Welcome to Episode 836, E-commerce in the U.S. market: new “post-COVID” tools, with Steven Raye and Beniamino Garofalo.
Wine2Wine Business Forum 2021 Series. The sessions are recorded and uploaded on Italian Wine Podcast. wine2wine is an international wine business forum, held annually in Verona Italy since 2014. The event is a key reference point for wine producers and a diverse variety of wine professionals eager to develop and grow their wine business worldwide.
About today’s session:
Covid has had a significant impact on the U.S. market, particularly in terms of the expansion of wine e-commerce apps, sites and tools.
Sales to consumers can now take place, on-premise (HoReCa), off-premise (retail) and “e-premise.”
Producers need to understand the structures of the various tools and platforms supporting e-commerce as it is now being conducted in the U.S. And further, you’ll learn about ways to use these new tools to get past the roadblocks and complications that commonly occur going through a traditional agency-brand importer model.
One of the fundamental factors in understanding the E-comm wine universe in the U.S. is “who owns the relationship data?” In the case of third-party facilitators such as Drizly, they do. In the case of services such as CityHive and similar retailer direct-to-consumer solutions, it’s the retail store. We’ll discuss why this matters and how the difference can be leveraged to drive sales of your brand.
We’ll also parse out distinctions that differentiate the component tools and strategies of E-commerce.
More about the Speaker
Steve Raye is author of the new book “How to Get U.S. Market Ready” which he wrote in collaboration with Stevie Kim and her Wine2Digital team. The book is effectively a toolkit to help Italian wine companies make strategically sound and data-driven decisions and plans for U.S. market entry. He is also the host of a series on the Italian Wine Podcast Channel titled “How to Get U.S. Market-Ready with Steve Raye” featuring 10 minute sessions on key content from the book.
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More about the Moderator
Beniamino Garofalo is a highly experienced manager, having spent many years working for large consumer good multinationals such as Pepsico, Heinz, and Danone, before moving into the luxury market at LVMH and most recently at Gruppo Lunelli. Since March 2020 he plays the role of CEO of the Santa Margherita Wine Group, today one of the leading Italian companies within the world of wine. The Group’s wine is sold in 94 different countries worldwide and it owns ten different estates in some of the most renowned wine-producing areas of Italy – Santa Margherita, Torresella, Kettmeir, Ca’ del Bosco, Cà Maiol, Lamole di Lamole, Vistarenni, Sassoregale, Terrelíade and Cantina Mesa. With over 690 hectares of vineyards, and global sales in excess of 22 million bottles, company turnover stood at more than 189 million Euros in 2019. In addition to its Italian operations, the Group also owns a subsidiary in Miami, Santa Margherita USA, a direct import company which distributes all the Group’s different brands as well as wines from other premium Italian producers, which are destined to see future growth
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