I am currently working in the veneto region of Italy-the company I work for has an importer in California but is hoping to get into the NY market, any suggestions? Thankso so much!
Answer From Expert Roger Bohmrich MW
I gather that your company is currently exporting to California, but it isn't clear if your importer also functions as a wholesaler in that state, or if they are selling your brand to California wholesalers. I am assuming that you have an informal arrangement of some kind, and that you have not appointed them as a "master" importer who in turn sells to wholesalers in, for example, other Western states. In my experience, they may be doing so even if you are not aware, so you should check that first. In terms of New York, you again have several options, including appointing a regional importer who sells your brand to wholesalers in a number of Eastern states. Or, you can approach one of the many importer-wholesalers working in New York only, or perhaps in both New York and New Jersey. There is a long list of such companies in this key market zone which has a high volume of Italian wine sales. Your challenge is that, even though the market is substantial, there are many Veneto brands of all levels (prestigious and low-priced) already represented and struggling to develop a market presence. How do you intend to differentiate your brand, and what convincing arguments can you bring to bear to persuade a company with similar products to add yours to their portfolio?
