This key piece of product information should contain “the story” for the brand and product. Ideally, a sell sheet explains what the brand’s “DNA” is and, specifically, what makes it special compared to other products in its competitive set and, generally, to the rest of the market. What is the history of the family, if the producer is a company that is family-owned and operated? What are the dominant grape varieties in the brand or product appellation or AVA? Are there different styles of wine and have these evolved over time? A sell sheet and other brand content (winemaker, master blender or head brewer bio; winery or distillery history or summary; overview of area of region) should provide a sales rep with multiple selling points with which to support the product and brand stories to convey to accounts.