Paul Mabray
Aug 25, 2017 · 2 min read

Dan Petroski,

Big, big fan of all things that you do and thank you for reading and commenting. Truly.

I completely agree that this is just small ripple. I actually think that people who care enough to use a wine app are just a small ripple as well. Wine is both a beverage and a luxury product ranging from boxed wine that acts more like a regular CPG like milk to amazing wines like Macassin (anyone that follows that link please buy and try those incredible wines). Too many people in the industry think that the majority of consumers view wine as we see it. Despite all our aspirations to make it so the reality is far different. As an example when I was at VinTank we analyzed 80 million+ consumers and found:

~500K wrote a tasting note

~20 million wrote about brand, variety, region

— The rest didn’t care and only mentioned the word wine.

That being said and despite the numbers only being a pebble in the pond I believe this data portends the future of the way consumers will interact with wine. You and I have lived through platform after platform after platform that have promised to deliver even 2% of consumer behavior but Vivino is the first to truly deliver that volume. Don’t get me wrong, I still believe in Delectable and CellarTracker’s value. They target a key influencer community that can’t be denied and are both incredibly important. However the pure volume from Vivino is the first major wave that demonstrate the changing nature of user demands/behavior.

Looking forward to sharing a glass IRL someday soon and thank you again.

)

Paul Mabray

Written by

Wine Revolutionary. Digital, CRM, CX, Start-ups, Social Media, Hospitality (especially wine) are my jam.

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