Sid Patel, CEO of the USA Wine Ratings and Beverage Trade Network, provides invaluable insights on how to boost wine sales performance at the retail level. Here are some actionable steps to achieve this goal:

1. Be Present at the Retail Level:

 Spend time outside the office and ensure your brand is moving effectively at the retail level.

 Collaborate with your distributor to support a successful launch of your brand.

 Establish a follow-up program to monitor and improve sales for at least the first 6 months.

2. Market Feedback and Education:

Focus on your brand's performance at the retail level, gather market feedback, and share it with your team.

This information will help you prepare for discussions with your distributor and demonstrate why your brand is a success.

3. Long-Term Perspective:

Don't view your distributor as a one-time customer. Look beyond the first purchase order.

Aim for a lasting presence in the market and maximize your opportunities to be in front of retailers.

4. In-Store Tastings:

Host in-store tastings to engage customers and encourage them to try your wine.

This can be an effective way to deplete your brand at the retail level.

5. Point of Sale Materials:

Use case cards, shelf talkers, and colored cartons to help retailers sell your wine.

Make it easy for retailers to locate your brand on their shelves.

[[relatedPurchasesItems-55]]

6. Secondary Displays:

Create secondary displays in strategic locations within the store, such as near refrigerators if you have white wines.

These displays can boost your brand's visibility and sales.

7. Floor Displays:

Utilize floor displays as effective merchandising strategies for showcasing your brand.

Collaborate with your distributor to maximize this opportunity.

8. Depletion Report Analysis:

Request a depletion report from your distributor to identify non-performing stores.

Understand why your product is not working for them and consider holding tastings to stimulate sales.

Engage top-performing retailers to secure store displays and increase sales opportunities.

9. Signage and Customer Guidance:

Use floor decals if retailers allow for effective signage.

The best signage not only helps customers find products but also inspires them to make additional purchases.

10. Create Incentives:

 Develop incentives for sales reps, retailers, and their staff based on depletion rates.

 Reward them for moving a specified number of wine cases within a given time frame.

11. Personalized Appreciation:

 Visit retailers in person and express gratitude for stocking your wine.

 Building a personal relationship with the retailer can lead to their continued support and recommendations.

Sid Patel also extends a helping hand on LinkedIn and Instagram, where he regularly shares practical insights and whitepapers to assist you with your wine brand.

By implementing these strategies and maintaining a strong presence at the retail level, you can increase your wine sales performance and build lasting relationships with retailers and customers.