Mastering the 3-Tier System: Collaborative Strategies between Suppliers, Distributors, and Resellers (On/Off Premise)

January 29, 2025
2:30 pm - 4:00 pm

Mastering the 3-Tier System: Collaborative Strategies between Suppliers, Distributors, and Resellers (On/Off Premise)

Business/Operations Breakout Session

Thriving within the 3-tier system requires an understanding of the goals and needs of suppliers, distributors, and retailers (both on and off premise). This panel will explore the strategies that drive successful partnerships across the supply chain, featuring insights and real-world examples from accomplished professionals within the supplier tier.

Topics include:
• Creating a market-entry strategy.
• Identifying and securing the right distribution-partner.
• How to measure and evaluate performance.
• Understanding trade buyer needs and how to meet them effectively.
• How to stand out in a crowded market.
• Predicting and navigating head and tailwinds across all tiers with adaptive strategies.

Join industry leaders in an engaging session that includes interactive tools and real-life case studies to equip you with the knowledge and strategies needed to thrive in today’s 3-tier system.

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Moderator

Susan Owen

G3 Enterprises, California

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Speakers

Andrew Jones

Field Recordings, California

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Andrew Jones
Owner/Winemaker
Field Recordings.
Vice President of Sales – Wine Grapes
Sunridge Nurseries, Inc.

Andrew Jones has been in the local vineyard industry for 22 years representing the wine grape business for Sunridge Nurseries. He currently serves Sunridge as Vice President of Sales – Wine Grapes. As Andrew puts it, “It is the only real job I have ever had.” In 2007, Andrew realized that during the fall while the nursery was slow, there was an opportunity to make wine and tell the stories of the people he has met, as well as the places he finds on the road while planting new vineyards. Those small batches of wine are what morphed into his first brand, Field Recordings. As he began sharing his wines with the world, his palate expanded as he was experiencing more wines from outside of the Central Coast. This started Andrew on the path to find vineyards that could make local versions of these esoteric international wines that he drew inspiration from. That has led to a wine project that is always evolving and has morphed into multiple additional projects:

– The Fableist Wine Co. – www.fableistwine.com
– Berlandieri – www.berlandieri.wine
– Strongwater Viticultural Investments – www.strongwaterinvestments.com

When not doing nursery/vineyard work or making wine, Andrew likes to spend time with his family of six. Jones’ four kids are active in sports and other extracurricular activities in the area, and he tries to volunteer as much as possible. He coaches multiple teams each season and is currently on the board for Pacific Coast Youth Football and SLO Youth Baseball. Andrew also serves on the California Grape Rootstock commission board, and he recently completed his board term with the California Fruit Tree, Nut Tree and Grapevine Improvement Advisory Board

Marian Leitner-Waldman

Archer Roose, Massachusetts

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Aly Wente

Wente Family Estates, California

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ALY WENTE, SENIOR VICE PRESIDENT, MARKETING & CUSTOMER EXPERIENCE

As one of the key drivers of the senior leadership team, contributing towards the vision, values, and strategic direction for Wente Family Estates (WFE), Aly Wente is a pivotal player in shaping the future of her family’s 140-year-old company.

Aly manages growth for the entire WFE portfolio of brands, overseeing the marketing and direct-to-consumer businesses for the organization. In her role as SVP, Aly and her team are responsible for all brand programs and strategy for wholesale distribution, and the customer experience online and on property, including ecommerce, tasting rooms, wine club and sales channels.

Aly joined WFE in July of 2019 and quickly became one of the company’s most definitive ambassadors, offering a fresh voice that has helped Wente Vineyards resonate with the next generation of wine drinkers, while ensuring its consistency for loyal long-term customers. She leads portfolio strategy, including acquisitions and innovation, and has transformed the organizational structure by redefining roles and hiring talented leaders from unconventional industries to provide fresh approaches to marketing and hospitality.

Aly has been profiled on Wine Enthusiast Magazine’s “40 Under 40” and Innovation Tri-Valley’s “20 Under 40” lists and is a highly sought public speaker, sharing insights on sustainability panels as well as at The Wine Institute, Unified, and at the Les Dames d’Escoffier national conference.

Aly grew up exploring all sides of the family business and credits her father, Phil Wente, for fostering her love of wine. Prior to joining the family business, Aly studied Broadcast Journalism at Cal Poly San Luis Obispo. She held brand marketing roles at Constellation Brands, where she led strategy and development for a portfolio of luxury brands, including Napa Valley’s Robert Mondavi and Mount Veeder Wineries, Sonoma’s Simi Winery, and Champagne Palmer & Co.

Aly holds a Level 3 Advanced Certification from the Wine & Spirits Education Trust (WSET), serves on the Wente Foundation for Arts Education Board and is the Secretary of the Livermore Valley Winegrowers Foundation Board.