Four wine buyers explain what they look for and what trends they follow
Wine Industry Advisor interviewed four US buyers to find out what influences their decisions and what advice they give to sellers.
The market is saturated, with thousands of brands, and competition to sell wine is fierce. Added to this is the decline in consumption, which complicates the work of brands, regardless of their size or reputation. To understand what influences purchasing decisions, Wine Industry Advisor magazine spoke with four buyers.
Angelo Martelli, general manager of Buy Rite Wine & Liquor, with 50 locations in New Jersey, seeks a balanced inventory that combines well-known brands with some diversification. “If customers request a specific type of wine, we contact our suppliers. We try to stock wines from as many regions as possible, even though our product selection is limited due to shelf space and a restricted budget.”
Fran Kysela, founder of the importer Kysela Pere Et Fils in Winchester, Virginia, purchases an average of $16 million worth of high-end wines and spirits annually. “We study market trends and sales data. Currently, we're buying more white wines, especially Sauvignon Blanc and Picpoul. Customers are looking for lighter, fresher wines, ideal for making spritzes. Low-alcohol, organic, and biodynamic wines are also popular. The dry rosé market, on the other hand, is saturated.”
Cary Palmer, director of food and beverage development for Link Restaurant Group, buys about $130,000 worth of wine a month for the group's six restaurants in New Orleans. Sales of Sauvignon Blanc are on the rise. "At Pêche Seafood Grill, our Sancerre, which costs $17 a glass, is selling better now than when it was $13. Customers prefer lighter reds to full-bodied, tannic wines because of New Orleans' warm climate."
Gillian Sciaretta, corporate director of wines at Gary's Wine & Marketplace, which has four locations in New Jersey, assigns category managers who evaluate demand, sales data, and market trends. "Every wine we feature must meet a current demand or need." Sciaretta and Martelli also oversee the non-alcoholic, low-alcohol, and organic categories.
Buyers are also looking for lesser-known regions. Sciaretta mentions Paso Robles, Dao, Alicante, and wines from Chile. Palmer prefers high-altitude wines, for their freshness, such as those from Jura, Savoy, and South Tyrol. Martelli highlights regional wines from New York and New Jersey.
For salespeople, Palmer recommends showing up with their wines for tastings: “I’m a quick taster and only need five minutes. I might not buy the wine right away, but perhaps I will in the future.” Martelli suggests following up: returning a few weeks later to see how the wines are selling and being present once they’re on the shelves. Sciaretta advises demonstrating how the wine fulfills a current, unmet need.
They all agree that personal relationships matter. Respecting the buyer's time, showing interest, and asking how to collaborate in promoting the wines is, according to them, the best way to start.
