March 8-9 2023  |  Jacob K Javits Convention Center, New York


Sales Trends & Forecasts for Beverage Alcohol & Strategies for Capitalizing on Off-Premise Opportunities in 2021

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: Growing Brands in the US Market.

This 6-webinar series explores topics critical to brands looking to enter or expand in the US. The goal of the education series is to help producers navigate and better understand the complexities of working in the US market. Each webinar features industry experts discussing the latest developments in the industry, beverage alcohol laws and regulations, opportunities for market entry and expansion, and case studies of successful brands.

Sales Trends & Forecasts for Beverage Alcohol & Strategies for Capitalizing on Off-Premise Opportunities in 2021


Brandy Rand, COO Americas, The IWSR, presents updated data & trends based on 2020 COVID sales along with revised forecasts and some key learnings on what to expect for the future across beverage alcohol. 

  • A global overview by the top 20 beverage alcohol markets (spirits, wine, beer, RTDs) with a focus on the US in particular
  • Key category and subcategory insights and key volume/value trends and the impact of Covid-19 on them
  • Opportunities amidst the challenges / areas of resilience, including premiumization, ecommerce, at-home/off premise, etc.

Erle Martin, Executive Vice President, Business Development at Winebow, discusses emerging channels and markets and how shifts to the off-premise channel have affected the relevance of chains compared to independent retailers. 

  • What product assortments consumers are seeking out in these outlets
  • How producers can assess their product mix to become more “congruent” and relevant in the chain landscape
  • How the digital space ties into the off-premise segment.

This is a great opportunity to hear from industry experts where they think the US market is headed 6 to 12 months into the future.


Brandy RandBrandy Rand, Chief Operating Officer, The Americas, IWSR

Brandy Rand is the Chief Operating Officer, Americas for the IWSR Drinks Market Analysis, the leading source of global beverage alcohol data and trends from across 157 countries, including market forecasts. As COO, Brandy oversees demand generation and strategy for North America, Canada and the Caribbean region.

Brandy joined the IWSR after 18 years of management experience in the beverage alcohol industry, with previous positions at Allied Domecq Spirits & Wines, William Grant & Sons, and Bacardi Limited. In these roles, she worked across multiple markets, covering brand commercial strategy, trade marketing, consumer engagement and product innovation. Brandy also ran her own consulting practice for many years, specializing in brand-building for media and consumer packaged goods, with clients such as Anheuser-Busch, Ritz Carlton, Beam Suntory and Bowers & Wilkins.

Brandy writes extensively about beverage alcohol in both national and trade publications and is a frequent speaker at industry conferences. She holds a B.A. in anthropology from Tufts University and has done graduate studies in literature at Harvard University.


To learn more about the trends presented in the webinar and to keep up to date with the IWSR’s latest analysis, you can sign up to receive IWSR’s weekly industry insights email.

If you would like to learn more about our capabilities, and understand how the IWSR may be able to help your business planning, please do not hesitate to get in touch:

Erle MartinErle Martin, Executive Vice President, Business Development, Winebow

Erle Martin is a wine industry executive with over three decades of industry experience who consistently delivers significant results through his expertise in leadership, strategy, and skillful management. As Executive Vice President, Business Development at Winebow, he is responsible for driving wholesale strategy in the dynamic landscape of chain retail and e-commerce and manages key national retail relationships. Erle joined Winebow in 2016 when he assumed the role of Executive Vice President of Wholesale West.

Prior to joining Winebow, he held senior executive positions in several top companies in the industry including President and CEO of Crimson Wine Group, President of Francis Ford Coppola Presents and Vice President, Fine Wine at Youngs Market Company. He turned both the Coppola and Crimson Wine Group entities into industry leaders with combined topline growth exceeding 5X.
Erle holds a BS in Marketing from Boston University.


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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