to and fro from vintank

8/7/2019 To and Fro from VinTank

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To-and-Fro


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On January 1st wecelebrated our two year

anniversary in business.


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Wine. Technology.

Its been an amazing journeytrying to merge wine and

technology.


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Wine. Technology.

And two things have proven true in the lastcouple of years: we believe the synergy between

wine and digital will move our industry forwardand we encourage wineries every day to

improve their use of technology to sell andmarket their product DTC, DTT, and in the trade.


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Our industry has

experienced two years of

turmoil and challenges


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And as a result, the often ignoreddigital channel is now increasing

in relevance to our industry every

single day.


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Wine online. We believe.


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To all the people who believe in us,

our clients, our friends, and

especially our family. Thank you forsupporting us along our two year

journey. We are so grateful to workwith you and have you part of the

VinTank family.


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*

*State of New Hampshire


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And a special nod to

Who spend their money to support our

efforts to research and manufacture

these reports.


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Weve been busy.


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We have produced:


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We have produced:

We are here, We are HERE, WE ARE HERE:

The State of Wine Industry Social Media

A report that explains the state and impact of socialmedia within the industry. This herculean labor of

love was intended to introduce and inform the wine

world on the upcoming business trends within digitalmedia, breaking down the Whos, the Whats and

the Who Cares free for the industry.

Check it out:
http://bit.ly/fZoMe5http://bit.ly/fZoMe5http://bit.ly/fZoMe5http://bit.ly/fZoMe5


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We have produced:

Wine on the iPhone: Whats the Best App?

A summary and analysis on all the relevant iPhone

applications for the wine industry. We searched

and pulled together applications and split them

into categories based on their capabilities,

functionality, overall performance and impact onboth the market and the consumer.

Check it out:
http://www.vintank.com/2009/11/wine-on-the-iphone-%E2%80%93-what%E2%80%99s-the-best-app/http://www.vintank.com/2009/11/wine-on-the-iphone-%E2%80%93-what%E2%80%99s-the-best-app/


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We have produced:

Our views on new technologies that announce

themselves to the wine industry. We do our Pulse

Reports from a winery or consumer-centric

perspective.

Check them out:
http://www.vintank.com/category/pulse-reports/http://www.vintank.com/category/pulse-reports/http://www.vintank.com/category/pulse-reports/


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We have produced:

Sharing our thoughts on wine and tech.

Including 3 videos from our UNFILTERED series.

You can expect this to exponentially grow in ourcontent output in 2011.

Check these out:
http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/02/twitter-voices-that-influence-our-thinking/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/02/twitter-voices-that-influence-our-thinking/http://www.vintank.com/2011/02/twitter-voices-that-influence-our-thinking/


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We have produced:

Unfiltered #1 with

Evan DawsonWHAM News Anchor

and Editor of the

NewYorkCorkReport.com

Unfiltered #3 withCraig WolfeWSWA President

Unfiltered #2 with

Rob McMillanFounder of the SVB WIne Division

Unfiltered #4 withBarry SchulerformerCEO of AOL and owner of

Meteor Vineyards

Watch Video

Watch Video

Watch Video

Watch Video
http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/01/unfiltered-episode-1/http://www.vintank.com/2010/01/unfiltered-episode-1/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2010/01/unfiltered-episode-1/http://www.vintank.com/2010/01/unfiltered-episode-1/


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We will produce:

We will be generating more content including:

Frequent blog posts and Pulse Reports on topics we

see that are important to the industry and make a

technological impact. We have also confirmed thefollowing for our Unfiltered Video Series:

Jennifer LeggioMichael Brito

Aaron StroutJancis Robinson

Meg MakerRandall Grahm

and more....


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All FREE to help wineries

and consumers

understand theintersection between

wine and digital


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We also have mad love for

other firms who create oraggregate FREE content

and insight to help wineries.


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We also have mad love for

other firms who create oraggregate FREE content

nd insight to help wineries.

paulrickett.wordpress.com


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Speaking of freelove,


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http://www.cruvee.com/http://www.cruvee.com/


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The only social media monitoringservice tailored EXCLUSIVELY for

the wine industry.


