Welcome to Episode 844, How to sell fine wine in the US through multi-channel marketing, Dave Parker and Michelle Erland IWA
Welcome to 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:
Even before the pandemic, trends in alcohol sales were pushing towards deregulating the three-tier system. While the three tier-system offers many benefits to society, including economic, commercial, and safety measures, a healthy distribution system should never impede any winery from entering the US Market. A Multi-Channel marketing system keeps the distribution system in check preventing barriers to competition. Dave Parker, CEO of Benchmark Wine Group and President of the National Association of Wine Retailers, will discuss all the opportunities for multi-channel selling to allow any wine brand to legally enter the US market and the channels of which exist to do so.
About the Speaker:
Formerly Dake Parker was a Silicon Valley engineer, he began his professional wine career as the Owner of Parker Family Vineyards, a vineyard in the Alexander Valley. With a unique blend of talents, plus wine and high-tech industry contacts, he has successfully bridged the gap between high-quality wine producers and well-informed fine wine collectors and connoisseurs globally. In 1998, Dave founded Brentwood Wine Company, the first weekly online auction house for fine wine. In 2002, Benchmark Wine Group was established as a retailer, importer, and distributor specializing in hard-to-find, collectible rare wines. Now he is CEO of First Growth Technologies, including CellarPros, a service company focused on the needs of the serious wine collector and fine wine professional
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About the Moderator:
Michelle Erland is a New York-based Sommelier and a Senior Account Executive with Colangelo & Partners Public Relations, an integrated communications agency that specializes in fine wine, spirits, and food. At C&P she works on an array of campaigns including Charles Krug, Marques de Murrieta, Benchmark Wine Group, Prosecco DOC, Frescobaldi, Barolo & Barbaresco, and Livio Felluga. Michelle is a graduate of the Intensive Sommelier Program at the International Culinary Center (French Culinary Institute) and a Certified Sommelier through the Court of Master Sommeliers, Americas. In 2017, she became a Vinitaly Italian Wine Ambassador. She holds an MBA with a concentration in the hospitality sector through Johnson & Wales University. In 2020, Michelle earned her Crisis Communication Certificate through Cornell University’s Johnson Graduate School of Management.
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