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7/31/2019 WIN Advisor - Trade Shows
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WINE INDUSTRY NETWORK
ADVISORWRITER:Jim Brumm EMAIL:[email protected] BLOG: wineindustrynetwork.com/blog
Technology is really changing the way customers make buying de-
cisions, thats no secret and no one knows that better than us in this in-
dustry, says George Christie, President of the Wine Industry Network,
but theres no substitute for what happens when you put a supplier
and a buyer in the same room. We attend every show and while they all
offer something different, there is one common denominator.they all
work like crazy to put prospective buyers in the room
For exhibitors and attendees alike, trade shows save money. Sup-
pliers can attract hundreds of potential customers for a small fraction
of what it would cost to seek them out individually or in a mass market-
ing campaign. Likewise, for the price of admission, an attendee can
find everything he or she needs to run a successful business in one
place. They can inspect and compare products side by side and many
vendors offer special discounts for those who buy at the showdont
forget to ask.
Yes, trade shows leave us exhausted, with sore feet and scratchy
voices. But, if you use them effectively, they can pay off in a big way.
Here are some trade show statistics from Merchants Circle, an online
business networking organization:
83 percent of trade show attendees have some kind of buying pow
85 percent of decision makers say attending trade shows saves th
company time and money by bringing vendors together under oroof.
91 percent of attendees say that trade shows impact their buying d
cisions because the competition is in one place allowing for compa
son shopping in real time.
Trade shows cost 38 percent less than sales calls.
Trade show visitors will tell six or more people about their experien
Here are four wine industry trade shows coming up that we want
to share and more are featured on the WIN site. See you at the show
Unified Wine and Grape SymposiumThe Unified Wine & Grape Symposium, held annually in Sacrame
to, California, is, the largest event of its kind in the western hemisphe
With over 650 exhibitors, last years show welcomed more than 12,00
visitors, according to Ken Freeze of Brown Miller Communications, I
ITS TRADE SHOW TIME... ARE YOU READY?Wine Industry Trade Show season is fast approaching. For exhibitors, trade shows are an opportunityto showcase new products, advances and innovations, and to connect with thousands of potentialnew clients (and reconnect with old ones). For attendees, its a chance to learn whats new and excit-ing in the industry, attend seminars or workshops to hone your skills or learn new ones, and to rubelbows with others in the industry.
11.01.2011ADVISORFEATURE
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Whats new this year is the program,
said Freeze. Were known for what we call
our general sessions and smaller breakout
sessions. We put these together to bring the
latest and greatest information to the wine
industry.
This years general sessions include Cli-
mate Change: Quality grapes and wine in a
challenging climate, The State of the Indus-
try (the most heavily attended, according to
Freeze), and Branding: Creating a successful
branding toolbox. Other sessions will focus
on diverse subjects such as negotiating grape
contracts, productive ways to talk about qual-
ity, sweet wine tasting, sustainability and
more. By combining a trade show with a broad
spectrum of sessions, the Unified Symposi-
um provides attendees direct access to all the
latest information.
Wineries UnlimitedSometimes referred to as the buyers
trade show, Wineries Unlimited is back next
March for its 36th year, making it the longest
running wine industry event in the eastern
United States. Dennis Black of Vineyard and
Winery Management Magazine, says that thisyears event will see a 10 percent increase in
attendance and feature nearly 300 exhibitors.
This year well have more of an international
presence, said Black. We will have exhibi-
tors from France, Italy, and Canada.
Attendees will find everything they need
to manage a successful vineyard or winery
including barrels, bottles, corks, chemicals,
insurance, irrigation, machinery, packag-
ing, software, soil testing equipment, tasting
room merchandise, trucking services and a
host of other items.
This years keynote speaker will be Alyssa
Rapp, founder and CEO of Bottlenotes, Inc,
Wine & Grape ExpositionNovember 16, 2011, 7am - 4:30pmLocation: Hangar #1, Napa Valley Airport, 2030 Airport Road, Napa, CA
www.napagrowers.org/events/tradeshows/wine-grape-expo
Unified Wine and Grape SymposiumJanuary 24-26, 2012Exhibits: January 25-26, 2012Location: Sacramento Convention Center, Sacramento, Californiawww.unifiedsymposium.org
Midwest Grape and Wine Conference and Trade ShowConference: February 9-12, 2012Trade Show: February 10-11, 2012Location: St. Charles Convention Center, St. Charles, MOwww.midwestgrapeandwineconference.com
Wineries UnlimitedConference: March 27-29, 2012Trade Show: March 28-29, 2012Location: Greater Richmond Convention Center, Richmond, VAwww.wineriesunlimited.com
NETWORKINGBONANZANETWORKING IS MORE THAN
A BUZZWORD AND AT WINE
INDUSTRY TRADE SHOWS,
YOU CAN MAKE THE MOST
OUT OF QUICK ENCOUNTERS...
an online community where wine enthusi-
asts come to learn, share tasting notes, and
buy wines from around the world. Rapp is the
author of Bottlenotes Guide to Wine: Around
the World in 80 Sips, and was named in Inc.
Magazines 30 Under 30 list of Americas
coolest young entrepreneurs.
Midwest Grape and Wine
Conference and Trade ShowThe third largest industry trade show in the
United States, the Midwest Grape and Wine
Conference and Trade Show has an impres-
sive lineup of speakers and sessions for 2012.
170 vendors will be on hand to display the
latest and greatest in equipment and wine-
making techniques. The Midwest Grape and
Wine Conference is now endorsed by wine
and grape associations from seven states.
Conference director Rozanna Benz said
that the Midwest Show is where wineries and
grape growers find it all. We have so much
more to offer attendees, she said. The size
of the event, the caliber of the speakers, the
support of vendors; these are just a few of thereasons for the rapid expansion of this event.
The words out!
This years show will offer a 25 percent in-
crease in exhibitors over last year. We have
new products, new trends, and new con-
nections, said Benz. Our moderators are
dedicated to bringing our attendees the latest
technology in wine making and grape grow-
ing. The Midwest Grape and Wine Conference
has twenty-seven years of experience in de-
livering a quality trade show and conference.
This years featured speakers include Eliz-
abeth Slater of In-Short Marketing who will
offer sessions on How to sell anything, and
Short Sessions with In Short, where attend-
ees can sign up for an up-close and invigorat-
ing hour devoted to Q and A on any and all
direct-to-consumer issues.
Wine & Grape ExpositionThis years Wine & Grape Exposition,
which is coming right up, has moved to a new
location at the Napa County Airport, a site that
can comfortably accommodate the growing
number of exhibitors and attendees.The Wine & Grape Expo is a highly focused
educational symposium for the premium
winegrape grower and wine producer. The
Expo includes seminars that focus on spe-
cific vineyard practices as they relate to wine
quality as well as an exclusive tradeshow with
many of the industrys leading viticulture and
enology companies.
This years event will be really exciting,
said Sonia Deluca, program director for Napa
Valley Grapegrowers.. Its about connect-
ing vineyard practices to wine quality. In one
day you can learn so much information about
growing high quality wine grapes and produc-
ing great wine from those grapes.This year when selecting exhibitors we
made sure we had a wide range of viticul-
ture and enology companies, said Deluca
Things like optical grape sorters, aerial im-
aging of vineyardswe have a seminar topic
on thatand taking attendees from the dirt
to the bottle. Its a really exciting symposium
for us. Half of our members make wine and
work hard to connect vineyard practices to
wine quality. Its our day to bridge those two
things. We will talk about elevating the quality
of farming practices toward making the high-
est quality of wine.
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