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Importing Wine for Pleasure & Profit 

presented by C.S. Trenholme & Associates

Saturday June 4th, 2011
The Old Mill Inn & Spa
9:30 AM – 4:00 PM

More so than any other consumer product industry, the alcoholic beverage industry has the ability to weather periods of slow or negative economic growth. During their 2010 Calendar year, the LCBO sold over $3.2 billion worth of imported alcoholic beverages. A 3% increase over the previous calendar year, this is a challenging financial environment.

Learn how to import wines, spirits and beers for your own collection or as a fascinating business opportunity. During this one-day seminar, you will be guided through the process of importing beverage alcohol in a professional, and entertaining manner.

This seminar is organized in two parts. The morning session has been prepared especially for those individuals who have little or no knowledge of the wine, spirit and beer importing business. At the conclusion of the morning session, those in attendance will understand the dynamics of the industry and will be in a position to organize private imports for their personal consumption. Attendees will be prepared to determine if beverage alcohol importing is the right choice for them as a new or part-time career.

During the afternoon, the speakers will discuss the various marketing channels open to import agents. While this will allow newcomers to our industry an opportunity to determine which is the most suitable approach to take, we believe that the material presented will be of great value to existing agents. The valuable information available at this seminar may assist agents to secure more listings, thereby improving the long-term growth potential of their companies. We believe that this small investment in time and money will increase the participant’s competitive advantage in today's business environment.

Those attending the seminar will have the opportunity to discuss and share their experiences working with suppliers and the LCBO.

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 is the best for you and your suppliers.
  • Opportunities as a Consignment and/or Private Stock Agent
  • Employment opportunities in the beverage alcohol industry

A light lunch will be served.

Afternoon Session

  • How products are priced
  • Agent commissions and promotional allowances
  • 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 sales support at store level.
  • Working with the media
  • Other provincial markets: Privatization, Options & Opportunities

The seminar will be directed by C. Steven Trenholme, the principal of CS TRENHOLME & ASSOCIATES, an international Sales & Marketing Consulting firm supporting the beverage alcohol industry. Mr. Trenholme is involved in all facets of agency management, supplier relations and 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.

Registration Fees: $295.00  

Includes GST, course material, lunch, and 30 days of post-seminar online support

Admission through pre-registration only. Limited to first 20 registrants.

Please make your cheque payable to:

C.S. Trenholme & Assc.
PO Box 14016 – 2408 Lakeshore Blvd. West
Toronto, M8V 4A2

For further information, please email C.S. Trenholme & Associates,

This seminar has been recommended in The Globe & Mail, Wine Tidings, Toronto Life, Toronto Sun, The Hamilton Spectator, Wine Access, Vines Magazine, and CBC Radio Noon


Saturday June 19th, 2010

Thanks again for a wonderfully informative class. You definitely cleared up some misconceptions I had about the process and enlightened me to a few opportunities that I didn't know before. I also appreciated the dialog throughout the class both with yourself and the attendees... it made for a very immersive experience. I think the value of what you offer is more than worth $300.
Shaun Evans, Toronto

Thank you for the great seminar. Very informative.
Boris Laic

I would like to thank you for all the information and links you have provided for us since the presentation. I'm learning a lot about LCBO and wine sales in Ont.
Wayne Walker, Ottawa


I found it very informative and useful. Well done.
Todd McDaniel, Toronto

I very much enjoyed your seminar yesterday and am interested in becoming an Agent.
Eric R. Rumack, MD, CCFP, DOHS, FCBOM, FACOEM, Toronto

I thought you did an excellent job of explaining an obviously very complex topic. I found your seminar extremely informative. I definitely would like like to explore this further. I think there are lots of opportunities out there. I agree with you that one needs patience to make it all happen. Great job,
Richard Sandes, Ottawa


A great day on Saturday.  Thanks for putting on the seminar.
Parda Mancini, The Healthy Wine Agent

Thank you so much, Steven for your information today. We were so saturated with information.
Pierre & Kristin, Kingston, Ontario

I didn't catch you on the way out today but I just wanted to thank you for the seminar.
Brad Gaulthier, Toronto

Thanks for the seminar and I have learned a lot from it.
Russell Lo, Toronto

Thanks very much for the whole deal. It was informative, entertaining and enlightening. Great lunch as well. You are too modest about your presentation skills.
Don Bradley, Toronto




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