Wine Online

Presented by:
Paul Mabray, CEO of VinTank

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Who am I?

Chief Strategy Officer at

VinTank.com

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Who am I?

We wrote a few wine

technology reports
including the giant tome
about wine and social
media.

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 History of Wine Online

Image source: http://www.dorlingkindersley-uk.co.uk/nf/ClipArt/Image/0,,239020_1583891_,00.html

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 THE BBS

Image Source: http://en.wikipedia.org/wiki/Bulletin_board_system

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The Pioneers

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 The Dot Com GoldRush

• Evineyard.com
• WineTasting.com
• Eskye.com
• BevAccess.com
• And many, many, many more

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Ending in 1

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Systems Gold Rush

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 2005 - Granholm Vs Heald

Image Source - http://www.thedailygreen.com/cm/thedailygreen/images/1F/supreme-court-blog.jpg

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 And a new boom begins
• Online Business to Business companies
(Direct to Trade)
• New types of e-tailers
• Bloggers
• Marketing Agents
• Wine Social Networks
• CRM Systems
• Mobile
• Flash Sales Sites

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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/
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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/
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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/
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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/
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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/
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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/
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 Change

Image Sources: http://steeez.com/wp-content/uploads/2008/11/internet.jpg; Google.com; Amazon.com; Facebook.com; Blogger.com;

Twitter.com: http://www.apple.com/iphone/gallery/ 18
 Disruption

In wine and in general we are witnessing a

fundamental shift in communication and
commerce.

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Friction

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VinTank Information Graphics Long Tail

+ $700 WINE
$600 INDUSTRY PRICE
$500 At eost, sequiatestia
apit dis as diti cor
$400
auditatus apiendae
$300

$200

$150

$120
POPULARITY $100
At eost, sequiatestia
$80
apit dis as diti cor
auditatus apiendae $60

$40
$20
$18
GROWTH CONSTRAINT $16
EXAMPLE
$14
$10 $10 $11 $12 INDUSTRY PRICE
At eost, sequiatestia
apit dis as diti cor
auditatus apiendae

- PRODUCTS +
At eost, sequiatestia apit dis as diti
cor auditatus apiendae

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2
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ADDRESS: 1250 Main Street Suite #270 Napa, CA 94559 · PHONE: 800.605.8265 · WEB: vintank.com · EMAIL: info@vintank.com · TWITTER: twitter.com/vintank · FACEBOOK: http://bit.ly/14R1mf
Data Friction
 Regulatory Friction

Our laws were written over 70 years ago

with no concept of the internet (or even
credit cards).
50 different sets of rules.
Rules that impact not only sales, but
logistics, marketing, et al

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 Logistical Friction

Wine is a physical product.

Wine is perishable.
Wine is heavy.
Wine is breakable.
Wine requires extra delivery diligence.

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 Consumer Friction

Wine is complicated.
Instant gratification.
No site services consumers with enough
choice, price, nor content . . . Yet.

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 Wine Blogs

• About 30,000
reviewed by
‘professional’
reviewers
• There are over 1000
dedicated wine blogs
• Where is your expert
voice?
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Outside of wine social networks

Monthly
Weekly Avg.
Daily Avg.

Apr‐09 May‐09 Jun‐09 Jul‐09 Aug‐09 Sep‐09 Oct‐09

Monthly 401,132 402,834 460,667 524,776 618,914 703,377 863,956
Weekly Avg. 89,140 89,519 102,370 116,617 137,536 156,306 191,990
Daily Avg. 13,371 12,995 15,356 16,928 19,965
Total Social Media Wine Conversations  23,446 27,870

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 Wine Industry Conversation Platforms

40+
80+
200+

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 Wine Industry Conversation Platforms

40+ – Wine Social Networks

50+ – Wine iPhone Apps
200+ – Wine Portals

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 Best Wine Social Networks

The highest concentration of oenophiles.

86,000+ Users 50,000+ Users

1,000,000 Tasting 32,000+ Tasting

Notes Notes

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 Through the looking glass

CopyRight
Walt Disney
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User Centric

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Customers Recommend Brands

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A new expert – the masses

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A new expert – the masses

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VinTank Information Graphics CRM Challenge

POS FULFILLMENT
1. Touch Point Frequency <90 Miles 1. Touch Point Frequency <90 Miles
2. Touch Point Frequency >90 Miles 2. Touch Point Frequency >90 Miles
3. % of Total Revenue 3. % of Total Revenue

E-COMMERCE COMPLIANCE
1. Touch Point Frequency <90 Miles 1. Touch Point Frequency <90 Miles
2. Touch Point Frequency >90 Miles 2. Touch Point Frequency >90 Miles
3. % of Total Revenue 3. % of Total Revenue

CRM
MARKETING SOCIAL NETWORK
1. Touch Point Frequency <90 Miles 1. Touch Point Frequency <90 Miles
2. Touch Point Frequency >90 Miles 2. Touch Point Frequency >90 Miles
3. % of Total Revenue 3. % of Total Revenue

WINE CLUB EMAIL

1. Touch Point Frequency <90 Miles 1. Touch Point Frequency <90 Miles
2. Touch Point Frequency >90 Miles 2. Touch Point Frequency >90 Miles
3. % of Total Revenue 3. % of Total Revenue

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Natibus consed qui suntiis secuptatur acestrume nusaectemod quatendit, optatemqui aboribus as doluptiam inciliquam.
2
Il moluptatibus aut eos dem. Nobitatur sa plit dolora id quiasit atur reiciet provita voluptas accuscia quis alis nonsequi ulla solupta.

ADDRESS: 1250 Main Street Suite #270 Napa, CA 94559 · PHONE: 800.605.8265 · WEB: vintank.com · EMAIL: info@vintank.com · TWITTER: twitter.com/vintank · FACEBOOK: http://bit.ly/14R1mf
 Ce-web-erties
• Gary Vay-ner-chuck
• 850,000 followers on
Twitter
• Nearly 90,000 viewers
per day of his vlog,
Wine Library TV
• Million dollar book deal
• NYTimes,
Amazon.com
bestseller
• $80 million retail, at
least 30% online
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Platforms to build Ce-web-erties

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Platforms to build Ce-web-erties

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Platforms to build Ce-web-erties

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Brand + Consumer Connection

Pinotblogger.com aka
Capozzi
Now, nearly 5,000
Twitter followers
• Up 3x since May
Over 1200 mailing list
names

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Connecting Digitally

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Mobile = POP influencer

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CRM Slide

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E-tailers as marketing vehicles

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Augmented Reality – It’s Here

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Augmented Reality – It’s Here

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Imagine Augmented Wine

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How will you leverage online?

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