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To-and-Fro
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On January 1st wecelebrated our two year
anniversary in business.
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Wine. Technology.
Its been an amazing journeytrying to merge wine and
technology.
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Wine. Technology.
And two things have proven true in the lastcouple of years: we believe the synergy between
wine and digital will move our industry forwardand we encourage wineries every day to
improve their use of technology to sell andmarket their product DTC, DTT, and in the trade.
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Our industry has
experienced two years of
turmoil and challenges
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And as a result, the often ignoreddigital channel is now increasing
in relevance to our industry every
single day.
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Wine online. We believe.
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To all the people who believe in us,
our clients, our friends, and
especially our family. Thank you forsupporting us along our two year
journey. We are so grateful to workwith you and have you part of the
VinTank family.
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*
*State of New Hampshire
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And a special nod to
Who spend their money to support our
efforts to research and manufacture
these reports.
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Weve been busy.
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We have produced:
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We have produced:
We are here, We are HERE, WE ARE HERE:
The State of Wine Industry Social Media
A report that explains the state and impact of socialmedia within the industry. This herculean labor of
love was intended to introduce and inform the wine
world on the upcoming business trends within digitalmedia, breaking down the Whos, the Whats and
the Who Cares free for the industry.
Check it out:
http://bit.ly/fZoMe5http://bit.ly/fZoMe5http://bit.ly/fZoMe5http://bit.ly/fZoMe5 -
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We have produced:
Wine on the iPhone: Whats the Best App?
A summary and analysis on all the relevant iPhone
applications for the wine industry. We searched
and pulled together applications and split them
into categories based on their capabilities,
functionality, overall performance and impact onboth the market and the consumer.
Check it out:
http://www.vintank.com/2009/11/wine-on-the-iphone-%E2%80%93-what%E2%80%99s-the-best-app/http://www.vintank.com/2009/11/wine-on-the-iphone-%E2%80%93-what%E2%80%99s-the-best-app/ -
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We have produced:
Our views on new technologies that announce
themselves to the wine industry. We do our Pulse
Reports from a winery or consumer-centric
perspective.
Check them out:
http://www.vintank.com/category/pulse-reports/http://www.vintank.com/category/pulse-reports/http://www.vintank.com/category/pulse-reports/ -
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We have produced:
Sharing our thoughts on wine and tech.
Including 3 videos from our UNFILTERED series.
You can expect this to exponentially grow in ourcontent output in 2011.
Check these out:
http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/02/twitter-voices-that-influence-our-thinking/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/02/twitter-voices-that-influence-our-thinking/http://www.vintank.com/2011/02/twitter-voices-that-influence-our-thinking/ -
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We have produced:
Unfiltered #1 with
Evan DawsonWHAM News Anchor
and Editor of the
NewYorkCorkReport.com
Unfiltered #3 withCraig WolfeWSWA President
Unfiltered #2 with
Rob McMillanFounder of the SVB WIne Division
Unfiltered #4 withBarry SchulerformerCEO of AOL and owner of
Meteor Vineyards
Watch Video
Watch Video
Watch Video
Watch Video
http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/01/unfiltered-episode-1/http://www.vintank.com/2010/01/unfiltered-episode-1/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2010/05/unfiltered-episode-002/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2011/02/unfiltered-the-video-series-4-part-1-of-3/http://www.vintank.com/2010/01/unfiltered-episode-1/http://www.vintank.com/2010/01/unfiltered-episode-1/ -
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We will produce:
We will be generating more content including:
Frequent blog posts and Pulse Reports on topics we
see that are important to the industry and make a
technological impact. We have also confirmed thefollowing for our Unfiltered Video Series:
Jennifer LeggioMichael Brito
Aaron StroutJancis Robinson
Meg MakerRandall Grahm
and more....
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All FREE to help wineries
and consumers
understand theintersection between
wine and digital
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We also have mad love for
other firms who create oraggregate FREE content
and insight to help wineries.
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We also have mad love for
other firms who create oraggregate FREE content
nd insight to help wineries.
paulrickett.wordpress.com
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Speaking of freelove,
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http://www.cruvee.com/http://www.cruvee.com/ -
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The only social media monitoringservice tailored EXCLUSIVELY for
the wine industry.
