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How To Develop and Deliver a Successful Bulk Wine Program

06/01/2018

Understanding what success looks like, depending on where you are in the marketplace. It’s helpful to think in terms of the “supply” side of the market and the “demand” side of the market.

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In July 2017 at the International Bulk Wine & Spirits Show (IBWSS) in San Francisco, global wine editor Deborah Parker Wong reviewed the roles played by each of the major participants in the global bulk wine industry. She illustrated these roles with examples of successful companies that are making the bulk wine industry more transparent and fluid.

The key to success, suggests Wong, is understanding what success looks like, depending on where you are in the marketplace. As Wong explains, it’s helpful to think in terms of the “supply” side of the market and the “demand” side of the market. The “supply” side of the market includes the producers, while the “demand” side includes retailers and on-premise establishments like restaurants. In addition, brokers, contract suppliers and global négociants interact with both the “demand” and “supply” side of the market.

  • Producers – These include three different types of participants – the “as needed” producers, the “specialists” that focus specifically on providing wine for the contract suppliers, and the “hybrids” that both make their own wine and also sell into the bulk market.

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