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

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• How digital tools are forever changing the e sel
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CONFIDENTIAL

2. Unprecedented competition for mindshare.

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. VinTank Informa on Graphics Long Tail
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5. • Business has no geographic
boundaries.
• Ideas have no geographic
boundaries.
• Communication across
borders is easier than ever.
• We are economically linked.
CONFIDENTIAL

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. Wine is Mainstream In the US
329.7 Million Cases

8. Quality . . . from EVERYWHERE

9. Great Wine from Everywhere
2002 Chaupi Estancia
Palomino Fino Yaruqua,
Ecuador

10. The Great Print Decline

11. Leaving Maybe 25 Power Critics

12. “It is a bull market for free content.”
Tyler Coleman – Dr. Vino

13. Liberation with Complexity ala Granholm vs Heald

14. No it’s not the Apocalypse

16. “Search is fiber that connects the internet”
Doug Cook – Ablegrape.com
16

17. Buying Online Continues to Grow
CONFIDENTIAL

18. New Essential Elements
• Digital Wine
– E-commerce
– Mobile
– Social
– Service companies

19. Social Media has become
the most pervasive
communication
technology next to
email.

20. Confusion

21. llige nce
ess Inte
B usin
Busi
ness
Dev
elop
men
t

24. Smart Phones Have Become Smarter

25. And the Dominant Force to Access the Internet

26. Smart Phone Usage

27. What the ?
By 2017, CMO’s will spend more on IT than
CIO’s - Gartner

28. You got your chocolate in my peanut butter

29. Wine + E-commerce = $500 Million

30. Wine and Social Media

31. It is experiential

32. New access

33. Cost

35. 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

37. 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

39. 39

40. Social is the lens to discovery on the
web.

41. Consumer generated content is on
the rise.
For people under 40,
70% of the content they read
online has been written by
somebody they know.*
*Forrester

43. Winning brands are transforming into media companies

44. “Content will be the future of advertising, people distributing
and creating content for your brand will be the barometer of
your advertising success.”
Barry Schuler –
former CEO AOL/Time Warner/CEO Meteor Vineyards

45. Business Intelligence

48. =

49. The New Critic:

50. The New Critic:

51. The New Critic:

52. The New Critic:

53. The New Critic:

54. The New Critic

55. The New Critic

56. The New Critic

57. 300 million social conversations about
wine
35 Million “quality” conversations.
Over 10 Million Social Wine Customers

59. What does it all mean?
CONFIDENTIAL

60. Wine online. We believe.

61. • www.vintank.com
•
•
@pmabray
•
@vintank
• www.facebook.com/VinTank