Issue link: http://winesandvines.uberflip.com/i/975273
May 2018 WINES&VINES 31 HERE'S WHAT WORKS Another example was deciding on what their next wine should be. My observation is most wineries make this decision based on something like "the winery down the road makes that varietal and it sold well" (another example of the "first to be second" rule). Instead, Dry Creek worked with Enolytics, a wine data analysis company. Enolytics built an interactive dashboard using Dry Creek's existing, anonymized data, and determined that the winery was missing a wine at a certain price point. That data could be used in conjunc- tion with other factors like wine quality, terroir, etc. when deciding on new wines. Longer- beam's observation is that "Enolytics is visually driven, making it much easier to find the data you seek." Something everyone should have Enolytics produces for Dry Creek something that everyone should have—a breakout of their wine portfolio by margin and volume, displayed in an easy-to-understand graphic. "This forces you to look at your portfolio," Longerbeam said. Enolytics founder Cathy Huyghe (pro- nounced HOY-huh) created a company devoted to giving a winery a clear picture of the wine consumer. Typically starting with a winery's existing DtC data, Enolytics can add data from a range of sources including Vivino, which gathers data from its 29 million-plus down- loads. The data can be segmented by brand, varietal, price point, appellation, etc. In addi- tion, Vivino data records include a latitude and a longitude, which provides visualization into consumer location and demographics. Huyghe gave some examples of how the company's data-gathering and analysis arms a sales team with "objective, quantitative evi- dence generated by consumers" instead of typi- cal reliance on a distributor rep's qualitative and anecdotal assessment. Huyghe noted this causes data analysis to move from "hindsight to foresight." Two examples stood out: Using its range of data sources and geo- tagging, Enolytics could create a "heat map" showing which neighborhoods within Manhat- tan were frequently chatting about Russian River Pinot Noir. Huyghe offered that the map "informs you where the fish are, so you know where to go fishing." A winery could then in- struct its sales staff and local distributor to focus their sales efforts in those neighborhoods. For other clients, Enolytics has been able to identify subregions, e.g. suburbs, where a brand's consumer interest is currently strong. The company then finds the additional suburbs around the country with similar demographics. Those become the next target markets. DUCKHORN WINE CO. Data integration from grapes to consumer Zachary Rasmuson is the senior vice president and chief operating officer of Duckhorn Wine Co., a collection of premium brands and win- eries that includes Duckhorn Vineyards, Paraduxx, Decoy, Goldeneye, Migration and Canvasback. Rasmuson started as a cellar rat at a Napa Valley winery, then went to Gold- eneye in Anderson Valley, and worked his way up to leading all operations for the parent company. He takes pride in building teams, systems and infrastructure. "Go beyond simply reselling to existing customers. Examine your data to obtain a precise understanding of what your club members enjoy beyond wine." —Marshall Graves, Bank of Marin Make your label memorable. Foil is a beautiful way to help make your product stand out from the competition. At Infinity® Foils, Inc., we offer the perfect foil products in the most sought after shades – for both hot and cold applications. Simply put, you won't find a better high- speed foil product for the label industry on the market. With multiple distribution centers, including Napa, CA, we're ready to fill any foil request quickly. Contact us for a free Shade Guide and see our brilliant choices. Quality products • No order minimums Competitively priced • Shop online 24/7 8 Distribution centers Brilliance is Remembered. Visit us at infinityfoils.com or call: 1 - 877 - 932 - 3645 or 1-913-888-7340