Importing Wine, Beer & Spirits for Pleasure & Profit
Popular industry seminar now features business opportunities with craft beer & spirits
in addition to wine
More than any other consumer product, the alcoholic beverage
industry has the ability to weather periods of slow or negative
economic growth. Statistics Canada recently reported that net
income among the provincial liquor authorities in 2012 rose 3.6%
to $6.1 billion. More than half this amount is from the sale of
imported wine, beer & spirits.
In Ontario, the LCBO reported sales during FY 2011-2012 that
amounted to over $2.8 billion worth of imported beverages,
a 4% increase over the previous year. As Canadians' thirst for more diversity in the alcoholic beverages
that they consume, this presents a very real opportunity for new
agents & importer.
Join Charles Steven Trenholme for his day-long seminar Importing for Pleasure & Profit, that provides the
insight on the dynamics of importing wine, craft beers & spirits into Canada. Based in Toronto, he has over
30 years experience working in various capacities including managing a national sales agency, brand
manager of Mosel wines in Germany and consulting to Wines of South Africa and 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.
Wineries, craft breweries & distilleries around the world are opening at a rapid rate creating more supply
than existing agents can handle. To establish a start-up agency requires little
financial investment. The most important asset is having the knowledge of the beverage industry channels
& knowing how to leverage them in order to be successful. My seminar offers this insight & information as
well as customized support to ensure that every participant has the tool set needed to get started &
Many of Ontario's top importers & agents started their careers after attending Steven's seminar. They
readily agreed that they gained valuable insight to the ins & outs of importing beverage alcohol, as well as
the operations of the LCBO in Ontario & the SAQ in Quebec.
Steven has received rave reviews about his seminar from The Globe & Mail, Wine Tidings, Toronto Life,
Toronto Sun, The Hamilton Spectator, Wine Access, Vines Magazine as well as CBC Radio.
The Old Mill, Toronto, Saturday, November 8th, 2014
REGISTER ONLINE: www.importingwinebeer-toronto.eventbrite.ca
TIME: 9:30am to 4pm
REGISTRATION: $325 includes course material, lunch, 30 days of post-seminar email support & HST.
What will you learn?
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 of 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
- Finding 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 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
- order samples from suppliers
- deal effectively with the LCBO & SAQ
- select the right products for the market
- understand the LCBO & SAQ product
- determine strategies to launch products
- leverage LCBO & SAQ store staff
- work with the media
- selling beverage alcohol in 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 as well. 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 he also 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
For more information about Steven as well as CS Trenholme & Associates take a look on his website