Ep. 1396 Bruce Hunter | Masterclass US Wine Market With Juliana Colangelo

Hey, guys. Check out Italian wine unplugged two point o brought to you by Mama jumbo shrimp, a fully updated second edition, reviewed and revised by an expert panel of certified Italian wine ambassadors from across the globe. The book also includes an addition by professoria Atilushienza. Italy's leading vine geneticist. To pick up a copy today, just head to Amazon dot com or visit us at mama jumbo shrimp dot com. Welcome to Mastercost US Market with me, Juliana Colangelo. This show has been designed to demystify the US market for Italian wineries through interviews of experts in sales and distribution, social media, communications, and so much more. We will quiz each of our esteemed guests at the end of each episode to solidify the lessons that we've learned. To sharpen your principles, get out your notebooks, and join us each week to learn more about the US market. Hello. Welcome to Masterclass US wine market. Today, I'm thrilled to welcome Bruce Hunter. Based in Miami, Florida, Bruce has led importer and distributor Shaw Ross since nineteen ninety five. Bruce brings over forty eight years of domestic and international experience in the wine and spirits industry. And today, Shah Ross posts an impressive portfolio of thirty nine domestic and international suppliers in both wine and spirits across the US. Welcome to the show, Bruce. It's so great to have you here. Well, thank you for having me. It's a pleasure. Absolutely. Before we dive into today's topic about Florida and the growth in that market, tell us a little bit more about your background and and wine and what got you into the industry so many years ago. I'm very lucky that my father, actually opened up a wine shop. In New York in nineteen forty five right after the war. And then when I was a young man, I used to work in there and help him out. After coming back from the service, I started working for my dad. And he was very much, way before his time as an official nine o of Mhmm. Winds from from all over the world. And being we are, our family is Italian. We gravitated towards the Italian wines, which are near and dear to us, as you can imagine, So we I really got my start there. And from there, I joined a company called Parent Company, which was a, which was a, international company based out of California. Started with them in seventy four. Took over as president in eighty four. It was primarily California wines. And because of my background with imported wines, we were able to secure on a national basis, the wines from Cortineto tomasi Wow. And some other very prominent wines. So, we're happy about that. And when I joined Shaw Ross, we really had, very few wines, important wines in our portfolio, and we're happy now to have wines like Andreas Sartore. I'm Verona, wine's Lascocca, Gabe de Gabe from Piamonte, and of course, Prescobaldi from Tuscany. Fantastic. So were you pretty instrumental in the development, you know, of the Italian wine portfolio at Charles Ross? I was because it's it's really It's a passion for me, and we see that in today's market, in the US, Italian wines are still doing very well and are very healthy in the market. Yeah. Absolutely. Great. Well, for today's episode, we're gonna talk about mastering one of the US's or I should say the US's fastest growing markets, with all the recent growth in Florida, where where you're based and where Shar Ross is based. So we're gonna focus more specifically on the opportunities in Florida for the Italian wine category. So our three key takeaways for today's master class episode are number one, what are the key trends in Italian wine in the Florida market today? Number two, what are the biggest opportunities for Italian wine in Florida? And number three, what are some things to consider, you know, when working in the Florida market for anyone coming, from Italy or just going down to work to market. So let's go into it. So, you've been at the home of Shah Ross since since nineteen ninety five and the company's based in Florida. So you've been around this market for a number of years. What have been some of the biggest changes in the wine market in Florida over the last thirty plus years? I think Florida very much like a lot of other a lot of states around the around the US, maybe with the exception of New York has really branched out more into, you know, premium wines on the international basis, which is great, of course, for Italian wines. The other thing that I found, living here now since since ninety five is there's, you know, an incredible proliferation of Italian restaurants that are coming in there. And I'm not talking just about the pizzerias. Right. There's nothing wrong with pizzerias because I love pizza. Of course. But fine Italian dining. And I think having that in the market, when you have these these incredible restaurants, that have that have come from Italy and have settled here in the States, it really promotes, having a fine Italian wine list. So it's helped us. We also see in the in the stores whether it's, whether it's the chains or independent chains that they are now expanding their Italian section. Again, it's not just just for pinot grigios, or in the old days with Swave and Baupolacellos and Barlinos, you really have a great selection of of, you know, world class Italian wines that are being sold. Absolutely, Bruce. So there's been a, you know, along with the proliferation of a Italian restaurants and cuisine seeing the growth in the wine market in Florida, which which makes so much sense. And we've talked about that on the show, with some other guests as well. So, you