Marketing Manifesto for Wine and Spirits
12 tips for wine marketing success in the U.S. market.
read moreSteve’s Writing a Book
It's been suggested, recommended, advocated, promoted, repeated and most of all...inevitable…so I'm taking the plunge and am writing a book. Thanks to four people in particular for the motivation: Deborah Gray, "How to Import Wine: an Insider's Guide" and her new...
read moreKaren MacNeil’s Wine Bible, 2nd Edition
It’s a rather bold book title but the content delivers on the promise. Again. And while the publisher’s name is Workman, this is much, much more than a workman-like opus. Karen MacNeil participated at the Wine Blogger’s Conference in the Finger Lakes this year and...
read moreWine2Wine, Verona Italy Dec. 2015
I’ve just returned from Verona, Italy where I participated in the Wine2Wine Wine Business Forum organized by Vinitaly’s Stevie Kim and team. The key problem Vinitaly has, and in fact shares with many trade shows, is that while they have a great schedule of seminars,...
read moreSpec Creative: Not a Good Strategy
When a brand runs an agency review, they’re generally looking to answer the question: “Are these the kind of people I want to work with.” That means focusing on how they work, and how they work with you. Not whether they guessed right while being kept at arm’s...
read moreCreative Brief Tutorial
Here’s a great tool I’ve been using since I first started in this business. It's a discipline I've adhered to to make sure we keep all the pieces in the marketing mix aligned, on strategy, and focused on end user benefits and call to action. Creative Brief Key Fact:...
read moreVinitaly’s Wine2Wine to Focus on What’s Next
Vinitaly’s Wine2Wine brings wine industry thinkers together in Verona Dec. 2, 3, 2015
read moreLet Me in Coach, I’m Ready to Play
As many of you know I’m passionate about helping open the doors of the U.S. market to new Bev. Alc. brands. From the U.S. Drinks Conference to the lectures I’ve given at international trade conferences, I’ve invested a lot of time telling people how hard it is to...
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