By Ryan Opaz and Giampiero Nadali. Go direct. Wineries, specially the smallest ones, have a great opportunity to open new sales channels through the direct contact with consumers. Personally and through wine social media. You'll find some ideas inside. [This is the presentation we held at Wine Business Innovation Summit 2014, Münich, on Jan. 19th]

1. selling via the consumer
not the middlemen
ryan opaz ~ giampiero nadali

2. the norm
winery
importer/
distributor
retailer
then eventually we get to the consumer

3. the gate keepers
these guys are telling the first 3 tiers what to buy/make
they are the „taste makers‟

4. experiment(s)

5. test case #1

7. the midwest gives you more
bang for your buck
$$$$
$

8. dinners, tastings,
explorations
in second tier markets

9. one rule: Portugal First

10. the goal
wineries
consumers
retailers/resta
urants

11. consumers
talking to
importers
retailers
restaurants

12. we were also selling
ourselves to Portugal

13. •
Website: portuguesewineinvasion.com
•
T-shirts
•
Tchotkes
•
Sardines
•
Posters

14. results
all wineries were approached to sell wine in at least 1 market we visited
all wineries stated that the trip was very useful in helping them to
understand the US market better
at least 2 gained new importers in the USA
3 wineries are selling wines in markets we visited through new
distributors
Most wineries are still in negotiations with others
all have said they would repeat the trip if offered to new markets

15. costs
•
Our fee + flights + shipping of wines + food + hotel +
local and remote PR
•
future: + % of wine sales
•
average cost per winery: 5000€ +/-

16. “It beat my expectations.”
– Pedro Pintão, Poças Port Wine

17. test case #2

18. •
in 2012 we brought some wine bloggers to visit Etna wine
region, Sicily
•
one of them, a NYC resident, was able to find contacts
among some importers
•
1 winery got a new importer, 2 are in negotiations

19. smart winegrowers
go direct
test case #3

20. Crociani (Tuscany)
Sfriso (Veneto)
•
They sell directly at the winery
•
They don‟t send samples to wine guides or
journalists, they don‟t sell to trade
•
They organize regular meetings with consumers in
Europe: at their homes, restaurants, etc.
•
They use word-of-mouth and wine social networks
•
They sell wines directly at the event
•
When possible, they sell online

21. take a ways
•
market specific action/event
•
you need an advocate for the wineries/region/place
•
you can‟t hard sell
•
you need a message beyond wine

22. Exporting wines
•
if you are a small winery you can‟t play at the same
game of bigger guys
•
it‟s a matter of size:
•
volumes to sell (fewer bottles)
•
prices level to defend (higher)
•
marketing efforts (low capacity)

23. Exporting wines
•
if you are a small winery you can‟t play at the same game
of bigger guys
•
it‟s a matter of opportunity:
•
you need (more) dedicated sales channels and
organizations
•
you need more specialized trade to address channels
usually preferred by your potential customers
•
you need to start from the beginning (consumers side),
not the end of the sales process (trade)

24. Exporting wines
•
if you are a medium/big winery you can‟t (always) play at
the same game of the other guys
•
it‟s a matter of competitive edge:
•
you need (more) dedicated sales channels and
organizations - engage their networks generating leads
and opportunities in the field
•
you need more specialized trade to address channels
usually preferred by your potential customers
•
you need to start from the beginning (consumers side),
not the end of the sales process (trade)

25. think different
•
avoid overcrowded sales channels
•
look for opportunities where (almost) nobody
(usually) goes
•
go direct to consumers

26. go direct
•
consumer takes the stage: wine social networks and
digital media help to engage consumers
•
meet consumers where
•
•
drink (wine bars, wine shops, etc.)
•
•
they eat (restaurants, steak houses, etc.)
meet (sports, entertainment, social activities, etc.)
turn on their interest, push them to talk with
retailers/distributors/importers, generate leads

27. preparing
The Italian Wine Invasion

28. thank you
ryan and giampiero
www.vrazon.com - www.giampieronadali.com