In this conversation, Sid Patel, CEO of Beverage Trade Network and Sommeliers Choice Awards, sits down with Matthew Citriglia, MS, Director of Education at Southern Glazer’s Wine & Spirits, to discuss what it takes to build stronger wine sales teams and win more placements in 2026.

Matthew shares practical insights for wine importers, distributors, and sales professionals on effective sales training, building stronger relationships with accounts, improving product knowledge, and understanding what buyers are looking for.