Product Pricing Strategies for 2022 - Part 2: Off-Premise

Sonoma Wine Business Institute

Vinexpo America | Drinks America and the Wine Business Institute at Sonoma State University, a global leader in wine business education and research, present: 

Vinexpo America | Drinks America Deep Dive Series: Growing Brands in the US Market.

This educational series explores topics critical to brands looking to enter or expand in the US. The goal of the series is to help wine and spirits producers navigate and better understand the complexities of working in the US market. Topics covered include the latest developments in the industry, consumption and production trends, product pricing in both the on- and off-premise segments, product assortment, and working with distribution partners. Each session features industry experts discussing challenges and opportunities as well as sharing ideas in an open dialogue format while also addressing questions from participants

Product Pricing Strategies for 2022 - Part 2: Off-Premise


Product Pricing Strategies for 2022 – Two-part Series
The ever-changing landscape of the wine and spirits market calls for up to the minute knowledge of what is selling both from a style and price-point perspective. This two-part series delves into this rich topic with time to focus on both the on-premise and off-premise channels. Part 1 will cover on-premise strategies and part 2 will explore the off-premise channel.

Part 2: Off-Premise
The off-premise channel has gone beyond the traditional notion of the retail outlet with the explosive growth of the channel’s online segment. Our panel of experts will discuss how to interpret what is happening in this exciting segment and how to best position your company for its opportunities. The discussion will include the importance of your online marketing presence, how to position and expand your marketing for online retail success, and how a direct import approach for online sales can create opportunities that eventually expand into traditional distribution. We’ll also discuss the benefits of multi-channel offerings and how to price products for both the online and traditional segments of the off-premise channel.


Vanessa Conlin MW, Chief Wine Officer, Wine Access

Vanessa is responsible for directing the wine curation and content for national direct to consumer e-commerce wine retailer, Wine Access. As such, she is well-positioned to discuss direct import opportunities and how to navigate the multi-channel e-commerce sector. Vanessa has also served as director of sales and marketing for several prestigious Napa wineries, including Arietta Wines, Dana Estates, and Realm Cellars. In 2020, she passed the rigorous Master of Wine exam. Prior to moving to Napa, Vanessa was the buyer for two brick and mortar wine retailers and the director of a wine bar in Manhattan.


Dan Hoban, Managing Director of Sales, California and Hawaii, Ste Michelle Wine Estates

Based in San Francisco, CA, Dan is currently Managing Director of Sales for California and Hawaii with Ste Michelle Wine Estates, specializing in sales, leadership management and business development. Prior to his current role, Dan worked with Young’s Market Company for ten years serving first as VP of Wines, Northern California and later as Senior VP Wine Sales & Strategy for California. Before that he managed distribution relationships in northern CA for Ste Michelle and was the San Francisco and North Bay Sales Manager for Diageo Chateau & Estate Wines Co. Dan holds a BS in business from San Francisco State University and a wine MBA from the School of Business and Economics at Sonoma State University.


Ignacio Llaneza, Vice President, Marketing Director Spirits, Disaronno International

Ignacio has served for two years as Vice President, Marketing Director for Disaronno International, which was recently named Wine Enthusiast’s 2021 Spirit Brand/Distiller of the Year. Ignacio leads the US spirits marketing team and specializes in business planning and innovation. Prior to joining Disaronno, Ignacio served as Trade & Shopper Marketing Director for Moët Hennessy and held leadership positions with Diageo, The Heineken Company, The Coca-Cola Company and Johnson & Johnson. Llaneza holds a bachelor’s degree from Universidad de Belgrano in Buenos Aires, Argentina and an MBA from the Thunderbird School of Global Management at Arizona State.


Geralyn BrostromGeralyn Brostrom, Wine Business Instructor – Wine Business Institute, Sonoma State University
Principal, Italian Wine Central

Geralyn has held positions in multiple channels: winery, import, distribution, retail, and the non-profit wine education sector. She teaches in the MBA program at Sonoma State University and has taught wine business at the Culinary Institute of America at Greystone. Her published books include Into Italian Wine and The Business of Wine, which was nominated for the Gourmand World Cookbook Awards.

As co-founder of the Italian Wine Central (IWC) website, Geralyn is involved in developing an international network for wine professionals wanting to learn and teach about Italian wines. Prior to starting IWC, she was Vice President of education for Winebow. Geralyn holds a BS in Management and an MBA in Marketing. She is currently pursuing her doctorate in innovation and business studies at Bocconi University in Milan. A dual citizen of the United States and the Italian Republic, her professional wine credentials include the VIA Italian Wine Expert, the Italian Wine Professional (IWP), the Certified Wine Educator (CWE) from SWE and WSET’s Level III Award in Wines and Spirits.


Ray JohnsonRay Johnson, Executive Director, Wine Business Institute – Sonoma State University

Ray is executive director of the Wine Business Institute at Sonoma State, the first university in the United States to offer a BS in Wine Business in 1998, the first to offer a Wine MBA in 2008 and the first in the world to offer an Executive Wine MBA in 2012.

Johnson joined the wine business in 1986 at the Christian Brothers’ Greystone Cellars in Saint Helena, California. He went on to sell wine, first on the supplier side, and later in retail, working directly with consumers. He earned his Master’s in Wine Business from the University of Adelaide in South Australia and taught for fourteen years.

Johnson’s work has been published in the Journal of Consumer Marketing, the International Journal of Wine Business Research, Vineyard & Winery Management, and in reviews for consumers and the primer The Good Life Guide to Enjoying Wine.

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