Vivino

Test Your Knowledge of the Wine Market

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Today, a quick case study, a multiple-choice question, and one test of your knowledge of the wine market.

For one of our projects this summer, we studied U.S. consumer behavior around red wines priced between $80 and $120. Vivino was our primary data partner for this project, and we focused on actual bottle scans by consumers who held the bottle in their hand and scanned the label using the Vivino app.

We looked at things like the most popular wines in that category over the past five years; where consumers were geographically located at the time of the scans; and the other wines they scanned during the very same session, i.e., the competitive set.

It was fascinating. The bottom line? The client has more quantitative information to work from, from the consumer's perspective, and no longer needs to rely on gut feel alone.

Which brings me to the multiple-choice question.

When we looked at the top 1% of the most popular wines in this category, we noticed (not unexpectedly) that those wines account for a disproportionate number of total scan share. How big, do you think, was the scan share for the top 1% of wines?

Take a guess.

a.     7% of all scans

b.     13% of all scans

c.     27% of all scans

d.     43% of all scans

e.     62% of all scans

Here’s a hint: It’s more than you think.

Got your answer?

The correct choice is D, or 43%. That is, the top 1% of most popular red wine scans in the US, priced from $80 to $120 over the last five years, account for 43% of total label scans.

Disproportionate, yes. But true.

Does that surprise you?

If it does, and your wine hits that price point, then you’ve got some thinking to do. Do you really know your positioning? And do you know it within the eyes of consumers?

If you aren’t surprised, good for you. The question for you is, where does your wine fall within that percentile? Are you within that top 1% and benefiting from the lion’s share of consumer interest?

You should be.

Not only can we know where your wine falls within that percentile, we can also provide insights that can help you nudge further up the scale.

The data is there to tell you. We’re here to connect the dots.

Please let me know if you’d like more information. Reach me by cell phone (+1.702.528.3717) or email (cathy@enolytics.com) any time.

Also note: We’re taking next week off for the Labor Day holiday. Enjoy your long weekend, and we’ll see you back here in two weeks.

As always, thank you for reading -- 

Frescobaldi, Vivino, and Fishing Where the Fish Are

Today we're interrupting our regularly scheduled program...

In order to talk about fishing where the fish are.

Last week we started the countdown of Top Ten Big Tips for December, and we’ll continue with that next week. But I’d like to take a moment to interrupt the countdown in order to talk about these fish.

It started a few months ago, when I was invited to organize a session on big data at the Wine2Wine industry conference in Verona, Italy. Panelists were tasked to describe for the Italian companies in the audience how to use data in order to sell more wine in the U.S. market.

I invited Felicity Carter, the editor-in-chief of Meininger’s Wine Business International, to offer her perspective on how big data is currently utilized in the industry. I also invited Giampiero Bertolini, Marketing and Sales Director for Marchesi De' Frescobaldi, to discuss candidly and transparently how they use B2B data in the U.S.

My contribution was from the consumer perspective, visualizing insights derived from Vivino data. Vivino queried their data about Frescobaldi on two fronts in particular: market presence among consumers, and consumer ratings and popularity of Frescobaldi wines.

The visualizations that resulted may as well have been titled, “Fish Where the Fish Are.”

They graphically indicated where there is already consumer interest in Frescobaldi wines, and what exactly the sentiment and behavior around that interest is.

Those are the fish.

As for the ones doing the fishing?

Frescobaldi can overlay the maps of consumer interest with their own knowledge, from B2B data, about the performance of their restaurant and retail accounts in particular markets.

Are they fishing where the fish are?

Now, armed with plenty more insights than what I was able to show in a short presentation, they can start figuring that out.

It's the next step, as Giampiero Bertolini said, to get closer to consumers, even for a company that already does data (from the B2B perspective) very well.

The Wine2Wine panel was an illustration of one brand using one data source. The exciting thing is the potential for those variables to change and expand -- from Frescobaldi to any other brand or wine producing region, for example, from the Veneto to Tuscany to Sicily, which was the substance of most of the post-session conversations.

Ultimately, the insights we can deliver become more contextualized and more accurate when we integrate additional sources, such as Wine-Searcher.com, our newest data partner that we’re eager to activate.

It's an incredibly exciting time, and we're grateful for the ways that Enolytics is growing and evolving.

Thank you, as always, for reading --