•  The Perfect Storm"                                                                torm "                               ...
Unprecedented competition for mindshare.
Unprecedented competition for             mindshare.	              Wine Label Registration Growth	   Total number of COLA ...
VinTank Informa on Graphics                                                                                               ...
•  Business has no geographic                     boundaries.	                  •  Ideas have no geographic               ...
The US Funnel	•    Though it is reported that there are over 4000K wholesalers in the     US each state 2 or 3 control the...
Wine is Mainstream In the US	329.7 Million Cases
Quality . . . from EVERYWHERE
Great Wine from Everywhere	  2002 Chaupi Estancia  Palomino Fino Yaruqua,  Ecuador
The Great Print Decline
Leaving Maybe 25 Power Critics
“It is a bull market for free content.” 	       Tyler Coleman – Dr. Vino
Liberation with Complexity ala Granholm vs Heald
No it’s not the Apocalypse
“Search is fiber that connects the internet”	      Doug Cook – Ablegrape.com	                                              ...
Buying Online Continues to Grow	CONFIDENTIAL
New Essential Elements	•  Digital Wine	   –  E-commerce	   –  Mobile	   –  Social 	   –  Service companies
Social Media has become    the most pervasive      communication    technology next to          email.
Confusion
llige nce	     ess InteB usin    Busi           ness                  Dev                     elop                        ...
Smart Phones Have Become Smarter
And the Dominant Force to Access the Internet
Smart Phone Usage
What the ?	By 2017, CMO’s will spend more on IT than            CIO’s - Gartner
You got your chocolate in my peanut butter
Wine + E-commerce = $500 Million
Wine and Social Media
It is experiential
New access
Cost
There is no panacea in wine anymore!		Email – 2.9% at best?		Direct Mail - .5% - 1.5% is good?		Advertising - #really?		Ev...
If you make customers unhappy in the physical world, they might each tell 6 friends. If you  make customers unhappy on the...
39
Social is the lens to discovery on the                  web.
Consumer generated content is onthe rise.	    For people under 40,	     70% of the content they read    online has been wr...
Winning brands are transforming into media companies
“Content will be the future of advertising, people distributingand creating content for your brand will be the barometer o...
Business Intelligence
=
The New Critic:
The New Critic:
The New Critic:
The New Critic:
The New Critic:
The New Critic
The New Critic
The New Critic
300 million social conversations about                 wine	                   	  35 Million “quality” conversations.	    ...
What does it all mean?	CONFIDENTIAL
Wine online. We believe.
•  www.vintank.com	•      	•  	 @pmabray	•    	 @vintank	•                  www.facebook.com/VinTank
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Dijon Speech
Upcoming SlideShare
Loading in …5
×

Dijon Speech

649 views

Published on

My speech to the School of Burgundy about the intersection of wine and digital.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
649
On SlideShare
0
From Embeds
0
Number of Embeds
41
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Dijon Speech

