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Importing Wine, Beer & Spirits for Pleasure & Profit 

Saturday November 5th, 2016
Novotel Toronto Centre
45 The Esplanade – Toronto
9:30 AM – 4:00 PM

Join Charles Steven Trenholme for the day-long seminar Importing for Wine, Beer & Spirits for Pleasure & Profit, which provides insights into the dynamics of importing wine, craft beers and spirits into Canada. Charles Steven brings to the seminar 35+ years of experience working in various capacities including managing a national sales agency, brand management, sommelier and educator.

Charles 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. There are also sales and brand ambassador positions available for those with certified sommelier training.

Many of Ontario's top importers and agents started their careers after attending Charles Steven's seminar. They readily agree that they gained valuable insight to the ins and& outs of importing beverage alcohol, as well as the operations of the LCBO.

There are also good career opportunities for those with WSET or Sommelier training.

Charles Steven has offered this seminar since 1993, receiving rave reviews from The Globe & Mail, Wine Tidings, Toronto Life, Toronto Sun, The Hamilton Spectator, Wine Access, Vines Magazine and CBC Radio.

REGISTRATION: $325 includes course material, lunch, 30 days of post-seminar email support (HST exempt)

To register, visit or contact Charles Steven Trenholme:

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 are 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 and opportunities

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

More about Charles Steven Trenholme...
Steven is the principal of CS TRENHOLME & ASSOCIATES – an international sales and marketing consulting firm supporting the beverage alcohol industry. He has been involved in all facets of agency management and 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 producing firms.


Contact info
Charles Steven Trenholme
1 Yonge Street Suite 1801 Toronto, Ontario, M5E 1W7 Tel: 647-233-3580 Email:

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

Thank you once again for an informative information session. —Alanna Bailey – Product Manager, LCBO VINTAGES – Toronto

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




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