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Importing Wine, Beer & Spirits for Pleasure & Profit 

Ever thought about being an agent?

Explore this fascinating business opportunity by attending this popular seminar hosted in Toronto led by industry expert Steven Trenholme.

More than any other consumer product industry, the alcoholic beverage industry has the ability to weather periods of slow or negative economic growth. Statistics Canada recently reported that income among the provincical liquour stores in 2012 rose 3.6% to $6.1 billion.  More than half of this amount is from the sale of imported wine, beer & spirits. 

Join Steven Trenholme for this day-long seminar and learn about the dynamics of importing wine, craft beers and spirits into Canada. Based in Toronto, he has over 30 years' experience in working in various capacities including managing a national sales agency, brand manager of Mosel wines in Germany, consulting to Wines of South Africa & SABMiller.

Steven knows first hand that there are still hundreds of suppliers around the world actively looking for importers to represent them in Canada, providing the opportunity to develop a full or part-time career in this dynamic industry.

Many of Ontario's top importers and agents started their careers after attending this seminar and gained valuable insight to the ins and outs of importing beverage alcohol, as well as the operations of the LCBO in Ontario and the SAQ in Quebec.   

Steven has received accolades and reviews from The Globe & Mail, Wine Tidings, Toronto Life, Toronto Sun, The Hamilton Spectator, Wine Access, Vines Magazine and on CBC Radio.

Only offered in the summer & fall in Toronto.
This seminar sells out quickly. 

DATE: Saturday June 7, 2014
TIME: 9:30 am to 4 pm
LOCATION: The Old Mill Inn & Spa, 21 Old Mill Road, Toronto

Advance Registration only: $325 includes course material, lunch, 30 days of post-seminar email support & HST.

For Tickets:

What will you learn? Alot! During this seminar, Steven will guide you through the intricate process of importing beverage alcohol. The morning session has been prepared especially for those who have little or no knowledge of importing wine, beer or spirits to gain a better appreciation how the industry is connected. 

Topics covered in the morning include:

  • Where to find new and interesting wines, spirits and beers
  • How to start your own import agency
  • How to negotiate with suppliers
  • Discovering new marketing channels – which is the best for you and your brand
  • Opportunities as a Consignment and/or Private Stock Agent

By the end of the morning, you will understand the dynamics of the industry and have the know-how to organize private imports for your personal consumption. With this "taste" of what is involved in importing beverage alcohol, you will be have the fundamentals to embark on a new or part-time career as an importer.

In the afternoon, Steven will highlight the various marketing and distribution channels available to agents in Ontario and Quebec including how to:

  • price products properly
  • determine agent commissions and promotional allowances
  • order samples from suppliers
  • deal effectively with the LCBO & SAQ
  • select the right products for the market
  • understand the LCBO & SAQ product selection process
  • determining strategies to launch products
  • leverage LCBO & SAQ consultants & store staff
  • work with the media
  • sell into other provinces

Already an agent? This seminar will be invaluable to you too!
While informative to novices, Steven's breadth of industry experience & information will be of great value to existing agents too.  Steven will give tips & tricks for existing agents to secure more listings in the LCBO & SAQ. The knowledge gained during this seminar will undoubtedly give any aspiring or existing agent a competitive advantage.

BONUS: 30 day email support  
Steven is only a few clicks away to help you after the seminar. Steven's seminar style is both professional and entertaining.  Learning from each other there will be plenty of opportunities to discuss and share their experiences working with suppliers and the LCBO & SAQ.

More about Steven Trenholme...
Steven is the principal of CS TRENHOLME & ASSOCIATES – an international Sales & Marketing Consulting firm supporting the beverage alcohol industry. He has been 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.

Rave reviews from industry professionals: 

I have taken a few courses where 'the business of wine' has been a required component, but NOTHING has compared to the relevancy of Steven's content. If you are considering a career in the beverage alcohol business in Ontario, you need this information. Steven is experienced, professional and he offers sound advice delivered succinctly in one day. 
A. Carmichael – LCBO Manager & Product Consultant – Oakville

 It is refreshing to see new people excited to get into our industry.  I think your seminar provides a valuable tool and service in the Ontario wine industry. 
Alex Patinios – President Dionysus Agencies

I enjoyed the seminar both from a professional and personal perspective. From a professional perspective, I have been thinking that this type of seminar would provide a very good introduction for newcomers to the industry on who our biggest customer is and how they, work. I think this would be valued added not just for Sales and Marketing folks (your typical target) but for Operations side people as well. 
Doug Saunders – Director, Supply Chain, Vincor Canada (A Constellation Company) – Toronto

It was a great learning experience for me, and I thank you for the opportunity. You do an excellent job with your presentation. 
Gilberto Bojaco – President – Canadian Association of Professional Sommeliers

The "refresher" was actually quite worthwhile. Some of the material Steven covered 7 years ago when I attended in Toronto resonated better now that I have had more exposure to the industry. The material generated some new thoughts for me. A great day...well done! 
Bill Ellis – President, National Capital Sommelier Guild – Ottawa

For more information about Steven as well as CS Trenholme & Associates, visit




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