This session was presented by Eric Guerra at the 2019 USA Trade Tasting, New York. The event was organized by Beverage Trade Network, the leading online platform dedicated to connecting the global beverage industry. In this session, Eric Guerra, Galactic Viceroy Of Wine at Reserve Tastings Wine Co., USA, shared insights on how to market and grow the distribution of your luxury brands. Guerra dove into the details of : 1. What is in your control & what isn't 2. Focusing on your sphere of influence 3. Making excellence a cultural imperative 4. Building distribution 5. Rules to follow for growth *About USA Trade tasting* USATT is an annual wine and spirits trade show held in the New York City, for retailers, sommeliers, bartenders, importers and distributors to network, learn and find new opportunities to grow. For more information, you can visit, https://usatradetasting.com/ *About Beverage Trade Network* Beverage Trade Network (BTN) is a leading online marketing and B2B networking platform servicing suppliers, buyers and beverage professionals in the global beverage industry. BTN provides a selection of sourcing solutions for importers and distributors as well as an extensive range of marketing and distribution services for international suppliers. For more information, you can visit, https://beveragetradenetwork.com/

1. How To Market and Grow
Distribution Of Your Luxury
Brands
Eric Guerra

2. Eric Guerra
Wine Executive
How To Market and Grow
Distribution Of Your Luxury Brands
Speake
r
Pic

3. What Do They Have In Common?
$265
$18
$23
$13$19,506
1. Grape Juice
2. Luxury
Perception

4. Luxury Defined
A luxury brand is a perception… and a perception
becomes a reality overtime if you have confidence to
follow the path

5. The Style Of Luxury

6. The Speed Of Luxury

7. The Celebration Of Luxury

8. The Class Of Luxury

9. The Faces Of Luxury

10. • 15 Years In The Wine Business
• Chief Sales & Marketing Officer
• Worldwide Wineries & Brands
• Executive / Blogger / Investor
• 500+ Brands Launched
• 50mil Cases Sold
• 14 Label Awards
Brief Bio
Winery Chief Sales &
Marketing Officer Of
TheYear 2018

11. How Did They Stay Relevant?

12. Typical Strategy

13. #1: An Important Decision
What Is NOT
In Your
Control
TWO PATHS
What Is In
Your Control

14. #2: Focus On Your Sphere Of Influence
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NO INFLUENCENO INFLUENCE
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Quality
INFLUENCE
Culture
People
Style
Experience
Partnerships
Distribution
Innovation

15. #3: Making Excellence A Cultural Imperative

16. #4: Distribution… Build It And They Will Come

17. Rules To Live By
1. Convey Scarcity & Exclusivity
2. Ooze Special
3. Price High, With Confidence
4. No Discounts
5. Price Increases Over Time
6. Never Chase Volume
7. Focus On Quality Of Distribution
8. Have Confidence… and Patience
9. Brand Associations That Lift The Brand

18. Are You Next?

19. Thank you!
egvino@gmail.com
Instagram: @reservetastings
www.reservetastings.com

20. Media Partners

21. Media Partners

22. Sponsors and Partners