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Sesión 2 El arte y la ciencia en la venta de vinos de calidad Session 2 The art and science of selling Fine Wine
David Scotland Chairman,  Wine Intelligence Michael Yurch  President, Sherry-Lehmann Ernst Loosen, Owner, Dr. Loosen Ryan ...
The Art & Science of Selling Fine Wine Michael Yurch
Fine Wine Retail in the United States Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril ...
The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional d...
The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional d...
The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional d...
The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional d...
Global Competition for the Attention of the Wine Consuming Public <ul><li>We exist in an era of experimentation.  Quality ...
All Regional Promotions Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 In Store ...
  All Regional Promotions  Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Window...
  All Regional Promotions  Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 In Sto...
Education: Trade-Wholesale & Retail Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 20...
Education: Trade-Wholesale & Retail Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 20...
Education:  Consumer Outreach Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Fre...
Education:  Consumer Outreach Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Con...
All Regional Promotions <ul><li>Pricing & Value. </li></ul><ul><li>The importance of the Press. </li></ul><ul><li>Not rely...
Visit Us! Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
Muchas Gracias
Fine Wine 2010  III Congreso Internacional de la Ribera del Duero Ernst Loosen Dr. Loosen  Text in external word document
Fine Wine 2010  III Congreso Internacional de la Ribera del Duero Selling Wine Online Ryan Opaz www.catavino.net
To sell wine online <ul><li>Depends where you are and how much creativity you have. </li></ul><ul><li>Sometimes the answer...
Truths <ul><li>Wine is not the same as shoes. </li></ul><ul><li>Wine is a drug according to most governments </li></ul>Fin...
A definition of “ecommerce” <ul><li>E = Electronic </li></ul><ul><li>Commerce = selling </li></ul>Fine Wine 2010 III Congr...
“ Ecommerce” for wine <ul><li>A map of where to find your wines for sale is “ecommerce” </li></ul><ul><li>A phone number o...
Ecommerce = Brand Building <ul><li>Selling wine without a brand is simply, dumb </li></ul><ul><li>Waiting for someone to c...
The Lottery Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
Truths Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
Win vs Lose <ul><li>Win  and you’ll sell out this vintage </li></ul><ul><li>Lose  and you can try again </li></ul><ul><li>...
An Example <ul><li>At a blind tasting last year of 2005 Bordeaux’s all with high “Parker points”, Robert Parker stated at ...
Makes you think <ul><li>What day will Parker rate your wine? </li></ul>Fine Wine 2010 III Congreso Internacional de la Rib...
The 1% Dilemma <ul><li>A 1% increase in spending on making a better wine has no direct correlation with increased sales. <...
Budgets <ul><li>Let’s take a mythical winery: </li></ul><ul><li>Yearly Budget - 500,000 € </li></ul><ul><li>1% = 5.000€ </...
Truth is... <ul><li>With 5.000€ you can have a very nice website </li></ul>Fine Wine 2010 III Congreso Internacional de la...
Why the web? <ul><li>How about some true stories? </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Due...
The Journalists <ul><li>Couldn’t find any information about your winery </li></ul><ul><li>Didn’t include the winery in a s...
The Consumer <ul><li>Wanted to buy this wine and looked online </li></ul><ul><li>Looked for what “tempranillo” meant on th...
To sell wine online... <ul><li>You first need to be online </li></ul>Fine Wine 2010 III Congreso Internacional de la Riber...
But the consumer wants more <ul><li>They want to ask you questions </li></ul><ul><li>They want to share your stories </li>...
Your biggest challenge <ul><li>To quote a recent speaker Doug Richard, at the online media event: #s4startups,  </li></ul>...
Remember <ul><li>The web is about community and connections </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribe...
The truth is <ul><li>You are not online if you are not linked to others </li></ul>Fine Wine 2010 III Congreso Internaciona...
Where to start? <ul><li>Where your customers already are... </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul...
Manual Punchdown Sucks <ul><li>But you do it to make your wine better </li></ul><ul><li>Social media takes time, but it he...
Or not... <ul><li>For those who want to start, a free tool: </li></ul><ul><li>http://bit.ly/5freetips </li></ul>Fine Wine ...
Sesión 2 El arte y la ciencia en la venta de vinos de calidad Session 2 The art and science of selling Fine Wine
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Fine wine 2010 The art and science of selling fine wine

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Fine Wine 2010, Ryan Opaz (Catavino.net), Michael Yurch (Sherry Lehmann), Ernst Loosen and David Scotland (WIne Intelligence)

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Transcript of "Fine wine 2010 The art and science of selling fine wine"

