Retailers should take a page from the playbook of the wine wholesalers in terms of how to succeed in the wine direct shipping wars.
Consider the following remarks extracted from a speech made on May 1, 2007 by Craig Wolf, the President and CEO of the Wine and Spirits Wholesalers of America at their 64th (!) annual convention:
- "We are unstoppable when we are united."
- "One of the easiest ways you [wholesaler members of the WSWA] can become more involved is to contribute to the PAC [political action committee]. WSWA's PAC is and needs to remain one of the industry's largest. It is an essential tool to advancing our Government Affairs agenda."
Why retailers need to unite and join the Speciality Wine Retailers Association
- Unfortunately, the best interests of consumers and Constitutional principles do not always prevail without a defense. Until the creation of the SWRA in 2005, there was no defense against wholesalers buying political access to accomplish their "agenda".
- The wine retail industry is inherently more fragmented than the wine wholesaling business which makes the task of acting together more difficult.
- Financing the battle against "one of the industry's largest" PACs, which mostly means paying legal bills and lobbyists, is extemely expensive and requires the broad participation of wine retailers to share the financial burden against well-financed wholesalers.
Your role as a consumer
As Tom Wark, the SWRA's Executive Director, points out in a Fermentation post yesterday called "A 'force of voices'", "consumers and wine retailers are natural allies in this strange battle."
The best things you can do to support a national market for wine are:
- Encourage your favorite retailers to join the SWRA and patronize retailers who are SWRA members to help them finance the campaign.
- Stay informed about wine direct shipping developments in your state and be prepared to contact your state representatives on short notice to make your opinions known on pending legislation. This is why the SWRA created their Consumer Outreach E-mail List. Click on the link now and sign up. There is nothing more powerful than a constituent registering his or her opinion.
Click here to review my prior posts on shipping-related matters.
Disclosure: Vinfolio was one of the SWRA's founding members and I continue to serve on the Board of Directors.
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