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Beverage Distribution/Questions Answered by Expert Eric Hofer

Subject	Date Asked
Finding a brandy	1/28/2012
Q: Have a bottle of Prestige Edition Premium Brandy, bottled by J Harrison Company, Mira Loma, CA. ... A: Seems we have a repeat question for me. One of my correspondents got the answer to this a few years ...
Terminology: On & Off Trade	1/19/2012
Q: i would like to know what is the difference between Off trade and on trade in the beverage industry. ... A: I'm not 100% on this, as this term varies and what I know of its use is specific to British English ...
Outsourcing liquor distilling	1/11/2012
Q: I have this Idea for a new liquor line but I want to pay someone to make it for me and distribute it ... A: There are companies out there that would take distilling jobs, for example Frank-Lin. These are ...
craft beer export/distribution	1/6/2012
Q: I am currently looking to export craft beer from the Midwest into Asia. We have strong contacts in ... A: I'm no expert in craft beer, but here's my 2 cents:- Exporting has several unknowns which will ...
Money For Exclusive Rights to Beverage	8/2/2011
Q: I have a world-first beverage and meetings scheduled with 3 major companies who are very interested ... A: Larry, We'd have to know a lot more about the product. It's positioning, market appeal, likely ...
new wine distribution company	7/13/2011
Q: I trying to open a wine distribution company in Massachusetts. I am aware of the costs for the ... A: Typical P&L list:- - ground rent - warehouse, store front - utilities - staffing - advisors - legal, ...
wine in the US	6/14/2011
Q: I am a winemaker in France and I plan to export to the United States.I do not know to this day, ... A: This requires a subjective answer. What is expensive; especially for a non-essential product where ...
Exporting Oregon Beer and Spirits	6/8/2011
Q: I am researching the channels to export Craft Oregon Beer and Spirits to South America and possibly ... A: I'm not familiar with exporting permits for beer. There should be some opportunity to waive taxes ...
nutraceutical beverage	6/5/2011
Q: With my knowledge of supplements, I'm seriously considering produce a line of beverages that utilize ... A: Interestingly, we've been chatting with a company who have developed a drink for the morning after. ...
Liquor Approval...	6/5/2011
Q: Hey Eric, Left out one other crucial question we had. We are aware of all the specific licenses ... A: I'm not an expert on FDA processe. Apparently the FDA does get involved ...
wine in the US	5/30/2011
Q: I am a winemaker in France and I plan to export to the United States.I do not know to this day, ... A: There are some forums for wine and liquor distribution in the US that you should consider. LinkedIn ...
Beverage Distribution Licensing	5/15/2011
Q: I looked over the PLCB website and was not sure if I was understanding the information. I bought a ... A: Matthew, To your direct questions, my take is you can apply for a license directly - unless you're ...
alcohol distribution	5/10/2011
Q: My friends and I have come up with an idea we feel could sell ALOT of bottles of alcohol, wine or ... A: Though to some degree it depends on how difficult it is to implement the idea, the truth is, it's ...
Marketing Research Project	4/6/2011
Q: Hofer, For our undergaduate New Product Development course, our team is developing (on paper) an ... A: Ms. Kwok, Surely you realize that the numbers vary depending upon the product, market, target? ...
Wine & Sprits Import & Distribution	4/4/2011
Q: I have a close business associate in Peru who has offered me exclusive distribution rights for their ... A: Tino, This is a "length of string" type of question. There's no, simple answer. It depends on ...
Distribution and new media platform	3/5/2011
Q: We have a new natural beverage product that is in the NY high schools to help fight obesity and our ... A: I like this spin label concept. I'm curious if the "cause" you link up with (embedded in the ...
tropical drinks made for sale	2/24/2011
Q: Eric, I have the best homemade tropical drinks, I've ever tasted. These are original recipes of ... A: Christian, You've got me salivating and stumped simultaneously. I've not seen sponsorship like ...
automating beer distribution business	1/22/2011
Q: I need software package that can handle accounting and inventory and also interface with handheld ... A: I'm specifically working with a group who have a product that sounds like a fit. The main tool runs ...
import /distribution	1/13/2011
Q: how much is going to cost me importers licence in Florida and how much it is going to be to start ... A: Go to myflorida.com or review my earlier posts on this matter to find out the details for the agency ...
monetizing spring water	1/12/2011
Q: I have recently gained permits to both bottle and sell in bulk water from my spring which has some ... A: Re Tom's Shoes ... Ah... I've been out of America too long! So it has been done in the past ...
monetizing spring water	1/12/2011
