Hopefully you didn’t feel my rant was directed at you. I tried to take pains to make sure to commend Inertia for trailblazing direct to trade in New York.

Still, it really is an issue of choice and fairness for me. In the ecosystem small producers inhabit distributors are a barnacle on the ass of the industry. I understand that there has been compromise on all sides, but I don’t have the choice to do the simple compliance work that the wholesalers provide - which I’ll be overpaying for no matter how small their margins - on my own. I’m forced to pay them for something absolutely trivial like filling out a price posting form (http://www.abc.state.ny.us/JSP/wholesale/WholesalePage.jsp).

All my bitching aside I’ll DEFINITELY be using the direct to trade module and I agree that what Inertia has done is a huge step in the right direction. Still someone needs to be out there pushing for more, because that’s what is fair - for both the consumers and the small producers alike.

Thanks for the comments guys.

Kudos to you for getting this, getting it immediately and then breaking it down. A lot of people are still trying to wrap their arms around the concept–which is really quite simple, as you demonstrate.

And, I have the distinct pleasure of commenting on my post from my personal site, with professional candor–such is the joy of marrying business and pleasure.

Speaking of business and pleasure and working both sides of the fence, I fundamentally understand your argument, but, really, the distributors are adding value by taking care of administration that is necessary. Inertia is fostering an ecosystem in which small brands can develop, profitably. And in order for any ecosystem to be in balance, all living creatures have to be represented.

It’s a bad analogy, but you get the point. Distributors have to have a seat at the table, where appropriate, or we wouldn’t be doing the channel justice by leading a revolution in change, with almost every constituent.

In all of the conversations I have had with distributors they truly see this as development mechanism and are agreeing to take very modest fee’s–fee’s that inhibit neither the winery or the consumer in price. If anything this is a tool to keep more money in the pockets of small wineries so they can continue to invest in their business.

With our system–you set the price of the wine. The distributor does the price posting. So, in this regard, cost is relative to your margin structure. And, on top of that bonus, you get to build direct relationships with the trade accounts. No ride-alongs on market visits … you get to deal with them directly.

All of my best, and thanks for heeding my previous post on Good Grape about not enough opinions in the wine blogosphere.

1. You have access to markets never before available and now retailers/restaurateurs and consumers have selection like never before. Market economics on price will play out as well.

2. Due to our back breaking work, e-commerce is now an ACCEPTED methodology for Direct to Trade transactions - GROUNDBREAKING AND REVOLUTIONARY. This includes self distribution states.

3. If you do have a wholesaler in your SHORT TAIL states, there is a chance that they do not cover the entire state so now you can use a tool that gives you FULL market access without dis intermediating your partner wholesaler.

4. You now build and own customer relationships like never before.

I’ll let Jeff add more but this is one step in many to help wineries succeed in a difficult environment but moreover, create a win-win situation for all parties where appropriate.

Inertia - Powering the Wine Revolution

—Paul Mabray - CEO (and fighting the good fight - remember, we believe in wineries and direct)