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 ve...
costs
•

Our fee + flights + shipping of wines + food + hotel +
local and remote PR

•

future: + % of wine sales

•

aver...
“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 fi...
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
journ...
take a ways
•

market specific action/event

•

you need an advocate for the wineries/region/place

•

you can‟t hard sell...
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:
•

...
Exporting wines
•

if you are a small winery you can‟t play at the same game
of bigger guys

•

it‟s a matter of opportuni...
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 ma...
think different
•

avoid overcrowded sales channels

•

look for opportunities where (almost) nobody
(usually) goes

•

go...
go direct
•

consumer takes the stage: wine social networks and
digital media help to engage consumers

•

meet consumers ...
preparing

The Italian Wine Invasion
thank you
ryan and giampiero
www.vrazon.com - www.giampieronadali.com
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.
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

  1. 1. selling via the consumer not the middlemen ryan opaz ~ giampiero nadali
  2. 2. the norm winery importer/ distributor retailer then eventually we get to the consumer
  3. 3. the gate keepers these guys are telling the first 3 tiers what to buy/make they are the „taste makers‟
  4. 4. experiment(s)
  5. 5. test case #1
  6. 6. the midwest gives you more bang for your buck $$$$ $
  7. 7. dinners, tastings, explorations in second tier markets
  8. 8. one rule: Portugal First
  9. 9. the goal wineries consumers retailers/resta urants
  10. 10. consumers talking to importers retailers restaurants
  11. 11. we were also selling ourselves to Portugal
  12. 12. • Website: portuguesewineinvasion.com • T-shirts • Tchotkes • Sardines • Posters
  13. 13. 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
  14. 14. costs • Our fee + flights + shipping of wines + food + hotel + local and remote PR • future: + % of wine sales • average cost per winery: 5000€ +/-
  15. 15. “It beat my expectations.” – Pedro Pintão, Poças Port Wine
  16. 16. test case #2
  17. 17. • 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
  18. 18. smart winegrowers go direct test case #3
  19. 19. 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
  20. 20. 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
  21. 21. 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)
  22. 22. 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)
  23. 23. 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)
  24. 24. think different • avoid overcrowded sales channels • look for opportunities where (almost) nobody (usually) goes • go direct to consumers
  25. 25. 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
  26. 26. preparing The Italian Wine Invasion
  27. 27. thank you ryan and giampiero www.vrazon.com - www.giampieronadali.com

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