know, more recently with the recent population surges in in Florida. What are more some more recent trends that you're noticing in the Italian wine category? That's that's a very good question. You know, with during during the pandemic, when a lot of the states were shut down, especially a state like New York, we we had we still sort of an exodus out of those states, and our demographics grew here in Florida because this was more of an open state and was a little bit, I mean, restrictive, but not not as restrictive as a state like California or in New York. So we did get a lot of the people there. And when they come in, they're taking their tastes and the categories of products that they like the wines with them. So with that, we've seen, you know, they've really graduated again Pino Grigio is a great wine. We we love Pino Grigio as an everyday wine, but we're seeing the better wines like, Galvez and and Vermentinos for the white category really making being more of a showcase down here in some of the restaurants. So The expanse on the on the windlass for on premise has really been astronomical. You know, that coupled with with with the the reds and I think people mistakenly think that Florida being such a warm climate would only be conducive for the white wines, which isn't true. Because red wines red wines definitely do a tremendous job here, and and not just the quixantes, but you're seeing, you know, great wines from the brunellos that are doing a great job, and biola's are doing a great job here. And it's it's to me, I love it because it's not just in the fine restaurants, but you're seeing it on the shelves and the wine shops also. So it really speaks for the strength of Italian wines. Yeah. Absolutely. And You know, you mentioned the on premise and, you know, according to TaxWatch, we've seen that hospitality and leisure is one of the fastest growing industries in Florida. Most recently, eleven point nine percent growth in that industry alone in recent years. So, where do you see the trade getting most excited? Obviously, there's been a growth in restaurants. We've seen a lot of New York restaurants, like carbon, and I think pasties just opened in Miami recently. What are you noticing among the trade as it relates to Italian It's kind of it's kind of neat to see some of these these really world class restaurants opening up down here because it it just it raises the bar for restaurants that have been here for quite a while. It makes them rethink their selection on the list makes them think they're not just their selection of wines, but also the cuisine that they offer. So to me, it's it's sort of up the game. And I think that's really it's healthy for everyone, involved. Yeah. It just it it just shows well. Mhmm. Definitely. And, you know, when those great restaurants opened down in Miami coming from New York or other markets, are you seeing them approach their wine list and specifically their Italian, you know, wine programs differently? Or are you feel like they're sort of replicating what they might do in other markets. Yeah. No. I don't see, you know, I'm I'm very I'm very honored and blessed to be able to travel, you know, not only overseas, but around the states. And and they haven't they haven't taken it and and morph their wine lists or what their selections were. Let's say in New York or California or Illinois, to fit the needs of Florida, I think it if it works, you know, don't fix it. So they use that philosophy down here. So I I do see them getting at least down here, following a trend. They're getting into more vintages to do verticals. Oh, interesting. Okay. And they're offering other windlass. So we see that with one of our brands at Frisco Baldi with the brunello where they're they would have maybe four or five different offerings of vintages. So the consumer really is getting more sophisticated and is willing to try different things. And that to me is very refreshing and very healthy for the industry. Right. And also willing to spend more if they're willing to go to back vintages, I'd imagine. Right? Absolutely. Absolutely. Well, that's exciting to hear. So speaking of Frisco Balde, you mentioned you also working with Lascocca and some other suppliers. Mhmm. And you've been working with them for a number of years. So how have you seen those wines received in the Florida market? Have you noticed any significant changes? And what the market is interested in from those suppliers. Yeah. You know, again, one of our one of the brands that we have is, you know, LaScoka, Gabadi, and it's the most it's the number one, most prestigious in our eyes. Grabbing, out of Italy, the woman who owns it here, Saldadi is an amazing person. She works Florida. She loves working down here, but what's not to like in Florida? Yeah. Oh, yeah. And they're working here. And we're seeing that once people are educated, they learn more about a wine like Agada Daghati, it really does very, very well both on the shelves and the stores and especially on the wine list. So it really education to me is incredibly important down here, especially with Italian wines because it could be a bit a bit confusing. It's not as cut and dry as California with just cabs and shards, Sono blanks, merlots, etcetera. You know, it takes a little bit of knowledge to really appreciate what what the Italian wines have to offer. Right. Absolutely. So education and and suppliers spending time working the market. Is key in in any market, but, you know, in Florida as well as there's there's so much growth. Yep. You know, what's exciting to you right now about the Florida market for Italian wine? Are you predicting any trends or wines