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

1. Connecting the
Wine World
Gonçalo 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. Outcome
Drives
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