How we used data to create a wine our clients' customers would love.
Research into our clients database told us their database included a large audience of adults 30-55 with highly developed palates and wine knowledge. These customers preferred domestic Cabernet Sauvignon and red blends and looked for advanced structure with tannins for age ability. Furthermore, we could see their typical purchase was under $40 so while they aren’t reportedly price sensitive, they considered themselves knowledgeable enough to “spot a deal” and enjoyed looking for them. Further digging showed this target tended to look for boutique family wines so they could be “in the know”.
We introduced Kahler Cellars
We were able to source exquisite fruit from well-known robust Napa AVAs like Howell Mountain and then created a family name and story targeted to experienced collectors in their 30-50s along with a website and strong social media presence.
We launched with both a red blend and a Cabernet Sauvignon made in a well-balanced style, but with apparent tannins, firm structure and would benefit with short-term aging.
Our client initial offered Cabernet at MSRP of $66 and sold at $29.99.
The Proprietary Red Blend
The blend was offered with a MSRP of $62 and sold for $28.
The Proprietary Red Blend vintages both had significantly more bottles produced than the Cabernet Sauvignon.
The result was nothing short of a phenomenon.
Kahler Cellars released 3 wines, all of which sold-out in under 5 days. For our client, this yielded a gross revenue of $205,000. The product was well-liked, too as the ratings on Vivino ranged between 4.0 and 4.5, with the 2015 Proprietary Red Blend and the Cabernet both receiving the 4.5.
We have since continued on with line extensions for this brand as it keeps performing well for our customer.