In 2015, CDR introduced WineLab Touch to the world.
In development for over five years, WineLab Touch is a new wine analyzer that features advanced technology allowing winemakers to manage several analytical parameters at the same time. CDR markets globally, and the launch of WineLab Touch was at a trade show in Bordeaux, France.
But they needed access to the US wine market. Without a distributor, CDR was missing out on one of the most robust sectors of the wine world.
That’s where we came in.
Working directly with Gabriele Casini, the CDR Sales And Marketing Manager, we began our work in October, 2015. Our goal was to find a distributor by January 25, 2016, the first day of the Unified Wine & Grape Symposium in Sacramento, the biggest annual trade show in the wine industry.
“Capital Letters is a good fit for CDR,” said Casini. “Chris has many years of global marketing experience and has a team of experts who can help grow CDR WineLab Touch sales in North America.”
Teaming up with Baker Strategy Group
I brought in David Baker, of the Baker Strategy Group, to do market research and industry analysis. David is a pro. We’ve worked together before, and his keen business analysis lays a great foundation to the distributor screening process.
First, David did a thorough analysis of the wine industry. Then, working together we reviewed competitors, then we screened and evaluated distributors. Skyping regularly with our clients in Italy, we kept them involved in the process of identifying the ideal American distributor.
ATP Group, a leading supplier to wineries across North America, emerged as the most promising candidate.
They distribute to 9,000 of the 10,000 wineries in the US. Through the leadership of founder and President, Luca Zanin, ATP is poised for growth as a leader in technology, and WineLab Touch fits their new business model perfectly.
We had several great meetings with Luca and his team at their headquarters in Windsor, California, before and after the Unified Show. A few weeks later, ATP placed their first order for 10 units.
The CDR/ATP Group partnership is off to a great start. It was our rigorous process of market research, competitive analysis and distributor screening by the team at Capital Letters Marketing that brought them together.
Do you need help finding distributors for your products? Contact me today for a free consultation.