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Measured over 128 million conversationsto distill to 13 million wine conversations
Profiled over 3 million online wineconsumers
FREE if you participate in
yourwineyourway.com Revenue model yearly subscriptions orfees for cleaning wine data
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Measured over x conversations todistill to y wine conversations
Profiled over 3 million online wineconsumers
FREE if you participate in
yourwineyourway.com Revenue model yearly subscriptions
or fees for cleaning wine data
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Measured over x conversations todistill to y wine conversations
Profiled over 3 million online wineconsumers
FREE if you participate in
yourwineyourway.com Revenue model yearly subscriptions
or fees for cleaning wine data
Created by Cruveeforwine companies,
enabling brand control.
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Wineries can enter their
data for FREE and itsyndicates to 50 partners(and growing) with anaggregate user base of 1.4million wine consumers.One place, fifty outlets.
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ANY wine tech company can tap
into the API for FREE and without therequirement to send traffic back to
Cruvee.
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Why do they do that?
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It helps wine tech companies
focus on building BETTERsoftware and services to help
wineries SUCCEED online
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Why do they do that?
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Why do they do that?
Whats in it for me?
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Serves as a free data portal for wineries to
share normalized information and allowswineries to leverage this rich tool at no cost.
Added bonus: Data in the
platform can also be used to
enter multiple winecompetitions without having to
fill out their competition forms.
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Own your message.
Save administration
time. Present yourproduct properly and
efficiently on theinternet.
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But thats not all. Cruveehas also given us...
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Turn Fans into Customers
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Turn Fans into CustomersWineries can leverage
yourwineyourway.com for themselves.
Easy as 1.2.3.1.Put your wines in yourwineyourway.com
2.Add the FREE Facebook app that adds a
wines tab to your winerys Facebook
Fanpage with links directly to yoursite
3. Turn your Fans into Customers
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We know crowds.
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We know crowds.
Tribes.
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TasteTribes.
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The 100 point system is easy to understand but flawed. Out of the 250K
+ wines produced annually throughout the world, only 30K-40K areprofessionally reviewed.
Recommendation is the #1 catalyst for wine buying.
People adhere to Taste Tribes.Bloggers aggregate wine lovers that
match their Taste Tribe.
TasteTribes
.
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A rating system that is Binary (like it or dont).
Either the wine earns a badge based upon reviewerscriteria, or the wine doesnt, creating a taste taxonomythat recognizes that we taste differently.
Then syndicate these notes and digital neckers for FREE tohelp give people meaningful recommendations and helpe-tailers convert sales through digital merchandising ofreviews. Psst wineries can use this on their sites TOO!
Why not try Badges?
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Why will it work?
The badge data is syndicated (for FREE)
through digital distribution channels to
anyone who wants to receive and use it.
Distribution is the key to change.
Here are the pioneer bloggers who areleading the Badge initiative. Feel free to
submit your wines to them.
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Joe Roberts (aka 1 wine dude)http://www.1winedude.com/
http://www.1winedude.com/http://www.1winedude.com/ -
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Ward Kadel (aka- Dr. Xeno)http://www.winelog.net/blogs/drxeno/
http://www.winelog.net/blogs/drxeno/http://www.winelog.net/blogs/drxeno/ -
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Steve Paulo(aka Notes from the Cellar)http://notesfromthecellar.com/
http://notesfromthecellar.com/http://notesfromthecellar.com/ -
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Desperate Times Call
for Desperate Measures- Franklin Roosevelt
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A Social Experiment
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Social Commerce Experiment
Predatory Flash Sale sites were askingwineries to offer deep discounts andpay extraordinary fees while only
presenting the highest rated wines.
So we asked:
Can a major social network be used
for social commerce?
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A special thank you to our partner wineries
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A special thank you to our partner wineriesthat allow us to experiment and share the
efforts and learnings with the entire industry.
