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The Merchant23 Blog

4 Reasons you Need a Buyer Persona

By Matthew Schrier on   Feb 11, 2019 10:13:29 PM

FACT: Every business needs buyer personas. Unfortunately, not every business has a buyer persona - 50% don't have one.

Topics: Millennials Winery Buyer Persona

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

By Jacob Moynihan on   Feb 9, 2019 1:46:00 PM


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: Three Tier System Wine Wholesale

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Wineries: Use This Script To Cold Call Accounts

By Merchant23 Inc. on   Feb 3, 2019 8:00:00 AM

With the wholesale environment shifting towards Winery-Direct and Direct-to-Trade sales, wineries are moving away from distributor-centric sales and instead are taking on the job themselves. For many people, this is an exciting yet daunting task. Where to begin? Who do you talk to? How do you get a Buyer to purchase your products? Thankfully, we have answers for you.

Topics: Direct-to-Trade Winery-Direct Wine

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

By Jacob Moynihan on   Jan 28, 2019 4:07:00 PM

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: Wholesale Retailer Winery-Direct Wine

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They Call Her 'The Moneyball of Wine'

By Jacob Moynihan on   Jan 27, 2019 3:25:00 PM



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: Data Industry Innovative Companies Wine Enolytics

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Sales Strategy A wineries guide to qualifying and closing

By Matthew Schrier on   Jan 22, 2019 11:10:13 PM

The article concentrates on wine trade, but the concepts are universal, and can quickly be applied to any person or business wishing to increase profitability over time.

 

Wine Sells, but Who's Buying?  

Have you ever had trouble selling wine? Before selling any wine  the most important concept to understand is exactly who you are pitching to.  Make sure your wine is going to the person most likely to buy it: Are you making high end, premium, one of a kind, small lot wine? Do you deal in bulk juice? Is this a shiner project? Figure out your niche. Each of these commodities command a certain buyer persona and price, so make sure you are prospecting the right buyer persona to begin with. A fancy pants wine bar in Marin County wants something that commands scores, respect, fantastic winemaker, etc. At a casual pants Bevmo, you can sell your bulk juice/shiner projects to. Whatever it may be, focus your effots towards the persona who is most likely going to buy your unique product. 

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The People Bringing Big Data to Wine

By Matthew Schrier on   Jan 20, 2019 6:00:00 PM

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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7 Innovative Companies Shaking Up The Alcohol Industry

By Matthew Schrier on   Jan 8, 2019 6:00:26 PM


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 Beer Spirits Innovative Companies

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Sell Wine Better With These 5 TED Talks

By Matthew Schrier on   Dec 26, 2018 10:30:00 AM

Whether you’re looking to expand your knowledge of wine, find out where wine fits in your life, or figure out the keys to wine success, we’ve got it all right here. TED talk presenters like Gary Vaynerchuk, Wojtek Bonkowski, Ben Wallace, Jeannie Cho Lee and Sarah Wolcott enlighten you with their insight to the wine industry. These TED talks will empower and inspire you to sell wine to any consumer, anytime. 

Topics: Wine Wine Myths

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Why 2019 Will Be The Year of Blind Price Wines

By Matthew Schrier on   Dec 17, 2018 1:30:00 PM



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: Three Tier System Winery-Direct Wine Retailer Wholesale

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