10 Factors that One should Consider when Selecting a Bulk Wine Supply Partner

BTN talks to Steve Dorfman, partner at the Ciatti Company about the 10 Factors That One Should Consider when Selecting a Bulk Wine Supply Partner.

Steve joined the Ciatti Company in 2007 after working with the Brown-Forman Corporation, Fetzer Vineyards, Sonoma-Cutrer Vineyards and Bolla Wine brands for 24 years. His primary responsibilities are wine and grape sales within California, and the supply demands of markets throughout Europe, Scandinavia and Australia. Ciatti Company is one of the world’s largest broker of bulk wine, and their services include brokering grapes, evaluating prices from a lot of wine to entire wineries and sourcing both domestic and international concentrate, as well as alcoholic spirits.

With such extensive experience in this industry, we asked him for his insights for buyers looking to get into this business. He mentioned that the buyer should do extensive groundwork to figure out the type of wine they would like to create. With a clear requirement in mind, they will be able to approach bulk suppliers with greater ease.

BTN talks to Steve Dorfman, partner at the Ciatti Company about the 10 Factors That One Should Consider when Selecting a Bulk Wine Supply Partner.

  1. Know your market: On-Premise or Off-Premise, branded, private label etc. What is your customer profile? The wine you create will be based on this. Are you looking to create a premium pour? Or a value driver with low profit margins to supply in a national retail chain. An answer to this question will lead you to seek an appropriate supply partner.

2. Know your target customer: Wholesaler, retailer, consumer These three tiers are all your customers ultimately. Therefore, you must understand the profile of the customer at each tier that you are trying to reach. Will you be placing your brand with a small to medium wholesaler or a large one? Will it be retail chain or a mom-and-pop shop or a supermarket that will house your brands? What is the profile of the end consumer that will be buying your wine? These factors will help you determine the type of wine you require, the margins you will need to keep and lead up to the supplier who can make it for you.

3. Know your plan to go to market: Do you have a brand? Do you have all of your appropriate licenses? Often, these steps are overlooked and the time and effort underestimated when one sets out to create a brand. Ordering wine from a bulk supplier is only one step in the chain. You need to finalize your brand’s name, SKUs, label designs, carton design, decide whether you will use a cork or bottle cap, file for required licenses. Without these, you will not be ready to go to market.

4. Learn the relationships: Bulk suppliers may and most do have brands: Are you complimentary to their business or a competitor to their business? You need to understand this as you set out to create and market your brands. In some states, you will have to approach a distributor that is already carrying their brand(s). Is the manufacture of bulk wines their primary business? Come vintage time, you want to remain a priority for supply.

5. Will your bulk supplier also be your bottler/packer: do they have the appropriate licenses? Determine if they have the required facilities for this and also if their pricing is competitive for these services. It may be worthwhile to use a bottler and packager in the neighboring area if there is a large price variation.

Continue reading this article on BTN Academy.

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