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Measured over 128 million conversationsto distill to 13 million wine conversations

Profiled over 3 million online wineconsumers

FREE if you participate in

yourwineyourway.com Revenue model yearly subscriptions orfees for cleaning wine data


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Measured over x conversations todistill to y wine conversations



yourwineyourway.com Revenue model yearly subscriptions

or fees for cleaning wine data


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Measured over x conversations todistill to y wine conversations



yourwineyourway.com Revenue model yearly subscriptions

or fees for cleaning wine data

Created by Cruveeforwine companies,

enabling brand control.


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Wineries can enter their

data for FREE and itsyndicates to 50 partners(and growing) with anaggregate user base of 1.4million wine consumers.One place, fifty outlets.


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ANY wine tech company can tap

into the API for FREE and without therequirement to send traffic back to

Cruvee.


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Why do they do that?


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It helps wine tech companies

focus on building BETTERsoftware and services to help

wineries SUCCEED online


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Whats in it for me?


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Serves as a free data portal for wineries to

share normalized information and allowswineries to leverage this rich tool at no cost.

Added bonus: Data in the

platform can also be used to

enter multiple winecompetitions without having to

fill out their competition forms.


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Own your message.

Save administration

time. Present yourproduct properly and

efficiently on theinternet.


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But thats not all. Cruveehas also given us...


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Turn Fans into Customers


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Turn Fans into CustomersWineries can leverage

yourwineyourway.com for themselves.

Easy as 1.2.3.1.Put your wines in yourwineyourway.com

2.Add the FREE Facebook app that adds a

wines tab to your winerys Facebook

Fanpage with links directly to yoursite

3. Turn your Fans into Customers


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We know crowds.


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We know crowds.

Tribes.


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TasteTribes.


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The 100 point system is easy to understand but flawed. Out of the 250K

+ wines produced annually throughout the world, only 30K-40K areprofessionally reviewed.

Recommendation is the #1 catalyst for wine buying.

People adhere to Taste Tribes.Bloggers aggregate wine lovers that

match their Taste Tribe.

TasteTribes

.


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A rating system that is Binary (like it or dont).

Either the wine earns a badge based upon reviewerscriteria, or the wine doesnt, creating a taste taxonomythat recognizes that we taste differently.

Then syndicate these notes and digital neckers for FREE tohelp give people meaningful recommendations and helpe-tailers convert sales through digital merchandising ofreviews. Psst wineries can use this on their sites TOO!

Why not try Badges?


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Why will it work?

The badge data is syndicated (for FREE)

through digital distribution channels to

anyone who wants to receive and use it.

Distribution is the key to change.

Here are the pioneer bloggers who areleading the Badge initiative. Feel free to

submit your wines to them.


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Joe Roberts (aka 1 wine dude)http://www.1winedude.com/
http://www.1winedude.com/http://www.1winedude.com/


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Ward Kadel (aka- Dr. Xeno)http://www.winelog.net/blogs/drxeno/
http://www.winelog.net/blogs/drxeno/http://www.winelog.net/blogs/drxeno/


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Steve Paulo(aka Notes from the Cellar)http://notesfromthecellar.com/
http://notesfromthecellar.com/http://notesfromthecellar.com/


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Desperate Times Call

for Desperate Measures- Franklin Roosevelt


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A Social Experiment


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Social Commerce Experiment

Predatory Flash Sale sites were askingwineries to offer deep discounts andpay extraordinary fees while only

presenting the highest rated wines.

So we asked:

Can a major social network be used

for social commerce?


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A special thank you to our partner wineries


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A special thank you to our partner wineriesthat allow us to experiment and share the

efforts and learnings with the entire industry.


