DTC 新分销渠道.pdf

1、DTCs New DTCs New Distribution Channels Distribution Channels&Marketing Tools&Marketing Tools Transforming Wine Transforming Wine SalesSalesPresented by:Patrick Pazos of DRINKSAlissa Taggart of DRINKSBing Bial of KlaviyoThe Strategic ShiftTraditional Ways:#1 problem=visitation is downDistributor con

2、solidation=less attention for your brandPremium marketing channels have previously required budgets most wineries dont haveWhats Changing:Fourth tier partnerships opening new channelsMarketing technology democratizing sophisticated campaignsMargins protected,reach expandedResult:Great wines stuck in

3、 tasting rooms,unable to scale profitablyWhat the Fourth Tier Actually MeansFourth tier:Producer Strategic Partner ConsumerPartners merchandise your wine to their existing audienceYou can maintain more than traditional wholesale marginsPartners audience becomes your customer baseDirect customer data

4、 capturePartners audience becomes your customer baseResearch shows nearly half of consumers aged 21-34 prefer purchasing alcohol from their favorite online retailers.DRINKS Anywhere allows this to becom e a reality-enabling non-licensed m erchants to offer your wine as a new category.Half Baked Harv

5、est(HBH)Case StudyThe Channel:5M+followers across Instagram,TikTok,Pinterest,websiteHighly engaged audience that trusts creators recommendationsHalf Baked Harvest(HBH)represents something most wineries cant access through traditional distribution:contextual wine discovery by millions of engaged food

6、 lovers at the exact moment theyre planning what to cook.From winery perspective,HBH partnership means:Premium positioning(curated by trusted tastemaker)Context that drives conversion(pairing vs.browsing)Customer relationships for future direct salesUrbanStemsCase StudyThe Channel:Nationwide next-da