or categories that you think have a great opportunity in the market based on what you're seeing. Italian wine podcast, part of the Mamojumbo shrimp family. Well, you know, we it's we we do represent and it's I'm very again, we're very lucky to have such a great portfolio of you know, prestigious family wineries, but the sartori wines, the the, amorones and Vopuloccellos or Repasos, when people taste them and they learn a little bit about the wine, it's amazing to see the acceptance that they have. I know that Okay. That we have it at the at the Italian Pavilion and Epcot. They've just fell in love with the with the with the with the Ameroni up there and their and the the buffalo cello from Andreas Sartore. So It's a very open market for us. I think one of the things that people don't realize is that Florida is a very international market, especially with our South American neighbors and also the Europeans that come here. So you really are you have to have a broad choice of products to present to them because they come with their own knowledge, which is probably a bit more than ours when they come to Florida. Yeah. Absolutely. Well, what did you say are some of the major competitors to the Italian wine category when in the Florida market? I mean, you know, It's a very good question. You know, it's it's a question which which you, it's a very simple answer. You can't re any project whether it's Italian wines or Chilean wines or Spanish wines, you're not in competition just with the wine or you're in competition with with liquid that you drink. So if someone's drinking five liters a week of liquid, you're not gonna change them from drinking water to drinking wine. So It really, you you have to grow and you know, you don't try to go in there too. I'm gonna steal from this category and that category. I think what you wanna do is to try to to, in our case, try to take business away from other Italian wineries and put it and focus it to our wine. So it's really not a a competition back and forth that way. Yeah. No. That makes sense now. That's that's a great point. And we know that the consumer these days is drinking more across categories. Right? They're not just drinking wine necessarily, especially younger consumers are drinking also cocktails, spirits, beer, seltzers, everything. So like you said, it's it's not about increasing the amount they're drinking, but rather competing for that space in which they are drinking. Wine. Tell us a little bit more, you know, at working the market in Florida. We know that that's critical to succeeding in any market, but with so much growth in Florida in the recent years, what would you say are some things to keep in mind for suppliers when they're coming to work the market? What we like to urge, our suppliers when they come in, I can only speak to to our teams that Miami is a great market and certainly, you know, it's that that's where you wanna put a lot of your effort, but there's such incredible markets throughout the state. If you go into Naples, Florida, in the West Coast, Tampa, Orlando, Jacksonville, up near Panama City, and you've got a a great variety of markets to go into. And each one of these markets have these little nucleases of of areas that have incredible restaurants and, for fine dining for in the Italian sector and and great wine shops. So you just can't come in and just go into one place and and think, well, I've I've I've ticked the box I've bought to Miami's because Right. If you do that, you're really shortchanging yourself and your product. Yeah. You mentioned epcot earlier. So Orlando and Disney, I know, you know, there's a huge market there, right, for lots of different wine categories. Mean, and and there's very, you know, Naples is a very affluent market and there's certain places in Saint Petersburg in Tampa and Jacksonville. So there really is there's a a great, you know, depth of accounts around the around the state that you really have to go into and sort of visit them all. Of course, again, Miami is the main focus, but certainly don't don't give up these other smaller areas that can bring you notoriety in business. Right. Yeah. No. That's a great point. I know that I have family in Northern Florida near Jacksonville. And, you know, every time I visit, they talk and complain a little bit about all the New Yorkers that are moving there. So, you know, the whole that whole state the whole state is experiencing the growth. So I think that's a a really great point for our listeners is not just to to focus only on Miami, but think about some of the other smaller markets in the state as well. Correct. Yep. Absolutely. How about in terms of just reaching the trade? I mean, are there are there more wine tasting events, more trade events happening in in key markets, just format wise, where do you feel is the most effective way to to reach the trade? Yeah. Again, a a great question. You know, the you you could go to a wine, a little wine event every day, in the state of Florida, a little alone in the country. And they're and they're great to to participate. You sort of have to pick your shots. We tell our our suppliers you don't go into the market like Florida. With a shotgun, you've gotta go in there with a rifle because you really have to focus. You just can't go out there and say I'm gonna do twenty events, you know, in two weeks. So just focus on the ones that are meaningful. And to me, the big wine fairs are great to go in there. They're kind of fun for all of us to attend, but it's the education in the with the restaurant tours. It's the education with the retailers, and they're they're hungry to be educated. And If you can be the