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MARKETING WINES BY THE GLASS TO WOMENMARKETING WINES BY THE GLASS TO WOMEN

WebinarWebinar

April 25, 2013April 25, 2013

About Napa Technology

Napa Technology is the designer and manufacturer of WineStation®, an innovative Intelligent Dispensing Solution.

WineStation® is a breakthrough product designed to drive revenues and maximize the profitability of each bottle.

WineStation® has been adopted by the hospitality, entertainment, arena and food service industries as an improved way to serve, preserve, increase sales and capitalize on available customer preference data. www.napatechnology.com

Webinar Information

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Approximate run time: 45 minutes

Q&A: 15 - 20 minutes at end

#wine2women

Your Panelists

Deborah Brenner, Founder

Women of The Vine

Deborah Brenner, Founder

Women of The Vine

Marian Jansen op de Haar, Wine Curator

MORE Uncorked

Marian Jansen op de Haar, Wine Curator

MORE Uncorked

Deborah Brenner is the author and founder of Women of The Vine.

After a dual successful career launching technology start ups and as a journalist, her passion for food and wine prompted Brenner to do more research on women in the winemaking business. The idea for Women of the Vine was born, and Brenner was soon trekking to California to interview passionate (and famous) winemaking women entrepreneurs.

Women of the Vine created the MORE Uncorked wine club for women.

http://womenofthevine.com

In addition to having her own wine consultancy, Jansen op de Haar is the wine curator for MORE Uncorked, MORE magazine’s wine club for women.

She is probably best known for developing the Fleming’s 100, an award-winning 100 wines-by-the-glass program for Fleming’s Prime Steak and Wine Bar.

She continues to consult for Fleming’s steakhouse, as well as, a number of other restaurants, wineries and organizations.

http://www.Vines57.com

Your Host

Carin Oliver, Chief Innovation Officer

Angelsmith

Carin Oliver, Chief Innovation Officer

Angelsmith

Jayne Portnoy, VP Marketing

Napa Technology

Jayne Portnoy, VP Marketing

Napa Technology

Your Moderator

Jayne Portnoy is the Vice President, Marketing and Brand Strategy, Napa Technology.

She has led marketing programs for brands such as The Tampa Bay Buccaneers of the National Football League, Outback Steakhouse, Bonefish Grill, Roy's Hawaiian Fusion Cuisine, and the Soho Leisure Group. Portnoy is a passionate about creating relevant marketing programs that appeal to women.

http://www.napatechnology.com

jayne@napatechnology.com

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Why Are Women Important To Wine Sales?Why Are Women Important To Wine Sales?

Her Income

Median buying power for women is between $39k and $68k depending on level of education.

In restaurants alcohol servings to women have increased by over 14% in the last three years, while decreasing for men.

According to an article in the LA Times these changing trends for women’s drinking have been the case for 20 years and are only picking up pace.

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Massive Potential Recent Nielsen data estimated women will continue to

control two-thirds of consumer resources in the US over the next decade.

They will be the beneficiaries of the largest transference of wealth in the country’s history, with Boomer women expected to receive both an inheritance from parents and husbands.

Women make up to 70 percent of the purchases in retail environments.

According to the Wine Market Council – 57% of all wine consumed on premise is by women.

If they’re not your priority audience they should be.

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Powerful Buyers Women head up 72% of US households and

make the purchasing decisions for the majority of consumer goods, apparel, groceries, and everyday items. They account for 12 of the 18 trillion dollars of annual consumer spending.

Women have the resources, control, and

motivation. Median incomes for multi-person households bump their spending power up to around $92k.

To marginalize them is a huge loss to profitability.

Women Drink More Wine Than Men

150 of the 228 million Americans of legal drinking age enjoy an adult beverage. 100 million of those choose wine, leaving the total for beer and spirits at 50 million.

Of the 100 million who choose wine, 51 million are women. And that percentage is on the rise.

Overall men and women are drinking more frequently. Men are responsible for 80 percent of beer consumption while women drink more than 20 percent more wine.

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Core Strengthening

Core wine advocates drink at least a glass a week compared to the more casual wine fans who drink at most a few glasses a month, but that 57% core is responsible for more than 90 percent of total wine sales by volume.