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Heres where to participate:http://on.fb.me/ec7MzM
H h t
http://on.fb.me/ec7MzMhttp://on.fb.me/ec7MzM -
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Heres what welearned:http://bit.ly/gCwpwh
http://bit.ly/gCwpwhhttp://bit.ly/gCwpwh -
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to all the winecompanies thathave participated in
this experiment!Israeli Wine Direct (www.israeliwinedirect.com)
Cornerstone Cellars (www.cornerstonecellars.com)
Ampelos Cellars (www.ampeloscellars.com)
Charnu Winery (www.charnuwinery.com)Marquee Selections (www.marquee.com)
Ortman Family Vineyards (www.ortmanwines.com)
JV Wine and Spirits (www.jvwine.com)
Robert Keenan Winery (www.keenanwinery.com)
Foris Vineyards (www.foriswine.com)
Wine Tasting (www.winetasting.com)
Bolen Family Estates (www.bolenlegacy.com)
Modus Operandi (www.moduswines.com)
James David Cellars (www.jamesdavidcellars.com)
Marita's Vineyards (www.maritasvineyard.com)
Passaggio (www.passaggiowines.com)
Twisted Oak (www.twistedoak.com)
Hanzell Vineyards (www.hanzell.com)
Bonny Doon Vineyards (www.bonnydoonvineyard.com)
alsTh
http://www.bonnydoonvineyard.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.bonnydoonvineyard.com/http://www.hanzell.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.jamesdavidcellars.com/http://www.moduswines.com/http://www.bolenlegacy.com/http://www.bonnydoonvineyard.com/http://www.hanzell.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.jamesdavidcellars.com/http://www.moduswines.com/http://www.bolenlegacy.com/http://www.bonnydoonvineyard.com/http://www.bonnydoonvineyard.com/http://www.hanzell.com/http://www.hanzell.com/http://www.twistedoak.com/http://www.twistedoak.com/http://www.passaggiowines.com/http://www.passaggiowines.com/http://www.maritasvineyard.com/http://www.maritasvineyard.com/http://www.jamesdavidcellars.com/http://www.jamesdavidcellars.com/http://www.moduswines.com/http://www.moduswines.com/http://www.bolenlegacy.com/http://www.bolenlegacy.com/http://www.winetasting.com/http://www.winetasting.com/http://www.foriswine.com/http://www.foriswine.com/http://www.keenanwinery.com/http://www.keenanwinery.com/http://www.jvwine.com/http://www.jvwine.com/http://www.ortmanwines.com/http://www.ortmanwines.com/http://www.marquee.com/http://www.marquee.com/http://www.charnuwinery.com/http://www.charnuwinery.com/http://www.ampeloscellars.com/http://www.ampeloscellars.com/http://www.cornerstonecellars.com/http://www.cornerstonecellars.com/http://www.israeliwinedirect.com/http://www.israeliwinedirect.com/http://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.winethropology.com/2010/10/best-idea-to-come-along-in-long-time.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.htmlhttp://www.wellesleywinepress.com/2011/02/facebook-group-deals-from-vines.html 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Ifyo
ulike
wine
dea
andyou
areo
n
Face
bookth
isone
may
befo
ryou
!-Ro
bertDwy
er
Crazy-smartwinebizinnovatorsVinTank,
havesuccessfullylaunchedanewrouteon
theDirectToConsumer(DTC)superhighway
withtheirDealsfromtheVines onFacebookGroup
-Dr.Xeno
TheBestIdeaTo
ComeAlongInALong
Time
-Winethropology
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8/7/2019 To and Fro from VinTank
62/157
Law and Order
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8/7/2019 To and Fro from VinTank
63/157
HR 5034 &Craig WolfHR 5034 is the first realthreat to direct shipping
weve seen since 2005.
VinTank stands forwineries. VinTank stands
for direct shipping. Wedecided to challenge
the issue head on (theWSWA) in a fun andintelligent way.
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8/7/2019 To and Fro from VinTank
64/157
Thus we made Craig Wolf a muppet, used his quotes, and challenged his logic:http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/
Craig Wolf enjoyed the Tosh 2.0 version of his perspective and granted us areal interview to discuss the issue. The transcript can be found here and isINCREDIBLY important to read if direct shipping is at all important to you: http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/
C t ti
http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2011/01/inherit-the-wind-the-real-interview-with-craig-wolf/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/http://www.vintank.com/2010/11/unfiltered-3-craig-wolf-and-hr5034/ -
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ConstructiveDiscourse
& Revelation
A great summary of the article by Eric Arnold can be found here:
http://bit.ly/fOdWSB
PS one of the mostinteresting disclosures was
the potential partnership
between Shipcompliantand the WSWA which
raised more questions than
answers: http://bit.ly/hnrsjj
http://bit.ly/hnrsjjhttp://bit.ly/hnrsjjhttp://bit.ly/hnrsjjhttp://blogs.forbes.com/ericarnold/2011/01/13/good-conversation/http://blogs.forbes.com/ericarnold/2011/01/13/good-conversation/ -
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Transparency on the web
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VinTank challenged thedata Snooth represented
as facts with the intentionto surface the reality of#s that affectadvertising rates, data
usage, and more withthe intention to givewineries better context
for making businessdecisions.
