Going to Market in 2023

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: 

Market Entry Strategies for 2023: Seizing Opportunity

This year’s series builds on last year’s ‘Deep Dive’ series with an emphasis on practical strategies for growth in the current market. Topics include the latest developments in the industry, an overview of the US import & distribution landscape, production and marketing cycles, geographic assessment of markets, understanding consumer preferences, and best practices for working with distribution partners. Each live session features a group of industry experts discussing challenges and opportunities, sharing ideas, and addressing questions from participants in an open dialogue.

Going to Market in 2023: The US is not a one size fits all market

November 15, 2022 – 9am PT | 12pm  ET | 5pm UTC

Going to market in the US is not for the “faint of heart” but for those determined to succeed, opportunity does exist. This first session in the 2023 live series will concentrate on what it looks like to go to market in today’s environment, with a focused look at the US import & distribution landscape. Speakers will bring attendees up to speed on the complexion, size, and direction of the US playing field in terms of options for successful suppliers looking to grow and new entrants. Important to understanding where products fit in the commercial marketplace is an awareness of grape and wine production and marketing cycles from both the supplier and consumer behavior perspective. The speakers will also discuss traditional and alternative route to market options including how the market for bulk and bottled table wine co-exist.


Bryan TurnerBryan Foster, National Sales Manager of Strategic Brands, Turrentine Brokerage

Bryan Foster’s 30-year journey in the wine industry includes sales management positions with organizations such as The Wine Group, Seagram Chateau & Estates, Kendall Jackson and Constellation. Bryan draws on his keen understanding of the retail trade (both on/off premise) and strong relationships with wholesalers and chain store accounts across the United States to provide insights into the US distribution landscape. Bryan’s deep knowledge of global wine regions, varieties, and production planning from vineyards to store shelves gives him a unique perspective on sourcing successful strategic brands.


Steve MyersSteve Myers, President, Distinguished Vineyards

Since 2010, Steve Myers has served as the President of Distinguished Vineyards, the parent company of U.S. wineries including MacRostie, Argyle and Markham. With a nationally distributed portfolio of wines represented in all 50 US States and select export markets along with its robust direct-to-consumer sales, the Distinguished Vineyards portfolio is well diversified in its distribution and customer base.

Steve has held executive leadership positions spanning strategy, sales, marketing, and business development at Beam Wine Estates, Allied Domecq Wines, and Duckhorn Wine Company prior to his current role.  Before joining the beverage alcohol industry in 2003, Steve worked as a strategy consultant with Marakon Associates, where he advised Fortune 500 leadership teams on business unit and commercial strategies across a diverse range of industries.


Clarice TurnerClarice Turner, Strategic Growth Executive, Former President, Joseph Phelps Vineyards

As former President of Joseph Phelps Vineyards, a family-owned winery, Clarice Turner was responsible for executing the company’s mission to ensure its long-term growth and sustainability, resulting in the largest net operating margin in the company’s 45-year history. Prior to joining Joseph Phelps, Clarice was chief executive officer of Boudin Bakery and held global executive leadership positions with Starbucks Coffee Company, YUM! Brands and PepsiCo.

A ninth generation Californian, Clarice has developed a well-versed business perspective from her vast management experience in the consumer products, foodservice and hospitality, and the wine and spirits sectors. Clarice’s current and former board memberships include Delicato Family Wines, Blaze Pizza, Culinary Institute of America, National Restaurant Association, Washington State University Carson School of Business, and San Francisco State University Lam School of Business.


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. Most recently she completed her Doctorate in Business Administration (DBA) 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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