In anticipation of the Nov. 6 Southern Oregon Wine Industry Roundtable, Capiche’s Chris Cook conducted a Q&A with Bree Boskov to get a preview of her presentation “Figuring out Distribution: What’s Best for You?”
CC: What’s the best strategy for a smaller winery to pitch to and attract a distributor?
BB: Small wineries need to understand their competition and how to differentiate themselves to a distributor. Research the market and distributors in the market. Smaller wineries often work best with smaller distributors as they can develop a personal one-on-one relationship.
CC: How can you find the right distributor for your brand?
BB: Do your homework! Research the market and the distributor portfolios. Be sure their wines and philosophies match your own. Ask for recommendations from retailers and on-trade buyers in the market. Match the personality of the distributor’s portfolio to your own wines.
CC: How do you suggest working with your distributor to drive depletions?
BB: Set 90-day sales and depletion goals and actively review them with the sales team. Structure a sales program calendar for your brands. Ask the distributor’s sales force what they need from you to increase sales and what helps move wines in their accounts. Engage and build relationships with sales staff to increase their investment in your brand.
Bree Boskov, a master of wine specializing in wine education development, joined the Oregon Wine Board in April 2017. Born and raised in Australia, Bree’s career has had an intentionally international perspective. In Canada, sommelier roles in fine dining restaurants took her from Vancouver, BC, to Nova Scotia and led to sommelier certifications and the Wine & Spirit Education Trust Diploma. Sales and portfolio management roles have taken her around Australia with De Bortoli Wines—one of Australia’s largest family-owned wine companies—and Australia’s preeminent modern Spanish and Portuguese importer The Spanish Acquisition, located in Melbourne.
Since 2008, Bree has been an independent wine industry management consultant specializing in education program development and sensory training, consulting to some of Australia’s finest independent retailers and wine education programs. She has provided market analysis for wineries and importers; brand analysis; and wine business management consulting. Bree is also an experienced international wine judge and has held harvest and consulting positions in Australia, Austria, Portugal and the United States.Match the personality of the distributor’s portfolio to your own wines. Click To Tweet