Q: I have recently gained permits to both bottle and sell in bulk water from my spring which has some ... A: The charity angle could work a treat. I really like it. Might even obviate you from some taxes! ...
monetizing spring water	1/12/2011
Q: I have recently gained permits to both bottle and sell in bulk water from my spring which has some ... A: Ray, There are many ways of going to market. Take a look at this company:- ...
New Product Distrabution	8/20/2010
Q: Eric, i am in the process of developing a ready-to-drink cocktail made with distilled spirits. This ... A: There's a huge amount of risk with something like this. If the idea is great, then the majors will ...
opening a beer distributor	8/9/2010
Q: Hey, im in the process of starting my own beer distributor. but i have a few questions though. im ... A: I would suggest modelling the business using something like Excel first and testing your assumptions ...
Exclusive Distribution Agreement	7/8/2010
Q: Eric, I'm new to the beverage distribution business. There is a specific beverage which is not yet ... A: For some strange reason, AllExperts happily accepted a long post only to not show it. Here's a 2nd ...
Wine Distributor	7/8/2010
Q: I have wine labeled in a pretty unique fashion - its targeted now at golf tournament sales but am ... A: Ian, I hate to burst the bubble, but for anything that is organized and established, the organizers ...
Becoming a Liquor Distributor	6/15/2010
Q: I am currently performing my marketing research to see if this is a business I can compete in. My ... A: Adam, Effectively you want to break into an established business. If you approach this from the ...
Margins and markups for distributors.	6/1/2010
Q: We have a juice product that has only recently launched. We have been approached by persons who ... A: The term "margin" is applied with a host of modifiers. One definition is as you said, Gross Revenue ...
Cost retailers typically pay for bottled water	5/26/2010
Q: I am part of a new business that was considering getting into the selling of bottled water as a way ... A: The capital required to get a bottling operation off the ground depends upon a plethora of factors: ...
New distributor	5/9/2010
Q: I am in the beginning phases of starting a micro brew distribution and cold storage company similar ... A: Jack, Hello... I can be of some assistance, but as I'm not local nor a lawyer, I'm not qualified to ...
Wholesale Beer Distribution Business	5/1/2010
Q: I have eight years experience in the wine business, the first five in retail, the last three in ... A: Michael, It's a long road (which I've traveled myself). Capital is tough. 3rd party needs ...
Distributing to distributors	4/29/2010
Q: I am currently in Lima Peru looking to intoduce a specific brand of achohol into the US. thanks. ... A: If it were me, I'd select a single distributor with reasonable presence offering a longer term deal ...
Distributing to distributors	4/28/2010
Q: I am currently in Lima Peru looking to intoduce a specific brand of achohol into the US. thanks. ... A: Number 1, change the name of the company. You're not going to get very far with that name in ...
Distributing to distributors	4/27/2010
Q: I am currently in Lima Peru looking to intoduce a specific brand of achohol into the US. thanks. A: Luis, there's no direct question here. Should I infer that you're asking how to go about finding a ...
Beverage Distribution	4/22/2010
Q: I have been shown an opportunity to take an existing regional beverage brand to another un-tested ... A: Jeff, I offered here, where I volunteer... so yes, it's free. I'll tell you if you're over ...
Beverage Distribution	4/21/2010
Q: I have been shown an opportunity to take an existing regional beverage brand to another un-tested ... A: Jeff, Effectively you'd build a model (say in Excel) that forecasts the sales, and operating costs; ...
Wine Distribution Logistics	2/10/2010
Q: Curious about the winery to distributor aspect of the wine supply chain. I guess the main crux of my ... A: No problem with the questions... This is my "hobby" and it's an area I know very well. I'll answer ...
Procuring Sales and Distribution	2/8/2010
Q: Eric, I am developing a natural beverage brand to be imported to the US from Brazil. I have ... A: Chris, I'm not 100% amazed that nobody is responding, but it is weird given the economy that ...
Procuring Sales and Distribution	2/5/2010
Q: Eric, I am developing a natural beverage brand to be imported to the US from Brazil. I have ... A: There are several companies operating in New York; all you need to do is Google for it. I found 3 ...
Redistribution	1/28/2010
Q: I am interested in starting up a beer and wine wholesale distribution business abroad. In my ... A: The "right" person? Contacts help. But how do you find a bona fide person with contacts? Lots of ...
Redistribution	1/26/2010
Q: I am interested in starting up a beer and wine wholesale distribution business abroad. In my ... A: Kevin, Interesting questions. I see what you mean about the 1-way container concept; there's value ...
