Business of Wine IWEG Signature

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Join Charles Steven Trenholme for the day-long seminar Importing Wine, Beer & Spirits for Pleasure & Profit, which provides insights into the dynamics of importing wine, craft beers & spirits into Canada. Charles Steven brings to the seminar 35+ years of experience working in various capacities including managing national sales agency, brand management, sommelier and as educators.

Charles Steven knows first-hand that there are still hundreds of suppliers around the world actively looking for importers to represent them in Canada, providing the opportunity to develop a full or part-time career in this dynamic industry. There are also sales and brand ambassador positions available for those with WSET or sommelier training.

Many of Ontario’s top importers and agents started their careers after attending Charles Steven’s seminar. They readily agreed that they gained valuable insight to the ins and outs of importing beverage alcohol, as well as the operations of the LCBO.

Charles Steven has offered this seminar since 1993 receiving rave reviews from The Globe and MailWine TidingsToronto LifeToronto SunThe Hamilton SpectatorWine AccessVines Magazine as well as CBC Radio.                                            

REGISTRATION: $325 includes course material, lunch, 30 days of post-seminar email support (HST exempt)

REGISTRATION https://www.eventbrite.com/e/importing-wine-beer-spirits-for-pleasure-profit-tickets-41395754817

Contact Charles Steven Trenholme to register:   cstrenholme@sympatico.ca

Topics that will be covered during the seminar are:

Morning Session

            >   Where to find new and interesting wines, spirits and beers.

            >   How to start your own successful import agency

            >   Determining the best strategy for new product development.    

            >   How to negotiate with suppliers

            >   Marketing channels - which are the best for you and your suppliers.

Ø  Opportunities as a Consignment and/or Private Stock Agent

Ø  Employment opportunities in the beverage alcohol industry

A light lunch will be served.

Afternoon Session

Ø  How products are priced

Ø  Agent commissions and promotional allowances

Ø  Ordering samples

>    Dealing effectively with the LCBO

            >    Selecting the right products for today's market

            >    How the LCBO selects products and how to increase your

                   chance of success

            >   Vintages - a lucrative market

            >   Determining the best strategy for a new product launch.                

            >   Working with LCBO wine consultants - how to find an sales

                support at store level.

            >   Working with the media

Ø  Other provincial markets: Privatization, Options & Opportunities

BONUS: 30 day email support 
Charles Steven is only a few clicks away to help you after the seminar. Steven’s seminar style is both professional and entertaining.  Learning from each other there will be plenty of opportunities to discuss and share their experiences working with suppliers and the LCBO .

More about Charles Steven Trenholme...
Steven is the principal of CS TRENHOLME & ASSOCIATES - an international Sales & Marketing Consulting firm supporting the beverage alcohol industry.  He has been involved in all facets of agency management, supplier relations and he also assists with LCBO negotiations.  He is a consultant to the French, German, Italian, Spanish, South African, Australian and Mexican governments as well as a number of important wine producing firms. 

Reviews from industry professionals:

It is refreshing to see new people excited to get into our industry.  I think your seminar provides a valuable tool and service in the Ontario wine industry.

 - Alex Patinios – President Dionysus Agencies

Thank you once again for an informative information session.

- Alanna Bailey – Category Manager LCBO Spirits - Toronto

I enjoyed the seminar both from a professional and personal perspective. From a professional perspective, I have been thinking that this type of seminar would provide a very good introduction for newcomers to the industry on who our biggest customer is and how they, work. I think this would be valued added not just for Sales and Marketing folks (your typical target) but for Operations side people as well. 

 - Doug Saunders - Director, Supply Chain, Vincor Canada (A Constellation Company) - Toronto

It was a great learning experience for me, and I thank you for the opportunity. You do an excellent job with your presentation.

 - Gilberto Bojaco - President - Canadian Association of Professional Sommeliers

The "refresher" was actually quite worthwhile.  Some of the material Steven covered 7 years ago when I attended in Toronto resonated better now that I have had more exposure to the industry.  The material generated some new thoughts for me. A great day...well done!

- Bill Ellis – President, National Capital Somm


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