vana koutsomitis, vinobyvana - dmx dublin 2016

Marketing VinobyVana after my experience on The Apprentice PRESENTATION: DMX DIGITAL CONFERENCE

March 9, 2016

What is the product? ◦ AROMATIZED WINE PRODUCT

Our wine is mixed with natural flavours, making for a refreshing, innovative drink;

◦ LOW CALORIE Most glasses of white wine are 135 calories, while reds are on average 150 calories. We have less than 100 calories per glass;

◦ AN APERITIF-STYLE DRINK Our flavoured wine is comparable to an aperitif. It works well on ice and can be mixed with spirits or sparkling water for an enhanced experience;

◦ LOW ALCOHOL We have formulated VinobyVana to have only 8% ABV

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Timing • Using Reality TV exposure to market a

product • I wanted to bring something new to the UK market

• I filmed the Apprentice from April – June 2015 and it aired Sep – Dec 2015

• 8-10 million viewers per week

• 20k followers on Twitter

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The challenges

◦ Breaking into a crowded market

◦ Wine is a very traditional industry

◦ Using media exposure and social media channels to market the product

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What’s our market? • Focused on the UK market

◦Sales of rose currently worth £646 million in Britain

◦Sales of rose have risen by 10% in past decade in the UK

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Breaking the mould

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• Wine industry is hundreds of years old • It is very traditional

• We want to make wine accessible • Wine shouldn’t be scary or intimidating

• How we are engaging with millennials

Our competition Direct and Implicit competitors focusing on flavored beverages

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Marketing approach Branding

•Our bottle is young, hip and fresh

Social Media

•Engage with wine bloggers, such as Winerist, to create content around the product

•Utilise #vinobyvana to encourage virality

•Monthly, we conduct competitions to engage our users and provide giveaways

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Choosing partners Crucial marketing decision

•Keeping brand integrity

•Speed and efficiency

Focus on innovation and entrepreneurship

•Aligning ourselves with big brands

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Major press achieved

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Daily Mail, Online Cosmopolitan, Print

Woman & Home, Print

Staying relevant

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Follow me on Twitter

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My handle is :

@vana_cristina