The Consumer Rules! Here's why ...

Looking ahead and in an effort to keep the article length manageable, I am going to present individual wine preservation articles about the specific benefits to the trade by channel/subchannel (i.e. off premise, wineries, on premise inc. hotels, private clubs etc.).

However, before I delve in to that I thought it is important for all of us to reflect on the ultimate customer ... the consumer! Why? Because although there are impactful opportunities that all members of the supply chain can make, consumers are what truly "drives" the long term success of our business (or virtually most businesses).

It is easy for all of us to think in terms of satisfying our immediate/direct customer, whether restaurant or retailer or winery or other, but what really drives the biz are the purchases that their customers make. Consumer purchases create the need for replenishment which becomes the lifeblood of building and growing the business. Sure, we need all parties in the supply chain to help support selling, however by thinking of and focusing on the consumer, while understanding what helps drive their decisions, will help all members of the supply chain achieve the benefit of sales.

It is important keeping in mind that while we all look at what we want to have happen that will benefit us (i.e. make more sales, more profits, more friends) .. the consumer wants what benefits them (good value, quality product, knowledge, fun times or experience). The key is how to "bridge" the benefits so that it becomes aligned and mutual.

With the wine preservation category, we often find that we need to educate people on the value of our product as it relates specifically to them. After all, we understand that people are not in the habit or thought process of saving wine. They want, as they should, to be thinking of enjoying wine! We work to "bridge" by liking to say "it's not about saving wine, but rather what you can do BECAUSE you can save". From there we can share examples that most people never even think of:

1. By yourself? Open whatever ever you want, whenever you want. Have a great expensive bottle (s) you're enjoying? Enjoy the rest a 2nd or 3rd time later in the next week or two.
2. Want to share a big wine experience when entertaining? Open up multiple bottle of each red/whites/rose and know you can simply preverve anything that's left.
3. Need/want a little more? Open up another bottle (or two) anytime.
4. Care to do an in home wine tasting (vertical, horizontal or any themed way you want)? Do it and again at the end of the evening, spray and preserve.
5. Do you enjoy other products that would be great to be able to be preserved? Vintage ports, dessert wines, sake, vermouth to name a few. Rare that full bottles of these are ever poured in one evening. We also work on specialty cooking oils (i.e. truffle, walnut, sesame, etc.)

Key for us is to help having the best/right messaging for each audience .. essentially, what's in it for them. Educate and get the consumer to recognize the value and habits/thoughts start to change. One of the standard comments I frequently get, usually with bravado, from consumers is "I don't or who doesn't drink the whole bottle?" ... my response .. "What are you a "wimp"? what about a 2nd or 3rd bottle? It generates a laugh ... people know I "got them" .. at the very least to think.