Beniamino Garofalo

Beniamino Garofalo is a highly experienced manager, having spent many years working for large consumer good multinationals such as Pepsico, Heinz, and Danone, before moving into the luxury market at LVMH and most recently at Gruppo Lunelli. Since March 2020 he plays the role of CEO of the Santa Margherita Wine Group, today one of the leading Italian companies within the world of wine. The Group’s wine is sold in 94 different countries worldwide and it owns ten different estates in some of the most renowned wine-producing areas of Italy – Santa Margherita, Torresella, Kettmeir, Ca’ del Bosco, Cà Maiol, Lamole di Lamole, Vistarenni, Sassoregale, Terrelíade and Cantina Mesa. With over 690 hectares of vineyards, and global sales in excess of 22 million bottles, company turnover stood at more than 189 million Euros in 2019. In addition to its Italian operations, the Group also owns a subsidiary in Miami, Santa Margherita USA, a direct import company which distributes all the Group’s different brands as well as wines from other premium Italian producers, which are destined to see future growth.

E-commerce in the U.S. market: new “post-COVID” tools

Covid has had a significant impact on the U.S. market, particularly in terms of the expansion of wine e-commerce apps, sites and tools. Sales to consumers can now take place, on-premise (HoReCa), off-premise (retail) and “e-premise.” Producers need to understand the structures of the various tools and platforms supporting e-commerce as it is now being conducted in the U.S. And further, you’ll learn about ways to use these new tools to get past the roadblocks and complications that commonly occur going through a traditional agency-brand importer model. One of the fundamental factors in understanding the E-comm wine universe in the U.S. is “who owns the relationship data?” In the case of third-party facilitators such as Drizly, they do. In the case of services such as CityHive and similar retailer direct-to-consumer solutions, it’s the retail store. We’ll discuss why this matters and how the difference can be leveraged to drive sales of your brand. We’ll also parse out distinctions that differentiate the component tools and strategies of E-commerce. These include DtC (direct to consumer from domestic winery), intra-state retailer to consumer delivered by either common carrier or the store itself, and retailer to consumer interstate by common carrier.