When I was receiving my undergraduate degree in Hotel, Restaurant, and Tourism Management, all my professors would preach that to have a successful hotel, all you need is location, location, location!
In Forbes’s latest survey, “How Consumers Select Wine: Taste Trumps Price,” the result is “the taste of the wine is more important than price.” So, what are the significant factors for someone in the US to buy wine?
- 100% I tried it before and liked it. This is an obvious one. It is a no-brainer; however, as a winery, are you using that data to do targeted ads on social media? There are millions of hashtags on Instagram, many with your winery that you can follow. Still, when you advertise, you can’t target those hashtags, only interests. For example, Lol Wines produces white and red wines; users on Instagram use the hashtag #lolwines, but you cannot target all users who have tasted and liked your wine. You can only do red wine and white wine. Thus, you can only hope that those users see your wine. On Winelikes, we take it a step further; you, as a business, can direct message anyone on our app. So, anyone who has used #lolwines you can send them a direct message to go to their website and use a promo code for a discount on wines if you want. That is 100% on your ROI for your marketing campaign on the Winelikes app!
2. 53% is a Recommendation from someone I trust. Do you know everyone behind the wine reviews of other social media apps.? Why not more of a social network wine app where you can see what others are drinking? Better yet, on the Winelikes app, if you are a sommelier, your username is a purple grape icon; this is our blue check mark…and ours is free!
3. 32% is food pairing; on the Winelikes app, you can find a wine to taste, but you can also first look at food recipes to cook. So instead of looking up a wine, you can look up a food. Not just generic salmon like other wine apps, but you can look up Poached Salmon with Leek Beurre Sauce and find wines for that dish that would differ from just putting in salmon. But Winelikes takes it further, and a winery can be featured exclusively on our food and pairing app with their wines!
4. 46% is grape variety. This ties in with #1. Yes, you can advertise your grape varietal to those who expressed interest on a social media platform. Still, once again, Winelikes App takes it a step further. You could direct message anyone who used the hashtag Pinot Noir and offer a discount to them to purchase your wine directly from your website. Not a third party. You capture the sale information, and you can convert them into a club member!
5. 42% is price. We use three variables on the Winelikes app to show you wines you might like. The first column is 5-star rated. This goes to #2 and #4. You can see who rated wines five stars and the varietal. The 2nd variable is picked for you; this is our palate wizard based on your tastes, so you will most likely see wines you have tasted before in your feed. The last variable is $21 and under. So, consumers will feel included in the app if they want to spend less on wine.
Other survey results. 40% Brand – I do find this so similar to #1. Usually, you know if you like a brand if you tasted it before. 28% Region. 18% Awards. 24% Packaging format, not labels. They should have asked about the label. If I see a cool label, I will pick up the wine and look at it closer—sustainability certification 14%. Carbon footprint is 10%, and ease of portion control is 10%. I have no idea what that means. Screw-top versus cork? Half bottle vs. a 750ml?
Final thoughts. This survey is incomplete. I oversaw wine programs and was a food and beverage director for half my life. If someone sees a unique label, they will be intrigued and look at the wine, perhaps purchase it. Also, this doesn’t mention what age group was asked, which should be included.
For more information, download the Winelikes app and start to sip, socialize and share!
iPhone:
https://apps.apple.com/us/app/winelikes/id1604508326
Android:
