In this week’s roundup, an article explores the intricacies of wine marketing and why it needs to look different than other consumer marketing. COVID continues to encourage people to buy locally. Wine’s on-premise sales could be losing ground to spirits. Brewers can learn how to create the perfect beer club structure. Lastly, a mix of machine learning and science claims to be able to predict taste preferences.

Wine Marketing Doesn't Look Like Most Consumer Marketing... and It Shouldn't.

There’s something about wine that dictates a different type of marketing from most consumer products. To get more granular, there’s a distinction between marketing for direct-to-consumer sales and marketing for a cumulative impact on restaurant and retail sales.

The COVID Accelerated Shift to Local Wine Is Set to Continue

Successfully aligning your brand with your customer’s sense of belonging should deliver a big payoff. During COVID, the “buy local” demand has been supercharged both by supply issues and by an increased desire to be connected to the local community.

Demographics and Wine's On-Premise Decline

The competition in the BevAlc market is fierce and wine has held its own for a long time. A new study shows that wine might be slipping and has recently ceded substantial ground to spirits in the on-premise channel due to demographic drivers.

Craft the Perfect Beer Club for Your Audience

Some breweries are concerned about leaving people out by narrowing their target audience. But for club purposes, breweries need to hone in on the people most likely to be brand advocates and create a club structure best suited for their needs. Learn how.

Does a Wine’s Taste Represent the Next Frontier in Digital Personalization?

We all know that personalization is key to elevating the customer experience. But what about personalizing taste with the help of technology? A chemist in the wine industry uses a proprietary mix of machine learning, sensory science, and analytical chemistry to do just that.