fmcg	1/19/2010
Q: sorry sir i could not tell you clearly about my question. i am MBA student,first semester.its my ... A: So, if this is a topic for a paper... Your points are:- - Why would a local company want ...
exclusive distribution	1/19/2010
Q: please tell me can we do exclusive distribution for FMCGs?if we do then please tell me about some ... A: Aiman, For real, you don't know what is meant by "exclusive distribution"? As to ...
exclusive distribution	1/19/2010
Q: please tell me can we do exclusive distribution for FMCGs?if we do then please tell me about some ... A: Lipton Ice Tea is a Unilever product. The tea bags go through one stream, the ready-to-drink ...
exclusive distribution	1/18/2010
Q: please tell me can we do exclusive distribution for FMCGs?if we do then please tell me about some ... A: Aiman, I'm seeing this as an obvious answer, so perhaps I'm not understanding it. If you're ...
getting into the import biz	1/12/2010
Q: I've been working for 3 years now around the wine business, wine tourism, e-promoting brands in ... A: Emmanuel, I'm sure there are courses that can be of use to you. However, methodical, tenancious, ...
PA Beer Distributer Business	1/4/2010
Q: I would like to open a beer distributer business in PA. My intentions are to sell retail cases of ... A: Gene, Please follow through to the website mentioned before, the Pennsylvania Liquor Control Board ...
PA Beer Distributer Business	1/3/2010
Q: I would like to open a beer distributer business in PA. My intentions are to sell retail cases of ... A: Gene, There are 2 different things you are talking about here. A Distributor which is a business ...
Alcoholic beverage broker	12/14/2009
Q: Can you tell me how an Alcoholic beverage broker is typically compensated? Do they get paid only a ... A: Again, I've not heard "broker" used in this way as it means a 1 time only deal (like a real estate ...
Food and Beverage Distribution	12/5/2009
Q: I am starting a brand management and distribution business in Canada which focuses on the food and ... A: I've written previously on pricing (RRP, your charges and Wholesale) and how, remotely with so ...
Britvic Distribution in Macedonia & Montenegro	12/1/2009
Q: I want to know the distributor in Macedonia and Montenegro of Britvic products. A: Anna, According to AllExperts, you've not read the reply. Is this so? Or is there a problem with ...
wholesalers brands	11/24/2009
Q: I am looking to sell a brand of liquor to a liquor distributor. Is each state set up where you can ... A: As to how you award licenses, you chose whether to license by the state or some other geographic ...
Distribution and Retail Mark Up	10/26/2009
Q: I am extremely impressed in the many answers you have provided on the beverage industry. We are a ... A: Jim, Not an easy one to answer in a general way. In On-Premise (restaurants, etc.), pricing is at ...
Exclusive distribution agreements	10/12/2009
Q: Eric, I'm about to receive a license from my state's liquor control agency to import %26 distribute ... A: Tom, This is a bit out of my area of expertise. You need both a lawyer and a customs broker. Some ...
wine distributors	10/7/2009
Q: hos is the wine stored at a wine distributor?? A: Wines are generally stored in temperature controlled conditions to prevent damage. Product is ...
Sales and Distribution	9/28/2009
Q: I'm new to the bevarage industry and wondered if you could let me know a bit about the roles of ... A: I can help you to understand the roles of wholesalers and distributors. Ther terms "Agent" and ...
How to get inventory	9/22/2009
Q: I have started process to become liquor/beer dist. How do I go about getting labels/brand to supply ... A: Kevin, Usually before starting up, you would have identified suppliers, possible terms and modelled ...
Beverage Distribution Back Office Systems	9/17/2009
Q: I am working with a US based start-up Beverage Dist. Co. that has asked me to find a low cost off ... A: Yes I know a bit of what is out there. There are some handheld systems which focus primarily on ...
Beer & Wine Distribution	9/16/2009
Q: Currently I am not sure if I will start off trying to sell to distributors or wholesale the product ... A: Joe, Answering your questions in order of appearance... 1. How to go to market depends on many ...
opening a beer distributor in alaska	9/15/2009
Q: I am from PA also but have been living in Alaska for the past three years. What steps and licenses ... A: The steps will likely be the same in Alaska as in Pennsylvania. There'll be a state agency that ...
World's First Patented Resveratrol Beverage Must Choose Between Distributors	8/31/2009
Q: Eric, It's been about a year since we last spoke about anti-ageing water. As the economy, customer ... A: I agree with you on your fears. The cost to get a "new" concept to market is generally very high ...
Career	8/19/2009
Q: Where and how can I become a sales person in Columbus ohio area? A: Jacqueline, I'm in Budapest, Hungary so my knowledge of Columbus, Ohio is probably less than yours. ...
Starting a Beverage	8/16/2009
