Skip to content

WineGlass Marketing


Looking Through The Glass


Recent Blog Posts

Blog Categories
Susan DeMatei
June 21, 2012 | Analytics, Social Media Marketing | Susan DeMatei



We all dream of knowing our wine customer better.


I was struck at the Ship Compliant conference last Thursday how lucky we are in the wine industry to have such a high caliber of focused, vertical channel technology partners.  When I was direct marketing other verticals, (cars, semiconductors, PCs, cellular service,) we didn’t have the luxury of technology built around our business from the ground up.  You bought a solution and then spent thousands of man-hours and consultants customizing it for you.  (Which was good, now that I think of it, because it kept me employed).


Selling wine directly is complicated, to be sure.  Besides other vices, (think guns or cigarettes,) I can’t think of another industry with more regulations, state idiosyncrasies or just straight taboos on how to promote, ship, price, distribute or brand a product.  And, since table wine consumption in the U.S. has grown every year since its uninterrupted climb began in 1994  it makes sense that technology companies would pounce upon a growing niche market where they can reduce some of the barriers and provide value.

We all see the ultimate end of the proverbial technology rainbow; synchronized databases where we have a 360 degree view of our customer, and every time we bump into them in any channel we start the conversation, or respond warmly, with personal, insightful, and relevant discussion.

The awareness and commitment is there by us, the marketers.  Consider the following statistics on IT and analytics investment by marketing organizations in the US.

So we’re investing in it, but the Wine Industry is tragically unhappy in this area.  In the study conducted by the Stanford Graduate School of Business, Napa Valley Vintners and MKF Group, data collection was the #1 frustration of all wineries, regardless of systems, size or tenure in attempting DTC sales.  The main challenges sited were system integration and outdated systems, with the quality of the systems rated equally bad for customized out-of-the box versus purchased from our vertical channel partners.

So, if we have the will and the way, why are we so unhappy?  Why aren’t we complimenting Wine Club member Bob (who we know has a LTV of $7,687) on his new cellar at his home in Florida and asking him how he’s handling his extensive magnum collection on Twitter?

I submit it is a combination of the following:

Lack of Senior Understanding/Support

Most of the winery executives came through the three-tier system – as they should since it is 89% of the volume and 98% of sales of the industry.  But the four P’s of Trade Marketing are hella different than that of DTC, and to explain to a CMO, CEO or CIO what is needed for distribution, packaging, pricing and promotions in our little corner of the world often falls on deaf ears.  So, essentially, to completely parallel marketing for 2% of sales, sometimes isn’t viable.   And, couple that with the fact that DTC is hard stuff, which takes time and systems and long turn around, versus a quick pallet sale at Costco.  If management doesn’t understand the stress it puts on your organization and back you all the way, it is difficult to integrate into a company’s culture.

Scattered staffing and difficult P&L management.

Name another company that may be comprised of 5 people with agricultural background, one accounting/business person, a handful of party/planners/entertainers, a few remote on-the-road sales people and maybe an admin.  To be successful at each job, everyone at a winery needs to be unique and focused on his or her, weird, fragmented world.  If the above is true, and everyone needs to be on the CRM bandwagon – this is easier said than done.

Our partners have scalability problems as well. 

Besides our friends at Ship Compliant, I can’t think of another vendor that doesn’t have to compete in our small pond.  It is difficult technically, not to mention fiscally unfeasible to integrate with every possible combination for the 3 wineries that may have that need.  We like the choices, but unless we all synchronize and consolidate, we have to deal with the capitalist world we live in.

Poor training and documentation. 

There is really no excuse for this one except that folks in the wine industry wear many hats and it slips through the cracks.  But a requirements phase, where you get agreement on what you need, and then habitual and repeated training, a manual or documentation and clear support is crucial to any adoption of a data collection system.

I’m sure there are more now, and just soon as we resolve one of the above another challenge will present itself (like, capturing new channels like social media anyone?)

But that’s what makes this job interesting.  Just be happy that at the end of they day you’re surrounded by good wine to soothe your frustrations.  Cheers!

1CMO Council 2011: State of Marketing. Amounts shown in US dollars.

2Maverick Research: Marketing Is the New IT-Buying Powerhouse. Gartner, October 2011.

3IBM Management Development Institute

4Christine Moorman, “Spending on marketing analytics.” CMO Insights. March 2012.


