We caught up with the brilliant and insightful Cristobal Toral a few weeks ago and have shared our conversation below.
Cristobal, so many exciting things to discuss, we can’t wait. Thanks for joining us and we appreciate you sharing your wisdom with our readers. So, maybe we can start by discussing optimism and where your optimism comes from?
I come from the heart of the wine country. My family is from Curico, Chile and we know the importance of having a good reputation in business. My Greatgrandfather arrived from Spain to Chile when he was 15 years old and worked very hard to build a family business that endured multiple generations. I have always a “can do” attitude and a smile in my face since I value relationships more than anything.
Also, my grandfather and father introduced me to my biggest passion; tennis and I learned quickly that I was made for the competition.
People that know me value the drive and the passion that I put day after day.
Optimism comes from understanding that life is challenging and risky but my family roots are always there to support my dreams!
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
“Most beverage companies struggle to talk about what they offer and can’t get traction in the U.S market. We have a 5 step process that helps them clarify their message by sourcing, developing, building, importing and representing retail brands so their companies start growing again.”
At Toral Wines & Spirits we find Beverage retail brands!
I started importing wines in 2009 and the ride has been incredible. I understood quickly that competition was fierce and that the most important ingredient was getting to know my customers and what the US consumer was looking for.
I am proud to say that 15 years later, the project that started very small it became the 2nd most important from Chile in the US in terms of volume.
I learned that the US consumer is always looking to find new and exciting wines.
Today the market is looking for fresh and innovative products that can be exclusive. My main goal is to provide that exclusive product by tailoring customers needs.
Exclusive products will continue to rise and I will be there to capitalize that opportunity.
We can find retail brands: [email protected]
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
TWS (Toral Wines & Spirits):
a) Consistency in developing new & exciting products
It is important to study trends, data, watch videos of experts, participate in trade shows like James Suckling, Prowein Germany or IBWSS San Francisco and then test products in the market.
b) Quickness to capitalize gaps in the marketplace
The opportunity is always out there but mainly for trained eyes.
There is no such a thing as free lunch, you have to be ready when the opportunity knocks at your door.
c) Warrior mentality
Probably this is the most important skill. Understanding that there is someone, somewhere right now trying to beat you should be enough motivation to focus on yourself and continue improving your products, relationships and build your reputation.
Thanks so much for sharing all these insights with us today. Before we go, is there a book that’s played in important role in your development?
I love to read and some of my favorite books are the following:
10x from Grant Cardone:
a) You should set targets for yourself that are 10X greater thatn what you believe you can achieve
b) Your thoughts and actions are the reason you are where you are right now.
c) Being dependent on only one person or one solution for success is your fault. Winners bring in success from many different avenues.
It worked for me by Collin Powel:
a) Remember to be optimistic. Keep a wining attitude.
b) It’s only natural to get mad but make sure not to stay mad.
c) Separate your ego from your position.
d) Adopt a can do attitude.
e) Be mindful of your decisions
f) Challenge the adverse facts when making decisions
g) Final decision rests with you
h) Take note of the little things
i) Don’t hog all the credit for yourself
j) Be kind and calm in the middle of chaos
k) Determine a purpose for your organization
m) Don’t let negative voices hold you back
n) Perpetual optimism can multiply your forces
Shut up and listten! by Tilman Fertitta:
a) Business leaders should always be concerned.
b)Active listening
c) Hospitality: Treat customers like honored guests
Contact Info:
- Website: www.cristobaltoral.us. www.vos.wine
- Instagram: @cristobaltoral
- Facebook: @cristobaltoral
- Linkedin: https://linkedin.com/in/cristobal-toral
- Youtube: @cristobaltoral6686
SOURCE: Bold Journey
