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going Commerce

Submitted by SerialBeggar on Wed, 2007-03-14 10:19.
in

I'd like to hear from those of you out there who have taken your Crushpad membership to that next level and have taken the plunge into Crushpad Commerce.  In particular, I'd like to hear the experiences of those who started without an established means of selling their wine, ie the enthusists with a non-wine related day job. 

  • How has business been? 
  • Are you moving product?
    • Have you been selling to non-family and friends?
  • How did you determine what mark up amount to add to your wine's price?
  • Are you focusing on online or offline sales?
  • What techniques are you using to sell your wine?
  • How are you developing and promoting your brand?

Now for you restauranteurs and retail operators, how are your Crushpad wines being received by your customers? 

  • Do you actively promote them as being a house brand?
  • Are your Crushpad wines being selected without having to be "pushed"?
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SB, I am not a Commerce

Submitted by DanL on Fri, 2007-05-25 17:00.

SB,

I am not a Commerce member but I do show them to the diving board to take the plunge as you put it.

Let me comment on your questions from the feedback I get as the manager of the Crushpad Commerce program...

  • 95% of all Commerce members have not commercial wine industry experience.
  • Business has been very good for everyone I have talked to. We will have over 50 new brands launching this year so referrals from our early adopters must be positive. Those that follow our Branding Road Map will get all the activities done that lead to timely sales.
  • As friends try wines and share with others the network of new buyers starts to build. In addition many are pouring at events and submitting wine for review that brings in new customers.
  • Markup has a lot to do with branding and it is as much art as it is science. That said it usually is not that hard to hit the sweet spot.
  • Most are focusing on Online sales with the best margins and ease of marketing.
  • To sell wine they are using email, web marketing, PR, tastings, events, contests and sampling.
  • To develop their brands we have meetings, workshops, documents, and other materials to support the development and promotion of wine brands.
  • For restaurants and retail all the same rules apply like any other wine. Working with servers at restaurants with training and tastings makes them confident to promote the wine over others and shelf toppers go along way in retail.

Lets hear from some Commerce Members now that CN 2.0 is up.

DanL

I should say that I have a

Submitted by DSmith on Thu, 2007-05-31 17:05.

I should say that I have a wine related hobby, which means I have been posting on wine BB for years. It does not hurt that I have been a known wine enthusiast for some time. I expect that contributes to interest in our website and wine production. It has been a relatively easy thing for me to arrange and attend wine off lines with folks that enjoy posting their notes on some important BB.

How has business been?
Rather well, thank you..we have approximately 950 folks on the mailing list and distribution in NY, NJ, VA and MO and retailers and restaurants in CA. This came the old fashion way which I will describe more below.

How Are you moving product?
Sold out of 2005 and likely oversubscribed for 2006 and perchance 2007, of course, we only made 500 cases for 2006 and plan 700 cases for 2007
Have you been selling to non-family and friends?
See above

How did you determine what mark up amount to add to your wine's price?
Very important question, you really must set fob at or above your per bottle cost, which is at a dollar or two more than you think..web development and promotion count. Then your MSRP needs to be 2x fob.

Are you focusing on online or offline sales?
100% offline for us, 60% mailing list, 15% retailer in CA and 25% distribution in other states.
What techniques are you using to sell your wine?
Promotion, promotion…we attend Pinot Days, World of Pinot and Hospice du Rhone…it helps big time. We do offline tastings with folks that like to post tasting notes on wine BB. We do offline with folks that don’t post too, but it doesn’t hurt to taste folks on your wine. As Brian Loring says, ‘if you pour wine, you sell wine’

How are you developing and promoting your brand?
We are fortunate in that we have business associates and friends that own a large retail and internet wine shop (Brown Derby). Our wines are promoted in the BD newsletter much like any other wine they sell. But it is really good advertising. I have noticed that most large retailers are pretty good about providing support for lines they carry. Selling to CA retailers is done wholesale, which means somewhat profitable and can provide good advert!. One must have a website, with links for mailing list sign up. Offer your wine at a discount to MRSP. We include shipping fwiw. This seems to work.

Do you actively promote them as being a house brand?
I sure would…

Are your Crushpad wines being selected without having to be "pushed"?
Always push imho….

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