Using Data to Plan for Holidays, and a Favor to Ask of You


What does March 17 mean to you?

Maybe it’s St Patrick’s Day.

Maybe it’s day two of the First Round of the NCAA Tournament.

Or maybe it’s even the kickoff to Sherlock Holmes Weekend.

(Seriously. It’s a thing.)

The point is that holidays punctuate our lives, and orient our work calendars as well.

If you’re in wine marketing and sales, you know how effective an outreach campaign can be when it’s anchored to a holiday, whether that’s a national holiday or an international event or even a special occasion that’s relevant to the niche of your category.

How can big data about wine consumers help to strategize that?

Here are seven options to consider, taking the March 17 date as a point of orientation:

  1. The twenty most searched wines or spirits by consumers on this date for the past three years.
  2. The twenty most searched wines or spirits by consumers on this date for the past three years, within your own neighborhood or zip code.
  3. Trending wines or spirits in the days or weeks leading up to March 17.
  4. If you’re doing a campaign right now, measuring the lift on third party platforms within your target markets.
  5. Measuring that lift before, after, and during the campaign.
  6. The major markets that are seeing a significant uptick in revenue.
  7. The wine pairings that are the most popular.

What holidays are on your calendar? Which holidays matter most for your brand? And how can we help to strategize around them?

Please let me know. Let’s brainstorm together.

* * * * *

Can I ask you a favor?

This week I was honored to be invited to the MUST Fermenting Ideas conference, to be held in Portugal in June. Here’s the topic I’ve been assigned (challenged?) to speak about:

Adapt or Die: Innovative Ways to Promote and Sell Wine Online

I’ve got some ideas about this but, if I’ve learned anything in the past year of Enolytics, it’s how many of you are cooking up incredibly interesting and forward-thinking ideas that I haven’t even heard of yet.

So. What do I need to know on this topic? What do the attendees at MUST need to know?

I’d be glad to learn from you.

Thank you, as always –

Cathy Huyghe, Co-Founder of Enolytics


Cell: +1.702.528.3717