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Heres where to participate:http://on.fb.me/ec7MzM

H h t
http://on.fb.me/ec7MzMhttp://on.fb.me/ec7MzM


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Heres what welearned:http://bit.ly/gCwpwh
http://bit.ly/gCwpwhhttp://bit.ly/gCwpwh


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to all the winecompanies thathave participated in

this experiment!Israeli Wine Direct (www.israeliwinedirect.com)

Cornerstone Cellars (www.cornerstonecellars.com)

Ampelos Cellars (www.ampeloscellars.com)

Charnu Winery (www.charnuwinery.com)Marquee Selections (www.marquee.com)

Ortman Family Vineyards (www.ortmanwines.com)

JV Wine and Spirits (www.jvwine.com)

Robert Keenan Winery (www.keenanwinery.com)

Foris Vineyards (www.foriswine.com)

Wine Tasting (www.winetasting.com)

Bolen Family Estates (www.bolenlegacy.com)

Modus Operandi (www.moduswines.com)

James David Cellars (www.jamesdavidcellars.com)

Marita's Vineyards (www.maritasvineyard.com)

Passaggio (www.passaggiowines.com)

Twisted Oak (www.twistedoak.com)

Hanzell Vineyards (www.hanzell.com)

Bonny Doon Vineyards (www.bonnydoonvineyard.com)

alsTh
http://www.bonnydoonvineyard.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.bonnydoonvineyard.com/http://www.hanzell.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.jamesdavidcellars.com/http://www.moduswines.com/http://www.bolenlegacy.com/http://www.bonnydoonvineyard.com/http://www.hanzell.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.jamesdavidcellars.com/http://www.moduswines.com/http://www.bolenlegacy.com/http://www.bonnydoonvineyard.com/http://www.bonnydoonvineyard.com/http://www.hanzell.com/http://www.hanzell.com/http://www.twistedoak.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.maritasvineyard.com/http://www.jamesdavidcellars.com/http://www.jamesdavidcellars.com/http://www.moduswines.com/http://www.moduswines.com/http://www.bolenlegacy.com/http://www.bolenlegacy.com/http://www.winetasting.com/http://www.winetasting.com/http://www.foriswine.com/http://www.foriswine.com/http://www.keenanwinery.com/http://www.keenanwinery.com/http://www.jvwine.com/http://www.jvwine.com/http://www.ortmanwines.com/http://www.ortmanwines.com/http://www.marquee.com/http://www.marquee.com/http://www.charnuwinery.com/http://www.charnuwinery.com/http://www.ampeloscellars.com/http://www.ampeloscellars.com/http://www.cornerstonecellars.com/http://www.cornerstonecellars.com/http://www.israeliwinedirect.com/http://www.israeliwinedirect.com/http://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.html


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Ifyo

ulike

wine

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andyou

areo

n

Face

bookth

isone

may

befo

ryou

!-Ro

bertDwy

er

Crazy-smartwinebizinnovatorsVinTank,

havesuccessfullylaunchedanewrouteon

theDirectToConsumer(DTC)superhighway

withtheirDealsfromtheVines onFacebookGroup

-Dr.Xeno

TheBestIdeaTo

ComeAlongInALong

Time

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62/157

Law and Order


63/157

HR 5034 &Craig WolfHR 5034 is the first realthreat to direct shipping

weve seen since 2005.

VinTank stands forwineries. VinTank stands

for direct shipping. Wedecided to challenge

the issue head on (theWSWA) in a fun andintelligent way.


64/157

Thus we made Craig Wolf a muppet, used his quotes, and challenged his logic:http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/

Craig Wolf enjoyed the Tosh 2.0 version of his perspective and granted us areal interview to discuss the issue. The transcript can be found here and isINCREDIBLY important to read if direct shipping is at all important to you: http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/

C t ti
http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/


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ConstructiveDiscourse

& Revelation

A great summary of the article by Eric Arnold can be found here:

http://bit.ly/fOdWSB

PS one of the mostinteresting disclosures was

the potential partnership

between Shipcompliantand the WSWA which

raised more questions than

answers: http://bit.ly/hnrsjj
http://bit.ly/hnrsjjhttp://bit.ly/hnrsjjhttp://bit.ly/hnrsjjhttp://blogs.forbes.com/ericarnold/2011/01/13/good-conversation/http://blogs.forbes.com/ericarnold/2011/01/13/good-conversation/


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Transparency on the web


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VinTank challenged thedata Snooth represented

as facts with the intentionto surface the reality of#s that affectadvertising rates, data

usage, and more withthe intention to givewineries better context

for making businessdecisions.