The core has nearly doubled since 1970.

10% more women than men are responsible for this shift from casual to core wine drinkers.

Women At The Center The roughly 10% margin between male and female

wine enthusiasts seems narrow, but this is largely due to the breakdown by age.

Gallup research indicates that men’s interest in wine is equivalent to women’s at ages above 50, but today younger men have less interest in wine than women their age.

Among Millennials women dominate the wine scene by well over 10%, as men stick primarily to beer.

As younger generations age, women will account for a larger percent of core wine drinkers and be uniquely important to wine sales.

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So What’s The Problem?So What’s The Problem?

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1. Only 33 percent of restaurants have 1. Only 33 percent of restaurants have created special programs to attract women created special programs to attract women

wine drinkers. wine drinkers.

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2. Women Choose Wine For Different 2. Women Choose Wine For Different Reasons Than MenReasons Than Men

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3. Although Women Travel In Packs, They 3. Although Women Travel In Packs, They Make Individual PurchasesMake Individual Purchases

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What Women Want & How To Attract ThemWhat Women Want & How To Attract Them

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Survey Says - What Women Want Perceived value is the number one reason

women (and men) order wines by the glass. Women specifically, are willing to pay a

premium for glasses of unfamiliar wines. Women have a sense of adventure, but they

are also conscientious. The success of half glass options demonstrates this.

Women ask questions and get opinions more often than men. They want to sample things. They’re tactile and visual learners.

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Variety Is The Spice of Life Cited by almost 30 percent of survey

respondents, the opportunity to taste a variety of wines is the second reason they order by the glass.

With approximately half the weekly meals being eaten outside the home, women have more opportunities than ever to sample new wines.

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How Women Wine Drinkers Decide

• As wines by the glass programs become more sophisticated outside of the fine dining environments, it is placing an increasing burden on bartenders and servers to have a strong knowledge of the wines they are serving.

• Traditionally wine companies have highly touted wine scores and reviews – which appeal more to men than women. Women have a tendency to ignore (or place less weight) on scores and concentrate on personal experience or trusted advice from peers.

• Women are not bashful about “what’s she having” and often take suggestive cues from friends and family.

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One Glass At A Time Equals Big Profits✤ Beer has always leveraged the convenience of their

single serve packaging, even Budweiser just changed their iconic can to a “bow tie” recently to further  their claim on its importance. With more women drinking wine versus beer – the rise to make by-the-glass options accessible becomes more critical.

✤ Wines are difficult to manage. Quick spoilage can be a detriment to operators, but technology has advanced rapidly inside the last 5 years allowing preservation options as long as 60 days.

✤ Preservation and wine knowledge have to go hand in hand. 2012 Napa Technology research showcased that over 57% of consumers believe they can identify an oxidized wine thus forcing service staff to know what wines should properly taste like and a what temps they should be served.

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Get The Message RightGet The Message Right

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Stereotypes

Women don’t drink red wine.

Women only eat tiny salads.

Women don’t know anything about wine.

Women only like sweet wine.

Women love pink. Women don’t like sports. Women only want skinny

drinks.

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Stereotypes

The wine industry for too long has relied on generalizations and stereotypes.

Wine marketers often substitute one stereotype (the tireless, too-perfect suburban housewife) with another (the über-mom, juggling her CEO job with 5 kids while hardly breaking a sweat).

To make a real connection with women drinkers, labels and restaurants need to be more personal with individualized recommendations.

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Community Rules

Women tend to congregate with others like them. And they trust and actively seek out their friends wine recommendations.

Provide plenty of opportunities for both digital sharing and community events.

Tasting events are an obvious choice for promotion of by-the-glass offerings. If you want to spice them up a bit you can make them blind, but just the attraction of tasting new wines with friends will bring women in. The events can be tailored around regions or specific varietals.

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Empowered Not Cutesy

Educated women are concerned with more than brands give them credit for.

Many brands have used babies, animals and pink to attract women buyers, which can totally backfire particularly among the affluent.

Provide real information in a straightforward way, you’re talking to an informed audience.

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Keep It Real & Accessible

Women thrive on information, understanding and communication.

Provide wine education that helps them make an informed decision.