Q: I have a good Idea for an organic beverage. I would like every aspect to be green but I do not know ... A: Catching out a fraudster is tough. It's obviously their business to part you from your money and to ...
co packers	6/28/2009
Q: I have developed a "hot fill" vegetable sports drink with the aid of a California firm that ... A: Ralph, I'm sorry, but I'm not in California and cannot help with co-packers there. Suggest trying ...
Back-office reporting system for liquor startup	6/20/2009
Q: I am currently consulting for a small liquor start-up who has gained a lot of traction in the ... A: For In-Field staff related to order capture, marketing spend, Sales Development, etc., we're doing ...
Sustainability of beverage import business	5/29/2009
Q: I am in the planning stage of importing a 750ml/80proof beverage into the US. I understand the ... A: Dave, apologies. I have an answer and wanted to check with colleagues. This isn't an easy one in ...
Major beverage distributors in London, UK	4/25/2009
Q: I'm a first year MBA at Thunderbird and I'm doing research study regarding bringing an organic, ... A: Tea is an interesting beverage in the UK. While I cannot point to specific research, I know from ...
Great Drink, Right Time, Next Step?	4/3/2009
Q: Greetings Eric, I have a great product, which has amazing health benefits, some even too good to ... A: Asher, Your question exudes excitement which is great to hear in these times when lots of people ...
Oregon Beer to JAPAN	3/21/2009
Q: I live in Tokyo Japan, but used to be a resident of Oregon. I'd like to start a small, maybe website ... A: Mike, These aren't on my list of expertise, while I cannot give you too much in the way of specific ...
beer distribution & logistics	2/3/2009
Q: CHINA, Europe) and therefore wanted to ask what sources are recommendable to get more information. ... A: To your follow-ups:- 1) Margin and ratios... I cannot think of how one gets these ratios as a rule ...
Liquor Distribution	2/1/2009
Q: I have found a product that is currently imported into the U.S. by its manufacturer. This product ... A: Christopher, Question 1... As far as I understand it, there are laws etc. concerning distribution ...
beer distribution & logistics	1/29/2009
Q: CHINA, Europe) and therefore wanted to ask what sources are recommendable to get more information. ... A: From a "high level" vantage a product is sustainable when the costs can be covered by sales, ...
beer distribution & logistics	1/27/2009
Q: CHINA, Europe) and therefore wanted to ask what sources are recommendable to get more information. ... A: Constantin, This is a huge question space; and I'm not all-knowing. I wish at times I were such a ...
energy drink start up	11/22/2008
Q: I'm currently considering an energy drink start up and have seen reference to having enough ... A: This is a "length of string"eg. there's no "right" answer. You need to do a business plan, ...
beverage distribution	11/18/2008
Q: I'm not sure if you're able to assist with this. But any suggestion is necessary. We're a small ... A: Anthony, I'm wondering, how it is that you're a startup in the US with an energy drink that is ...
Beer Distributor Question	11/6/2008
Q: I am interested in opening a beer distributor in PA. I am also interested in selling other ... A: Nelson, I'm sitting in central Europe and am more in FMCG - specifically soft drinks, snacks, ...
final stages of formulating a juice	11/3/2008
Q: I have written you in the past and have just a couple of questions to finalize my testing. I ... A: Rich, These are questions outside my area of expertise (I'm more in Logistics, Back Office Systems ...
Beverage Startup Biz Plan	10/29/2008
Q: Do you have a sample you might be willing to share? I'm looking for at least a good example of a ... A: Peter, Sorry; it's never been my specialization and while I've had COGs and PVC (Product Variable ...
starting a beverage	10/24/2008
Q: I have been doing a lot of research (I may have asked you a number of questions already) about ... A: Saw the 2nd message first and replied on that.... As to this one:- - I think this the way to go ...
how much profit on a juice?	10/24/2008
Q: Im looking to get a copacker in place for a fruit/vegetable juice. Im having an incredibly hard ... A: Rich, Have you already done the test, determined the optimal flavour mix, shelf life, etc.? I'm ...
equity distribution	10/12/2008
Q: We are starting a beverage company and want to enlist distributors. In order to enhance the ... A: Sharing any sort of equity involves considering several items, e.g. the amount of risk, duration of ...
Launching A Product	9/19/2008
Q: I have been a beer home-brewer for over 20 years. My recent recipe has won several national awards. ... A: Lots of good questions! Must a Producer market its own product? You know the adage, "if you ...
Launching A Product	9/19/2008
Q: I have been a beer home-brewer for over 20 years. My recent recipe has won several national awards. ... A: Robert, The big question you have is about "capital". Do you have enough to do it yourself, or do ...
