using technology to win over wine consumers

Wine IndustryTechnology Symposium

June 25, 2015

Using Technology to Win Over Wine Consumers

@UncorkdMenus

Overwhelming?

21-30 31-40 41-50 51-60 61+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

26.37% 26.73% 30.77%40.00%

50.00%

47.25% 43.56% 35.58%28.46%

19.74%

26.37% 29.70% 33.65% 31.54% 30.26%

Which of the following choices do you prefer to drink most when dining out?

Wine Beer Spirits

2015 Uncorkd Survey of Alcoholic Beverage Selections in Restaurants

Technology at the Point of Influence

Influencing Consumers…On the Shelf…On the Menu

1.Using a Reserve List2.Position on List3.Glass and Pour Sizes4.Including Prices

Extrinsic Influence

Only 27% of Wine Drinkers Believe Brand is an Important Factor When Ordering a Wine


What Do Consumers Want to Make a Better

Decision When Ordering Wine in a

Restaurant?

Tasting Notes on the Menu

59%

Suggested Food & Wine Pairings

55%

Never Rarely Sometimes Most of the time Almost always

-10%

0%

10%

20%

30%

40%

50%

60%

48.79%

25.09%

18.69%

5.88%1.56%

While at a restaurant, how often do you share any part of your dining experience on social media, such as Facebook, Twitter, or Instagram?


21-30 31-40 41-50 51-60 61+0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

31.87% 32.67%38.46%

53.08%

73.03%

34.07% 33.66% 20.19%

24.62%

17.76%

21.98%26.73%

28.85%

15.38%

7.24%9.89%3.96%

9.62%6.15%

1.97%2.20% 2.97% 2.88% 0.77%

While at a restaurant, how often do you share any part of your dining experience on social media, such as Facebook, Twitter, or Instagram?

Never Rarely Sometimes Most of the time Almost always


Free Download of 2015 Uncorkd Survey of Alcoholic Beverage

Selections in Restaurants

http://www.uncorkd.biz/resources

Consumer Technology & Effectiveness

I've never used any alcohol related app

I've installed an app, but never use it

Once every few months

Once a month Once a week or more

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

85.05%

5.69% 4.98%2.31% 1.96%

How frequently do you use any type of wine, beer or alcohol re-lated app on your mobile phone?


Consumer Apps

Digital Kiosks

Delivery Apps

Beacons

Tablet Menus at the Table

On-Premise Data &

Analytics

Robert Mondavi Beacon Tour

How to Win Wine Consumers

Data

• What data can we measure?• What data is useful and actionable?

Analyze

• How can we segment our customers?• Demographic, Behavioral, Psychographic

Marketing

• Use timely and relevant messages• Drip marketing, A/B testing, engagement

Courtesy of HubSpot

Inbound Marketing Toolbox

Tell your Brand StoryCreate EngagementBuild Brand Loyalty

12,000 Orders in 48 Hours19,000,000 Views &1,500,000 Customers

Channels

Distributor

Retail

Tech & Apps

Social Media

Blogs

Reviews

Information Accessibility

Multi-Platform, Multi-Device, Multi-Channel

Food and Wine Pairings

Tasting Notes

Ratings

What Information Consumers Want

Consumers have access to information whenever and wherever they want.

When used effectively, technology can win over wine consumers.

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