Monday, May 11, 2020

Signup: SVB State of the Industry - Special Edition


On March 23rd, eight days after we closed tasting rooms in California, I posted a blog about crisis management where I suggested for scenario planning, June 1st would be a good guess for reopening. So I was really excited to hear that this past week that we've started the conversation about reopening tasting rooms in California and along the west coast. Perhaps my educated guess might turn out closer to correct than I deserve?


Reopening is of course great news, but I think everyone is aware that we won't be reopening to the conditions we left just about two months ago. There will be restrictions, uneven opening of restaurants and hotels, reluctant travelers, and I believe a younger mix of travelers. Then let us not forget we are statistically in the worst employment position since the Great Depression!

We are left with so many unanswered questions today - like why I put that picture of me where I did. And beyond that important question, we still have to have a plan for the customer's arrival, play to their preferences, and recognize there are new opportunities.

To help bridge the understanding gap, we've assembled a fantastic group of some of the best industry analysts to present the SVB State of the Industry - Special Edition. Along with me, the presenters will include:

  • Jeff Bitter, President, Allied Grape Growers, 
  • Danny Brager, SVP, Nielsen Beverage Alcohol Practice, 
  • Max Heinemann, Wine & Spirits Client Manager, Nielsen CGA, 
  • Amy Hoopes, President, Wente Family Estates, and 
  • Paul Leary, Founder & Principal, Assemblage Consulting Group. 
We will each offer our current guidance in a fast-paced hour long videocast that will give answers to questions such as:

  • How will trends from other categories affect the wine business?
  • How will wine-focused sales channels recover from the current climate?
  • With an old consumer sheltering, who will be coming to my tasting room?
  • Will channel shifting from the spring change back in the summer?
  • Given recent changed consumer preferences, what longer-term opportunities exist?
  • Predicting the grape market and future grape supply in a time of uncertainty.
  • How to get a seat at the consumer’s family dinner table.
  • Using data to convert new customers, define the customer journey, and expand sales opportunities.
Thursday, May 21, 2020
9:00am – 10:00am PDT


 


If you have any questions, please email Courtney McClintock at cmcclint@svb.com

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