person to bring them that knowledge about specific Italian wines, then, you know, selfishly, those are the wines they're gonna gravitate towards when they have them in their stores or in their restaurants. Yeah. Absolutely. So, yeah, in terms of events, I think that's that's great advice, Bruce, you know, taking a Relay's specific approach, and really focusing on areas and spaces in which you can provide education to the audience and and really teach them about about what you're pouring. Would you say there's anything, you know, especially different, unique, about the Florida market compared to, you, you know, you've worked markets around the country, and have traveled around the world, especially unique to keep in mind or especially different. You know, again, I think you're dealing with a with an international market and and Right. Here in Florida, especially in the South Florida area, you have a a lot of people who, who have winter residences here from South America or other parts of Europe. So when you're dealing in Florida, you're really dealing in it. You've gotta appeal to their interests also. So you have to approach things a little bit differently than you would, let's say, in Chicago. Right. Right. You know, or in Texas, or even in California. So to me, it had I love it because it's a challenge, and and Florida has such a great flare and panache because of all the people who who make this their either permanent home or their their their winter homes that it really makes you bring up your game to present your products out there in a way that they can understand it. It's not just what the Americans understand, but what you can make people internationally understand about your product. Yeah. Absolutely. I think that's a a really good reminder. So think about Florida, almost more like an international market, compared to to the rest of the country. And and that makes a a lot of sense. How about price point wise, like, what pricing segments are you seeing the most opportunity in. I think if whoever you ask, you know, in, you know, in my I know that you speak to a lot of people. I think we all have the same the same mantra that it's it's that fifteen dollars and above, which is really growing. It's a healthy, healthy platform. The wines that are fifteen and below, it's they're not going out of business, but you're not seeing the growth that you do in that segment that goes from fifteen and up MRs. You know, we go from fifteen to you know. Right. Five hundred bucks a bottle. So we're we're all over the board. But but I I think the one thing you mentioned where the the, you know, the the younger generation is out there and they're they're having cocktails and and seltzers and and they're really experimenting. What we find is that they're also willing to pay money, not just to have a ten dollar bottle of wine, but to to enjoy and experience a good bottle of wine, especially with our sales on our Brunllo, which is, you know, it's you know, we're very lucky to have have vintages. They're always in the nineties, gradings, and they're not afraid to spend that. I think that really speaks volumes as the consumer, and and it shows you they're willing to put their money where their taste buds are. Yeah. Absolutely. And I think that's something, you know, a trend we're seeing nationwide, but I would think that in Miami with it's a market where people have second homes, it might be, you know, a slightly more affluent market than than some other market. So I think that's that's something great to keep in mind. Okay. Well, Bruce, thank you so much. Before we end, we do a rapid fire quiz at the end of each episode. So if you can do your best to answer these questions and One sentence or less. That's the challenge, Eric. Just to to hammer home some of the the key points that that you brought up on today's episode about the Florida market. So Ma'am. Question number one, what are some of the key trends right now in the Italian wine category in the Florida market. I would say the the upper end of the reds, I e, brunellos, Barrolos are doing very well. Great. Number two, what are some of the, biggest opportunities in the future for Italian wine in the Florida market? I think to promote more of the of the white varietals, because white wines still sell very well. And and the Italians pro produce a a vast variety of whites that I think most Americans don't know about. It's an education process. But I think the white wines are are there are there to be to be dealt with. Gabby and more gabi. Gabby and gabi. Yep. Okay. And finally, number three, what are one to do things to consider that are unique to Florida? When suppliers are coming to work the market. I think what we we said before to not just concentrate on Miami, but to actually go out there and investigate and educate in the other areas that are very prominent areas in the state of Florida with which, there's great business there. So we we can't get bogged down in one area. You have to you have to spread the education and spread the love. Yeah. Absolutely. Really, really great point. Well, Bruce, thank you so much for joining us today on the master class US wine market on the Italian wine podcast. How can our listeners connect with you with Shah Ross? What are the best ways for them to to stay connected? It can just be my name, bruce Hunter at shaw hyphen ross dot com. Fantastic. Thanks again, Bruce for being here today. Really appreciate it. It was an honor. Thank you so much. Thank you for joining me today. Stay tuned each week for new episodes of Master Class US wine market with me, Juliana Colangelo. 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