Custom Bottled Water	9/10/2008
Q: What company makes custom shaped water bottles for spring water to be bottled and sold @ retail? ... A: Don, I think you mean "Evian" (Avian is a bird and does not spell "Naive" backwards); Arrowhead is ...
Beverage Distributor	9/5/2008
Q: I am just getting into beverage distribution after getting with a small energy drink company in CA ... A: the Highly Motivated! Sounds like you've done some of the pre-requisite apprenticeship already. ...
Beverage Distributor	9/3/2008
Q: I am recent college grad and I am looking to venture into my own business. I'm interested in ... A: Perhaps I'm missing it, I cannot see what's difficult. The MyFlorida site gets you going. ...
Starting a beverage manufacturer's agency	8/4/2008
Q: Eric, We all appreciate your expertise and willingness to help out. I'm planning to start a ... A: A "selling" organization would be your best bet... Effectively you'll develop contacts and drive ...
New beverage line idea	7/29/2008
Q: I have a fantastic beverage line idea that could be the next "vitamin water" in terms of popularity. ... A: Scott, This is more about how to protect your idea which is a mixture of legal and strategic/game ...
Starting a beverage manufacturer's agency	7/29/2008
Q: Eric, We all appreciate your expertise and willingness to help out. I'm planning to start a ... A: I'm unsure what you mean by a "manufacturer's agency". If you are talking about setting up a ...
Tea RTD	7/24/2008
Q: Eric, what a find to find you here... and what an amazing resource. My question is about launching ... A: David, If you've had sufficient experience in Packaged Foods, then you're not going to find it a ...
Launching New Category of Health & Wellness Alkaline Cosmeceutical Beauty	6/30/2008
Q: Eric, www.Anti-AgeingWater.com has interested investors as well as commitments from bottlers. ... A: Stuart, You're still going to have to put $s into marketing to train your consumers. I'd recommend ...
Launching New Category of Health & Wellness Alkaline Cosmeceutical Beauty	6/16/2008
Q: Eric, www.Anti-AgeingWater.com has interested investors as well as commitments from bottlers. ... A: Stuart, I've had a bit of time to think this through. In essence your question is, what ...
health drink	5/28/2008
Q: i work part time right now and i really want to own my own buisness can you please help me and give ... A: The process here is not unlike the other items I've explained previously, namely:- - developing a ...
beverage distribution	5/21/2008
Q: I am interested in becoming the middleman for an overseas juice manufacturer and a beverage ... A: John, let me first say "thank you" for giving me my 1st question that actually relates to an area I ...
trying to get me a drink on the market	4/26/2008
Q: hello mr hofer my name is antoine and i have a drink in mind to benifit people but i can i get it ... A: No need to be formal, Eric will do. I'd like some more information please. - What is the drink? - ...
Importing of Wines from Portugal	4/14/2008
Q: i would like to import wines from Portugal and start a distributorship here in Goa-India. I Could ... A: Tahil, To start any sort of "distribution" you're going to require some knowledge of the subject. ...
Starting up an import / distribution business	3/4/2008
Q: Eric, I am interested in importing beer from overseas and becoming the sole distributor here in Ga, ... A: I've changed to the subject to better match the jist of the question you asked... First Step: ...
How to open a beer distributor in PA	1/7/2008
Q: I was wondering how one goes about opening a beer distributor in PA. What regulations do you have to ... A: The first place to start is the Pennsylvania Liquor Control Board (http://www.lcb.state.pa.us/) ...
Food and Beverage Industry	7/18/2007
Q: I am after the Top 10 Food and Beverage Companies: 1. In Europe 2. In the US 3. In the World A: That's not easy to answer... Is it, as of today, what limits food and beverage, is alcohol ...
Pepsi's Global Market	4/15/2007
Q: I'm doing a little research on PepsiCo, and I was wondering if you could tell me roughly how many ... A: As far as I know, Pepsico is represented throughout the world barring a few exception (they pulled ...
Multiple brand names for the same product	3/26/2007
Q: I tried to send a "follow up" to your reply, amy be u got it by now, but the web pages for sending ... A: Now there's a question I can give some insight into... BTW, I've relabelled the thread "Multiple ...
Finding a Companys address, phone, etc.	1/18/2007
Q: this is an interesting question, even out of the ordinary, I hope you find it as almost fascinating ... A: Well, this is outside of my area... But like you I am curious. I could find references to both ...
Beer distribution: Produced in Mississippi Distributed in Alabama	11/16/2006
Q: I want to become a distributor for a beer from MS and Id like to market and sell it in AL How must I ... A: Interstate Beer Distribution is outside of my direct expertise, but I can see some initial steps on ...

