Ep. 484 Steve Raye How to Get U.S Market Ready | Trade Shows Pt1
Trade Shows
Episode Summary
Content Analysis Key Themes and Main Ideas 1. The primary objective and target audience of the WSWA Convention. 2. The unique structure of the WSWA Convention, emphasizing private suite meetings over a traditional trade show floor. 3. The significant consolidation within the US wholesale tier for wine and spirits. 4. The evolving role of the WSWA Convention's trade floor as a platform for discovering new and emerging brands. 5. The changing dynamics of business interactions at major industry conventions due to market shifts. Summary The WSWA (Wholesale Wine & Spirits Association) Convention specifically targets importers/suppliers and distributors, operating at the upper two levels of the three-tier system by excluding retailers and on-premise accounts. Its distinctive structure prioritizes pre-scheduled appointments conducted in private suites, with the trade show floor historically being secondary. However, a significant shift has occurred due to the consolidation of the wholesale tier, where the top ten wholesalers now control 75% of the US business. This consolidation has transformed the WSWA trade floor; while major business discussions between mega-suppliers and mega-wholesalers still occur in suites, the trade floor has become increasingly vital. It now serves as a crucial avenue for rank-and-file distributors to discover ""new to the world"" or ""new to the US"" brands, filling a vacuum created by the dominant players' focus on existing relationships. Takeaways - The WSWA Convention focuses exclusively on the supplier-distributor relationship. - Private suite meetings are the primary mode of business at the convention. - The US wine and spirits wholesale market is highly consolidated. - The WSWA trade floor is gaining importance for emerging brands seeking distribution. - Distributors attending the show use the trade floor to scout for new products. Notable Quotes - ""As the name implies, w s w a's focus is on providing a place where importers and suppliers can meet with distributors, not retailers and not on premise accounts."
About This Episode
A speaker explains that the W SWA convention is located in the upper two levels of the three-tier system, with the trade show or exhibit floor being secondary and distributors rotating through prescheduled appointments. The convention is now more important as distributors can discover new to the world or new to the US brands through the booth.
Transcript
As the name implies, w s w a's focus is on providing a place where importers and suppliers can meet with distributors, not retailers and not on premise accounts. It's at the upper two levels of the three tier system. The structure of the w s w a convention is different as well. The trade show or exhibit floor is secondary, and the major action takes place in suites, which suppliers and importers take, and distributors rotate through via prescheduled appointments. The W SWA exhibit floor in recent years has been gradually changing in function and focus. As the wholesale tier consolidates, the top ten wholesalers now control seventy five percent of the business in the US, The role of W SWA used to be they and the mega mega suppliers would gather in the suites upstairs to talk about the bulk of the business that's happening. And that leaves an opportunity or a vacuum for new to the world or new to the US brands. And so we're seeing over the last couple of years, especially the W SWA trade floor become significantly more important as a way for the rank and file of distributors who are attending the show can discover new to the world or new to the US brands.