Our post here: http://
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p p //bit.ly/et4t6P - what wediscovered was that the
math didnt add up anddata that wineries gaveSnooth was being usedto increase their SEO to
outrank or rank incrediblyhigh up in search resultswith messaging that is
not an accuraterepresentation of the SEOresults.
http://www.vintank.com/2011/01/the-truth-about-snooth-data/http://www.vintank.com/2011/01/the-truth-about-snooth-data/http://www.vintank.com/2011/01/the-truth-about-snooth-data/http://www.vintank.com/2011/01/the-truth-about-snooth-data/ -
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As a result of the exercisewe uncovered a hugeproblem withauthenticity too: winetech pioneer, Eric LeVine,
and his renowned site,CellarTracker, appearedto be scraped to powerSnooths database:
http://bit.ly/gkeZla
http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/http://www.vintank.com/2011/01/is-snooth-scraping-data-from-cellartracker/ -
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The new web is about TRUE
transparency
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Sneak Peek
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Sneak peek
The following slidesrepresent cool projectsthat are coming down
the pipeline fromVinTank. Things thatexcite us to the nthdegree.
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Share the LOVE
http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/http://www.ecolovewines.com/ -
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Owners two African-
American women, onemillennial, one Gen X, first
CarboNZero winery in the
world, presenting New Zealand
Sauvignon Blanc and Riesling
for everyday enjoyment.
Launching an integrated
campaign with an iPhone app
(Share the Love) and
Facebook/Twitter marketing
focus that will create a true
pay it forward campaign.
Do good deeds, earn rewards.
Share the LOVE
First ever augmented
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greality launch for a wine.
Random do-gooders will have theeco.love owners show up at their doorwith a gift of wine and a flipcam to
share and celebrate their good deeds.
http://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-webhttp://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-web -
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A lot of small deeds addup to big changes. Whydont you share the love?
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iPhone App Report 2.0
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We analyzed over 450 iPhone wine
related apps that add up to over$884.19
Believe us, theres an app for that...
PalatePress.com will publish our
evaluation...be on the look out for it!
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Our Next Big Report!
It will come...It will COME...ITWILL COME!
Tentatively titled Crash!
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Tentatively titled Crash!The report about the intersection of wine and digital
will include:
Wine
&dataMobile, mobile, mobile.
Thehistoryofwine
online
realchallenge
swithwineonline
EB
ITDA
Channel
SalesReturn
Socia
l,socia
l,socia
l.
CRM
Tentatively titled Crash!
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Tentatively titled Crash!The report about the intersection of wine and digital
will include:
Wine
&dataMobile, mobile, mobile.
Thehistoryofwine
online
realchallenge
swithwineonline
EB
ITDA
Channel
SalesReturn
Socia
l,socia
l,socia
l.
CRM
OMINOON
APRIL 2011
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Social Gaming
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Engagement throughSocial Gaming for wine?
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The new EVOLUTION
There existed a huge hole in
execution of quality customerengagement through digital.
We believe in social gamingas a new, relevant andimproved type of
engagement.Wine tasting note, social, anddecision support platformswere looking for better waysto service wine companies.
COMING
APRIL 2011
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VinPass is the firstCROSS PLATFORMsocial game that
engages andrewards consumersfor tasting andrecording their
wine experience.
a
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arlyAdopter
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2011 Predictions
Part of what we do is look
-
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Some insi ht
Part of what we do is lookforward to what is next in thewine/tech ecosphere. The
challenges with makingstatements about the future ofwine and tech is our industrysvery slow adoption rate.
So we often have to tempertrends affecting othersegments online with what wethink is possible in the wine
industry.