Our post here: http://
http://www.vintank.com/2011/01/the-truth-about-snooth-data/


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p p //bit.ly/et4t6P - what wediscovered was that the

math didnt add up anddata that wineries gaveSnooth was being usedto increase their SEO to

outrank or rank incrediblyhigh up in search resultswith messaging that is

not an accuraterepresentation of the SEOresults.
http://www.vintank.com/2011/01/the-truth-about-snooth-data/http://www.vintank.com/2011/01/the-truth-about-snooth-data/http://www.vintank.com/2011/01/the-truth-about-snooth-data/http://www.vintank.com/2011/01/the-truth-about-snooth-data/


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As a result of the exercisewe uncovered a hugeproblem withauthenticity too: winetech pioneer, Eric LeVine,

and his renowned site,CellarTracker, appearedto be scraped to powerSnooths database:

http://bit.ly/gkeZla
http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/


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The new web is about TRUE

transparency


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Sneak Peek


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Sneak peek

The following slidesrepresent cool projectsthat are coming down

the pipeline fromVinTank. Things thatexcite us to the nthdegree.


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Share the LOVE
http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/


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Owners two African-

American women, onemillennial, one Gen X, first

CarboNZero winery in the

world, presenting New Zealand

Sauvignon Blanc and Riesling

for everyday enjoyment.

Launching an integrated

campaign with an iPhone app

(Share the Love) and

Facebook/Twitter marketing

focus that will create a true

pay it forward campaign.

Do good deeds, earn rewards.

Share the LOVE

First ever augmented


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greality launch for a wine.

Random do-gooders will have theeco.love owners show up at their doorwith a gift of wine and a flipcam to

share and celebrate their good deeds.
http://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-webhttp://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-web


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A lot of small deeds addup to big changes. Whydont you share the love?


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iPhone App Report 2.0


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We analyzed over 450 iPhone wine

related apps that add up to over$884.19

Believe us, theres an app for that...

PalatePress.com will publish our

evaluation...be on the look out for it!


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Our Next Big Report!

It will come...It will COME...ITWILL COME!

Tentatively titled Crash!


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Tentatively titled Crash!The report about the intersection of wine and digital

will include:

Wine

&dataMobile, mobile, mobile.

Thehistoryofwine

online

realchallenge

swithwineonline

EB

ITDA

Channel

SalesReturn

Socia

l,socia

l,socia

l.

CRM

Tentatively titled Crash!


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Tentatively titled Crash!The report about the intersection of wine and digital

will include:

Wine

&dataMobile, mobile, mobile.

Thehistoryofwine

online

realchallenge

swithwineonline

EB

ITDA

Channel

SalesReturn

Socia

l,socia

l,socia

l.

CRM

OMINOON

APRIL 2011


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Social Gaming


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Engagement throughSocial Gaming for wine?


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The new EVOLUTION

There existed a huge hole in

execution of quality customerengagement through digital.

We believe in social gamingas a new, relevant andimproved type of

engagement.Wine tasting note, social, anddecision support platformswere looking for better waysto service wine companies.

COMING

APRIL 2011


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VinPass is the firstCROSS PLATFORMsocial game that

engages andrewards consumersfor tasting andrecording their

wine experience.

a


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arlyAdopter


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2011 Predictions

Part of what we do is look


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Some insi ht

Part of what we do is lookforward to what is next in thewine/tech ecosphere. The

challenges with makingstatements about the future ofwine and tech is our industrysvery slow adoption rate.

So we often have to tempertrends affecting othersegments online with what wethink is possible in the wine

industry.

Here is what we think is in storefor 2011 for wine.


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E-commerce

The recession forced many wineries to rethink their strategiesas related to channel focus. Many have shifted to prioritizing


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DTC business, with e-commerce of highest value.

Wine e-commerce is becoming easier due to the interstate

challenges settling down, platform sophistication, andmarket understanding.


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Wine e-commerce provides the HIGHEST return towardsEBITDA vs. any other direct channel.

