Marketing The Memories: Over A Glass of Wine

MARKETING THE MEMORIES:OVER A GLASS OF WINE

I was never a wine drinker- the warmth and structure of Irish whiskey defined me better- but then over the past 6-7 months as I have found my roots in the mother wine of Cabernet Sauvignon and Pinot Merlot, I wonder what were the reasons that made me a believer?

So it was the Royal gold over red- Label on the bottle-  that caught my eye and her dark fruity flavours and savory tastes from black pepper to bell pepper that drew me in towards her and I was in love with this ethereal delicacy called Cabernet Sauvignon. Gradually over the next few weeks I flirted with Pinot Noir, Sauvignon Blanc, Merlot etc until I realized that I had switched over from whiskey to the world of Wines.
I believe that a date with wine cannot be defined in the same unromantic and un-surreal moments as the hanging out with a beer or a glass of whiskey. The whole process or should I say the moment of drinking is an initiation or a ritual like the 'Tea ceremony 'of Japan minus the elaborate rituals. I will always take a12 packer and not a bottle of wine to hang out with guys and conversely, going on a romantic date or taking wife out always calls for a Chateau de Hureau Saumur Champigny "Tuffe" 2011 with the candle light and the starlight sky.

Well the stars to shine are not in our hands but to create that perfect -first of many- beautiful moments is surely a work of the bubbly. So, the cost of switching from Vodka, beer etc is not so much in the dollar costs per se but rather in the creation of a comprehensive holistic experience with the loved or other significant ones. The Millennials are already experimenting and drinking more wine. It would augur well for the wine Industry to create a differentiated and customised business Unit, not disrupting the original line in production.

       Wineries or the organisation on Saas would soon have to undertake data mining and perform predictive analysis on the purchase patterns and wine ratings by the Millenials to create a contemporary product and a niche cool experience that draws them to the idea. The online backend platforms could do the predictive analysis on the Millenial consumer and matching it up with his previous occasions or Party patterns could then target them online with the wine options and probably in anticipation already plan the bundle to be shipped. This pre-empting of plans and forward placing the bundle would help in reduction of delivery times as well as result in a more enriched order palette. 
Moreover, for Young Generation the augmented reality would help in bringing to life the story of the wine from the Label on the Bottle and our Millenial and his date could be a part of the story in that augmented reality app. So I believe that wine is all about the beautiful memories and the monetization should not be restricted to the product or the supply chain but the Saas platform in conjunct with AR and AO can be the next big money spinners in the glitzy world of the Bubbly.

                                                                        -- Ajay Serohi--
                                                                                A believer