KEY TAKEAWAYS:

• Every wine wants to be in as many restaurants as possible, but the reality is that restaurants don’t want to pour the same glass as the competitor down the street. Narrowing your focus to the right restaurant partner can actually increase demand far more than simply being on many lists.

• Getting on the wine list of the best restaurant in town isn’t a panacea – you are still just one bottle among many. When entering the market, look to be on the list of smaller restaurants with smaller wine lists that can create demand in the marketplace for your product.

• There are always things you shouldn’t do, but for our panelists, there are three major faux pax you want to avoid: 

  • Show Up Uninvited – You won’t have a successful meeting if you show up uninvited and without an appointment.

  • Not Doing Your Research – If you meet a potential on-premise retail partner without having looked at the wine program and can’t present your product as a value add or show up with a Spanish wine to an Italian restaurant, you won’t have a successful meeting. Conversely, if you ride along with your wholesaler representative, make sure your team has prepared the retailer for a supplier meeting.

  • Not Presenting Your Product Appropriately – You should always present your product the way you would want an on-premise retailer to. Make sure your wine is served at the right temperature and in appropriate glassware.

• For panelist Richard Hanauer, there are three ways you can guarantee getting on one of his wine lists: 

  • Provide Value – If there is flavor in your bottle for less than he is paying for currently, the best wine will win.

  • Use Your Network – Use your network to position your product within his enterprise. 

  • Money, Money, Money – Remember to have “business empathy.” You might have to sacrifice your preferred price point to fit within a retail partner’s business plan.