consumer data

3 New Directions for Wine Consumer Data


Maybe it's because we're now in Q4, and people are looking ahead to the New Year.

Maybe -- I hope -- it's because we're establishing enough of a foundation of work that businesses are confident about building on top of these examples and naturally extending the concept to newly-defined areas of interest.

Whatever the reason, we've seen an uptick lately in data queries headed in new directions.

Here are three that we're looking forward to digging into, the rest of this year and beyond.

  1. Outside the US. Most of our work to date has been focused on consumers within the US market. Since several of our data partners have a global footprint, however, we can just as well run queries for markets in Europe, say, as we do in America.
  2. Individual Varietals. Drilling down into categories of wine has been routine so far. High-priced red wines, for example, or else sparkling wine or target markets. Lately though we're hearing more interest in queries according to specific varietals, both red and white, with an eye toward gauging consumer sentiment and identifying hotspots of interest according to style and price point.
  3. Packaging. How have consumers been behaving around less traditional packaging, like boxes and cans? Is the data on this topic statistically significant? Would we base any decisions on it ourselves? If so, what can we learn?

Anything here ring a bell for you? Please let me know if it does, or if you've got an idea we haven't mentioned yet. I'm always curious, and happily surprised by new possibilities.

As always, thank you for reading.

The Week the Wine Consumer Data Ground Shook

I hope you heard this past week about two critical steps forward in the world of wine consumer data:

  1. announced their new service for the trade that’s based on the industry’s largest price and location data set. Wine-Searcher data is useful for understanding market share, consumer behavior and product pricing, plus users of the data can deep dive into questions like country-specific trends, price gouging, and bait-and-switching.
  2. Drizly, the on-demand alcohol delivery service in 70 cities in the U.S. and Canada, announced their Data Distillery, which presents aggregated e-commerce data from the past four years, plus relevant insights and analysis. It homes in on consumer preferences and buying patterns, based on price sensitivity and actual sales data.

Here’s what’s incredibly important about these two announcements: it makes consumer data all that more accessible.

In addition, these announcements shine a spotlight on the inherent potential of consumer-driven platforms. Consumers are talking about their preferences for wine and spirits every hour of every day. We just have to know how to listen. Wine-Searcher and Drizly just made that a lot easier.

Does it seem strange that, in my role at Enolytics, I’m drawing attention to these other sources of data?

Not at all.

That’s because the fundamental definition of a true big data company is to aggregate multiple sources of data across multiple platforms.

In other words: if we didn’t collaborate, Enolytics wouldn’t have a reason to exist.

The core capability of our data team is to work with multiple sets of raw data. Our goal is to put together as many pieces of the wine consumer puzzle as possible, and every data set we see is another piece of the puzzle.

Could your wine business benefit from these sources directly, from “the Google of wine” that’s been collecting data since 1998, and from a very popular beverage delivery service, especially among millennials?

The answer is yes, you can benefit, and I sincerely hope that you do.

Could you benefit even more if you understood how the information from those sources integrates with each other? And with other sources whose information is relevant to your own business goals?

The answer to that is also a definite yes. That’s exactly the value that Enolytics adds: integrating different sources of data, including your own, so that you’re working with the most complete picture of the wine consumer puzzle.

These pieces of the puzzle exist, they exist at a quantitative level, and they’re available to you now. Drizly and Wine-Searcher are two very valuable pieces that clicked into place this week.

It’s an incredibly exciting and dynamic time for wine consumer data.

Could you use some help navigating the options? We’d be glad to talk it through, and show you some examples of how we work with consumer data at the quantitative level, all around the world.

Please be in touch.

As always, thank you for reading.