  1. 1. •  The Perfect Storm" torm " fectS •  How digital tools are forever changing the e sel l eP er way we sell and market wine" ing th e way w Th g chan " rever wine s are fo arket igita l tool and m d HowCONFIDENTIAL
  2. 2. Unprecedented competition for mindshare.
  3. 3. Unprecedented competition for mindshare. Wine Label Registration Growth Total number of COLA applications through the TTB in 2008 was approximately 133,427*. This number increases on an annual basis by approximately 5,000 labels Projected *Source: Advertising, Labeling and Formula Division,TTB
  4. 4. VinTank Informa on Graphics Long Tail + $700 $600 $500 At eost, sequiates a apit dis as di cor $400 auditatus apiendae $300 $200 $150 $120 $100 At eost, sequiates a $80 apit dis as di cor auditatus apiendae $60 $40 $20 $18 $16 $14 $10 $11 $12 $10 At eost, sequiates a apit dis as di cor auditatus apiendae - - + At eost, sequiates a apit dis as di cor auditatus apiendae12 Na bus consed qui sun is secuptatur acestrume nusaectemod quatendit, optatemqui aboribus as dolup am inciliquam. Il molupta bus aut eos dem. Nobitatur sa plit dolora id quiasit atur reiciet provita voluptas accuscia quis alis nonsequi ulla solupta.
  5. 5. •  Business has no geographic boundaries. •  Ideas have no geographic boundaries. •  Communication across borders is easier than ever. •  We are economically linked. CONFIDENTIAL
  6. 6. The US Funnel •  Though it is reported that there are over 4000K wholesalers in the US each state 2 or 3 control the vast majority of distribution."•  The top 5 wholesalers in the US (Southern, Glazers, Republic- National, Charmers, and Youngs) together have revenues of roughly $23 Billion."•  Shanken IMPACT  Newsle-er  in  2010   reports that the top 6 distributors control over 50% of the marketplace."•  From 2006 - 2010 it is reported that wholesalers spent $82 million dollars in lobbying and campaign contribution dollars."•  In contrast wineries spent approximately $16 million on the same activities. We are grossly out gunned."
  7. 7. Wine is Mainstream In the US 329.7 Million Cases
  8. 8. Quality . . . from EVERYWHERE
  9. 9. Great Wine from Everywhere 2002 Chaupi Estancia Palomino Fino Yaruqua, Ecuador
  10. 10. The Great Print Decline
  11. 11. Leaving Maybe 25 Power Critics
  12. 12. “It is a bull market for free content.” Tyler Coleman – Dr. Vino
  13. 13. Liberation with Complexity ala Granholm vs Heald
  14. 14. No it’s not the Apocalypse
  15. 15. “Search is fiber that connects the internet” Doug Cook – Ablegrape.com 16
  16. 16. Buying Online Continues to Grow CONFIDENTIAL
  17. 17. New Essential Elements •  Digital Wine –  E-commerce –  Mobile –  Social –  Service companies
  18. 18. Social Media has become the most pervasive communication technology next to email.
  19. 19. Confusion
  20. 20. llige nce ess InteB usin Busi ness Dev elop men t
  21. 21. Smart Phones Have Become Smarter
  22. 22. And the Dominant Force to Access the Internet
  23. 23. Smart Phone Usage
  24. 24. What the ? By 2017, CMO’s will spend more on IT than CIO’s - Gartner
  25. 25. You got your chocolate in my peanut butter
  26. 26. Wine + E-commerce = $500 Million
  27. 27. Wine and Social Media
  28. 28. It is experiential
  29. 29. New access
  30. 30. Cost
  31. 31. There is no panacea in wine anymore! Email – 2.9% at best? Direct Mail - .5% - 1.5% is good? Advertising - #really? Events - #drunk_fest and waste of $ Publicity – Hope and a prayer Wholesalers – In the 1970’s Telemarketing – 1 by 1 . . . sounds like . . . Social media - 1:Many but still 1:1
  32. 32. If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. -Jeff Bezos
  33. 33. 39
  34. 34. Social is the lens to discovery on the web.
  35. 35. Consumer generated content is onthe rise. For people under 40, 70% of the content they read online has been written by somebody they know.* *Forrester
  36. 36. Winning brands are transforming into media companies
  37. 37. “Content will be the future of advertising, people distributingand creating content for your brand will be the barometer of your advertising success.” Barry Schuler – former CEO AOL/Time Warner/CEO Meteor Vineyards
  38. 38. Business Intelligence
  39. 39. =
  40. 40. The New Critic:
  41. 41. The New Critic:
  42. 42. The New Critic:
  43. 43. The New Critic:
  44. 44. The New Critic:
  45. 45. The New Critic
  46. 46. The New Critic
  47. 47. The New Critic
  48. 48. 300 million social conversations about wine 35 Million “quality” conversations. Over 10 Million Social Wine Customers
  49. 49. What does it all mean? CONFIDENTIAL
  50. 50. Wine online. We believe.
  51. 51. •  www.vintank.com •  •  @pmabray •  @vintank •  www.facebook.com/VinTank

×