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The Merchant23 Blog

Olivia Schonewise


Recent Posts

First There Was Direct-to-Consumer, Now There's Direct-to-Trade

By Olivia Schonewise on   2018-03-21 18:59:47

2017 was all about Direct-to-Consumer sales, but 2018 is about Direct-to-Trade (DTT). Unlike DTC, Direct-to-Trade sales still operate within the highly regulated Three-tier System. But DTT isn't your everyday approach to wholesale; it gives Buyers and Sellers much more freedom. So, what exactly is 'Direct-to-Trade'?

Topics: Wholesale Three Tier System Direct-to-Trade

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They Call Her 'The Moneyball of Wine'

By Olivia Schonewise on   2018-02-17 13:18:46



When a company launches a new product, they hire a PR firm. When a corporation wants to redesign their headquarters, they hire an architect. When a wine business wants to gain competitive advantage, they hire Cathy Huyghe. As the Founder of Enolytics, Cathy and her team have perfected something most people haven't even attempted; making wine data useful.

Topics: Wine Innovative Companies Data Industry Enolytics

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Why 2018 Will Be The Year of Blind Price Wines

By Olivia Schonewise on   2018-01-12 20:27:00



Take a moment to think about the ballpark prices of alcohol. Do you know how much a bottle of Meiomi Pinot Noir should cost? A handle of Ketel One Vodka? A 12 pack of Coors Light? Were your answers around $20, $40, and $10?

Now, how much should a bottle of Ideology Chardonnay cost? You probably have no idea. You've probably never heard of it. Or better yet, your customers have never heard of it. This 2014 Chardonnay from Napa Valley, with beautiful packaging, is available in your store only. Your customers can't go compare the price of this wine at Costco, or Target, or Walmart. So you add a 50% margin, retail it for $20 a bottle, and sell out in two weeks.

Ladies and gentlemen, welcome to blind price wines.

Topics: Wine Wholesale Retailer Winery-Direct Three Tier System

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Distributor Consolidation: Why There's Still Hope For The Little Guys

By Olivia Schonewise on   2017-12-05 20:27:05


If you've followed the alcohol industry for any length of time, you know that large distributors are continuing to consolidate every year. In the past, consolidations led to small producers getting dropped, independent retailers having less diversity to choose from, and consumers becoming frustrated by the lack of options. Now, for the first time in history, the little guys have reason to be hopeful.

Topics: Wine Wholesale Three Tier System

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The People Bringing Big Data to Wine

By Olivia Schonewise on   2017-11-17 18:56:21

The wine industry has an annual $220 billion economic impact in the United States. The Big Data Analytics Market is worth $203 billion. Yet the terms "big data" and "wine industry" are rarely used in the same paragraphs, let alone the same sentences. Why is that? This is the question that Don White and John Lawlor set out to answer when they founded Label Analytics. In just three short years they've done something seemingly impossible; brought big data to wine.

Topics: Wine Data Industry

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5 Hangover Cures You Haven’t Already Tried

By Olivia Schonewise on   2017-11-03 19:25:00

We've all been there. 'One drink' turned in to 'one too many' drinks, and now your pounding headache is a constant reminder of why you tried to limit yourself in the first place. After taking Advil, chugging Pedialyte, and eating the greasiest food possible, your hangover is still raging on. Thankfully, we've found 5 lesser known, science-backed hangover cures to help you get back on your feet! We can all drink to that.

Topics: Wine Beer Spirits Hangover

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7 Innovative Companies Shaking Up The Alcohol Industry

By Olivia Schonewise on   2017-10-25 17:50:07


In the alcohol industry, new and innovative companies are popping up daily. From brilliant apps, to smarter software programs, and game-changing websites, there's never been a more exciting time for the industry. Below are seven companies shaking up the way we learn about, purchase, and consume alcohol!

Topics: Wine Innovative Companies Beer Spirits

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10 Things Retailers Should Consider When Buying Wholesale Wine

By Olivia Schonewise on   2017-10-03 19:19:49

Here's a mind-blowing statistic: the average supermarket carries 5 products per category, except in the wine category, where supermarkets carry roughly 900 different products. Let that sink in for a moment; a consumer who wants to purchase eggs has five options, but a consumer wanting to purchase wine must choose from nearly one thousand different options.

 "...Research now shows that there can be too much choice; when there is, consumers are less likely to buy anything at all, and if they do buy, they are less satisfied with their selection."
Barry Schwartz, Harvard Business Review 

Since delighting customers should be the number one goal of every retailer, it may be time to re-evaluate your wine section. Here are the 10 things retailers should keep in mind when buying wholesale wine.

Topics: Wine Wholesale Retailer Consumer Trends

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Winery-Direct: The New Way Retailers Are Buying Wholesale Wine

By Olivia Schonewise on   2017-09-28 20:12:52

The retail landscape is rapidly evolving as more consumers seek new and convenient ways to make purchases. On the other hand, how most retailers buy wholesale wine hasn't changed since 1933...until recently.

Topics: Wine Wholesale Retailer Winery-Direct

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Private Label Wine: What Retailers Should Know

By Olivia Schonewise on   2017-09-22 18:00:00

In the age of supermarket price wars, retailers are searching for new ways to gain competitive advantage and earn higher margins. In the wine category, this often translates to private labels and brand exclusives.

Topics: Wine

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