The wine-centric snobby, ‘it’s out of your reach’ attitudes of yesteryear will get your brand vetoed by women.

For women, accessibility is important from a pricing, variety and attitude perspective.

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Sample, Taste, Rinse & Repeat

Women are tactile, so appeal to their desire to “try it on” by providing female-friendly wine flights.

The flights should also educate. (Select a single region or varietal)

Flights provide a risk free sampling experience that allows the opportunity to try something more exotic.

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Where To Find WomenWhere To Find Women

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Social, Social, Social

Social media channels are an integrated part of the daily routines of Millennials, and also for older generations.

Utilize your web and Facebook pages to showcase your wine program and offerings. Don’t be shy about offering female

friendly suggestions (ie: how to select wine, reading a wine list with success, what you need to know about Tempranillo, etc.)

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Social, Social, Social

Make your sommelier or wine director a focal point. Demystify them by showcasing their bios & photos.

Give them a voice and online personality, as women respond to both education as well as familiarity.

The two-way conversation on social media allows brands to capture data in real time to better understand what most interests your female community.

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Educated Wine Drinkers

Technology is everywhere, and although many sommeliers would prefer cell phones get checked at the door, Millennials -who are more connected to these devices than their counterparts- rely on them.

Don’t be afraid to incorporate an iPad at the table or reference great websites and applications to help diners find great wine suggestions on their own.

As powerful consumers of information and opinions, women are using online tools to help educate and inform their choices.

Use your website and Facebook pages to showcase “best picks” & “what our guests are drinking” to make selections personal and interesting.

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What Women Prefer To DrinkWhat Women Prefer To Drink

Big Reds

Women are still relying on restaurants to have staple selections of Cabernet, Pinot Noir, and Bordeaux, but they are just as often asking for other varietals.

Spanish Tempranillo or Argentinian Malbecs are prime examples, Malbec especially.

Pricey Whites

In terms of whites data still supports the trend for higher ticket establishments to trend towards their expensive Chardonnays, but Pinot Grigio and Gris, as well as Sauvignon Blancs still track on lists. Even sparkling wines are appearing as trending favorites.

After years of putting women off with their advertising a lot of spirits companies are marketing directly to women, with products like Skinny Girl Margarita and Adult Chocolate Milk. Both were developed by women.

Top 3 By The Glass

According to Napa Technology’s recent survey data:

Top three varietals on the rise:1. Malbec2. Pinot Noir3. Champagne

Three varietals declining in popularity:1. Chardonnay2. Merlot3. Cabernet Sauvignon

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Tactical TakeawaysTactical Takeaways

What You Can Do Today

Be wise in your approach to the table Be forthcoming in offering wine samples and

tastes, women like what they can “try on. Women are about the story and education,

thus well prepared staff should be able to easily share the significant details (region, flavor profile, pairing suggestions etc) of the wine.

Make well educated pairing suggestions. Poor suggestions or guessing could lead to a sub-par dining experience and thus perhaps eliminate the desire to return.

What You Can Do Today Diversify and Amplify

The average number of wine by the glass offerings today is 25-30.

Have an equal balance of price points and worldly offerings to keep your female guests intrigued.

Not just any Flight Wine flights are not new to the industry, but

tailoring them to meet female demand is. Think about how best to “tell a story” with your

flights. Offer value through shared plates or smaller

portions.

What You Can Do Today Wine Tasting - A Full House

All too often tastings are impromptu or unorganized. Women are planners and calendar keepers. Allow them ample time not only to include themselves, but to bring others.

Offer discounts on multiple/group ticket purchases as well as additional discounts for dining in parties of 6 or more.

Create unique takeaways from these events such as recipes that pair well with the wines featured to include a shopping list and the chef’s email address for questions.

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Questions & AnswersQuestions & Answers

For More Information

Deborah Brenneremail: brenner@womenofthevine.comhttp://www.womenofthevine.com@womenofthevine

Marian Jansen op de Haaremail: marian@vines57.comhttp://www.vines57.com

Jayne Portnoyemail: jayne@napatechnology.comhttp://www.napatechnology.com@napatechnology1

Carin Oliveremail: carin@angelsmith.nethttp://www.angelsmith.net@inkfoundry