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Photograph by Thomas Mangieri
Noticed a small item recently about the significant growth of
the wine industry in and around Austin, Texas. They were re-
ferring to this area as “the new Napa.”
The comparison was not related to the quality of the wines,
but to California’s top tourist attraction, those wine trails.
So while licensees are, rightfully so, putting a special press
on New York State wines, for political reasons there is clearly
an opportunity for an added bonus. If Austin,Texas can be
benefiting significantly, what about the country’s #3 growing
state and #2 consuming state? Combine the increased con-
sumer interest in “locally grown” with the explosive potential
appeal of “local wine trails” and you have the ground laid for
some very positive opportunities in terms of tourism and hos-
The governor sees this opportunity as well, so we have
been holding his support. We would like to put together some
graphic evidence of your support. You’ve got those posters
from Last Store on Main Street (see pg. 98). We would like
to publish a picture of that poster in your store. Hope I have
enough room to run them all. Send yours soon.
To get your “New York State of Wine” poster, visit
lastmainstreetstore.com or call 212-681-1380.
Chief Operating Officer
William G. Slone
November is always big in the industry. Our annual round-up
of added-value products does not disappoint, spanning 10 pages
starting on page 16. To help set the mood for gift-giving, remem-
ber how little touches can spruce up your space for the holidays.
Be sure and check out “Taking a Shine to White Whiskey”
on page 52, which explores how moonshine’s colorful past is
helping this clear spirit grow in popularity today. In “Reinvent-
ing the Draught Experience,” read how Heineken USA is not
only growing its portfolio, but also aiming to optimize the Amer-
ican beer experience on-premise (pg. 32). “Ambassadors Work
the Floor” (pg. 12) showcases how a good brand ambassador can
boost sales off-premise, just as ambassadors have increased brand
And from all of us at
we wish you a happy,
healthy and prosperous Thanksgiving!
Help for the Holidays…
Enter The Cellar
One of the biggest challenges these days, particularly coming into
the holidays, is finding the right products to match up to your own
unique customer base.
ated to help buyers navigate a more complete view of the market-
place as well as to enhance the overall shopping experience. For
over a decade now, beveragemedia.com has been an extension of
the pages in the book, and has administratively made it simple
for buyers to search items for reordering. Now, with the addition
of new search tools on
the site enables you to easily
browse products by category with a series of filters that show a
custom view of products that meet your criteria.
I suggest you take a few minutes to log-in and check it out.
If you need help getting access, please call 212-571-3232, ext.
Here you will have the ability to search price ranges, types,
country of origin; sort by distributor, vintage and size; and select
from over 40,000 brands, that can make a difference to you during
this key holiday period. As we begin our 76
year of service to
the industry, our mission remains clear: giving the wine & spirits
buyer the tools necessary, in print and online, to work smarter and
more efficiently in a very competitive environment.
Jason A. Glasser
Chief executive officer