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A lot of fun, a wine club and two
businesses…
Club Amarone - wine club and businesses
 A Swedish wine club founded in 2005

 focuses on wines from the region of Valpo...
The founders

Club Amarone was founded back in 2005 by
 Håkan Bjurström, founder of SEO company
 Martina Ciccarello-Mont...
 The objective of this session is to

 Explain how we created a group of wine consumers
interested in a specific type of...
The journey from 2005 2008
2012
2013
2006
2009
2007
2005
2011
2010
 SalesAmaronewith web with 50% clubamarone.se allowing...
The Swedish market
 Sweden has a total population of about 9.6 million
 Systembolaget has the monopoly to sell alcohol b...
Why starting “Club Ama..what” ?
 First reason, we love Amarone!

 Great interest and demand for Amarone in Sweden
 60% ...
How do we do it?
 Website clubamarone.se – to get new members
 Biweekly newsletter – to drive sales
 Tasting sessions 6...
clubamarone.se - to get new
members
 High Google search ranking
 Relevant contents
 Technical structure of the web site...
Biweekly Newsletters - to drive sales
 Open Rate (30-40%)

 Subject line is important
 Interesting and relevant content...
Newsletter Launch of new producer
Massimago
Gold
To build loyaltymembership
 Yearly fee: 200 EUR
 Receive the most important information and product

launches in ad...
 Each year a new artist is invited to

express its interpretation of the
wine
 2008: Designer
 2009: Composer
 2010: P...
Amarone tasting sessions - to build
loyalty
 Tasting sessions are presented by Henrik

Ungerth, the leading Amarone exper...
Travel
 Yearly trips to Valpolicella for the members to share the best possible

travel-food-wine experience
 Some membe...
Outlook

Technology

Service and
expertise

Macro
Trends

Individual
and image

*Source:Systembolaget “Trends and the worl...
Techn
ology

Macro trends
Technology
85% of the adult population has
access to the internet and 50% has
a smart phone

Eas...
Techn
ology

Macro trends

Servic
e and
expert
ise

Individ
ual
and
image

Easier
living

Macro
Trends

Wellbeing

Individ...
2014, 2015 and beyond…
1. Wine clubs will continue to play important role in
the Swedish wine business – it can be great w...
Thank YOU!!!

Fredrik Montelius
fredrik.montelius@winegroup.se
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Fredrik Montelius - Club Amarone @wbis2014

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Fredrik Motelius talked us through his model that capitalises on the Swedish popularity for Amarone during the session on Wine Clubs at WBIS 2014

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  • Good morningeveryonebody and welcome to this session about Wine clubs!First of all I would like to thank Faye, Marc and the team of WBIS for giving me the opportunity participate to this summit today.I also want to Thank you all,in advance, for your attention.My name is Fredrik, I am one of the founders of the wine club called Club Amarone.
  • Almost 1mln euro it is still quite a small business but we are still running I ton our spare time.
  • Our wine club was founded back in 2005 by my husband Fredrik and his university mate Håkan both wine enthusiasts truly and deeply in love with amarone joined by me who fell-in-love-with-an amarone-lover!
  • Let me take you quickly through this journey started in 2005.The first year we launched the website and started the club. We travelled to Vinitaly where we met a15 producers from Valpolicella, we explained our vision about the club and we managed to collect many samples. We organized tasting sessions inviting friends and the friends of their friends to taste the different AMARONE and select the products that would be interested for our potential customers.2006 we continued to do wine tasting and launched 5 products in the monopoly. The club kept on growing and we organized the first trip to Valpolicella to let people know by person the producer and share with them the history and the way the wine are produced in Valpolicella.In 2007 the club grew and tripled the number of members just WOF, at that time social media were at the very beginning of their diffusion and we organized the second trip to ValpolicellaIn 2008 We introduced a Gold Membership level in the club that gives the members premium services and offerings and also the opportunity to be part of a funny and unique porject of producing our own Amarone aged on Swedish oak2009 high lights was to get married with my wife Martina in Valpolicella under the sun in 35 degrees sharing amarone with our best friendsme and Fredrik move to Canada for one year. We are still able to continue with the club2012 Systembolaget introduces its own e-commerce platform and forces this to be the only allowed system for placing orders in SwedenThe members must learn a new system to place their orders and we see a 50% drop in sales volumes. It takes about 6 months to get the members used to the new system and get volumes back up
  • Top priority is to maintain a high ranking on Google SERP and we try to do it by …
  • We are lucky to collaborate with your and talented people – this is Camilla the owner of Massima that we just launched this week
  • This is our history and what we have done since 2005 and now I would like to share with you what we see in Sweden in terms of Macro trends that are likely relevant for other countries.I am talking about few reflections how the wine clubs fills an important role in the world of wine.
  • Transcript of "Fredrik Montelius - Club Amarone @wbis2014"

