Pages 1 to 20 - Wisconsin Grocers Association

Wine, continued
From the wholesale perspective
Jeff Calder,
General
Beverage
Wine experts like Jeff Calder, Vice President of Sales
with General Beverage, have an in-depth knowledge of
the world of wine, specialty spirits, trends, wineries, old
and new, as well as popular and new products. Retailers
are fortunate to have his expertise as a guide when it
comes to purchasing wine and spirits.
Calder says, “As a wine and spirits wholesaler, it is our
job to bring new
products from suppliers we
represent to our customers:
the retailers, grocers, and onpremise
accounts in
Wisconsin.”
Not many people can say
they’ve been in the wine
business for 37 years, but
Calder can. His expertise
comes from traveling the
world to visit suppliers and
guiding retailers as they select
wines for their stores.
“As a wine and
spirits wholesaler,
it is our job to
bring new
products from
suppliers we
represent to our
customers.”
Calder spent the first five years in the wine business at E & J Gallo
Winery working throughout the country, including a period of
time at the company’s Modesto, California headquarters. For the
past 32 years he has been with General Beverage. He has been
awarded the dual distinction of being both a Certified Specialist in
Wine as well as a Certified Specialist in Spirits from the Society of
Wine Educators.
As he travels the world visiting suppliers, Calder is in a unique position
to learn about new products before customers have an opportunity to
see them on their grocer’s shelves or try them at home.
One of the products he’s particularly excited about is the initial
release of Wollersheim’s brandy this
spring. “There won’t be enough to
go around for the first few
vintages, but the scarcity of this
brandy will create demand,” he
says.
Photo from Forgottten Fire Winery
“When an
enterprise is local,
one would
hopefully expect
that the producer,
by having
firsthand
knowledge of
working and living
in Wisconsin, will
create products
that appeal to
Wisconsin
consumer’s tastes.”
Among some other spirits that he
is enthusiastic about is
Door Peninsula’s cherry infused
vodka. “This product has been
dramatically enhanced and should
be an appealing vodka for
those who are looking for
interesting new specialty spirits.”
General Beverage only represents
products that are of the highest
quality—they need to be able to
compete with other national and
international brands. Calder
points out, “It is crucial for these
producers to understand how to
compete in today’s crowded
market of wines and spirits. You
can be sure that if we represent a
local producer, it is because we
believe their products will appeal
to our customer’s consumers.”
What are the big benefits
of buying Wisconsin wines
& spirits—for both the
grocer and retail customer
While Calder noted that
supporting a local enterprise is an
important reason to select local
products, there are other related
elements at play.
Outstanding Wisconsin producers are more than likely to have
their “fingers on the pulse” of what local retailers and customers
prefer. He adds, “When an enterprise is local, one would hopefully
expect that the producer, by having firsthand knowledge of
working and living in Wisconsin, will create products that appeal
to Wisconsin consumer’s tastes.”
14 WISCONSIN GROCER www.wisconsingrocers.com