Influencing the Influencers: How to Build a Trade Marketing Program that Works Both Short and Long Term

22 May 2018
10:00am - 11:00am PDT
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22 May 2018
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Join Women of the Vine & Spirits and special guest, Padilla for a live webinar on

Influencing the Influencers: How to Build a Trade Marketing Program that Works Both Short and Long Term

May 22 
10:00 a.m. PST / 1:00 p.m. EST

The U.S. is the most competitive and complex alcohol market in the world. Consumers look to sommeliers, bartenders and retail sales staff to help present options and guide choices. But navigating the three-tier system, state-by-state, can make trade programs complicated to concept and implement. It’s also important to balance short-term “wins” with long-term program goals that drive brand and category growth.


We’ll talk through key strategic and practical considerations, including:

  • Defining your value proposition 
  • Refining on-premise and off-premise targets
  • Customizing strategic partnerships
  • Building long-term trade alliances


Join Katie Myers, vice president at Padilla, and Viviana Pinzón Correa, account supervisor at Padilla, who will draw upon their 15+ years of experience in developing and managing successful trade programs for clients such as Ribera del Duero, Rueda and Rioja.

Katie Myers

Vice President

Katie is a brand champion skilled at driving collaboration across internal and external teams. She thrives on developing brands and endearing them to the right audiences. During her career, Katie has built international campaigns that resonate with both consumer and trade audiences and has worked with clients from Patrón Tequila, Bordeaux Wines, Wines from Rioja, Ribera del Duero and Woodbridge Wines. Prior to joining Padilla, she led marketing, communication, sustainability and education initiatives at Nomacorc – the top still-wine closure brand in 10-plus countries.


Viviana Pinzón Correa

Account Supervisor

Riding horses, testing recipes and sipping wine take up most of her time, but Viviana also is passionate about telling the story behind the wines she thinks everyone should drink. With over eight years of experience in public relations, event production and marketing for the wine and spirits sector, Viviana spent five years conceptualizing and overseeing the execution of trade and B2B programs across the United States for Spain’s Wines from Rioja. She currently manages trade marketing for the Ribera del Duero y Rueda appellations and media relations for the Bordeaux Wine Council. Viviana believes life-changing experiences can often be found in a glass and is happiest during midnight visits to street food stalls anywhere from Brooklyn to Palermo to Marrakesh.


22 May 2018
10:00am - 11:00am PDT

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