Boston, Massachusetts, United States
I have built a successful career marketing wine and spirits and am the owner of Eastern Beverage Marketing. My company is a one-person affair netting a very comfortable income and a lot of independence. It is a commission-based business that enjoys sales of about $2 million per year and is growing at 15-20% per year. I operate out of a spare room in my home.
I very much enjoy the ability to set my own schedule; decide whom I want to do business with; focus on revenue streams that reflect my values, and maintain and honor business relationships that have grown into deep and lasting friendships. I make a good living and have the ability to work more if I need to, or to relax more if I prefer.
Here’s just a bit of what we can cover in our PivotPlanet session(s):
• How to find the right wine and spirit products to sell.
• How to improve sales in stagnant brands.
• How to introduce new brands.
• How to network effectively to find new opportunities.
• How to pick the most appropriate segments of a very diverse industry to achieve growth quickly and how to avoid the pitfalls of the wrong segments
To be successful in wine and spirit brand management you need to have an understanding of the three-tier system that governs distribution of these products in America. It is also important to implement effective relationship management and utilize selling and sales management skills needed to design and implement successful product and brand strategies.
With more than 30 years in the alcoholic beverage industry, I've been able to view the business from many different perspectives. As the top sales manager for multiple corporate wine suppliers, I designed and used corporate business development strategies. As an entrepreneur, I've helped start-up firms with product development and marketing plans and then tested and revised those plans with and for my clients.
The fast pace, the relentless creativity, the demands of a rapidly evolving consumer base and the "fun quotient" of this business made it an obvious career choice for me. The value of working for myself exceeds the "security" of a corporate position. For me, not defining my company mission too narrowly has allowed great opportunities to ensue; and for me, the importance of nurturing and maintaining relationships is paramount to business success. Conducting business in the most professional way and aspiring to the highest standards creates a self-reinforcing environment of success.
During the course of my career, I am most proud of the two bootstrap businesses I started in very different business environments and requiring very different strategies. Both became successful businesses in less than two years.