“In Spain, less than 2% of our wine sales are online. Compare that to France which already sells 5% online and The USA is already at 9% and likely to reach 11% or 12% in the next year. And, what happens in the US, sooner or later happens here!
“With these growth expectations, many companies are beginning to sell online – and not only pure web-players but also some of the traditional wine shops and conventional wholesalers. Even a few wineries have started and this movement is already beginning to change the rules.
“However, I am sorry to say that this will not offer the solution to the crisis, but it does create a new opportunity and as importantly creates visibility and brand awareness, in addition to revenue.”
Nico continued the discussion around the customers. “The internet wine buyer is different as they are influenced by non-traditional information and settings. First he searches in Google to gather some initial ideas. Then he makes a buying decision based on information from people he trusts. This is very different to making a decision based on advertising, brochures and comments from very well known experts from the past.
“This works in two ways. Now the internet enables wineries access to a much broader customer group than before. In Uvinum we encourage visitors to express their own sensations when they taste certain wines in their own words. That is not the same as telling them what they should experience based on the palate, culture and language of expert wine tasters – which only represents 2% of consumers. Access to this other 98% allows a winery to spread their own story, uniqueness and personality – and this is the essence of wine marketing.
“The wineries have a story to tell to differentiate themselves from their competitors and the internet is the perfect medium for doing this.
“When a wine buyer goes to a supermarket, he can find about 1200 different wines. The consumer can be overwhelmed by this variety. With the help of Uvinum he has the opportunity to access advice from experts and not-so-experts and can be encouraged to try new brands. Whether or not you are an expert, you are invited to leave your comments. Uvinum can also offer recommendations of wines chosen by visitors with similar characteristics .
“Within this new world, the activity of the wineries certainly expands and becomes more complex. But at the same time, the winery then gains the opportunity to interact with the end consumer and take greater control over the sale of his product.
“These new rules allow smaller wineries to compete with the large players without following the same path as them There is no doubt that marketing budget invested in the internet potentially has far greater payback than in the more traditional media.”
These are the comments that nico Bour made to me in the interview. but I guess is better to hear Nico Bour from their own words. (if you understand Spanish. The interview is in Spanish)
Thank you Nico for your time
This post in Spanish: Entrevista a Nico Bour de Uvinum sobre Distribución online