    1. 1. A lot of fun, a wine club and two businesses…
    2. 2. Club Amarone - wine club and businesses  A Swedish wine club founded in 2005  focuses on wines from the region of Valpolicella in northern Italy  feeds two businesses today  Wine Distributor - Wine Group Sweden AB  Travel Operator - Italy By Wine AB  profitable since the first year with a current yearly turn-over of almost 1.000.000€  operated on spare-time by the 3 founders.
    3. 3. The founders Club Amarone was founded back in 2005 by  Håkan Bjurström, founder of SEO company  Martina Ciccarello-Montelius, online marketing and social media consultant  Fredrik Montelius, COO of IT-company
    4. 4.  The objective of this session is to  Explain how we created a group of wine consumers interested in a specific type of wine  and share how we managed to turn this idea into a profitable business!
    5. 5. The journey from 2005 2008 2012 2013 2006 2009 2007 2005 2011 2010  SalesAmaronewith web with 50% clubamarone.se allowing the Systembolaget launches  Collaboration own 10 at the monopoly Sales volume Five products increased shopown e-commerce  Launch of ouravailable producers in Valpolicella platform Sales membersis foundedits on Club volume doubled 4.800 volume up 150%  2.300 members in orders AmaroneSystembolaget products products 50% drop in sales Club online  members to Valpolicella Amarone in to 30 members eachright Systembolaget 400 members in involume, 6 a group of get select the time  3.200 members Club Amarone to model tosales volume back 1.200 members launches a months Sweden (to find Several Amarone-tasting sessions Two trips to place Club with new  Introduction Martina leave Sweden level of aClubof 30 30and then to 5.500 new members) for Firstthestandard trip to Valpolicellawith group of members  Fourthmembers inassortiment a group in 30 members and Secondand to Valpolicella with withthe organized Club Amarone Fredrik trip of Gold to Valpolicella move to Amarone 4.000organized trip Membership towithgroupCanada One trip  Two tripsthe Valpolicellainown Amarone30 the on 6 products the Club’s the group of aged club members tooflaunched with a members of members eachmonopoly Sales of to first product at Systembolaget - the Swedish Barcelona  production Valpolicella for standard assortiment Swedish oak  Thirdcustomized in Club withimportantof 30 members firm  One trip to Valpolicella an a group Swedish bank 6.000 members Valpolicella for  First B2B trip to trip for Amarone major Swedish law  One trip to Valpolicella for the members  One B2B trip to Valpolicella for an important Swedish bank 2005 - 2013
    6. 6. The Swedish market  Sweden has a total population of about 9.6 million  Systembolaget has the monopoly to sell alcohol beverages to private persons. This is done via 420 shops all around the country.  Systembolaget purchases its products from distributors and import-companies  Systembolaget has two assortments  Standard assortment where the products are available in the shops  Order assortment where the importer delivers wine to Systembolaget for each end-customer order
    7. 7. Why starting “Club Ama..what” ?  First reason, we love Amarone!  Great interest and demand for Amarone in Sweden  60% of sales of red wine over 25€ in Sweden is Amarone  Since 1996 sales of Amarone have increased by 4000% in Sweden  Our idea was, and still is, to build a wine community to drive and increase the demand for products from small top quality producers from the Valpolicella
    8. 8. How do we do it?  Website clubamarone.se – to get new members  Biweekly newsletter – to drive sales  Tasting sessions 6-8 times per year in Sweden – to strength the members’ loyalty by sharing a great Amarone experience and make the members talk about it in their network of wine lovers WineWine distribution distribution business business  Gold membership – to build loyalty through premium offerings and a unique ownership of Amarone aged on Swedish oak  Wine trips to the Valpolicella – to share the best possible travel-food-wine experience in the Valpolicella Travel Travel busines business s
