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My speech to the School of Burgundy about the intersection of wine and digital.
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CONFIDENTIAL
• The Perfect Storm"• How digital tools are forever changing the
way we sell and market wine"
The Perfect Storm"
How digital tools are forever changing the way we sell
and market wine"
Unprecedented competition for mindshare.
Wine Label Registration Growth
Projected *Source: Advertising, Labeling and Formula Division, TTB
Total number of COLA applications through the TTB in 2008 was approximately 133,427*. This number increases on an annual basis by approximately 5,000 labels
Unprecedented competition for mindshare.
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CONFIDENTIAL
• Business has no geographic boundaries.
• Ideas have no geographic boundaries.
• Communication across borders is easier than ever.
• We are economically linked.
The US Funnel • Though it is reported that there are over 4000K wholesalers in the
US each state 2 or 3 control the vast majority of distribution."
• The top 5 wholesalers in the US (Southern, Glazers, Republic-National, Charmers, and Youngs) together have revenues of roughly $23 Billion."
• Shanken IMPACT Newsle-er in 2010 reports that the top 6 distributors control over 50% of the marketplace."
• From 2006 - 2010 it is reported that wholesalers spent $82 million dollars in lobbying and campaign contribution dollars."
• In contrast wineries spent approximately $16 million on the same activities. We are grossly out gunned."
Wine is Mainstream In the US
329.7 Million Cases
Quality . . . from EVERYWHERE
Great Wine from Everywhere
2002 Chaupi Estancia Palomino Fino Yaruqua, Ecuador
The Great Print Decline
Leaving Maybe 25 Power Critics
“It is a bull market for free content.”
Tyler Coleman – Dr. Vino
Liberation with Complexity ala Granholm vs Heald
No it’s not the Apocalypse
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“Search is fiber that connects the internet” Doug Cook – Ablegrape.com
CONFIDENTIAL
Buying Online Continues to Grow
New Essential Elements
• Digital Wine – E-commerce
– Mobile – Social
– Service companies
Social Media has become the most pervasive
communication technology next to
email.
Confusion
Business Development
Business Intelligence
Smart Phones Have Become Smarter
And the Dominant Force to Access the Internet
Smart Phone Usage
What the ?
By 2017, CMO’s will spend more on IT than CIO’s - Gartner
You got your chocolate in my peanut butter
Wine + E-commerce = $500 Million
Wine and Social Media
It is experiential
New access
Cost
There is no panacea in wine anymore! Email – 2.9% at best? Direct Mail - .5% - 1.5% is good? Advertising - #really? Events - #drunk_fest and waste of $ Publicity – Hope and a prayer Wholesalers – In the 1970’s Telemarketing – 1 by 1 . . . sounds like . . . Social media - 1:Many but still 1:1
If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos
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Social is the lens to discovery on the web.
For people under 40, 70% of the content they read online has been written by somebody they know.*
Consumer generated content is on the rise.
*Forrester
Winning brands are transforming into media companies
“Content will be the future of advertising, people distributing and creating content for your brand will be the barometer of
your advertising success.”
Barry Schuler – former CEO AOL/Time Warner/CEO Meteor Vineyards
Business Intelligence
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The New Critic:
The New Critic:
The New Critic:
The New Critic:
The New Critic:
The New Critic
The New Critic
The New Critic
300 million social conversations about wine
35 Million “quality” conversations.
Over 10 Million Social Wine Customers
CONFIDENTIAL
What does it all mean?
Wine online. We believe.
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