Alister Rayner

Address
Ashdown
Mill Road
Heathfield
East Sussex
TN21 0XE

Contact Details
Telephone: 0747 039 7000
Email: alister.rayner@businessofdrinks.co.uk
Skype: alisterrayner

Alister Rayner

Skills

  • Business and marketing planning

  • Brand and Channel strategy

  • Digital marketing and e-commerce
  • New product development and launch

  • Building brand loyalty, club membership, and customer retention

  • Start-ups

  • Investor strategy & portfolio management

Specialties

Developing and integrating e-commerce into a business' core strategy, including digital marketing, website capability, e-mail, newsletters, logistics and use of Social Media. Identifying, growing and then retaining market share, through understanding the product offer and target customer, and developing brand loyalty.

Services

Currently working with business owners in English wine country, London and the US with marketing and business strategy, brand building and growth:

o   Creating brand loyalty and retention

Vineyard, UK - Developing an online wine club to build brand awareness, word of mouth, regular purchasing patterns and long term inertia.

o   Development and launch of e-commerce business

Fine Wine Retailer, Beverley Hills – developed an on-line retail platform, including e-commerce, inventory, purchasing, marketing and fulfilment. Grew turnover from zero to six figures in six months.

o   Marketing, e-commerce capability and on-line sales

Wine Importer, Long Beach – advised on improving the ability to sell on-line, and develop a digital marketing strategy backed up by viable logistics and fulfilment. Also tasted through and wrote proper notes for full portfolio.

o   Digital marketing and brand development

Distributor of Artisan Food & Wines, UK - developing digital marketing campaigns supported with email marketing strategy, and representing the brand in the market

o   Launch strategy and Management team

Wine Importer Start-Up, Los Angeles – developed the initial launch and marketing plan, and recruited a management team including CEO, marketing director and VP of sales

Career

10 years in product & brand management, NPD and marketing, in the fields of e-commerce, retail, financial services and Government

10 years in the drinks industry in the UK and the States, including - 

  • 2 years in wine & spirits wholesale and retail
  • 3 years marketing and trading fine wines on behalf of auction houses and private collectors
  • 5 years consulting to start-ups, importers, vineyards, breweries and investors

International wine judge

Education

MBA in Wine Business Management

WSET (Wine & Spirits Education Trust)