Today my favorite talk was given by Prof. Jim Lapsley, the director of the OIV program. In his presentation on “State Regulatory Barriers and the Implication for Marketing,” Jim covered

• Why the US is a confusing system
• Understanding and working through the 3 tier system
• Goals and Alternative Strategies such as using Multiple Importers/Distributors, using brokers, and direct sales.

I’ll spare you all the 3 tier system talk, and why it is so confusing. Instead here are six slides that are a good reality check for prospective wine producers (like me). They are meant to help you take stock of your situation and to give you a realistic view of the market and how you’ll have to position yourself within it. While our strategy is focused on direct and the slides talk mainly about using wholesalers, we will be dealing with distributors as well – at least at the start. Whatever your strategy, the advice given below is valuable.

Take away: The world doesn’t need another brand. How are you going to make yours remarkable?

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