Issue link: http://digital.copcomm.com/i/7240
M ark Crisler had an epiphany about six years ago. As a national sales manager for several brands through- out the years, he specialized in on-premise chains. A common thread ran through the many wine lists he perused. "I recognized that these restaurant wine lists had become homogenized," he divulges. "Consumers were being offered many of the same wines, from companies who dominated the scene." Realizing that buyers craved unique offerings, he conducted an experiment to prove a point. "I took a series of corporate- mandated wine lists from various restaurants and hotels and re-typed them in the same font. I brought the collection back to the wine buyers from each account and asked them to scru- tinize and finally detect which list was theirs. "It was obvious at once that about 15 companies were ap- pearing over and over again," states Crisler, whose 20-year wine and spirits sales background includes a nine-year stint at one of California's largest wineries, Robert Mondavi. He worked there from 1996 to 2005 managing national accounts west of the Mississippi. "What I liked about Robert Mondavi was its family ide- als, purpose and value. I was always attracted to that notion. When I left the company [when Robert Mondavi was sold to Constellation Wines U.S.], I wanted to continue to build on all the wonderful relationships, make new ones and introduce small family wineries and artisan spirit companies to my na- tional chain buyers. I also wanted to represent those wineries that weren't in a position to hire a full-time salaried national account manager." The name of the company, Trellis Wine Group, refers to the vineyard support system, a framework of posts and guides that provides a foundation on which growing vines are nur- tured and provided with managed exposure to the sun. "I am that foundation that helps to guide and grow the family and artisan brands I represent—and to bring discovery wines to the restaurant and hotel companies with which I do business." Trellis also serves as an outsource for distributors, large and small. "We're not a broker," insists Crisler, "but a sales and marketing agency. With magnitude and consolidation in the cards for our industry, we're giving the wineries [and small spirits companies] time to grow. So many small wineries struggle to compete with the bigger companies in this chan- nel. We're here to help change that climate." —Meridith May Close-Up Patz & Hall Talley Vineyards Old Bridge Cellars Lancaster Estate Schug Carneros Estate Row Eleven Wine Co. Iron Horse Vineyards Au Bon Climat 585 Wine Partners Bonny Doon Vineyard Cline Cellars Click Wine Group Long Shadows Bluecoat Gin Square One Vodka Temecula Olive Oil Co. Mark Crisler forMed The Trellis GroUp to introduCe dynaMiC artisan wines and spirits to on-preMise Chains national Guide Mark Crisler, proprietor of Trellis Wine Group. "It is my personal mission to help preserve the family-held winery and arti- san spirits company—to help them to be recognized amid the 'big brands.'" on The Vine at trellis Some of the many wineries that Trellis represents for national on-premise chains: PHOTO: MERIDITH MAY 88 / the tasting panel / march 2010