Innovation Thiab Acquisitions Ntawm Core Ntawm Vintage Wine Estates Strategy

Tom qab 30 xyoo ntawm kev ua haujlwm hauv kev lag luam cawv, Terry Wheatley, Thawj Tswj Hwm ntawm Vintage Wine Estates, thiab nws pab neeg tau coj lub tuam txhab rau pej xeem thaum Lub Rau Hli 2021, ua rau nws thawj tus poj niam Thawj Tswj Hwm ntawm lub tuam txhab lag luam cawv hauv Asmeskas. Cov $ 690 lab IPO tau ua tiav tom qab nkag mus rau qhov kev pom zoo nrog London-based Bespoke Capital Acquisition Corp.

Tam sim no, tom qab me ntsis ntau tshaj li ib xyoos ntawm tus thawj tswj hwm, thiab txawm hais tias muaj teeb meem kev lag luam thiab cov khoom lag luam, cov nyiaj tau los rau Vintage Wine Estates tau nce 33%, xaus qhov kev lag luam. nyiaj txiag 2022 xyoo ntawm $ 294 lab. Hauv kev xam phaj tsis ntev los no, Wheatley tau xav txog nws thawj xyoo, thiab tau piav qhia txog cov tswv yim zoo uas ua rau lub tuam txhab ua tiav rau hnub no.

"Peb lub tswv yim tseem ceeb," hais Wheatley, "yog kom loj hlob los ntawm kev tsim kho tshiab thiab kev yuav khoom. Raws li lub tuam txhab, peb tau ua 20 qhov kev yuav khoom hauv 10 xyoo dhau los, thiab peb tab tom txhim kho thiab nthuav tawm cov npe tshiab. "

Qee qhov kev paub zoo tshaj plaws hauv Vintage Wine Estates (VWE) portfolio suav nrog Clos Pegase, Girard, thiab Swanson hauv Napa Valley; BR Cohn thiab Kunde hauv Sonoma County; Laetitia hauv Central California, thiab Firesteed hauv Oregon. Ua ke, VWE muaj ntau dua 60 hom cawv thiab cawv tag nrho nyob ib ncig ntawm 3 lab tus neeg mob txhua xyoo, ua rau lawv 14^th Cov tuam txhab cawv loj tshaj plaws hauv Teb Chaws Asmeskas Cov khoom lag luam muaj li ntawm $ 10 txog $ 150 rau ib lub raj mis.

"Peb muaj qee yam rau txhua tus neeg tus nqi taw tes, thiab lub peev xwm loj hlob mus rau 13.5 lab tus neeg mob," Wheatley tau tshaj tawm. "Ntau tus neeg tsis paub tias peb muaj peb qhov kev faib tawm hauv lub tuam txhab - peb pawg lag luam wholesale, pab pawg ncaj qha rau cov neeg siv khoom (DTC), thiab peb qhov kev faib B2B. Peb hu qhov no peb cov quav 3-legged, nrog li 1/3 ntawm peb cov lag luam los ntawm txhua qhov chaw. "

Pab pawg B2B tsom mus rau kev tsim cov ntawv sau cawv. Piv txwv li, VWE ua haujlwm nrog cov khw muag khoom loj thiab lwm cov khw muag khoom los tsim cov khw muag khoom lag luam cawv. Lawv kuj tsim cov ntawv tshwj xeeb lub sijhawm, ntawm Windsor Vineyards, rau ib tus neeg siv khoom uas tuaj yeem thov daim ntawv lo rau kab tshoob, hnub tseem ceeb, lossis lwm yam kev tshwm sim. VWE kuj tseem fwj cawv rau lwm qhov chaw ua cawv txiv hmab.

Hom kev sib txawv no yog qhov tsis tshua muaj nyob hauv kev lag luam cawv, thiab muab VWE nrog kev hloov pauv ntau dua. "Qhov no," piav qhia Wheatley, "yog tias ib qho kev faib tawm poob qis, xws li cov khoom lag luam nyob hauv tsev thaum muaj kev sib kis, peb tseem muaj lwm qhov kev faib tawm los tsom rau. Piv txwv li, xyoo dhau los no, peb ntu DTC tau nce 39%, feem ntau yog vim muaj kev nce ntxiv hauv chav tsheb thiab peb muaj zog digital. "

Tau txais thiab Innovation Strategy Cheebtsam ntawm VWE

Thaum txheeb xyuas lub sijhawm yuav tau, Wheatley tau hais tias lawv muaj ib pab neeg ua pov thawj rau qhov kev cia siab kom ntseeg tau tias nws yuav ua tiav rau cov ntaub ntawv tiav. Nws tau hais tias "Peb tab tom nrhiav kev yuav khoom hauv tag nrho peb thaj chaw ntawm cov quav," nws hais tias, "thiab qhov kev yuav khoom yuav tsum nqa qee yam rau kev seev cev uas peb tsis muaj tam sim no."