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Beverage Distribution

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Eric Hofer

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Over 27 years experience, with 17 in international FMCG in back office operations and in field sales and data collection, including design, development and deployment of Handhelds, Marketing Equipment (Service, Tracking and Return on Investment), reporting and Vending management. Have participated on the launch of operations in new markets, and re-engineered the back office in several countries.

Experience

Designed and led the development and deployment internal ERP system for Pepsi used in On-Premise/Vending in 13 markets. Designed 2 handheld systems, the latest is now deployed in 4 markets internationally. Re-engineered the back office functions (settlements, despatch, invoicing, credit control, etc) for over 20 snack, confectionary and beverage operators. Developing software: Progress, VB, Access, C, Sybase, SA

Organizations
Innovative-Selling Solutions; SalesSuite

Publications
BudapestSun

Education/Credentials
State University of New York - BA Economics NYU - Courant - Graduate work - Computing

Awards and Honors
Moderator of LinkedIn CEE Group

Past/Present Clients
PepsiAmericas PepsiCola International PepsiCola Company British Steel British Telecom Britvic (Pepsi's bottler in the UK) AT&T BellSouth Mars Overseas Bottling Pepsi France Matutano (Frito-Lay Spain) Frito-Lay Pepsi Foods International Chase Manhattan Bank Kidder Peabody National Power SmithKline Beecham Mars Overseas Bottling (Pepsi Azerbaijan) A&P Bottling (Pepsi Serbia & Montenegro) Iberia Bottlers (Pepsi Georgia)

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