![]() ![]() Open Call is a key part of Walmart's commitment to invest $350 billion in goods that are made, grown or assembled in the U.S. I'm thrilled to share that our 10th Open Call will take place on October 24 and 25, during National Manufacturing Month! 2023 marks the 10th year of Open Call, Walmart's annual event that provides thousands of small businesses the opportunity to pitch their products for sale in our stores or online. This year is a special one for me and my team. The response from the investor on seeing this paper napkin outline was, 'How do you successfully compete in an industry with almost three quarters of a million competitors?' Trends within the Industry include the rise of spirits as a preferred alcoholic beverage, ready-to-drink cocktails and overall - across wine, spirits and beer, premiumization to higher quality, higher alcohol strength brands. However, they are the first 'digitally native' generation, having been raised on the Internet, making them good candidates for online purchasing. This is the least alcohol consuming of the three age groups. Lastly, Gen Zs round out the key customer segments. ![]() They don't imbibe as much as Millennials, but they're close in consumption but far less adventurous in brand exploration. The second biggest consumer segment is the 56+ year olds called Boomers. Looking at a map, if you put a compass point in NYC and drew a circle 200 miles out, you'd find over 30,000,000 Millennials compacted into this small geographic region (you could almost build a brand focusing on this area. This 24-40 year old age group is highly coveted because they 1.) drink a lot 2.) spend a lot 3.) like to try new, unfamiliar brands (not a loyal bunch). The consumer segment most targeted by brands is Millennials. (something to keep in mind when deciding where to launch a brand). retail sales can found in just 6 states - NY, NJ, TX, FL, IL, CA. Retailers then make the brands available to consumers. Distributors disperse brands to retailers, both on and off-premise. The top 10 control about 80% of brands going to retailers. Entrance into the bottle (or market) is controlled at the neck by about 1,210 W&S distributors. This daunting number of participants is trying to enter the market, characterized here, as an alcohol bottle. The Industry has over 600,000 registered W&S brands. If you're having trouble reading my chicken scrawl, I'll summarize it for you. While waiting for our meal, he asked me to outline the U.S.Wine and Spirits Industry on a paper napkin. Recently, I had a lunch with a brand investor (potential investor). WINE AND SPIRITS INDUSTRY ON A PAPER NAPKIN ![]()
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