Here is what we think is in storefor 2011 for wine.
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E-commerce
The recession forced many wineries to rethink their strategiesas related to channel focus. Many have shifted to prioritizing
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DTC business, with e-commerce of highest value.
Wine e-commerce is becoming easier due to the interstate
challenges settling down, platform sophistication, andmarket understanding.
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Wine e-commerce provides the HIGHEST return towardsEBITDA vs. any other direct channel.
The second sale from a consumer after they return home isfar more important than the first sale at the winery.
Wine e-commerce is the fastest growing DTC channel for
wineries.
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Prediction!
This focus will continue to grow and many wineries, even thelargest enterprise wineries, will see tremendous growth in thechannel and will reinvest for greater returns. Expect bettercustomer service, more innovative marketing and promotionalactivities, and interesting spins on winery direct e-commerce.
Our Wish
-
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Our Wish. . .
-
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Social Media
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A bottle of wine begs to be shared; I havenever met a miserly wine lover.
- Clifton Fadiman
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There is no stopping the tsunami that is socialmedia. Our industry is one of the most active
as a percentage of the whole in social media.
ChrisCarfi
EvanD
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CarfiDawson
BarrySchuler
HardyWallace
Catherine
Davis
Chris
EdwardsMeg
Maker
JoeRoberts Aaro
n
Strout
Brian
Solis
50% of US wineries (3000+) will
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( )
be participating in social media
in some capacity (blogs, Twitter,
Facebook, Linkedin, other).
10% of US wineries (600+) will
become proficient in 2011 in
leveraging the medium forincreased branding, customer
engagement, customer service,
customer acquisition, PR, and
more.
0.25% (15) will start basic SCRM
(Social CRM).
Our Wish
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Our Wish. . .
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Flash Sales
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Several were incredibly honest and legitimate outlets for overstocked inventories,including:
Other emerging outlets seem promising: gilt.com, ruelala.com and lot18.com.
The excess of super-scoring wines (over 90 by any of the major publications) is dryingup. The 4 + 3 will capture the lions share of any wine inventory in this segment of thewine business.
The American consumer has drastically changed buying habits and will perpetuate
services like this. How do Flash sales build image in a luxury category?
Prediction:
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The implosion of wine flash sales will start in 2011.
Some companies will emerge just to service this
new channel (like http://www.preston-layne.com/& http://www.newmanwineandspirits.com/).
Our Wish
http://www.newmanwineandspirits.com/http://www.newmanwineandspirits.com/http://www.preston-layne.com/http://www.preston-layne.com/ -
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Our Wish...
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Social Commerce
Social Commerce
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Groupon, livingsocial.com and
buywithme.com are just a few.
Group buying has started and nowthat the genie is out of the bottle,
how will commerce and social
intersect?
-photo courtesy redant.com
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We will see a wine social commerce platform
emerge in 2011. Some wineries might evenexperiment with it (kudos to ChateauMontelena here for trying a version of it -http://bit.ly/fvidrU)
http://www.montelena.com/news/winerynews/clubshare/http://www.montelena.com/news/winerynews/clubshare/http://www.montelena.com/news/winerynews/clubshare/ -
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Mobile...Mobile...Mobile
ur
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2011, thanks to the incredibleadoption and selection ofsmart phones, the notion ofmobile, mobile, mobile willfinally become a reality for thewine industry.
There are now over 450 wineapps (or apps that have winefeatures) across all mobile
platforms. Some of ourfavorites are:
HelloVino NatDecants
WSVintageCharts
Cor.kz Eco.love
Corkbin RedWhiteBoston
Wineiny
our
Pocket!
