Vin65 Blog

DTC wine thoughts served up by Vin65

Peter Andres
September 8, 2009 | Design, Ecommerce, Marketing | Peter Andres

The Experience

As an owner of a wine web site one of the biggest challenges you will face is conveying "The Experience" of your winery, facility, vineyard, and wines. At Vin 65 we often get asked to capture as much of the atmosphere of the winery in the design of the web site as possible. We use all kinds of things like flash and photos to give the visitor to the web site as much as we can.

At Vin 65 we have lots of fun ideas, some are really out there. My current personal favourite is offering an online tasting pack. The purpose is give a visitor the option to have a virtual tasting room experience. In a tasting room there is a $10 fee or something to taste some wine and then you get a credit towards your purchase. So why not built a tasting pack around 6 small bottles that are like 200ml or 150ml each and send it out for $25.00 or something with a $20.00 coupon towards their next purchase?

In this way you can give someone the option to try and savour some of your amazing wine if they can't get out to your winery for a tasting. It allows potential direct to trade customers to sample without spending hundreds of dollars. Getting out to the winery is the best, but if someone back East can't make it out this year for your new vintages, give them an option. How are you going to capture new customers or give your current fans a vehicle to send their friends a cool tasting gift.

Anyway, back to the main point of the post and that is sharing what your are all about on the web site, as limiting as a web site is. One thing you never see is a 360 view of your wine bottle. Now, hardly anyone does this, maybe because the impact just wouldn't be worth effort. I saw it for the first time the other day and was shocked how much more impact it had than I thought was possible. It looks really impressed on silk screened labels, but works on any bottle. Take a look at JAQK Cellars - and click the 360 view on the drilldown page. I like it - a lot, I feel like I am experiencing that bottle of wine as much as I can with out opening it.


Mike Duffy's Gravatar
Mike Duffy
@ Sep 16, 2009 at 4:59 PM
The problem with small format bottles (e.g. 187ml, which is common in the US) is that it represents a separate bottling line with attendant cost and setup. I love the idea, and I've often said that a better "try before you buy" system would help wineries, but this operational issue seems to be an "insurmountable opportunity."

Peter's Gravatar
@ Sep 17, 2009 at 8:24 AM
I guess that would seem be a fair assumption for smaller wineries, but for larger ones that seems to be something they could handle. I guess it is all speculation until someone tries and measures it all. Seems to me that there would some other opportunities for a small bottle format like wine tasting parties etc.

Mike Duffy's Gravatar
Mike Duffy
@ Sep 17, 2009 at 8:51 AM
Seeing as how you have a couple hundred winery clients, what do *they* say is the issue for them?

Peter Andres's Gravatar
Peter Andres
@ Sep 17, 2009 at 11:39 AM
So far no one has offered any feedback on the idea - which is too bad. I am curious if there are other ways to get the customer that tasting experience without putting out for a case of wine.

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