Wine Vision Global Exporting

How To Choose A Broker For International Sales

1. You have determined that you can travel to key foreign countries at most only every two or more years.
2. You cannot justify hiring an in-house export salesperson
3. Your knowledge of foreign markets is limited

You need an export agent or broker, but how do you choose?

There are basically two types of agents
1. Those who live in the country and/or those who cover a limited area or number of countries
2. International companies that cover all areas outside of the U.S.

If you are interested in developing only one country or a couple of neighboring countries, you may want to speak to someone in that country.

POSITIVES:
Know that country and trade well
May have other California wines, so know about California wines
Can navigate through the maze of international law, shipment requirements, etc.
Fluent in the language

NEGATIVES:
Unable to expand to other areas

If you are interested in developing your brand in a number of countries, an international company will serve you best.

POSITIVES:
Consistent brand identity building worldwide
Most closely mimics an international sales manager
Has knowledge of market competition and conditions in many countries
Can navigate through the maze of international law, shipments, etc.

NEGATIVES:
Does not live in the country

Criteria an agent or broker should possess

Regular communication with the winery

Experience in and knowledge of the countries that are of export interest

Good follow through

Non-competitive portfolio

Ability to work with and manage importers

Knowledge of California wines

Good off-premise and on-premise experience

Is in the countries frequently

Ability to represent you at key trade and consumer events

Ability to provide sales and marketing plans

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