The second sale from a consumer after they return home isfar more important than the first sale at the winery.

Wine e-commerce is the fastest growing DTC channel for

wineries.


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Prediction!

This focus will continue to grow and many wineries, even thelargest enterprise wineries, will see tremendous growth in thechannel and will reinvest for greater returns. Expect bettercustomer service, more innovative marketing and promotionalactivities, and interesting spins on winery direct e-commerce.

Our Wish


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Our Wish. . .


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Social Media


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A bottle of wine begs to be shared; I havenever met a miserly wine lover.

- Clifton Fadiman


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There is no stopping the tsunami that is socialmedia. Our industry is one of the most active

as a percentage of the whole in social media.

ChrisCarfi

EvanD


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CarfiDawson

BarrySchuler

HardyWallace

Catherine

Davis

Chris

EdwardsMeg

Maker

JoeRoberts Aaro

n

Strout

Brian

Solis

50% of US wineries (3000+) will


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( )

be participating in social media

in some capacity (blogs, Twitter,

Facebook, Linkedin, other).

10% of US wineries (600+) will

become proficient in 2011 in

leveraging the medium forincreased branding, customer

engagement, customer service,

customer acquisition, PR, and

more.

0.25% (15) will start basic SCRM

(Social CRM).

Our Wish


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Our Wish. . .


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Flash Sales


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Several were incredibly honest and legitimate outlets for overstocked inventories,including:

Other emerging outlets seem promising: gilt.com, ruelala.com and lot18.com.

The excess of super-scoring wines (over 90 by any of the major publications) is dryingup. The 4 + 3 will capture the lions share of any wine inventory in this segment of thewine business.

The American consumer has drastically changed buying habits and will perpetuate

services like this. How do Flash sales build image in a luxury category?

Prediction:


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The implosion of wine flash sales will start in 2011.

Some companies will emerge just to service this

new channel (like http://www.preston-layne.com/& http://www.newmanwineandspirits.com/).

Our Wish
http://www.newmanwineandspirits.com/http://www.newmanwineandspirits.com/http://www.preston-layne.com/http://www.preston-layne.com/


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Our Wish...


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Social Commerce

Social Commerce


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Groupon, livingsocial.com and

buywithme.com are just a few.

Group buying has started and nowthat the genie is out of the bottle,

how will commerce and social

intersect?

-photo courtesy redant.com


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We will see a wine social commerce platform

emerge in 2011. Some wineries might evenexperiment with it (kudos to ChateauMontelena here for trying a version of it -http://bit.ly/fvidrU)
http://www.montelena.com/news/winerynews/clubshare/http://www.montelena.com/news/winerynews/clubshare/http://www.montelena.com/news/winerynews/clubshare/


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Mobile...Mobile...Mobile

ur


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2011, thanks to the incredibleadoption and selection ofsmart phones, the notion ofmobile, mobile, mobile willfinally become a reality for thewine industry.

There are now over 450 wineapps (or apps that have winefeatures) across all mobile

platforms. Some of ourfavorites are:

HelloVino NatDecants

WSVintageCharts

Cor.kz Eco.love

Corkbin RedWhiteBoston

Wineiny

our

Pocket!

Drync
http://itunes.apple.com/us/app/drync-wine-free/id300576174?mt=8http://itunes.apple.com/us/app/drync-wine-free/id300576174?mt=8http://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-webhttp://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-webhttp://itunes.apple.com/us/app/vintagechart-by-wine-spectator/id381341648?mt=8http://itunes.apple.com/us/app/vintagechart-by-wine-spectator/id381341648?mt=8http://itunes.apple.com/us/app/vintagechart-by-wine-spectator/id381341648?mt=8http://itunes.apple.com/ca/app/nat-decants/id353052386?mt=8http://itunes.apple.com/ca/app/nat-decants/id353052386?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/us/app/redwhitebos/id390520210?mt=8http://itunes.apple.com/us/app/redwhitebos/id390520210?mt=8http://itunes.apple.com/us/app/redwhitebos/id390520210?mt=8http://itunes.apple.com/us/app/corkbin/id375938550?mt=8&ign-mpt=uo%253D4http://itunes.apple.com/us/app/corkbin/id375938550?mt=8&ign-mpt=uo%253D4


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Mobileap

pshaveb

eenmost

ly

consum

erfacing

andprov

idedlittle

if

anyvaluetowine

ries.In20

11thatwi

ll

turn(hec

k,theyneedtom

akemoney

).

