The Three-Tier Reset: Navigating a Changing Wholesale Landscape

The three-tier system is changing, and the strategies that worked for wineries in the past may not be enough to succeed today. This two-part session will examine the current wholesale landscape, what has changed and what wineries need to know to compete more effectively for distributor attention and market opportunities.

The first half will bring together supplier and wholesale perspectives for a candid conversation about how the system works today, including what distributors are looking for, how they evaluate opportunities and the realities influencing their decisions. The second half will shift from insight to action with an interactive workshop focused on practical strategies, tools and exercises wineries can use to strengthen distributor relationships, better understand the economics of the three-tier system and identify opportunities to grow their business.

Attendees will leave with a clearer understanding of where the wholesale market stands today, and actionable strategies for navigating what comes next.

Moderator:
Bourcard Nesin, Rabobank, New York

Speakers:
Peter Baedeker, Baedeker Wine, California
Amanda W. Higgins, Full Cup Solutions, LLC., California
Jane Lopes, LEGEND, Tennessee
Jeremy Shanker, T. Edwards Wine & Spirits, New York