Unfortunately, wine is on a fast track to commoditisation. Some might say it has already happened.
There are many reasons for this, but one of the least acknowledged reasons is that wineries have lost control of their relationship with the customer.
The vast majority of people now buy their wine from big retailers. This means the first thing people think about when they want to buy wine is not the winery, but rather the big retailers. I don’t need to name names, but you know what I am talking about. Watch yourself over the next month and check-in with who you are thinking about the next time you need to buy wine.
The reason for this is that they own the customer relationship.
The winery who’s Pinot Noir or Chardonnay you just adore, they have no idea who you are when you buy from a big retailer. All the winery knows is that stock was sold, and very often, that they only got 40-50% of the retail price. That doesn’t help the winery continue to make that wine you love.
Even worse, the big retailers are constantly ‘innovating’ new ways to sell wine which takes you further and further away from the actual wine maker. It is a cheap imitation experience for you and all other wine consumers.
The real experience is personal and you get to learn details that big retailers just aren’t interested in; but these details matter. And we care about these details.
So it doesn’t have to be that way. Twenty Five Doors is an marketplace using technology to connect and empower wineries and consumers to take back and own their mutual relationship for their mutual benefit.