2016 DIGITAL WINE REPORT

The five tribes of online wine buyers.

CMYK

THE METHOD
As marketers, social listening is nothing new. We can all agree that there are
interesting things to learn from social listening that enables us to optimize our
ability to engage with customers on those channels. But, our view of social is
one-dimensional. We wonder: are the people our brand is engaging with on
social our target customers, and what is the contribution of engagement to
longer-term customer loyalty and value?
The purpose of this report is to address these types of questions. In order
to conduct our research, we mapped the full set of purchasing and social
behavior as well as demographics for 12,500 online wine consumers across
multiple brands at the individual customer level. The final dataset analyzed
considered 5.7M following relationships, 2.3M social posts, 53K online wine
purchases and 16.8M in sales.
To understand customers and brands, we analyzed the interactions that wine
customers were having with wine brands on social channels. Using TMRW
Engine, we were able to put a dollar value against customer engagement.
Utilizing all our findings we built a better understanding of the customers
beyond their social behaviors and purchasing habits. On Friday May 6th, the
unique personalities of online wine buyers will come to life in a report weve
titled:

THE FIVE TRIBES OF ONLINE WINE BUYERS

THE AUTHORS
Paul Mabray
Group Director

A 23 year veteran of the wine trade, Pauls leadership is the driver for
the overall vision, strategic direction and product development for the
company. Handling all of the business development and sharing the
vision for product development allows him to be in a key position to
connect emerging technologies for the wine industry.

Ryan Flinn

Director of Earned Media

Formerly a writer for of Bloomberg, Ryan has guided clients through
crises, acquisitions, leadership changes, rebrandings, IPOs, medical
meetings, FDA approvals and product launches.

Louis Calli

Director of Marketing
Louis has been in the wine business for 16 years as everything
from a restaurant wine director to the DTC marketing specialist for
an international wine company with a portfolio of 25 properties.
Currently he leads TMRW Engines marketing initiatives and works
with clients in developing eective strategies.

THE TRIBES

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Tribe #1 Teaser

Graham: The Info Geek

Graham & his fellow info geeks

spend the most online and order
online the most often.

Graham represents
1/3 of online wine
buyers

Graham is:
Charitable

Environmentally
Conscious

Grahams
Interests
include VCs &
Tech pundits, and
sharing articles
and ideas
through social
media.

Tribe #2 Teaser

Anna: The Sophisticrat

Sophisticrats taper their love for

food and drink with their aection
for fitness.

Over 50% of Annas

fellow sophisticrats
are women.

Anna loves:
International
Travel

Yoga

Anna is highly
sophisticated
in wine and the
most likely to
discuss specific
grape varieties or
regions on social
media.

Would you like to

know more?
Weve only just scratched the surface of two of the five tribes weve
identified. The full report will contain not just the results of our research,
but also ways to engage and activate each persona. We will examine
interests, habits, geography, club versus non-club activity and what criteria
each uses when making a purchase.
Please join us for a private report walkthrough via GoToWebinar of our first
annual digital wine report next Friday at 3pm PST. Authors Paul Mabray,
Ryan Flinn and Louis Calli will be online to guide you through the findings
and answer any questions you may have.
To register go to: https://goo.gl/cXcS77 (case sensitive) or follow the link in
the email.
If you have any questions please email us at: info@tmrwengine.com.

CMYK

W W W.T M R W E N G I N E . C O M