Tobias Vineyards is owned and managed by husband and wife Toby Forman and Dawn Pauli Forman. They both grew up learning the art and business of grape growing and winemaking from their legendary fathers, Ric Forman and Bill Pauli. While Toby still makes the Forman wines with his father, and Dawn is a partner in Yokayo Wine Co., they wanted to grow their own grapes and make their own wines. TOBIAS was born.
A few years in, they were facing many of the same obstacles many small, new wineries face, and so retained TEN26 Beverage Co to improve and expand their wholesale distribution, upgrade their brand, begin online marketing and e-commerce, as well as develop new collateral and POS.
Wholesale Management & Key Accounts. In the first year working together, we expanded the wholesaler footprint, reduced old vintage inventory, increased average FOB by 24% and increased gross revenue. With a focus on fewer key accounts and regional wholesale partnerships, depletions by wholesalers is up by double digits. Annual pricing and program/marketing calendars have been presented, approved and implemented in all markets. Market work with key wholesale managers and reps increased the brand's presence in key independent accounts, improved wholesaler relationships and made sales people more familiar and comfortable and more successful selling the brand.
Brand & Marketing. So far, we have developed a standard brand story and key speaking points, a new and persistent visual look. A new site, social media presence, and trade collateral and POS materials all reinforce the singular brand message and look. E-commerce capacity has been built, with email and other CRM measures put in place. Press relationships expanded and resulting new ratings and reviews have been expanded and positive.
Strategic Planning and Systems. We implemented a system for tracking all shipments and depletions over the previous years and in real-time have improved business analysis and tracking. Winery inventory management has improved with product alignment and where necessary, selling back stock to high-profile retailers who sell volume without hurting market retail integrity. This work, together with production volume projections and planning have improved cash flow.