Issue link: http://read.dmtmag.com/i/402796
onventional wisdom says that wine brands are built on-premise. Consumers discover drinks when beaming over beverage lists – especially by-the-glass selections – at popular restaurants. When those discoveries are deemed delicious, their producers win repeat sales, direct customers and word-of-mouth advocates. But conventional wisdom also says that most desirable restaurant accounts are dominated by so- called big boys. Informed eyes can quickly "connect the dots" on a buzzy bistro's wine menu, where several different labels represent just one or two powerful brand groups. These companies carry weight with the distributors who supply successful restaurants, so their products get preferential atten- tion. Consequently, it is no surprise to see many of the same names on wine lists at trendy dining spots all across the country. What may be a surprise is the significant number of lesser-known (and often very small) winery brands BY GARY WERNER Small wineries land placements with trendy restaurant groups + Some restaurant group buyers prefer direct contact with small-winery prin- cipals before involving distributors. + Most on-premise buyers depend on small- to mid-sized distributors to guide them to exciting wine brands. + Ask restaurant wine staff in target markets for distributor recommenda- tions. + Successful placements include intangibles such as word-of-mouth buzz. AT A GLANCE 9 8 V I N E YA R D & W I N E RY M A N A G E M E N T | N o v - D e c 2 014 w w w. v w m m e d i a . c o m