Posts Filed Under wine buying

Do Wine Blogs Matter For Selling Wine? (The 1WineDude Conversion Rate)

Vinted on February 11, 2014 binned in about 1winedude blog, best of, commentary, wine blogging, wine buying

One of the criticisms most often levied against wine blogs is that they don’t “move the needle” in terms of wine sales.

Let’s forget for a moment that where I come from, coverage that costs me next to nothing for a product that results in even a handful of additional sales (and additional exposure) – that I otherwise would never have seen – counts for something.

The crux of this criticism is that coverage of wines on the virtual pages of wine blogs does not result in materially meaningful and/or measurable differences in the purchase volumes of those wines. Presumably, this is in comparison to similar mentions in print media (however, it’s worth noting that I’ve yet to see any hard evidence in the form of real data to support print media coverage having a sales bump effect, but I have anecdotal evidence from some California winemakers showing that it does not, as well as some from small producers indicating that some wine blog mentions have in fact increased DTC sales… which I can relay to you privately some day if we ever meet and you buy me a beer…).

The counter argument is usually a combination of two things: 1) that it’s extremely difficult to measure the impact of any media coverage on wine sales, regardless of the type of media, and 2) it’s the aggregate of blog and social media mentions (outside of concentrated special events, promotions, and the like) that amount to an increase in mindshare and small, one-consumer-at-a-time sales that otherwise wouldn’t otherwise have happened. In other words, wine blogging and social media mentions result in a stream of sales that are aggregated from tiny, rivulet-like trickles in combination, and so wouldn’t generally amount to a perceivable spike but do, in combination, make a difference. [ For an example of these arguments, see the mini-debate generated on this topic generated in the comments section of one of my recent posts here ].

I can now supply some data in support of that counter argument, by way of one example: namely,

While I will not supply exact numbers (only because don’t have permission from all of the parties involved to do so), I can give you approximations that I think lend some credence and strength to the counter argument, though I strongly suspect it will be ignored by the wine cognoscenti, who have in my experience demonstrated a severe allergic reaction (sulfites got nothin’ on this!) to facts, data, and evidence if those things do not already support their own already-entrenched beliefs…

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Millennial Wine Marketing Misfire (Note To High-End Vino Producers: You Don’t Have An “Entry-Level” Wine)

Vinted on October 2, 2012 binned in commentary, wine buying

If you’re a wine producer and calling, say, your refreshing but probably overpriced (c’mon, let’s be honest) $35 Sauvignon Blanc an “entry level” wine, you might be missing the trick with both the older (now in the 30s) and younger (just reaching legal drinking age) Millennial generation.

That conclusion isn’t based on reams of hard data (believe me, I tried to find those reams, and no one has them… yet…), and so I will go ahead and do you the favor of substantially undermining my own argument here before I even start. But… there are some signs in the wine marketplace worth mentioning, signs that might be of concern to those vintners who offer “lower-priced” wines over $25 labeled as “entry level,” secondary products without as much focus as their high-end stuff. And they are signs that suggest that the target markets don’t consider those wines as much “entry level” (a term they most likely associate with “affordable”) as they do “splurge.”

Consider these tidbits:

Which means that your “entry level” wine is actually splurge material for most Millennials, and yet is probably marketed as an adjunct to your “real” wines (the more expensive ones) that most of them can’t afford even if they’re splurging. Hellooooo, mixed messages!…

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Infinite Substitution Means That Without A Unique Wine Brand Message, You’re Screwed

Vinted on May 30, 2012 binned in commentary, wine buying

My friend Rémy Charest has been reporting on events from the London Wine Fair over at, and one of his recent reports really struck a chord with me.

What stood out for me was the concept of “infinite substitution” introduced to Rémy during one of the conversations that he had at the Fair. To the tape (emphasis mine):

Dan Jago, category director at Tesco, the supermarket chain that is also the largest retailer of wine in the United Kingdom, pointed out that in the wine world, a major difficulty is what he called “infinite substitution”. “There is always another product that will do the trick, in any shop. And if you do anything new, there are 45 others that will jump in and do the same thing”, he summed up, pointing out how most customers in supermarkets or large wine stores pick bottles rapidly, to get a price point and taste profile.

This stood out for me because Jago effectively summed up the vast majority of wine brands available right now in the U.S. For a sense of the volume we’re talking about here, Rémy mentioned a conversation he had with another friend of mine (damn, this wine world really is small!), Nomacorc’s Jeff Slater, who told him “there are something like 700 different wines in an average US supermarket.”

It sums up the vast majority of the 1200 or so bottles of wine samples that have overtaken my basement, and if they’re any indication of the U.S. wine market at large (and I’d certainly argue that they are), then the average wine consumer has learned something very important about how to shop for wine, something retailers have picked up on and have already factored into their stocking approach:

Most wine brands, within certain flavor profiles, taste the same and are priced the same; and so they are effectively interchangeable. And that is bad news for a lot of wine brands….

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