Kimberly Shannon: Navigating the World of Wine and Spirits

Insights from a Corporate Beer, Wine & Liquor Specialist on industry trends, consumer preferences, and more.

For the past 16 years,?Kimberly Shannon ?has immersed herself in the dynamic world of wine and spirits, carving out a distinguished career that spans both expertise and passion. Currently serving as the Corporate Beer, Wine & Liquor Specialist for a prominent independently owned grocery chain headquartered in Pittsburgh, PA, Kimberly's influence extends across five states, where she brings her unparalleled knowledge and unwavering dedication to the art of beverages. With credentials including the esteemed WSET level 3 advanced certification and the Certified Specialist of Spirits certificate from the Society of Wine Educators, Kimberly's commitment to continuous learning shines through.?

As a Certified Cicerone and holder of numerous speciality certifications in areas such as Sherry and Agave-based spirits, she demonstrates a deep understanding and appreciation for the intricacies of the craft. At?Giant Eagle , Kimberly's role encompasses the careful selection of products for the shelves, the empowerment of the staff through education, and the collaboration with distributor partners to create impactful programs throughout the chain. However, it is her genuine passion for working directly with team members and assisting guests on the sales floor that truly sets her apart.

As we delve deeper into Kimberly Shannon's wealth of experience and expertise, let's explore her insights into the wine industry and her invaluable perspective on the evolving trends and preferences of consumers.

What do wine buyers look for in the US wine market?

Personally, I'm always on the hunt for 'the next big thing.' New innovation is driving sales more than any other factor in our market.

How do you decide which wines to purchase for your business? What factors do you take into consideration?

There are many factors, but first and foremost, wines that are well made - no matter what style, varietal, place, or origin, must be balanced. Next, I look for value to the consumer. Whether it's a $4.99 opening price point or a $100 luxury bottle, it must have quality standards that surpass consumer expectations of that particular price point.?

Packaging is another area of consideration. How will the label look on the shelf with others in its category? Is it going to jump off the shelf, command attention, or get lost in the shuffle? Also, what type of enclosure? We've come a long way in reducing the consumer stigma that wines with stelvin are inferior to those with cork enclosures, however, it can still be difficult to move that $100 luxury wine with a screw cap.?

We also consider the season and the occasion that a particular wine might be more desirable. Are we heading into cooler weather where big reds tend to dominate, or is it spring where all things light and refreshing take centre stage.

Of course, current trends play a factor, but knowing your market and being flexible with assortment across diverse demographics is of utmost importance. Is this an offering that will fit across all stores, or perhaps only a few stores in a select area. If I want to place a wine across the entire chain, can the supplier meet that demand?

Finally, the business aspect. We operate mainly in control states where minimum markups are set for us. Is there room for extra margin on our end? If I have two wines in front of me, equal in every way, and only have a need for one of them, I'm going with the one that can offer me a few extra points to add to the bottom line.

How do you stay up-to-date with industry trends and changes in consumer preferences?

Primarily by subscribing to industry publications and media channels, but I find that the majority of our consumers are often behind the curve on current market trends that might be taking off elsewhere, so really it's just giving me something to look forward to and to work towards. Our best resource is keeping a close watch on our own sales and monitoring trends within our stores, as a whole and individually. Consumer habits will tell us when it's time to engage in a new trend.

How do you take your personal bias and preferences out of professional buying?

That was a more difficult lesson to learn early on in my career. If we only carried what I prefer to drink, we would have nothing but grower champagne and burgundy on the shelves. That's certainly going to alienate the majority of our consumer base! You must learn to appreciate every wine for what it is meant to be and judge it by its appeal to the consumer. Humility is extremely important in this aspect. Something I learned long ago from the CMS and it has been an invaluable lesson.

What is the most important thing a wine producer can do to build a strong relationship with trade buyers like yourself?

Market visits! Not just visiting our office and discussing your wine, but getting out into the stores and meeting the consumer base and our team members. Really take the time to get to know our market and what we are all about. Gaining first-hand knowledge of what our guests are looking for, and acquiring a better perspective on our needs, greatly improves your chances of offering wines that will be of value to our business and quite frankly, not a waste of our time.

In your opinion, what trends do you see emerging in the wine industry over the next few years?

I'll speak outside the obvious climate change factor and comment more in terms of the consumer. For a very long time, it seemed the general consumer had very little interest in how a wine was produced. That is changing at a fairly fast pace. They want to know how the grapes are grown, how the staff is treated, and how the wine is packaged. They are looking for wines that put an emphasis on sustainability and align with their personal values of supporting equity and diversity. They love a good story behind the person or the place as well.

I think no and low will continue to grow, especially within the Gen-Z consumer base.?

I believe the industry will rely heavily upon technology in the coming years. Covid-19 spurred the need for further digital engagement, and the new generation of wine drinkers will demand it. This should lead to more growth in DTC sales.

Above all, I see us adapting quickly to change and becoming more resilient with each new challenge.