  1. 1. Sesión 2 El arte y la ciencia en la venta de vinos de calidad Session 2 The art and science of selling Fine Wine
  2. 2. David Scotland Chairman, Wine Intelligence Michael Yurch President, Sherry-Lehmann Ernst Loosen, Owner, Dr. Loosen Ryan Opaz Co-founder, Catavino
  3. 3. The Art & Science of Selling Fine Wine Michael Yurch
  4. 4. Fine Wine Retail in the United States Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  5. 5. The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  6. 6. The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  7. 7. The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  8. 8. The Challenge of Marketing High Quality Products in the Post-Recession Economy Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  9. 9. Global Competition for the Attention of the Wine Consuming Public <ul><li>We exist in an era of experimentation. Quality Wines are now being made almost everywhere, giving the customer a new found luxury of “gambling” on new wines, but seldom losing. </li></ul><ul><li>To address these factors, each region must work hard to distinguish itself from the other. </li></ul><ul><li>Emphasis on Unique Factors </li></ul><ul><li>-Cuisine </li></ul><ul><li>-Tourism </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  10. 10. All Regional Promotions Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 In Store Promotions
  11. 11. All Regional Promotions Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Window Displays
  12. 12. All Regional Promotions Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 In Store Tastings
  13. 13. Education: Trade-Wholesale & Retail Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Staff Education at Sherry-Lehmann
  14. 14. Education: Trade-Wholesale & Retail Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Staff Education at Sherry-Lehmann
  15. 15. Education: Consumer Outreach Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Free Wine Tastings
  16. 16. Education: Consumer Outreach Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010 Consumer Events
  17. 17. All Regional Promotions <ul><li>Pricing & Value. </li></ul><ul><li>The importance of the Press. </li></ul><ul><li>Not relying on scores alone. </li></ul><ul><li>Not running ahead of the Consumer. </li></ul><ul><li>Sticking with the basics...even if it bores you. </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  18. 18. Visit Us! Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  19. 19. Muchas Gracias
  20. 20. Fine Wine 2010 III Congreso Internacional de la Ribera del Duero Ernst Loosen Dr. Loosen  Text in external word document
  21. 21. Fine Wine 2010 III Congreso Internacional de la Ribera del Duero Selling Wine Online Ryan Opaz www.catavino.net
  22. 22. To sell wine online <ul><li>Depends where you are and how much creativity you have. </li></ul><ul><li>Sometimes the answer is not so obvious </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  23. 23. Truths <ul><li>Wine is not the same as shoes. </li></ul><ul><li>Wine is a drug according to most governments </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  24. 24. A definition of “ecommerce” <ul><li>E = Electronic </li></ul><ul><li>Commerce = selling </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  25. 25. “ Ecommerce” for wine <ul><li>A map of where to find your wines for sale is “ecommerce” </li></ul><ul><li>A phone number on your website is “ecommerce”. </li></ul><ul><li>It’s more information than many wineries currently have. </li></ul><ul><li>Start small. </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  26. 26. Ecommerce = Brand Building <ul><li>Selling wine without a brand is simply, dumb </li></ul><ul><li>Waiting for someone to create your brand for you is even dumber... </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  27. 27. The Lottery Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  28. 28. Truths Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  29. 29. Win vs Lose <ul><li>Win and you’ll sell out this vintage </li></ul><ul><li>Lose and you can try again </li></ul><ul><li>Losing, ironically, might be healthier for your brand </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  30. 30. An Example <ul><li>At a blind tasting last year of 2005 Bordeaux’s all with high “Parker points”, Robert Parker stated at the end of the night that his favorite wine of the tasting was the “Le Gay” </li></ul><ul><li>Of all the wines tasted that night, Le Gay was the wine with the lowest Parker points. </li></ul><ul><li>source: http://bit.ly/blind2005 </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  31. 31. Makes you think <ul><li>What day will Parker rate your wine? </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  32. 32. The 1% Dilemma <ul><li>A 1% increase in spending on making a better wine has no direct correlation with increased sales. </li></ul><ul><li>A 1% increase in building a stronger brand can correlate to increased sales and a stronger brand awareness </li></ul><ul><li>Let me explain. </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  33. 33. Budgets <ul><li>Let’s take a mythical winery: </li></ul><ul><li>Yearly Budget - 500,000 € </li></ul><ul><li>1% = 5.000€ </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  34. 34. Truth is... <ul><li>With 5.000€ you can have a very nice website </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  35. 35. Why the web? <ul><li>How about some true stories? </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  36. 36. The Journalists <ul><li>Couldn’t find any information about your winery </li></ul><ul><li>Didn’t include the winery in a story as the winery offered no way to contact them </li></ul><ul><li>Website wouldn’t let them skip the 2 minute flash intro, or turn off the music at work </li></ul><ul><li>Couldn’t copy the text and use it </li></ul><ul><li>Found no way to download photos </li></ul><ul><li>So they found some stuff on a 3rd party site </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  37. 37. The Consumer <ul><li>Wanted to buy this wine and looked online </li></ul><ul><li>Looked for what “tempranillo” meant on the back of your wine bottle </li></ul><ul><li>Wanted to ask a question </li></ul><ul><li>Thought they might visit </li></ul><ul><li>Where do they find more of your wines? </li></ul><ul><li>Does this go with their steak? </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  38. 38. To sell wine online... <ul><li>You first need to be online </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  39. 39. But the consumer wants more <ul><li>They want to ask you questions </li></ul><ul><li>They want to share your stories </li></ul><ul><li>They want to visit your winery </li></ul><ul><li>They want to feel like they matter </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  40. 40. Your biggest challenge <ul><li>To quote a recent speaker Doug Richard, at the online media event: #s4startups, </li></ul><ul><li>&quot;your greatest peril is not competition, </li></ul><ul><li>it is Invisibility&quot; </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  41. 41. Remember <ul><li>The web is about community and connections </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  42. 42. The truth is <ul><li>You are not online if you are not linked to others </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  43. 43. Where to start? <ul><li>Where your customers already are... </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Google </li></ul><ul><li>Flickr </li></ul><ul><li>Youtube </li></ul><ul><li>Adegga, Cellartracker, Vinfolio </li></ul><ul><li>Their Blogs </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  44. 44. Manual Punchdown Sucks <ul><li>But you do it to make your wine better </li></ul><ul><li>Social media takes time, but it helps you to sell more wine. </li></ul><ul><li>You don’t have to like it, you just have to do it </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  45. 45. Or not... <ul><li>For those who want to start, a free tool: </li></ul><ul><li>http://bit.ly/5freetips </li></ul>Fine Wine 2010 III Congreso Internacional de la Ribera del Duero, 28 al 30 de abril 2010
  46. 46. Sesión 2 El arte y la ciencia en la venta de vinos de calidad Session 2 The art and science of selling Fine Wine
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