“There are just too damn many apps on our phones already [and] I firmly believe the technology is going to have an impact,,” explains Peter about the future of the wine industry, owner/partner and master sommelier from the well-respected San Francisco’s Ferry Plaza Wine Merchant.
With the recent studies published surrounding how millennials are influencing the wine industry, the importance of finding ways to sell wine and create a more interactive experience has never been greater. Silicon Valley Bank (SVB) reports that millennials consumed 15%, and Gen X consumed 34% of all wine purchased in 2018 , and the online retail beer/liquor/wine industry increased in 2017, with wine accounting for over 60% of all sales. While brick and mortar merchants and wineries attempt to gain a higher online following and retail presence, Brit’s Wine may just have cracked the code.
Brit’s Wine, which launched its newest product in 2019, essentially connects wineries and retailers to consumers during wine tasting events at time of taste, so that even if they don’t purchase a specific wine or sign up for the wine club at the time of event, preference data and consumer info is readily available for the brand to connect after the tasting. Through participating in the app, the consumer voluntarily gives their information- name, and email- so that the winery has the ability to accurately understand preferences and reach out to individual consumers in the future. Also in the app is a swipeable selection of wines to either match, pass, or order, which allows consumers a recognizable motion on an app platform while also allowing for more orders to be easily placed, strengthening many brands direct-to-consumer programs.
“We're giving an access point for marketers to provide a tool so people can swipe on the wines, essentially a digital tasting list or a digital menu,” Brit Campbell, founder of Brit’s Wine, describes. In the world of digital marketing, having consumer data and therefore the ability to market relevant content is vital, and Brit’s Wine allows for both. The acquisition of consumer data, accurate preferences, and the ability to connect consumers to wineries and marketplaces through real-time interactions at time of taste is what the wine industry has been missing, and what sets apart Brit’s Wine from all other software solutions. “And the best part, consumers LOVE it. In fact, we surveyed 100 millennial and gen-x wine drinkers and 98% said they would prefer their favorite wineries and retailers to market to them on the basis of wine they tried and liked, but did not buy.” Says Brit.
This, however, raises questions about security and privacy of the consumers. When discussing the online wine industry with Britney, Peter asks some fundamental questions like “who's funding this? Where does this data go? Oh who benefits from it? How is it shared? How is consumer privacy protected there?” Brit’s wine does not sell private information to third parties, and uses all collected data to market more efficiently, only sending relevant information to consumers, and allowing wineries to better understand their guests and their preferences. In addition, consumers opt in to the tasting experience through the app.
While there is an oppportunity for millennials and gen X-ers to dominate and influence the wine industry, there needs to be more efficient ways of providing information and points of sale to benefit the rapidly changing industry- and that’s how Brit’s Wine fills the market gap. These segments want experience and a digital backdoor to “life hacks”, according to Rob Millian from the SVB.
Brit’s Wine: https://www.britswine.com/