AAAAAAA image 180x180 - Adaptation, adjustment, agility, appropriateness and alignment: How wine businesses are refocusing in a changing world

Two weeks ago, we shared examples of how wine businesses, alongside nearly every other type of business, were having to adapt and adjust with agility.

Last week, when delivering this weekly round-up of case studies from around the global, we added a fourth ‘A’ – appropriateness, as it became increasingly clear that businesses must consider the cultural and social appropriateness of their adjustments. What messages, sales strategies and changes feel culturally and socially responsible in our new world order?

Reflecting on the examples of wine business changes that we have collated this week, it seems that perhaps we now need to add a fifth ‘A’ – alignment. Are our business adaptations and adjustments correctly aligned with the political, social and cultural order that we are living in today….even if that new way of doing business may only be aligned for a matter of days before our environment shifts yet again.

– Lulie Halstead


Product mix switch

A new scheme has launched to help thousands of currently closed pubs to trade as food shops during the coronavirus health crisis. Called, pubs can process online orders, which gives them both a way to ease cashflow issues as well as support their neighbourhood in providing food.

In Australia, Momento Hospitality in Sydney have turned their warehouse behind the Bella Vista Hotel into a drive-through one-stop shop for alcohol, fresh produce, prepared meals and grocery staples. And in Mexico, a bakery in Monterrey is selling raw cookie dough and delivering it directly to consumers’ homes so they can bake it themselves.


Driving engagement

Wineries, breweries and distilleries continue to build their offerings of virtual tours. The Drinks Business compiled a list of 11, including Jordan Winery in Healdsburg, California, Talisker on the Isle of Skye and Mission Hill Winery in Okanagan Valley in Canada.

Chefs are turning to Instagram Live to inspire home cooks and teach the basics of cooking whilst staying connected with restaurant regulars and fundraising for their staff or other industry organisations.

Similarly, Corkbuzz, a highly regarded wine bar in New York City and Charlotte, North Carolina, has made their wine classes online, and they also offer guided virtual tastings and happy hours. In addition, they’re also offering ‘care’ packages to those in NYC and Charlotte filled with wine selected by Master Sommelier Laura Fiorvanti.

BrewDog has also launched 102 virtual pubs offering beer tastings, homebrewing masterclasses, pub quizzes, live music and comedy.

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In China, even clubs are going digital as has launched an online clubbing campaign to help drive alcohol sales. Every week, JD invites musicians and DJs to hold a three-hour live show through JD Live, and introduce liquor products that viewers can buy with a single click.


Supporting the hospitality sector

UK on-trade supplier Matthew Clark has launched a new app, LOCAL, that allows pubs, restaurants and bars to operate delivery orders and click and collect without any upfront costs. The new LOCAL app can be set up simply, while customers can order through the restaurants website and find local delivery using a postcode search.

Similarly, along with donating 300,000 meals to first responders and healthcare workers, Uber Eats has also waived delivery fees for over 100,000 independent restaurants to encourage people to support local businesses.

This Friday (10th April) will also see #theBIGenglishwinegoodfriday, aimed at encouraging UK consumers to buy English wine direct from producers, supported by videos featuring winemakers, writers, retailers and sommeliers. WineGB has launched a shop local campaign on its website here.

English wine - Adaptation, adjustment, agility, appropriateness and alignment: How wine businesses are refocusing in a changing world

Supporting key workers

Many hotels around the world are using their rooms to help key workers limit their commutes between home and work. For example, The Fladgate Partnership has turned its hotels in Portugal into accommodation for medical staff.

Ikea in Croydon, outside of London, has also opened a new food market for NHS staff and vulnerable people, which will stock the usual range of meatballs alongside staple groceries such as tinned food and milk.

And finally, i heart Wines has teamed up Intervino to make 2,500 bottles of personalised i heart Superheroes Prosecco. Customers will be asked to nominate their chosen superhero – who can be anyone deemed worthy of some recognition – and winners will be chosen daily for the next two weeks to receive a free bottle.

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