How many frequent flier miles does it take to do data + wine?
That’s a rhetorical question (obviously) but one that’s crossed my mind a few times these past months. I love to travel and recently my journeys have involved speaking with wineries and organizations about their data.
What I’ve noticed is how closely their questions about data reflect the more global questions and concerns that are currently impacting their commercial interests.
It’s an alignment of micro and macro if there ever was one.
This week I’d like to take a moment to share a sampling of the questions we’re hearing from all around the world, along with the bigger-issue "why" concerns that go along with them.
Data Question: Behavior and sentiment patterns of consumers in Asia
Why: China and Japan have quickly emerged as priority markets for Chilean producers, thanks in no small part to favorable trade agreements negotiated by their government.
Data Question: Viticultural, particularly around the terroirs of their older vines
Why: Interest in South African old vines has been surging as awareness of their unique history and value becomes better studied and understood.
Data Question: Packaging and visualizing the DTC data that wineries already have
Why: Profit margins are higher when wine is sold DTC.
Data Question: County-specific consumption and sentiment patterns, especially of their own wines in relation to foreign wines
Why: Renewed interest in the domestic market, and refreshed pride of ownership of domestic wineries.
Spain and the US
Data Question: Consumption and sentiment patterns around spirits and craft beer, respectively
Why: Data is data, and consumers are consumers. The way we work with wine data is transferrable to the way we work with spirits and beer data as well.
It’s an incredibly exciting moment. As I’ve written before, Enolytics now is not what we thought Enolytics would be, even six months ago. That’s because the conversation keeps evolving, as we continue to build out proofs of concept that demonstrate the value of working with data.
It’s also because this community has IDEAS. Lots of them.
Thank you for that.
Please let me know if something here strikes a chord and you’d like to talk. I’m listening.
PS To everyone in the US who will be celebrating the holiday next week, Happy Thanksgiving! We'll see you back here in two weeks, on Friday, November 30, for the last few posts of 2018.