Liberty Wines Ltd’s Post

Interesting article. I like the honesty from Solectrac and how they are repositioning the business. It’s always important to maintain a close relationship with your end customer. I look forward to seeing Solectrac shift their GTM and overall business strategy.

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Ever try to slam a square peg into a round hole? That’s what I did with my first job out of college, and it taught me a lesson that propelled me to a successful 15 year run afterwards. In 2007, I moved to Washington, DC with my girlfriend. No job. No friends. 1/2 of a plan of what I wanted to do there. I wanted a career in the wine industry because I liked wine. Looking through the open jobs, I came across “Wine Broker.” Wine broker sounded sexy! I applied got the job. I hung up the call, ran into the bedroom, jumped on my girlfriend, and told her we needed to celebrate. We picked the 8th best sushi spot in town. We were new to town and didn’t know any better. But we celebrated! It was my first job after graduating, and I felt like such a professional. I rode the metro and wore slacks and a button-up shirt and everything. I turned out to be a telemarketer masquerading as a wine broker. Basically, I sat on a yoga ball, behind a desk, calling guys at work and selling them $500+ cases of wine. 8 other recruits did the same. Success went through four steps: 1) Get past the gate-keeper 2) Build rapport 3) Pitching the wine 4) Close the sale This office was an old school sales room. Each day we had a new goal. Day one get passed the gatekeeper, get to the pitch the next day, then through the pitch, and finally to the close on day four. If we successfully achieved that day’s goal, we walked to the front of the room and put a tally up on the board. Whoever had the fewest marks got fired. Brutal. Here’s the thing: I didn’t actually know anything about wine. I knew I liked to drink it, other people liked to drink it, people bought it, sold it, wrote about it, and that I could make a career in the industry. But I didn’t know enough to earn trust. I could’ve been talking about hillside vineyards in the corner of Napa’s most prestigious area or scotch tape. I didn’t know the difference. They fired me last, and said, “You would do great in a different venue, like a tasting room or with a distributor. Sometimes people don’t translate over the phone.” I spent more on that sushi dinner than I earned at the job. But it taught me I couldn’t fake my way to a sale. Lots of people can, but I can’t. I have to believe it in it. I have to trust myself. I’m not a great bullsh*tter. Luckily, they fired me fast enough that landed another job I had applied for before, which I got. That job spring-boarded me into a successful 15 years in the industry. I just needed the right fit.

The Winery Job Index dropped 32% in June compared to last year, showing that hiring slowed down across the board, except for sales and marketing, which saw a little bump. Winemaking and production roles took the hardest hit, with a 41% drop, while direct-to-consumer jobs like tasting room staff also fell by 30%. It looks like wineries might be pulling back on hiring after going all out post-pandemic, with the index now at its lowest since 2020. Read the full report: https://zurl.co/ham3 #winejobs #HRNews

Check out our latest blog post. Should wineries rethink the job roles to accommodate a new job market?

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Nick Gillett gave an exceptional talk on what good distributors are looking for in the brands that they partner with a few years back at the Verallia Distillers Forum. If you missed the chat, he’s outlined it again (updated of course) in his latest article with Harpers Wine & Spirit Magazine. It’s a great read and essential for any emerging brand / challenger brand to digest. Make sure you register for this year’s Distillers Forum (link in comments) for insights on how you can build your drinks brand in the current market. #distribution #brandbuilding #emergingbrands #challengerbrands

So, just what is the secret sauce that spirits brands need to have to both catch the attention of a distributor and stay the course to become a brand with longevity and loyal advocates? I don’t think I have to preach about the benefits of working with a distributor when it comes to the UK spirits industry. It’s a complicated market at the best of times and currently full of challenges like cost-of-living pressures and hospitality closures, which in turn lead to more cautious buyers that are harder to access. There’s just no doubt that by working with the right distributor you open up a new world of opportunities but that doesn’t mean that it’s easy. There’s a plethora of independent spirits producers out there, so how do you differentiate yourself from the crowd; and what’s going to convince a distributor to take on your product? Thanks so much to the team at Harpers Wine & Spirit Magazine for letting me share my own personal thoughts on what we’re looking for in a spirits brand at Mangrove Global Ltd.. https://lnkd.in/ecAPEqQj #teampurple #drinksdistributor #mangrovedrinks

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