The wine industry has finally arrived, albeit fashionably late, to the tech happy hour. Alas, now phones and tablets will be ubiquitous in yet another sector we thought immune to tech’s allure. For decades, wineries have been run by self-professed luddites—vintners who care more about measuring brix than monitoring SEO. But today, a new crop of pioneers have realized tradition can be bad for business. And with Yankee Group Global projecting that mobile transactions will bring in US$241 billion in 2011 and more than 1 trillion by 2015, it’s high-time others in the wine industry jump on board.
Within the four apps that are proving useful to customers (and bottom lines), the common thread is the filter.
Blush helps you find the perfect wine for any social situation or taste preference (burnt leather, anyone?)
Looking for a wine that will compliment that truffle oil you bought? Hello Vino can help, and after you’ve found that wine you can save it to a list of favorites.
Remember that awesome malbec at dinner on Saturday? Me neither. With Vivino’s wine-label recognizer, our phones ensure we’ll never forget.
And Wine.com’s library of tasting notes is ripe for the budding sommelier and collector alike.
But despite the usefulness of these apps, what’s missing is a way to purchase wines simply. As we’ve seen it do for other industries, social media, gamification, and mobile commerce can expand the market for wine at a much quicker rate than traditional marketing channels. And yet wine lags behind other consumer goods companies in digital marketing spending. Adding only 4% more to current branding budgets allows wineries to create compelling interactive experiences for their customers.
In our dream world, the perfect wine app:
- helps us find the perfect wine, right when we need it
- educates us on why that wine is perfect
- offers us discounts
- invites us to releases, tasting parties, meetups, etc.
- allows us to grow our wine collection easily
What would you want to see?