E-commerce Boom in Wine

A while ago I wrote about the diversification strategies of Amazon and how they are changing the face of e-commerce. Welp, they struck again.

Continuing their growth as one of the most dangerous players to ever hit e-commerce, just in time for the holidays they Amazon is making its third attempt in branching out into the wine business. Amazon Wine will feature 1,000+ wines ranging from $10 -$100+ (plus $9.99 shipping for up to 6 bottles). Thus far  featured wines come from various locations across this great U.S. Nation, and will be shipped to about a dozen states from California to Washington D.C. Amazon hopes to play the role of middle man/discovery center for wineries who provide their wine and are looking to raise their brand awareness and market sales through the online marketplace. Check out this Google+ Hangout on the topic:

Amazon is not the only retailer upping their game in e-commerce. Wine.com is already the nation's leading online wine retailer, but this week they announced the launch of Wine.com Marketplace, catering to domestic and imported wines with limited distribution channels in the U.S. Their soft launch earlier in the year sold thousands of bottles and encouraged the current venture. They might have an initial leg up on Amazon ifor the following reasons: experience navigating the 3 tier distribution and shipping laws, shipping to 20 states, free shipping with their $49 annual Steward-Ship membership, consolidating multiple wineries shipment to only require one adult signature, and the fact that they are the #1 visited wine website. 

This will absolutely be an interesting head to head competition to keep an eye on. 

E-commerce wine sales are not only taking off in the U.S. UK supermarket Morrisons has launched Morrisons Cellar, the online wine store aimed to boost the supermarket's wine sales by £100 million. The site will feature around 1,000 wines, doubling their in-store lot. Their goal is to help consumers choose wines they will like by using Taste Test technology. Taste Test technology builds personal wine suggestions through profiling which wines customers will like after answering a series of questions (ex: do you prefer black coffee or salty foods). Incorporating short videos helps consumers decide what category they fall into: sweet, fresh, smooth or intense. They've incorporated with social networks by allowing users to share their profile. They hope to use Taste Test in-store starting in 2013. 

So what does this mean for the wine industry?

Well, clearly the way wine is being sold is changing. Shipping & distribution laws will likely slow down the transition to e-commerce for many, as these pioneers sort it all out. Additionally, wine--- specifically nicer wine-- is a sensory experience that relies greatly on the knowledge of sommeliers. The influx of wine resources, reviews and profiles online and in apps, a new age of learning about wine is budding. Technological assessments like Taste Test, have the opportunity to democratize wine knowledge by giving access to information and personal profiles, which can be intimidating to some in-person and only available at specific locations. 

Along with democratizing wine knowledge, e-commerce sales could help democratize wine accessibility.  The rise in e-commerce sales of wines could enhance both the ease of trying varietals from various regions and wines from small wineries that used to not be accessible, which would be awesome for Millennial wine drinkers who are curious about experiencing many different brands and varietals they've never heard of, and do much of their wine research online. 

Digitization of Wine

Wineries are beginning to incorporate more technology into their marketing communications. For example, there are now digital wine menus with videos about products in restaurants, sales teams are using iPads to conduct business with more dynamic content, and QR codes are cropping up on wine bottles to direct consumers to descriptions and reviews.

These advancements are incredibly important for the wine industry, particularly as they continue to foster a relationship with millennial men and women who make up 20% of all wine consumers. Rather than consulting a sommelier, millennials turn to the internet and interactive packaging to gain knowledge about their wines, and are extremely open to trying new wines. Since 65% of millennials report that they are only apart from technology for an hour or so a day, it is imperative that the wine industry moves into this space. 

Generally, wholesalers use speck sheets or tastings of their wine to present it to retailers, but digital presentation is on the horizon. Wine store owners feel that digital could be a useful way to access information and promote wine to consumers during the lag time often found between ordering and receiving the product. Owners also expressed that speaking with winemakers and winery owners interests them the most when wholesalers present their wines. And this doesn't just work for retailers. Stores like Total Wine & More are offering in-store iPads showing food pairings while consumers browse their selection. They developed this offering because they've seen an increase in customers wanting more information about their wines outside of the taste. They want to know where it comes from, see the vineyards and understand the process. 

Digital is also an advantage for vineyards. In Napa, CellarPass and VinoVisit.com are trying to create the OpenTable of wineries by creating smartphone apps that help visitors plan tours in wine country. Not only do the websites and apps help reach new audiences, but also aid in vineyards staffing and preparations. At the moment, CellarPass is processing 30,000 guests a month and the app has had 6,000 downloads since its launch in March. 

Example: Jordan Winery and Vineyard

Sales team used iPad presentations to push their brand to retail outlets and distributors. With a few taps on the screen, a sales representative can move seamlessly from the sales pitch to the order form.

The winery even shot custom videos for its major retailers, which then provided their online and in-store customers with a window into the Jordan harvest or techniques. These videos can also be used in restaurants as digital wine lists or in store. 

Jordan is a digital leader in the industry and their climbing sales attest to the necessity for wines to get in the mix with their technologically savvy consumers.