.


Meet The Experts:


Speaker
LAURA WEBB
Moderator 

Partner / Okos Partners 
Speaker
CHERYL DURZY
Founder & CEO / LibDib
Speaker
JAKE HEGEMAN
VP of Legal and Regulatory Affairs / WSWA

Wine Industry Network brings you a one-day conference focused on helping industry executives and owners navigate the complicated world of distributor relationships.

The conference will feature tabletop exhibitors and will include breakfast, an outdoor lunch buffet, both prepared by the Vintners Inn / John Ash & Co. Chef. Attendees will also have the opportunity to take part in a special end-of-day networking social featuring local wines.

Registration for the event is now open and seating is limited.

 **Early-Bird Discounted Tickets are Sold Out.
 30 Advance Discount Tickets are now Available.**


Learn More Now


Meet the Industry Experts in the Three-Tier System
08 February, 2019

Educators share how to make your distribution partnerships more effective.

Wednesday, May 22, 2019 · Vintners Inn, Santa Rosa CA

Registration is OPEN - Seating is Very Limited!

“The wholesale channel and 3-tier system, in general, is a major pain point for just about every small to mid-size winery that’s looking to grow their brand”

Wine Industry Network brings you a one-day conference focused on helping industry executives and owners navigate the complicated world of distributor relationships. The symposium will feature experts from all facets of the three-tier system and will provide you with the tools and techniques you need to change the way your winery works with your distributor partners to maximize this sales channel and grow your brand.

2019 Featured Speakers:

GEORGE CHRISTIE, President & CEO / Wine Industry Network
MICHAEL DE LOACH, Owner & President / MD Wine Industry Consulting
CHERYL DURZY, Founder & CEO / LibDib
ERIC GUERRA, Chief Sales & Marketing Officer / Vineyard 29
JAKE HEGEMAN, VP of Legal & Regulatory Affairs / WSWA
KEITH LAVINE, Director of Sales & Marketing / Disruption Wine Company
CHRIS LYNCH, Senior Consultant / Palmateer Consulting
DAVE MOORE, Executive VP Sales & Marketing / Van Ruiten Family Winery
GORDON PALMATEER, Founder / Palmateer Wine Group, Palmateer Consulting
CHARLIE PLUMMER, Director of Sales / Paul Hobbs Wines
JIM SWEENEY, Director of Sales & Marketing / Humboldt Distillery
LAURA WEBB, Partner / Okos Partners

The conference will feature tabletop exhibitors and will include breakfast, an outdoor lunch buffet, both prepared by the Vintners Inn / John Ash & Co. Chef. Attendees will also have the opportunity to take part in a special end-of-day networking social featuring local wines.

Registration for the event is now open and seating is limited.
**Only 10 “early-bird” discounted tickets left.**

 

Are you interested in becoming an official 3-Tier Wine Symposium Sponsor or Program Guide Workbook Advertiser? Click Here for availability and details.


3-Tier Wine Symposium Tickets Are Now Available
24 January, 2019

Join us at Vintners Inn on May 22nd - Register Early for Special Discount Pricing.

Registration is OPEN - Seating is Very Limited!

3-Tier Wine Symposium Tickets are Now Available!

Want to make your distribution partnerships more effective?

It has never been more challenging to get the share of mind needed to achieve your business goals within today’s three-tier distribution system.

Wine Industry Network brings you a one-day conference focused on helping industry executives and owners navigate the complicated world of distributor relationships. The symposium will feature experts from all facets of the three-tier system and will provide you with the tools and techniques you need to change the way your winery works with your distributor partners to maximize this sales channel and grow your brand.

3 Tier Wine Symposium Topics:

  • The Evolution of the Wholesale Channel; Innovation Driven by Demand
  • Understanding the Distributor Mindset; Finding the Right Partners
  • WIN-WIN Distributor Negotiations; Profitability & Pricing Strategies
  • New Product Launch: Expanding Your Market
  • Innovative Incentive Programs
  • Changing the Nature of Market Visits
  • Planning for the Future; Success is Not an Accident

Registration for the event is now open and seating is limited. **The first 50 people to register will receive a special “early-bird” discount.**

 

Are you interested in becoming an official 3-Tier Wine Symposium Sponsor or Program Guide Workbook Advertiser? Click Here for availability and details.