As the wine industry evolves, the worldwide eCommerce industry is changing too. Traditionally, wine consumers have been tied to the retail stores closest to their geographic location, and this has remained true even as online retail has experienced tremendous growth over the past few years. However, as the wine market continues to mature, it is becoming clear that consumers are increasingly going online to find and purchase wine.
In a world where 50% of wine is sold online, the landscape is shifting. Leading brands are opening up their own online stores, and consumers are becoming increasingly comfortable shopping for wine on the internet. What’s the best strategy for those who want to scale up?
For years, buying wine online has been easy. One click, and you’re done. But things are changing. When we write the first version of this post, we’ll focus on the challenges of selling wine online and some of the things you can do to stand out from the crowd. By the time you read this, we’ll have updated it with many more examples of what’s working and what’s not. We’ll also highlight some of the upcoming trends in the wine ecommerce space.. Read more about state of the wine industry 2020 and let us know what you think.
The one constant in the world of wine marketing is that it is always changing. As Baby Boomers aged, consumer demographics changed, and wineries sought new methods to engage with Millennials and now Generation Z. Wineries evolved, learning the ins and outs of social media as technology progressed (yet again). Wineries established virtual tasting rooms and increased eCommerce as a result of the epidemic, which interrupted business as normal. The outcome was synergy: social media lapped up by tech-savvy younger generations, while tasting room visitors of all ages found new wines online.
With enthusiastic Joe Fattorini of The Wine Show introducing Pix, a new online discovery tool, a recent WIN webinar highlighted the speed of this development. Fattorini, Pix’s Managing Director for Trade, regales audiences with tales and insights from his 20 years in the wine business while discussing how Pix can help bring people and wine together – and sell more wine.
“We began with a pretty simple concept. We know you produce and sell fantastic wines, and we know there are people who would want to purchase them. What is the best way to unite the two groups of people? That was the most important issue we had to address.”
They responded with a platform as engaging as Fattorini’s and an AI system as knowledgable as David Round MW, Head of Wine. The Drop, the platform’s online magazine, offers the entertainment. It’s chock-full of articles about wines and varietals, winemakers and wine regions, and trends like gluten-free and canned wine, with links to purchase the wines featured in the stories directly from the vineyard or via an eCommerce marketplace. Round is developing a knowledge base for difficult issues with students and sommeliers who educate the AI system on the world of wine.
“That long tail of interesting producers producing wines that you love but don’t know about yet,” Fattorini adds, “was important to us.” Pix was created to answer difficult concerns about wine in the minds of consumers.”
Fattorini asks webinar attendees why they bought their last bottle of wine. Answers included: “I was experimenting with alternative packaging and ended up buying some cans from a producer that I hadn’t tried before.” “Yesterday, I was at the beach and ended up buying a Grillo/Inzolia blend, slightly frizzante.” “I was going to dinner with the in-laws and needed something they hadn’t tried before.”
Fattorini laughs, telling the last responder, “That is a VERY important use case! I am gradually broadening my in-laws’ palates. Pix is finding ways to make even these recommendations, and we’re putting in curated selections so you (and I) can discover things we never knew to look for.”
Another issue was if there were possibilities for imported brands that couldn’t sell to consumers directly from the vineyard.
Fattorini tells them, “Absolutely.” “Absolutely. It’s a market-neutral platform that allows imported companies to interact with wine consumers directly and locate their nearest retailer.”
One final question — “So, Pix’s purpose is to serve as an ‘Ask Jeeves’ about wine to steer them to choices?”
Fattorini responds, “It’s more like Google.” “It’s free to use and free to appear on, but keyword bidding acts like a highly focused ‘fast pass,’ putting your wine in front of the individuals who are most likely to purchase it.”
To get their wines on the system, interested winemakers may go to www.pix.wine/trade and complete five easy questions. The platform is now in closed beta, with Shopify integration and WooCommerce integration in the works.
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The Wine eCommerce Landscape is changing, and it’s not just about the the rise of the internet and online shopping. Large wine retailers and distributors are re-examining their business models, consolidating their offerings, and focusing on their core strengths.. Read more about wine ecommerce platform and let us know what you think.
This article broadly covered the following related topics:
- wine ecommerce platform
- future of wine industry
- wine industry analysis
- how to sell wine from home
- wine ecommerce