Wineapp

swillbeco

memoresocia

lin

2011.


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Wishing that

Apple and other

App stores would

stop featuring

useless wine apps

and giving poor

customerexperience to

consumers who

choose todownload them!


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Label Image Recognition


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Image RecognitionImagine a world where you

can take a pic of a labeland it returns informationabout the wine. Sounds likescience fiction? Almost.

The industry doesnt use UPCcodes well either we dontchange from vintage tovintage or we dont includethem at all.

Sorting through images isridiculously HARD


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ridiculously HARD.

A Good Start...


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We predict that you will see wine label scanning tools get to

65% in 2011. Wine apps are sick of dirty data or data that are

only used to drive traffic to other peoples sites. Expect to see

more attention on wine data from the tech sector in 2011.


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That wineries would understand the importance of

organizing their wine data for success of their brand

online. This will help when image recognitionbecomes more prevalent.


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QR Codes

QR Codes


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Q

Yes, I really work!

Quick Response (QR) codesare two dimensional matrixbarcodes that allow differenttypes of data to beembedded within them. Themost common use is to embeda URL that can be resolvedand loaded in a web browserwhen the code is scanned.


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The proliferation of smartphones equipped with cameras

and applications capable of

scanning and interpreting the

data within QR codes is driving

the adoption


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QR codes will gain asignificant foothold in thewine industry in 2011 withmany wineries printingthem on back labels andmarketing materials.

However, they should beseen as a least-common-denominator solution andjust one part of an overall

strategy for connectingconsumers in thephysical/product worldwith their digital brand

experience.

Wineries must carefully consider their

implementation of QR codes especially when


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implementation of QR codes, especially when

printing them on labels, since they become a

permanent part of their packaging and ultimatelyreflect back on their brand. Since wine is a long tail

product, wineries should ensure that they have

control over the QR code resolution process.


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Social Gaming (yes again)

Soc


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cialGam

ingPlatform

s

HeardofFarm

ville?

Foursqu

are?Scvngr?

Well if you havent, here are a few stats


124/157

that might blow your mind:


125/157

Still think its aFAD?

In the words of Brian Solis:


126/157

We think its far from a fad, it isactually a new form of engagementthat has yet to enter the wine

category


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The social gamingoutlets will improve thelevel of engagement

opportunities winerieswill have with their

consumers as well asgive a clear indication

of consumer purchasingpatterns. This will all startwith the launch of the

first social game for ourindustry, VinPass.

Prediction


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That wineries would ignore the

word game and translate itto engagement marketing.


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Critics Embrace Digital


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VS.

For some reason over the last two years

there has been a giant rift between

traditional wine critics and bloggers (eg -

htt ://bit l /dZoiWm
http://www.sfgate.com/cgi-bin/blogs/wine/detail?entry_id=59370http://www.sfgate.com/cgi-bin/blogs/wine/detail?entry_id=59370


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Some key professional writers haveunderstood that the marriage of

digital and treating bloggers notas a competitors but as partnerselevates their content awarenessand personal brand.

ng
http://www.lesliesbrocco.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/


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Am

ong

theB

est

Jancis Robinson Leslie Sbroco Jon Bonne Gary Vaynerchuk

Natalie Maclean Lewis Perdue Steve Heimoff Bill Daley

Eric Arnold Cyril Penn

re ictio
http://www.jancisrobinson.com/http://www.lesliesbrocco.com/http://www.lesliesbrocco.com/http://www.lesliesbrocco.com/http://www.lesliesbrocco.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://tv.winelibrary.com/http://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storygalleryhttp://www.chicagotribune.com/features/tribu/chi-bill-daley-gallery,0,5116815.storyg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