    9. 9. clubamarone.se - to get new members  High Google search ranking  Relevant contents  Technical structure of the web site  Other websites linking to our site  Conversion from visitor to sign-up  Conversion from visitor to customer  Recurring visitors  Information bank and articles  Travel recommendations
    10. 10. Biweekly Newsletters - to drive sales  Open Rate (30-40%)  Subject line is important  Interesting and relevant content for the reader with a mix of latest news, trends and producer portraits  Time of the day when newsletter is sent is not important for us  Click Through Rate (1-8%)  Attractive offerings / products  The overall presentation of the products
    11. 11. Newsletter Launch of new producer Massimago
    12. 12. Gold To build loyaltymembership  Yearly fee: 200 EUR  Receive the most important information and product launches in advance  Special travel discounts in the Valpolicella  20% discount on wine  Special 3-night package at B&Bs with tasting, lunch&wine tour  Amarone aged in Swedish oak  Since 20008 we have been producing a unique Amarone that is stored in Swedish oak
    13. 13.  Each year a new artist is invited to express its interpretation of the wine  2008: Designer  2009: Composer  2010: Poet  Yearly production of 300 bottles are available only for Gold members Vintage 2009 Vintage 2008 Draft - vintage 2010
    14. 14. Amarone tasting sessions - to build loyalty  Tasting sessions are presented by Henrik Ungerth, the leading Amarone expert in Sweden  Vertical tastings, old vintages, rare and often expensive Amarone  6-8 times per year in Sweden  To share a “Great Amarone Experience” that members remember and talk about  To build loyalty and a community feeling among the members
    15. 15. Travel  Yearly trips to Valpolicella for the members to share the best possible travel-food-wine experience  Some members joins these trips year after year  We now get requests from companies that want to share a unique and high quality experience with their customers or employees
    16. 16. Outlook Technology Service and expertise Macro Trends Individual and image *Source:Systembolaget “Trends and the world in which we operate” Easier living and well-being
    17. 17. Techn ology Macro trends Technology 85% of the adult population has access to the internet and 50% has a smart phone Easier living and well-being People are feeling the impact of time pressure and a clear trend is also the desire to treat themselves with something that makes them feel good. Servic e and expert ise Easier living Macro Trends Individ ual and image Wellbeing New purchasing habits Simplicity and a high quality interaction are important Communication must be mobile compatible More people are looking for a good, quick and uncomplicated approach: join wine tastings, receive wine recommendations in the phone, travel with a group to share a unique food&wine experience
    18. 18. Techn ology Macro trends Servic e and expert ise Individ ual and image Easier living Macro Trends Wellbeing Individual and image Many people are keen to use their consumption and their consumer behavior to create an identity, a sense of belonging. Food and drink habits are a common way of marking where we belong. Wine clubs fill an important role. Service and expertise Customers don’t want to feel like part of a crowd: they want the interaction to make them feel special – feel “chosen”. They want easy access to the guidance and advice they need. The winners will be those companies who dare to be personal, and who see the customer behind the computer screen. Through the club you can meet your customer and share experiences together.
    19. 19. 2014, 2015 and beyond… 1. Wine clubs will continue to play important role in the Swedish wine business – it can be great way to meet the wine lovers and your customers 2. Our members are our best clients and “sales force” 3. We will continue to do what we and do it better 4. We will try to expand our concept into new markets!
    20. 20. Thank YOU!!! Fredrik Montelius fredrik.montelius@winegroup.se
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