Drync
http://itunes.apple.com/us/app/drync-wine-free/id300576174?mt=8http://itunes.apple.com/us/app/drync-wine-free/id300576174?mt=8http://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-webhttp://itunes.apple.com/us/app/share-the-love/id404994241?mt=8&ref=splash-webhttp://itunes.apple.com/us/app/vintagechart-by-wine-spectator/id381341648?mt=8http://itunes.apple.com/us/app/vintagechart-by-wine-spectator/id381341648?mt=8http://itunes.apple.com/us/app/vintagechart-by-wine-spectator/id381341648?mt=8http://itunes.apple.com/ca/app/nat-decants/id353052386?mt=8http://itunes.apple.com/ca/app/nat-decants/id353052386?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/us/app/hello-vino-wine-recommendations/id318447346?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/app/cor-kz-wine-info/id294379127?mt=8http://itunes.apple.com/us/app/redwhitebos/id390520210?mt=8http://itunes.apple.com/us/app/redwhitebos/id390520210?mt=8http://itunes.apple.com/us/app/redwhitebos/id390520210?mt=8http://itunes.apple.com/us/app/corkbin/id375938550?mt=8&ign-mpt=uo%253D4http://itunes.apple.com/us/app/corkbin/id375938550?mt=8&ign-mpt=uo%253D4 -
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Mobileap
pshaveb
eenmost
ly
consum
erfacing
andprov
idedlittle
if
anyvaluetowine
ries.In20
11thatwi
ll
turn(hec
k,theyneedtom
akemoney
).
Wineapp
swillbeco
memoresocia
lin
2011.
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Wishing that
Apple and other
App stores would
stop featuring
useless wine apps
and giving poor
customerexperience to
consumers who
choose todownload them!
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Label Image Recognition
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Image RecognitionImagine a world where you
can take a pic of a labeland it returns informationabout the wine. Sounds likescience fiction? Almost.
The industry doesnt use UPCcodes well either we dontchange from vintage tovintage or we dont includethem at all.
Sorting through images isridiculously HARD
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ridiculously HARD.
A Good Start...
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We predict that you will see wine label scanning tools get to
65% in 2011. Wine apps are sick of dirty data or data that are
only used to drive traffic to other peoples sites. Expect to see
more attention on wine data from the tech sector in 2011.
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That wineries would understand the importance of
organizing their wine data for success of their brand
online. This will help when image recognitionbecomes more prevalent.
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QR Codes
QR Codes
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Q
Yes, I really work!
Quick Response (QR) codesare two dimensional matrixbarcodes that allow differenttypes of data to beembedded within them. Themost common use is to embeda URL that can be resolvedand loaded in a web browserwhen the code is scanned.
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The proliferation of smartphones equipped with cameras
and applications capable of
scanning and interpreting the
data within QR codes is driving
the adoption
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QR codes will gain asignificant foothold in thewine industry in 2011 withmany wineries printingthem on back labels andmarketing materials.
However, they should beseen as a least-common-denominator solution andjust one part of an overall
strategy for connectingconsumers in thephysical/product worldwith their digital brand
experience.
Wineries must carefully consider their
implementation of QR codes especially when
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implementation of QR codes, especially when
printing them on labels, since they become a
permanent part of their packaging and ultimatelyreflect back on their brand. Since wine is a long tail
product, wineries should ensure that they have
control over the QR code resolution process.
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Social Gaming (yes again)
Soc
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cialGam
ingPlatform
s
HeardofFarm
ville?
Foursqu
are?Scvngr?
Well if you havent, here are a few stats
-
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that might blow your mind:
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Still think its aFAD?
In the words of Brian Solis:
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We think its far from a fad, it isactually a new form of engagementthat has yet to enter the wine
category
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The social gamingoutlets will improve thelevel of engagement
opportunities winerieswill have with their
consumers as well asgive a clear indication
of consumer purchasingpatterns. This will all startwith the launch of the
first social game for ourindustry, VinPass.
Prediction
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That wineries would ignore the
word game and translate itto engagement marketing.
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Critics Embrace Digital
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VS.
For some reason over the last two years
there has been a giant rift between
traditional wine critics and bloggers (eg -
htt ://bit l /dZoiWm
http://www.sfgate.com/cgi-bin/blogs/wine/detail?entry_id=59370http://www.sfgate.com/cgi-bin/blogs/wine/detail?entry_id=59370 -
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Some key professional writers haveunderstood that the marriage of
digital and treating bloggers notas a competitors but as partnerselevates their content awarenessand personal brand.
ng
http://www.lesliesbrocco.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.winebusinessmonthly.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/http://www.crusheric.com/ -
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Am
ong
theB
est
Jancis Robinson Leslie Sbroco Jon Bonne Gary Vaynerchuk
Natalie Maclean Lewis Perdue Steve Heimoff Bill Daley
Eric Arnold Cyril Penn
re ictio
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