Importing and selling wine in the United States is not as simple as it used to be. Gone are the days when you could show up in Texas with a few bottles, meet an importer, and return to France with a signed contract. Today, you need to prepare a solid marketing package even before presenting your wines.
Let's take Texas as an example. If you want to work with a group like Riboli Estates Group, you must first check if your product is suitable for local demand. The Texan market favors powerful wines, capable of accompanying red meats, at an affordable price, but above all, ones that carry an innovative brand.
Step 1: Test and Select
The process begins with an internal tasting, then a small panel of customers is invited to taste the wine. The key purchasing period generally runs from August to October.
Step 2: Present a Complete Marketing Package
Your package should contain:
a clear pricing policy with integrated volume discounts,
a communication plan (attractive packaging, POS materials, roll-up banners, advertising materials),
and availability to support sales teams.
Ideally, it is advisable to spend a few days in the field with representatives to understand local expectations and train the teams.
Step 3: Be Present On-Site
Don't be surprised if a trip to the United States is necessary: meeting buyers in person remains essential to close a deal. Once the order is placed, buyers launch the product in a major, promising city (Houston and/or Dallas) before gradually expanding distribution.
Step 4: Monitor Performance
Not all launches are successful. If the product is not convincing, buyers generally adjust the price or withdraw the wine from the market within 3 to 6 months.
Why Invest in a Solid Package?
With powerful retailers like Costco or Total Wine, competition is fierce. A good marketing package represents an investment, but it then becomes reusable and adaptable for each new buyer. In other words: a significant initial effort, then simple adjustments to multiply your opportunities.