FranTug's Gravatar
@ May 31, 2019 at 1:19 AM
Prostate Fexofenadine Steriods Cephalexin Viagra Versand Vergleich Viagracanada generic cialis overnight delivery Sildalis For Sale Online Pharmacy

FranTug's Gravatar
@ Jun 6, 2019 at 11:40 PM
Protonix canadian cialis Cialis 10 Mg Vademecum

FranTug's Gravatar
@ Jun 30, 2019 at 10:22 PM
Zithromax Online No Prescription Effet Du Viagra generic cialis overnight delivery Buy Generic Levitra From India Online Propecia Cure Treat Itch Itching Online No Scrip Cialis

FranTug's Gravatar
@ Jul 17, 2019 at 5:29 AM
Tretinac Kaufen Propecia Frau Acheter Cialis A Andorre indicaciones de propecia Order Shipped Ups Dutasteride Tridesun Free Doctor Consultation Milan Viagra Natural Herbolario

FranTug's Gravatar
@ Jul 25, 2019 at 1:10 AM
Strep Throat Of Amoxicillin Forum Levitra In Osterreich Rezeptfrei Como Conseguir Viagra En Madrid online pharmacy Acheter Du Levitra En France Cheap Plavix

StevButt's Gravatar
@ Oct 8, 2019 at 2:01 AM
Cialis 5 Mg Posologia Priligy Usa Approbation Cialis Apotheke Ohne Rezept viagra Mumbai Viagra Avec Ou Sans Prescription

KelimmokS's Gravatar
@ Jan 20, 2020 at 9:50 PM
Orlistat 60mg - cialis prices Cialis Sin Receta En Farmacia Buy Cialis Manly 100mg Review

Matbito's Gravatar
@ Jan 27, 2020 at 10:54 AM
Buy Cipro In Canada - Buy Cialis Propecia Presentacion Buy Cialis Baby Medicine Amoxicillin

StevButt's Gravatar
@ Jan 27, 2020 at 11:23 PM
Comment Utiliser Clomid - Buy Cialis Cialis 5 Mg Foglio Illustrativo Buy Cialis Tadalis Sx Soft Viagra Cheap

StevButt's Gravatar
@ Jan 30, 2020 at 5:48 AM
Lamisil Tablets From India - cialis tablets for sale Keflex Swelling cialis Zithromax And Bronchitis

Jancoal's Gravatar
@ Apr 11, 2020 at 10:53 AM
Cialis Marche Pas cheap generic cialis Where Can I Buy Misoprostol Cytotec Cialis Images De Comprimes Amoxil

Wkvpfa x's Gravatar
Wkvpfa x
@ May 2, 2020 at 8:02 PM
Ctkgbz grhzjt Generic viagra cheap

Cost viagra's Gravatar
Cost viagra
@ May 4, 2020 at 9:53 PM
Mzbzvz cadzpx online generic viagra Lowest price for viagra

Free viagra's Gravatar
Free viagra
@ May 5, 2020 at 7:52 PM
Dtjagz owjpsv sildenafil Buy cheap viagra online

Canadian viagra 50mg's Gravatar
Canadian viagra 50mg
@ May 6, 2020 at 1:47 PM
Vprvmu kdpzxh Buy pfizer viagra online Viagra in usa

Buy viagra with discount's Gravatar
Buy viagra with discount
@ May 7, 2020 at 1:59 PM
Stiwjl qirvex Real viagra pharmacy prescription Lowest price for viagra

Order viagra usa's Gravatar
Order viagra usa
@ May 8, 2020 at 6:03 AM
Owahcs yzlqpf Viagra mail order usa Canadian healthcare viagra

Us viagra's Gravatar
Us viagra
@ May 9, 2020 at 12:02 AM
Ltczkn vjnvki Buy viagra cheap Get viagra fast

Levitra vs viagra's Gravatar
Levitra vs viagra
@ May 10, 2020 at 6:06 PM
Ooahrh qpbexm Viagra approved Canadian generic viagra online

Levitra or viagra's Gravatar
Levitra or viagra
@ May 12, 2020 at 7:48 AM
Wzbepw dyhrdw buy generic silandifil Free trial of viagra

EstherPaumb's Gravatar
@ May 13, 2020 at 1:30 AM
Zrjnhn xqyfgm sildenafil citrate online Get viagra

EstherPaumb's Gravatar
@ May 14, 2020 at 1:21 AM
Bozhgf wbkiwb Viagra 50 mg Buy viagra no prescription

top ed pills's Gravatar
top ed pills
@ May 22, 2020 at 7:42 PM
Mmmwcv ogrboy cheap ed pills cheap erectile dysfunction

cheapest ed pills's Gravatar
cheapest ed pills
@ May 28, 2020 at 8:43 AM
Ltpmma gvswmy ed meds online without doctor prescription ed meds

ed meds online without doctor prescription's Gravatar
ed meds online without doctor prescription
@ May 30, 2020 at 3:41 PM
Nvwiop pstjls buy cialis online safely best erectile dysfunction pills

EstherPaumb's Gravatar
@ Jun 1, 2020 at 2:50 PM
Zzyufl ujcnwz viagra online Viagra mail order us

Commenting has been turned off.

Sign Up For Insider Info

Enter your email address to receive notifications of new blog posts.

Blog Sign Up

Leave this field blank: