The Wine Day A case study Carlo Galimberti IWCA Stellenbosch Nov 2019 1 What were we looking for Our purpose was to reverse the offer we made 19 years ago when we launched a movement of up to 25000 wine lovers who visited the winelands on ID: 917114
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Slide1
9/9/19The Wine Day
A case study
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
1
Slide2What were
we looking for?
Our purpose was to reverse the offer we made 19 years ago, when we launched a movement of up to 25.000 wine lovers who visited the winelands on a given week end in June
This time we wanted people to come to the city center and have a whole wine experience
We tried to emulate what is already a mainstream and successful commercial day in China: The Wine and Spirits Day promoted by
Tmall, part of Alibaba Group
2
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide3Jiu
Shui, or alcohol festival, was held on September 9, an auspicious day according to Chinese numerology
3
As James
Suckling
puts
it
(2016):
“Alibaba Group’s inaugural
September 9 Wine Day
shattered all records, cementing its status as China’s biggest online wine and spirits festival All wines from Domaines Barons de Rothschild Lafite Legende R were sold out within one hour. By noon, three hours into the event, sales of beers on Tmall equaled a month sales made at Munich Beer Festival in GermanyAccording to figures released by Tmall so far, more than 100 million consumers participated in the Wine Day event, and about half are first time wine and spirits buyers.
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide4We think this is going to happen sooner or later in Spain and we needed to respond with a test:
A day dedicated to the consumers in a traditional month for harvesting: September
A huge campaign preceding the dateA movement of people wanting to participate “physically” in a wine eventBut also giving people the chance to meet the producers, the sellers…
…And test the wines they can later buy
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
4
Slide5We launched an online and off line campaign
5…Aimed
only
at
the club membersThe Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide6We scouted
around for the
right spot
…And we found the Old (although still running) Royal Tapestry Factory
6
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide7We
gathered 12 top spanish producers
7
CVNE
Gil Family Estates*
Artevino
Bodegas Familiares
Matarromera
,
Protos
La Rioja Alta, S.A.
Grupo
Olarra
González
Byass
Familia Torres,
Jiménez-
Landi
**
Enate
Bodegas Castaño
…
Who
agreed
to
participate
and
offer
over
100
different
labels
to the guests
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide8On
9/9 the party started and
we all enjoyed
wine
From 7PM to 11.30PM
8
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide9What were the results?
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The Wine Day. A case study. Carlo
Galimberti
IWCA Stellenbosch, Nov 2019
The press coverage has been favorable
Slide10The
overall experience was
good for the producers
They told us that meeting the direct consumers is necessary because they never get the chance to do any such thing
The place and the design of the premises was modern and refreshing
They are happy to share their products with knowledgeable consumers
The cost for them was not high compared to the usual fairs
10
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide11The
overall experience was
good for us, as négociants
11
The concept of Wine Day was easy to convey
We had interesting conversations with the clients and the general public
The costs where manageable (36.000 euros, including food, location,
etc)The participation has been interesting in terms of numbers180 people who attended the party came with a friend
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide12An also
, digging into the figures
12
The
results:400 people attended
(sold out)400
bottles opened400 glassees
distributed
,
along
with the survival kit13 broken glasses5 bottles missing0 people led to the exit door due to loss of fine motor coordination or slurred speech
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide13So what
now?
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019 13
We plan to launch the Wine Day next year, only on a Saturday.
We would increase the participants to over 1.000, reaching people outside our database
This means a higher cost that could be covered with the tickets (12 euros worked well in 2019)…and with a strong sponsorship plan
The sponsors would include:Media (advertisement in exchange for a stand)
Official institutions (they can cede the premises and back with an official seal of approval)The wine industry (wine, advertisement, financing, seal)
Brands (spicing up the event)
Slide14Now
it is your
turn to help us out with
the
project14
Any ideas on how to make it memorable for the participants?
Useful for the industry?Secure its uniqueness?Increase our database?
Turning the Wine Day into a model?
Sell more?
Maybe one day we will be able to surpass Mr. Jack Ma?
The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019
Slide15Thank you!
Carlo Galimberti
carlogalimberti@vinoseleccion.com
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The Wine Day. A case study. Carlo Galimberti IWCA Stellenbosch, Nov 2019