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Wine: Selling to consumers / Wine Business Innovation Summit 2014, Münich
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Wine: Selling to consumers / Wine Business Innovation Summit 2014, Münich

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By Ryan Opaz and Giampiero Nadali. ...

By Ryan Opaz and Giampiero Nadali.
Go direct. Wineries, specially the smallest ones, have a great opportunity to open new sales channels through the direct contact with consumers. Personally and through wine social media. You'll find some ideas inside.
[This is the presentation we held at Wine Business Innovation Summit 2014, Münich, on Jan. 19th]

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Wine: Selling to consumers / Wine Business Innovation Summit 2014, Münich Wine: Selling to consumers / Wine Business Innovation Summit 2014, Münich Presentation Transcript

  • selling via the consumer not the middlemen ryan opaz ~ giampiero nadali
  • the norm winery importer/ distributor retailer then eventually we get to the consumer
  • the gate keepers these guys are telling the first 3 tiers what to buy/make they are the „taste makers‟
  • experiment(s)
  • test case #1
  • the midwest gives you more bang for your buck $$$$ $
  • dinners, tastings, explorations in second tier markets
  • one rule: Portugal First
  • the goal wineries consumers retailers/resta urants
  • consumers talking to importers retailers restaurants
  • we were also selling ourselves to Portugal
  • • Website: portuguesewineinvasion.com • T-shirts • Tchotkes • Sardines • Posters
  • results all wineries were approached to sell wine in at least 1 market we visited all wineries stated that the trip was very useful in helping them to understand the US market better at least 2 gained new importers in the USA 3 wineries are selling wines in markets we visited through new distributors Most wineries are still in negotiations with others all have said they would repeat the trip if offered to new markets
  • costs • Our fee + flights + shipping of wines + food + hotel + local and remote PR • future: + % of wine sales • average cost per winery: 5000€ +/-
  • “It beat my expectations.” – Pedro Pintão, Poças Port Wine
  • test case #2
  • • in 2012 we brought some wine bloggers to visit Etna wine region, Sicily • one of them, a NYC resident, was able to find contacts among some importers • 1 winery got a new importer, 2 are in negotiations
  • smart winegrowers go direct test case #3
  • Crociani (Tuscany) Sfriso (Veneto) • They sell directly at the winery • They don‟t send samples to wine guides or journalists, they don‟t sell to trade • They organize regular meetings with consumers in Europe: at their homes, restaurants, etc. • They use word-of-mouth and wine social networks • They sell wines directly at the event • When possible, they sell online
  • take a ways • market specific action/event • you need an advocate for the wineries/region/place • you can‟t hard sell • you need a message beyond wine
  • Exporting wines • if you are a small winery you can‟t play at the same game of bigger guys • it‟s a matter of size: • volumes to sell (fewer bottles) • prices level to defend (higher) • marketing efforts (low capacity)
  • Exporting wines • if you are a small winery you can‟t play at the same game of bigger guys • it‟s a matter of opportunity: • you need (more) dedicated sales channels and organizations • you need more specialized trade to address channels usually preferred by your potential customers • you need to start from the beginning (consumers side), not the end of the sales process (trade)
  • Exporting wines • if you are a medium/big winery you can‟t (always) play at the same game of the other guys • it‟s a matter of competitive edge: • you need (more) dedicated sales channels and organizations - engage their networks generating leads and opportunities in the field • you need more specialized trade to address channels usually preferred by your potential customers • you need to start from the beginning (consumers side), not the end of the sales process (trade)
  • think different • avoid overcrowded sales channels • look for opportunities where (almost) nobody (usually) goes • go direct to consumers
  • go direct • consumer takes the stage: wine social networks and digital media help to engage consumers • meet consumers where • • drink (wine bars, wine shops, etc.) • • they eat (restaurants, steak houses, etc.) meet (sports, entertainment, social activities, etc.) turn on their interest, push them to talk with retailers/distributors/importers, generate leads
  • preparing The Italian Wine Invasion
  • thank you ryan and giampiero www.vrazon.com - www.giampieronadali.com