Making the Math Work

It starts with a consumer opportunity: a price point, a positioning gap, and a piece of whitespace in the market. But an idea only becomes a successful wine program if every functional area behind it is aligned on the numbers, which takes real conversation and real decisions along the way.

This session takes two real-world examples, a $35 Napa Cabernet and a $12.99 Sauvignon Blanc, and traces them backward through the supply chain to show what it takes to keep the numbers working at every step. Attendees will leave knowing what conversations to have, and when to have them.

Moderator:
Erin Kirschenmann, Wine Business Monthly, California

Speakers:
PJ Alviso, Duckhorn, California
Dirk Heuvel, McManis Family Vineyards, California
Justin Leigon, Piña Vineyard Management, California
Timothy Milos, Consultant Winemaker, California
Maeve Pesquera, O’Neill Vintners & Distillers, California