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LE VIN 2.0 '11 - Atelier 01 Intervenant 04 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Gonçalo Caeiro / Wine-IS & Etienne Hugel / Hugel & Fils
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LE VIN 2.0 '11 - Atelier 01 Intervenant 04 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Gonçalo Caeiro / Wine-IS & Etienne Hugel / Hugel & Fils

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LE VIN 2.0 '11 - Atelier 01 Intervenant 04 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Gonçalo Caeiro / Wine-IS & Etienne Hugel / Hugel & Fils

LE VIN 2.0 '11 - Atelier 01 Intervenant 04 - "Dégustation, gastronomie, tourisme, : les contenus mobiles" - Gonçalo Caeiro / Wine-IS & Etienne Hugel / Hugel & Fils


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  • 1. Connecting theWine WorldGonçalo Caeiro| Wine-is
  • 2. Connecting the Wine World
  • 3. Trading Impact On  Trade   Off  Trade  Volume:   30%(FR)   70%(FR)          70-­‐90%(US)  Value:   70%(FR)          60%(PT)  Decision:   80%     On  the  spot   70%     Based  on  price  
  • 4. Trivia Numbers 52.1   23,497,913,000   Consump5on  per  Capita  (L)  World  2009  consump5on  (L)   (FR,2006)   48,6%   22.5   Share  of  Top  5  Countries   Consump5on  per  Capita  (L)   (AU,2006)   >  1,000,000   >  1,000,000,000   World  Number  of  Wineries   Regular  Wine  Drinkers   In  the  80s,  Med  Countries  account  for  47%  of  consump5on.  Now  is  36%  !   RATIO  =  1  Winery  per  1,000  drinkers  
  • 5. Wine is Passion Average  drinker  is  LOST.  That’s  why  he’s  looking  for  RaWngs.   Average  wine  lover  is  not  a  wine  guru.   Actually,  a  wine  list  is  a  hot  potato  !   Average  wine  lover  is  not  a  wine  professional.   He  likes  wine,  but  also  like  cinema,  travel,  music.   Average  wine  lovers  is  an  emoWonal  being.   Drinking  is  an  emo5onal  experience.  Too  much  InfomaWon   Too  few  InfomaWon  bad  5ming   good  5ming   Tens  of  thousands  of  wine  sites   A  few  dozens  /  hundreds  wines   Millions  of  wine  cri5cs   Black  leers  in  white  paper   Hundrends  of  Ra5ngs   No  emo5on   No  marke5ng  
  • 6. Wine is Unique !Every  Single  Year  !   By  Region   Red,  Wine  and  More   Selected  Cuvées  
  • 7. Marketing On ! Marke5ng  OFF  Wineries  design  carefully  labels.  But  guests  don’t  see  them!     Wineries  have  a  story.   But  guests  don’t  know  it!     Wine  makers  try  to  make  a  great  wine.   But  guest  don’t  grasp  how!    
  • 8. Re-Connecting Winery   Wine  Lovers   Directly.   Instantly.   With  no  loss  of  informaWon.  
  • 9. A Better Way BEFORE AFTER
  • 10. Marketing On ! Wine  List   InnovaWve,  Easy  to  Handle.   Select  with  ease.   We  are  in  the  21st  Century.   Get  in  touch  in  iWorld   See  wine  from  different  angles.   By  region,  wineries,  varie5es,  types.  
  • 11. Marketing On ! RecommendaWons   Daily  control  of  recommendaWons.   Have  a  new  wine  list  daily  or  weekly   Work  with  wineries  in  promoWons.   Have  a  new  wine  list  daily  or  weekly   Manage  lunch  /  dinner  .   Changes  prices  on  the  fly  
  • 12. Marketing On ! Wine  List   Several  Skins   Choose  out  of  three  skins.   New  Searching  CapabiliWes.   Geographic,  Type,  Varietals.   LocalizaWon,  Ultra-­‐Local   Any  language  supported  
  • 13. Marketing On ! Wine  Details   Make  an  emoWonal  connecWon.   Great  imagery  if  wine  boles.   Give  more  informaWon.   Sa5sfy  wine  lover  curiosity   Allow  wine  lover  to  remeber.   “I  Like”  /  Guestbooks  registra5on  
  • 14. Marketing On ! Winery  Details   Establish  a  direct  link  with  the  Winery.   Wine  lover  sees  the  owners,       feel  the  terroir.   Learn  more.   About  winery,  region,  varie5es   “Travel”  around  in  a  winery.   More  wines  from  the  same  winery.  
  • 15. OutcomeDrives  up  sales  from  10%  to  60%.     By  effec5vely  managing  Recommenda5ons       By  UpSelling,  Shib  from  Sob  drinks!   Improves  Guests  SaWsfacWon     Great  Wine  List!     Facebook,  Web  2.0  Connect.   Game  Changes     More  wine  rota5on.     More  wine  tas5ng.     More  variety.     Backoffice  work  simplified.  
  • 16. Connecting the Wine World Gonçalo  Caeiro   e:  Goncalo.caeiro@wine-­‐is.com