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Author Archive: Brian Rosen

Brian is one of a handful of three tier experts in the USA. Voted "Ones to Watch" in Beverage Dynamics Magazine. Rosen works with brands, distributors, producers and marketing/ position companies to bring brands to market all over the USA.

Rosen has worked with Americas largest consumer companies including Cohen's Fashion Optical (Top 10 Retail Optician/ Nationally, COO) Target, 7-11, PricewaterhouseCoopers, LevelVision, Fallas Parades, Lulu Lemon, Anheiser Busch, National WIne Distributors, Global Adult Beverage brands.

Brian is globally regarded as THE leading authority in the three -tier system, retail off premise, team leadership, marketing, merchandising, ECOMM and go to market strategy.

Brian has been featured for Forbes, American Beverage License Association, Beverage Dynamics, Wine and Spirits Daily, Beer Business Daily, Wines and Vines, Santa Rosa Democrat, Chicago Tribune, Modern Luxury Magazines, Newsweek, Wine Spectator, Market Watch, Wine Enthusiast, San Francisco Chronicle, CNN, CBS, ABC, NBC, FOX, Food Network, American Distillers Institute, Travel Channel, WCIU, and TNT.
Rosen had been named, Retailer of the Year 3X, Forbes Best of the Web 2x, and 14 under 40 winner, amongst others.

Rosen was CEO of his own 100M-retail enterprise, partner at PricewaterhouseCoopers in Retail Performance Improvement/ CPG/ Adult Beverage. Ran his own retail consulting firm and as run Cohen's Fashion Optical. Top 10 optical retailer nationally

Clients include; Anheuser Busch, Target, 7-11, Nomacorc, Testa Wines, Fallas Paradis, Azeo, Mammoth Distilling, Young’s Market, Wise Guys Liquors, Beckford's Brands, LibDib, Fresh Market and many more.

Rosen has a B.A. in Business Administration from DePaul University and is a graduate of the University of Chicago Executive MBA Leadership program.

brian@bevstrat.com
Phone: 800 953 1312
www.BevStrat.com

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What We Learned at Vinexpo New York

What We Learned at Vinexpo New York

My love of New York is well documented. We office there, we employee there, we sell there, and we scoff at the pizza there. The notion that New Yorkers think the pizza is in the same ballpark as Chicago pizza is laughable, but I digress. We have been in NYC for VinExpo New York 2018! […]

Your Brand Will Fail… Unless

Your Brand Will Fail… Unless

Such an ominous beginning to my article. I know, Rosen, you are negative, or Rosen, you are pessimistic. The truth is, I am neither. What I am, however, is realistic, and I have enough grey hair and enough years under my belt to have seen much of “it all.” I have no skin in this […]

By February 27, 2018 1 Comments Read More →
Booze Business á la Carte Style

Booze Business á la Carte Style

The Advantage Goes to the Brands I have been at this game for a long time. I have gone from retail big box CEO, to Managing Director at PwC in Wine, to Trade Marketing at Anheuser Busch, and some minor stops along the way. When I came up in the business, spoken like it was […]

By February 7, 2018 0 Comments Read More →
Summer Sales Start in the Winter

Summer Sales Start in the Winter

Yesterday was Super Bowl Sunday. Super Bowl Sunday is a day that, according to many TV news magazines, there will be more wings, pizza and nachos consumed than any other day in America. Additionally, the gym was also packed yesterday because, according to my theory, people work out in order to eat themselves silly during […]

By February 5, 2018 0 Comments Read More →
The Anatomy of a Sales Call

The Anatomy of a Sales Call

Ok, Suppliers. Listen Up! I have a message for you! Not a bad message or angry take, just a note to share so you can properly set your expectations for 2018! The more and more suppliers we have the pleasure of meeting, the more this becomes clear to me. We have heard all the tales! […]

By January 23, 2018 1 Comments Read More →
Funny Thing Happened on a Plane Today

Funny Thing Happened on a Plane Today

We travel. We travel a lot. Our whole team is on the road weekly working with suppliers, distributors, and accounts. It is our feeling that it is critical to be in the face of the client to create a relationship of trust and a connection. In this day and age of social posting and wireless […]

By January 17, 2018 0 Comments Read More →
To the Selling Year 2018

To the Selling Year 2018

The time is now! The time is now! This is not a Gary V rally cry, although perhaps it should be as he is a smart dude! This is the hard reality of the 2018 selling season for adult beverage. The front line reports are all trickling in now, and it is not pretty out […]

By January 15, 2018 0 Comments Read More →
The Rise of the Independent Brand in 2018

The Rise of the Independent Brand in 2018

Champagne and corks have settled. We are collectively wiping the crud out of the corner of our eyes and getting back the grind. This time however, it is not just a start of the new week, it is the start of a new year. I remember these days when I was in retail. I remember […]

By January 2, 2018 0 Comments Read More →
Top 5 Happenings for Adult Bev in 2018

Top 5 Happenings for Adult Bev in 2018

Merry Christmas, Happy Chanukah, Happy New Year, and if I have missed your specific holiday, please celebrate that as well. We are at the end of the year and now, it is time to look forward. The only real business happening now is at the retail level and the rest of us are planning for […]

By December 12, 2017 0 Comments Read More →
Four Ways to Make 2018 Better than 2017 with Planning and Selling

Four Ways to Make 2018 Better than 2017 with Planning and Selling

Calendar says early December. Calendar says that there are two week before holiday and an additional week for bubbles. That is what the calendar says, you are correct. There are a few other points of view.  If you are a distributor your year is over for all practical purposes. There are no more new brands […]

By December 6, 2017 0 Comments Read More →
Who Loses in the Breakthru/RNDC Merger? Everyone

Who Loses in the Breakthru/RNDC Merger? Everyone

Happy Thanksgiving to Them Happy Thanksgiving to all my readers. Happy Thanksgiving to the thousands of independent suppliers that read my writings and the 100 or so distributors that check in with what we are doing. This time of year, there is generally a Presidential pardon given to some turkey out there that has it’s […]

By November 22, 2017 0 Comments Read More →
The Supplier’s Year Is Over!

The Supplier’s Year Is Over!

Obviously there is a month plus left on the calendar. Seriously, my Aunt has not even fumbled through Thanksgiving dinner yet. My Sister has not sat across the table yet and complained about everything under the sun while sipping Rosé and eating Pumpkin pie. Those previous two activities are reserved for Thanksgiving dinner and thus […]

By November 20, 2017 0 Comments Read More →
Why Retailers Need to Carry More Small Independent Brands

Why Retailers Need to Carry More Small Independent Brands

We define independent brands as <25,000 9L cases sold in USA Looking at the current state of the supplier and retailer relationship one point is clear to me for sure. The commodity brands across all categories is a difficult horse to attach your cart to. Everywhere you turn you are being hit with lower prices […]

By November 7, 2017 0 Comments Read More →
The Death of Beverage Brokers

The Death of Beverage Brokers

This will undoubtedly get some hate mail sent my way. What can you do? All good mainstays in business at some point die. Who remembers marketing companies owned by retailers? Who remembers merchandising companies owned by suppliers? Who remembers when a beer distributor would park a semi on your property on busy nights like NYE […]

By November 6, 2017 0 Comments Read More →
The 5 Best Ways a Supplier Can Support Their Brand in OND

The 5 Best Ways a Supplier Can Support Their Brand in OND

We are in the throws on OND and a few things to note.  If you are not aware of what OND means, you might be in the wrong business. The sales market is getting a slow start this season because of a few reasons. Firstly, the horrific natural weather acts of late have caused a […]

By November 2, 2017 0 Comments Read More →