Down to Earth Marketing
Ep 8 | From Bottle to Table: Navigating DTC and Retail in Avaline Wines with Zack Bennitt
In this episode, we sit down with guest Zack Bennitt, who shares valuable insights into the intersection of marketing, retail sales, and DTC strategies. We discuss the shift towards an omnichannel approach, the impact of marketing on both retail and DTC, and the challenges of measuring and evaluating these channels. We also explore the fascinating story of Avaline Wines, founded by Cameron Diaz and Katherine Power, which aims to offer clean, transparent, and organic wines.
Join us as we uncover the complexities of marketing, the allure of organic wines, and the strategies for reaching diverse customer groups in this insightful and engaging episode.
- How the two friends, Cameron Diaz and Katherin Power, started the wine brand, Avaline, with their commitment to sustainability and clean beauty, as well as their efforts to educate consumers about the contents of their wines.
- The brand's marketing strategy revolves around educating consumers about the wine industry and providing a healthier option. Zack finds that low-sugar or zero-sugar messaging is better than making your messaging too educational.
- Customers prefer buying wine in person as their go-to method of purchasing due to habit and convenience.
- Avaline’s retail presence has grown to 10,000 stores, making it easier for customers to buy Avaline in physical stores.
- Balancing the marketing budget between DTC and retail and the importance of tracking impressions from DTC efforts to in-store purchases.
- Zack suggests using the marketing efficiency ratio to blend ROAS and retail sales as a way to measure marketing success. He also emphasizes the importance of looking at marketing efforts holistically, as one channel can impact both retail and DTC sales.
- Challenges and opportunities of transitioning to traditional advertising methods and user-generated content (UGC) materials in building the brand and sales.
- The need for a more omnichannel approach, particularly in the food and beverage industry, and the shift towards advertising backed up by performance marketing.
- The subscription model, known as "bottle service," and its impact on revenue generation and customer retention.
- The alcohol industry's limitations on advertising channels and the focus on efficiency and exploring new channels such as direct mail, programmatic partners, and influencers.
- Zack recommends Avaline's Pinot Noir as his favorite wine and emphasizes the difference in taste compared to standard wines, endorsing organic wine as a response to those with hidden and unlabeled additives.
This conversation has given us a glimpse into the innovative strategies and genuine passion behind Avaline Wines. Here's to more transparency and success in the world of wine marketing! Be sure to check out Avaline wines and Zack Bennitt.
Be sure to subscribe to the Down to Earth Marketing Podcast for more thought-provoking conversations like this one. Until next time, keep exploring and evolving!
In this episode, we sit down with guest Zack Bennitt, who shares valuable insights into the intersection of marketing, retail sales, and DTC strategies. We discuss the shift towards an omnichannel approach, the impact of marketing on both retail and DTC, and the challenges of measuring and evaluating these channels. We also explore the fascinating story of Avaline Wines, founded by Cameron Diaz and Katherine Power, which aims to offer clean, transparent, and organic wines.
Join us as we uncover the complexities of marketing, the allure of organic wines, and the strategies for reaching diverse customer groups in this insightful and engaging episode.
- How the two friends, Cameron Diaz and Katherin Power, started the wine brand, Avaline, with their commitment to sustainability and clean beauty, as well as their efforts to educate consumers about the contents of their wines.
- The brand's marketing strategy revolves around educating consumers about the wine industry and providing a healthier option. Zack finds that low-sugar or zero-sugar messaging is better than making your messaging too educational.
- Customers prefer buying wine in person as their go-to method of purchasing due to habit and convenience.
- Avaline’s retail presence has grown to 10,000 stores, making it easier for customers to buy Avaline in physical stores.
- Balancing the marketing budget between DTC and retail and the importance of tracking impressions from DTC efforts to in-store purchases.
- Zack suggests using the marketing efficiency ratio to blend ROAS and retail sales as a way to measure marketing success. He also emphasizes the importance of looking at marketing efforts holistically, as one channel can impact both retail and DTC sales.
- Challenges and opportunities of transitioning to traditional advertising methods and user-generated content (UGC) materials in building the brand and sales.
- The need for a more omnichannel approach, particularly in the food and beverage industry, and the shift towards advertising backed up by performance marketing.
- The subscription model, known as "bottle service," and its impact on revenue generation and customer retention.
- The alcohol industry's limitations on advertising channels and the focus on efficiency and exploring new channels such as direct mail, programmatic partners, and influencers.
- Zack recommends Avaline's Pinot Noir as his favorite wine and emphasizes the difference in taste compared to standard wines, endorsing organic wine as a response to those with hidden and unlabeled additives.
This conversation has given us a glimpse into the innovative strategies and genuine passion behind Avaline Wines. Here's to more transparency and success in the world of wine marketing! Be sure to check out Avaline wines and Zack Bennitt.
Be sure to subscribe to the Down to Earth Marketing Podcast for more thought-provoking conversations like this one. Until next time, keep exploring and evolving!