On the Road to Success: Strengthening Execution in Wholesale Markets
Success in today’s national wholesale market requires more than securing distribution: it demands a clear strategy, a focused offering, and the ability to bring real value to distributor and account partners. Designed for wineries aiming to expand their wholesale footprint as well as those looking to be more effective in existing markets, this session examines what best-in-class suppliers are doing right in 2026. This is an opportunity to evaluate your approach: articulating a compelling brand story, defining a strategic portfolio of wines, setting clear priorities, and identifying smart collaboration opportunities. Grounded in practical examples and data-driven insights, the session highlights where the Oregon category is well positioned today and how wineries can identify, pursue, and activate the right wholesale opportunities.
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Speakers
Kathleen Byrd – Managing Partner, Real Wine Alliance
Bill Matthes – National Sales Manager, Lange Estate Winery & Vineyards
Aileen Sevier – Director of Marketing – Upper Left, Winebow
Colin Eddy – Senior Vice President of Sales, NW Wine Co
