Issue link: http://digital.copcomm.com/i/10329
WHO’S NEXT IN WINE The Great here’s a great divide in our industry,” Karen Hunt sounds off about the state of brands vs. buyers vs. distributors. “There are thousands of wineries com- peting and just a handful of large distributors. Putting those thousands into, let’s say five distributors, well, that’s not just an economics problem, that’s a physics problem as well!” Hunt, a 20-year veteran in sales and marketing, was recently VP/Sales for the Francis Coppola winery. Her career also included VP/Sales at Charles Krug winery and consumer packaging experience at Ben & Jerry’s and M&M Mars. “T Divide by Meridith May / photos by Deborah Denker “Big wine and spirits companies are demanding of the distributors’ time and energy,” she explains. “In satisfying commitments to their larger suppliers, depletions just don’t take place for the ‘little guy’ as often as they should. That said, it’s a lot easier for a distributor to deal with one group than with a slew of small suppliers.” With a goal in mind to represent about 30 wine brands and hand-pick some spirit brands that merit a place on- and off-premise, Hunt also plans to build her sales team through acquiring at least 50 talented people to sell Tipping Point’s growing portfolio. “With us, brands will have the tipping point in sight,” Hunt describes the meaning behind her company’s name. “Wineries just get so far through the distribution network, but then they often plateau out. Tipping Point will take them over the hump; we are able to think bigger—and operate on a larger scale—than they can. We can help them achieve that next level: to be placed in the right accounts for their style.” Hunt has also created a “Premium Club” for the brands she represents. “We check out the companies who want to be a part of Tipping Point; good credentials and winemaking skills are a must.” Daou Vineyards, an upscale, artisan wine brand from Paso Robles, is one of Tipping Point’s rising star wineries. Here, Hunt is pictured with Daou proprietor/winemaker Daniel Daou. “Tipping Point offers terrific potential for rising stars and established brands,” says Hunt. What she brings to Tipping Point is tremendous relation- ships with distributors and buyers across the U.S. Hunt is able to access accounts and distributor VIPs for her growing list of wine and spirit brands that may not have formerly had the attention they deserve. She is able to leverage her extensive network, from national accounts to high-end wine and spirit stores at the most senior level. 66 / the tasting panel / may 2010 Unlike some other sales and marketing companies touting a global array of brands, Tipping Point W&S will not own any of its own brands. “We will never create our own private labels to compete with the brands in our book,” Hunt insists. By hiring existing sales staffs from the wine and spirit brands Tipping Point will represent, Hunt will be able to build a continuously growing sales force from within. Increasing its portfolio prowess, this team will emerge into the system with a powerhouse of labels that will eventually represent wines from all major growing area. “Wineries will no longer have the expense of salaries, travel and entertainment, insurance, etc. We will be their sales and marketing experts. Tipping Point will give wineries a good feeling: we will manage their labels and get them well placed, while we also take their salespeople under our wing.” For more information, contact: karen@tippingpointwines.com or call 707-287-4534.