Posts Filed Under wine publications

Dropping The Mic On Online Wine ROI (TMRW Engine’s 2016 Digital Wine Report)

Vinted on May 17, 2016 binned in wine news, wine publications
TMRW Engine 2016 report 1

image: TMRW Engine

So much of the material upon which 1WD was built consists, essentially, of opinion pieces (in fact, four or five years ago I sat on a panel focused specifically on opinion writing alongside Lettie Teague and Jon Bonne, about which I imagine both of whom are still scratching their heads).

But over the years, I’ve tempered (well… by my standards, anyway) the opinion-heavy pieces here in favor of conclusions that can be drawn from data. The older that I get, the more I want to see opinion bolstered by something other than the biased, fallible memories of people’s experiences (including my own).

Which is why I get royally pissed at the the wine world’s penchant for defaulting to the data-devoid opinions of entrenched personalities, particularly when it comes to denying the return on investment (ROI from here on out) of wine online (usually with the concept of social media directly in the cross-hairs).

While it seems common sense that their must be at least some ROI for wine brands in talking directly with their consumers (which is part and parcel of what social media online can catalyze), remember that data trump opinions, even when those opinions align perfectly with common sense.

Fortunately, the wine world now has some compelling data that demonstrate a plausible link between online social interactions and ROI. Yes, in terms of real people actually spending real money on wine

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Why You Should Care When The Clock Strikes Wine O’Clock (Thoughts On The Enolytics 2016 Report)

Vinted on April 27, 2016 binned in commentary, wine publications

My first reaction to the recently-published study/synopsis on “Wine O’Clock” issued by the new firm Enolytics:

Well… yeah… no sh*t!

My second reaction to the recently-published study/synopsis on “Wine O’Clock” issued by the new firm Enolytics:

Wait… holy crap! This is actually important (and I am an idiot)!

At first blush, you might have the same misguided reaction to the report that I did (following the link above, you can read the free version; the full report will set you back $399). Essentially, the study suggests that wine consumers are most willing to engage in content and purchase research about wine during the time that you would most likely guess that they’re drinking the stuff. To wit, here’s a screen-print from the free version of the report:

Wine O’Clock 2016

image: enolytics.com

There you go; we ramp up on such activity from about 4-5PM to 9PM, local time. I don’t know about you, but if you asked me when Wine O’Clock was, I’d have guessed those exact times with an accuracy of about 30 minutes on either side. The report goes on to state:

“Wine consumer engagement increases sharply beginning at 4pm and declines sharply after 9pm (local time).”

So… we start engaging about wine when we imagine drinking the stuff right before dinner, and stop when we are either too drunk to care, need to put the kids to bed, or fall into a stupor of self-loathing and cry ourselves to sleep, etc.

Now, before you succumb to the temptation to declare “no shit!” and pour yourself a glass (assuming it’s around 4PM local time), there’s more to this story that you need to see. Take a quick peek under the kimono of the Wine O’Clock report, and (assuming it’s closer to 4PM local time for you than 9PM, and you’re still sober enough), you’ll see why it’s actually pretty important info. for the wine world…

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You’re Welcome (Hangover Prevention At Fix.com)

Vinted on February 12, 2016 binned in going pro, wine publications
Fix.com hangovers

image: fix.com

You’re welcome.

No, seriously, you’re going to thank me later. Because my latest for Fix.com, titled How to Avoid a Hangover, is now live, and reading it just might save you some future pain.

What I found most fascinating in researching our collective attempts at trying to both prevent and stem the effects of hangovers is that, despite some heroic scientific efforts, we have moved the bar very little distance on the matter over the last one hundred years or so.

That apparent lack of progress isn’t attributable to poor science so much as it is the work of evil spirits bent on causing us pain and suffering. Er, actually, it’s a reflection of the complex chemical processes involved when our bodies imbibe (and imbibe, and imbibe, and imbibe…) and process alcohol. If, as Socrates supposedly said, true knowledge exists in knowing that you know nothing, then we are inching closer to True Knowledge when it comes to hangovers.

Anyway, Fix.com’s excellent visual take on the results of my research are available below after the jump. Just in time for the weekend…

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