How to Make Money Using Wine Data
It’s where the rubber meets the road.
Making money, that is, through a winery’s own data.
Is it possible? And is it actually happening right now?
Yes, it is. And yes, it is.
Let me describe four recent examples, and then offer some considerations about the “how-to” logistics that can help you do it too.
EXAMPLE ONE
A winery that is newly working with Enolytics experimented with the software for two weeks. They focused on “micro” offers, that yielded high AOV within highly targeted and specific audiences. They ran three campaigns, and we helped them to measure the results.
The winery reached out to customers who bought BOTH the 2019 and 2021 release of the same wine. They also reached out to customers who bought EITHER the 2019 release or the 2021 release of the same wine. Together, these campaigns generated $48,000 in revenue, with an AOV of $745.
The third campaign offered a large format bottle, which generated $2,200 in revenue with an AOV of $833.
HOW TO:
Hyper-segmentation
Micro offerings
“Filling the gaps” of vintage purchases
Precisely the right offer to precisely the right people at precisely the right time.
EXAMPLE TWO
A winery created a flash sale, targeted to non-passive and retired customers, who are not members of their wine club, and haven’t purchased in the last two months or more. They sent a text campaign to 2600 people which led to sales of more than $11,000.
HOW TO:
Hyper-segmentation
Time-sensitive
RFM analysis (Recency, Frequency, Monetary)
Text message delivery
Re-engage passive customers
EXAMPLE THREE
Another winery offered end-of-vintage Chardonnay. They narrowed their audience to customers who have purchased recently, and they segmented that list according to Wine Club and non-Wine Club members. In their next “pass” the winery segmented geographically, according to the customers’ proximity to their warehouses in different parts of the country. This hyper-segmentation led to sales of more than $11,400 within 48 hours.
HOW TO:
Hyper-segmentation
Varietal-specific
Recent purchasers
Geographically oriented / shipping considerations
Time-specific
Text message delivery
EXAMPLE FOUR
A third winery received a 100-point wine review on a particular SKU that they had offered for sale to their DTC audience in six-bottle packs. They created a special offering to customers who had bought that wine in the past, and invited them to purchase the SKU one bottle at a time.
HOW TO:
Hyper-segmentation
Media awareness and sharing
Historical purchasing patterns
Customizing shipments
I love the creativity of these offers, and how well they reflect the personality and style of the wineries and the people “behind the scenes.”
Most of all, I love how these wineries have become empowered by both the data and the technology that makes it possible to act on their creativity.
You’ve got ideas too, I’m sure. How can we help to make them possible? We’d love to try.
As always, be in touch anytime with questions or ideas.
Thank you,
Cathy, +1.702.528.3717