Kev yuav khoom zoo li yuav tau them, vim VWE daim ntawv tshaj tawm nyiaj txiag xyoo 2022 tau hais tias kev yuav khoom rau lub xyoo ua rau nce $ 11 lab nyiaj tau los. Txawm li cas los xij, kev yuav khoom tsuas yog ib feem ntawm VWE lub tswv yim, nrog rau kev tsim kho tshiab thiab kev loj hlob ntawm cov organic ua lwm yam. Thiab thaum nws los tham txog kev tsim kho tshiab thiab kev tsim khoom lag luam, Wheatley lub suab yuav siv sij hawm ntxiv ntawm kev txaus siab. Tej zaum qhov no yog vim nws muaj zog cawv ua lag luam keeb kwm yav dhau los, nrog rau cov haujlwm ua ntej nrog Sutter Home, E&J Gallo, thiab tso tawm thiab tom qab ntawd muag nws lub tuam txhab ua tiav, Canopy Management.

"Innovation yog kuv lub log tsheb," hais Wheatley. “Nws yog qhov kuv nyiam ua. Kuv txaus siab ua haujlwm nrog kuv pab neeg ntawm qhov no. Kuv yuav muab pov tseg ib lub npe uas muaj peev xwm, thiab peb yuav riff ntawm ib zaj dab neeg. Kuv tseem niaj hnub tsim kho tshiab…thaum kuv tsav tsheb los tsev thaum 7 teev tsaus ntuj txhua hmo, thiab ziab kuv cov plaub hau thaum sawv ntxov. "

Ib qho ntawm cov khoom lag luam tsis ntev los no uas Wheatley txaus siab tshaj plaws yog Bar dev, uas yog muag hauv Safeway, Target, Total Wine, thiab ntau lwm lub khw muag khoom, nrog rau hauv online. "Lub hom yog muag tau zoo heev," hais qhia Wheatley, "nrog qee qhov kev muag khoom tau mus los txhawb cov chaw cawm tsis tau txiaj ntsig."

Hmoov zoo tau tshwm sim muaj ntau lub sijhawm los ua kom muaj tswv yim tshiab ntawm VWE. "Vim peb txoj kev lag luam B2B, peb pheej hais kom tsim cov npe tshiab rau cov khw muag khoom loj," Wheatley tau hais. "Qhov no ua rau kuv zoo siab heev." Lub tuam txhab tseem tab tom nthuav dav rau hauv cider, de-alcoholized wine, gin, whiskey, thiab CBD tej yaam num.

Pab Cov Poj Niam Ua Tau Zoo hauv Kev Lag Luam Wine

Ib qho ntawm Wheatley txoj hauj lwm, uas ntau tus neeg hauv kev lag luam cawv qhuas nws, yog nws txoj kev txhawb nqa zoo los pab lwm tus poj niam ua tiav. Nws pib Wine Sisterhood, uas yog lub zej zog online uas muab cov poj niam uas nyiam cawv ib qho chaw rau kev sib txuas lus nrog ib leeg. Nws kuj tseem ua tus cob qhia rau lwm tus poj niam, thiab tau ua nws lub ntsiab lus los ntiav thiab txhawb cov poj niam ua thawj coj.

"Tshaj ib nrab ntawm peb pab pawg thawj coj loj yog poj niam," nws hais tias txaus siab. “Thiab tag nrho lub tuam tsev lag luam yog poj niam. Txawm li cas los xij, nws yog ib qho tseem ceeb uas yuav tsum nco ntsoov tias koj xav tau kev txhawb nqa txiv neej zoo txhawm rau ua tus poj niam ua thawj coj zoo. Hmoov zoo, peb tus CEO, Pat Roney, yeej ib txwm yog tus txhawb nqa loj ntawm cov poj niam hauv kev ua thawj coj. "

Txog niaj hnub no, Wheatley txoj kev coj noj coj ua muaj zog thiab tsom mus rau kev tsim kho tshiab zoo li tau them nyiaj. Thaum Lub Kaum Hli 2022, nws tau raug npe rau Forbes "50 Tshaj 50" List. Nws tau koom nrog pab pawg ntawm lwm cov poj niam muaj koob npe, xws li Tsev Hais Plaub Siab Ncaj Ncees Kentaji Brown-Jackon, Dolly Parton, Tory Burch, Sandra Bullock, Martha Stewart, thiab Tina Turner.

Ua ntej no, Wheatley tau raug hu ua "Innovator of the Year" los ntawm Cov kab cawv haus rau nws txoj hauj lwm-spanning mob siab rau innovation nyob rau hauv wine, ntsuj plig thiab dej haus industries. Nws kuj tau lees paub tias yog ib qho ntawm kev lag luam cawv "Cov Poj Niam Tshiab Tshiab hauv Khoom Noj thiab Haus" los ntawm Hmoov zoo, WORTH thiab Khoom Noj Khoom Noj & Caw cov phau ntawv Magazine.