Steve joined the Ciatti Company in 2007 after working with the Brown-Forman Corporation, Fetzer Vineyards, Sonoma-Cutrer Vineyards and Bolla Wine brands for 24 years. His primary responsibilities are wine and grape sales within California, and the supply demands of markets throughout Europe, Scandinavia, and Australia.

Ciatti Company is one of the world's largest broker of bulk wine, and their services include brokering grapes, evaluating prices from a lot of wine to entire wineries and sourcing both domestic and international concentrate, as well as alcoholic spirits. With such extensive experience in this industry, we asked him for his insights for buyers looking to get into this business. He mentioned that the buyer should do the extensive groundwork to figure out the type of wine they would like to create. With a clear requirement in mind, they will be able to approach bulk suppliers with greater ease.

1. Know your market: On-Premise or Off-Premise, branded, private label etc.

What is your customer profile? The wine you create will be based on this. Are you looking to create a premium pour? Or a value driver with low-profit margins to supply in a national retail chain. An answer to this question will lead you to seek an appropriate supply partner.

2. Know your target customer: Wholesaler, retailer, consumer

These three tiers are all your customers ultimately. Therefore, you must understand the profile of the customer at each tier that you are trying to reach. Will you be placing your brand on a small to a medium wholesaler or a large one? Will it be a retail chain or a mom-and-pop shop or a supermarket that will house your brands? What is the profile of the end consumer that will be buying your wine? These factors will help you determine the type of wine you require, the margins you will need to keep and lead up to the supplier who can make it for you.

3. Know your plan to go to market: Do you have a brand? Do you have all of your appropriate licenses?

Often, these steps are overlooked and the time and effort underestimated when one sets out to create a brand. Ordering wine from a bulk supplier is only one step in the chain. You need to finalize your brand’s name, SKUs, label designs, carton design, decide whether you will use a cork or bottle cap, file for required licenses. Without these, you will not be ready to go to market. 

Continue Reading: 10 Factors to Consider when Selecting a Bulk Wine Supply Partner.

 Steve Dorfman, Partner, and Broker, The Ciatti Company  

 Steve joined the Ciatti Company in 2007 after working with the Brown-Forman Corporation, Fetzer Vineyards, Sonoma-Cutrer Vineyards, and Bolla Wine brands for 24 years. His primary responsibilities are wine and grape sales within California, and the supply demands of markets throughout Europe, Scandinavia, and Australia. Learn from some of the most influential professionals in the beverage industry at the IBWSS conference. These presentations from industry leaders on today's principal ideas on marketing, sales and distribution will challenge and inspire you to grow your private label, bulk wine, and bulk spirits business.