Global Match A BIE Winery Outreach Program

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Global Match A BIE Winery Outreach Program

• An Overview
• Based on a Presentation to the Wine Institute,
  June 2005
• Susan Cholette
• Project Director

This program is funded by a grant from the
Department of Education with matching support
from San Francisco State University. Partners
include the Wine Institute and Family Firm
Institute among other external advisors.
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Wine Supply Chain

• The Bottleneck Distribution
• Top 20 control 70 of market
• Hard for small wineries to get representation
  with big players
• Also difficult for wineries to find appropriate
  specialty distributors and exporters

Winery
Direct to Consumer Channels
US Distributors
Export Brokers
Tasting Room
Wine Club/ Mailing List
Internet Sales

• 10 of total sales and growing
• Restrictions are loosening, but
• Not all states will allow shipping
• Shipping charges 5-10/bottle
• Wine often an impulse buy

On premise sales
Retailers
Foreign Markets
US Consumers
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How to Help? Find the Right Match

• Initial pilot Questionnaire for participants of
  the 2004 World Wine Market
• 80 wineries
• 20 specialty distributors and brokers
• Back-end optimization engine that automatically
  generates potential matches
• Matches based on mutual interests and goals
• Reduces thousands of potential matches to a few
  pre-qualified ones
• Deliverables
• Participants provided with potential partnerships
• Market information survey of most desired
  attributes

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Matching Program
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Project Activities

• Work to Date
• Created a website with web-based survey that can
  capture participant information and store in the
  database
• Created algorithms and configured the software to
  meet the unique needs of the wine industry
• Next Steps
• Survey pilot members on programs functionality,
  ease-of-use, and effectiveness
• Promote program and expand participant base to
  larger scale

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Thank you

• We encourage wineries and distributors to
  participate and help us best meet your needs.
  Your feedback (positive and negative) will be
  strongly valued