Articles Tagged vintank

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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How Bad Is The Wine Biz At Digital? According To This, Really, Really Bad.

Vinted on July 1, 2014 binned in commentary, wine industry events

My friend Paul Mabray, of Vintank, recently gave a speech at the 2014 Wine Communicators of Australia event. The topic was, roughly speaking, the digital divide in the wine world. You can read a transcript of the entire talk given by Paul here. And if you’re in the wine biz, you really, really need to read the entire thing.

Yes, all 70+ pages of it. Because this speech shows just how bad the wine biz is at digital right now. How bad? Calling the wine biz staggeringly, hilariously bad at digital is probably slightly understating the scenario a little bit.

This is the wine biz at digital in 2014:

And here’s what the wine consuming populace wants wine to be when it comes to interacting with them in the digital space:

The disconnect is immense, which is what Paul’s speech deftly demonstrates in the kind of blood-splattering, gory, Mortal Kombat (“FINISH HIM!!!”) detail that is representative of ass that the wine biz ought to be kicking when it comes to digital (but doesn’t). Now, while I certainly appreciate that there will likely be at least some complainy-pants moaning criticism regarding the details of this topic, please read Paul’s entire speech before levying them. Seriously, there’s that much ammunition in this lengthy but excellent talk.

Below I offer some of the money-shots from Paul’s speech (emphasis mine), that I think illustrate just how far we in the wine world have to travel before being able to collectively call ourselves up-to-speed on the digital consumption of wine media…

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Wine + Digital: If This Doesn’t Blow Your Mind, You’re Not Paying Enough Attention

Vinted on July 3, 2012 binned in commentary, wine 2.0, wine industry events

My friend Paul Mabray, of Vintank, recently gave a keynote address at an event held in Dijon, France, called “The Perfect Storm: How digital tools are forever changing the way we sell and market wine.”

I didn’t attend (alas), and I’ve no affiliation with the event apart from a random one: its organizer (another friend, Eve Resnick), showed a photo of me when presenting her findings from a recent study of U.S. and Chinese wine bloggers (see inset below – ironically, that picture was presented adjacent to text describing the average wine blogger, and apart from being male I don’t actually meet the rest of the criteria on that slide!).

Anyway, I’ve been beating a similarly-toned drum to the one that Paul has been sounding when it comes to how to approach wine online, so it’s nice to see that Paul’s keynote struck a resonant chord with the attendees in Dijon (with a few tweeting that the figures and ideas Paul presented “blew my mind”).

What I sincerely hope is that Paul’s slide deck strikes a similar chord with wine brands here in the U.S., because the fact is if Paul’s presentation doesn’t blow your mind, then you are not paying enough f*cking attention to what is going on in and around the wine business right now.

Mind-blowingness embedded below for your enjoyment – and if you’re in the wine biz, please do yourself a favor and read EVERY slide; then go out and be awesome. Paul’s deck clearly demonstrates in the included figures alone that the time to debate whether or not your online social presence is important is long, long past. That time is much better spent on testing those online waters, connecting with your consumers, and finding out what does -and doesn’t – work online for you and your brand.

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Are EU Imports Poised To Kick U.S. Wine Biz Butt In The Near Future?

Vinted on April 24, 2012 binned in wine news

Last week, Silicon Valley Bank and Vintank teamed up to present a rather well-researched and thorough look at what the wine industry has in store for itself in the near future.

Predictions are, of course, only for the exceedingly brave (or exceedingly foolish – or both), since they’re ripe for the 20/20 vision sniper cross hairs of retrospective perspective later. But I tend to admire the cojones it takes to put your thoughts out on a public limb, opening it up for those who would use them as a perch for even greater ideas, not to mention as fodder at which any thick-skulled woodpeckers can take pot shots. An example: the bold predictions that Vintank made about the wine biz for 2011, many of which didn’t materialize in 2011 but are starting to show signs of instantiating themselves in early 2012 – in fact, the SVB report bolsters several of those bold Vintank 2011 predictions (the growth of direct wine sales, for example, in what they term “the 5th Column), for those who have more pachyderm-like memories (and are keeping score). Vintank: 1; Woodpeckers: 0?

You can download the report, its summary slides, and an even higher-level infographic summary at SVBs website.

While the results (understandably, given the source) have a serious CA-focus, there are tidbits therein that the worldwide wine industry can take away from it.

For example, U.S. wine producers may be set for shorter supply, increased prices, and a big challenge from EU country wine imports.

Not exactly good news for the U.S. wine biz…

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