Wine Suite: Your Tailored CRM and Marketing Solution for the Winemaking Industry.

Success Case: Castel Di Salve Winery.

• A fifth-generation family-owned business near Lecce with an annual production of 170,000 bottles.
• Initiated a partnership with Divinea Wine Suite two years ago, leading to significant improvements.
• Boasts a strong Direct-to-Consumer (D2C) sales rate of 40%.
• Streamlined operations and developed a resilient customer database, enhancing overall efficiency.
• Prioritizes audience segmentation, catering to Private Customers, International Customers, and Wine Club Members.
• Customized messaging and exclusive offers for each segment to maximize campaign effectiveness.
• Achieved remarkable results with campaigns, boasting 70-80% open rates and 3.8-6.5% conversion rates.

Riccardo Winspeare from Castel di Salve Winery

Riccardo Winspeare, the sales manager of a family-owned business based in the province of Lecce, represents the fifth generation of their family in the wine industry. The company, founded by Riccardo's great-grandfather in 1885, carries a rich historical legacy. They primarily focus on direct consumer sales, with 40% of their revenue directly attributed to consumer purchases, producing approximately 170,000 bottles annually—a modest figure for the Puglia region.

The strategic geographical location of the winery between the tourist destinations of Otranto and Santa Maria di Leuca, at the southernmost tip of Salento, garners significant foot traffic. Despite being a smaller-sized company, they pride themselves on maintaining a personal connection with their clients, providing a wide array of wine offerings.

The Significance of Wine Tourism.

Their success story is deeply intertwined with the tourism sector.

During the summer season, which spans from May to September, they host visitors from across the globe. This seamless integration between wine production and wine tourism is a cornerstone of their business model.

The geographical advantage of being situated in the Salento tourist region allows them to interact with a diverse range of visitors, who subsequently become integral to their success.

Digitalization, and Data Collection.

Riccardo's entrance into the family business approximately three years ago was motivated by a commitment to introduce innovation, including the digitalization of interactions with private customers. This initiative marked a significant leap forward, streamlining processes while preserving personal customer relationships.

As the tourist season and grape harvesting draw to a close, their focus shifts towards planning year-end campaigns. Data collection plays a pivotal role in this process. Collaborating with Divinea and Wine Suite roughly two years ago, they began to manage experience reservations, gather data, and consolidate their customer database.

This transition to digital platforms greatly enhanced efficiency and enabled the creation of a robust customer database.

 Campaign Planning and Audience Segmentation.

Audience segmentation forms a cornerstone of their marketing strategy. Due to the diversity of customer preferences and behaviors, they delineate several segments to which they tailor personalized messages and offers.

The segmentation of their audience is a pivotal aspect of campaign planning. Their broad customer base exhibits distinct preferences and behaviors, necessitating personalized communication. The audience is categorized as follows:

Private Customers in Italy and Abroad: This segment, representing the foundation of their customer base, encompasses all private customers in Italy and abroad. Language and content are adapted based on the specific segment, employing Italian or English as needed.

Customers in France: French customers, in particular, exhibit a profound passion for wine, demonstrating expertise and discernment in their tastes. Messages to this segment include more technical content and special offers, catering to the unique wine preferences in this market.

Members of Their Wine Club: In collaboration with Divinea, a Wine Club was established for their most loyal and passionate customers. This segment presents a distinct opportunity. Exclusive services and special content are offered to foster a strong sense of affiliation with the winery. Members receive personalized communications and exclusive previews of their product offerings.

The segmentation strategy allows them to deliver tailored messages and offers that align with the specific needs of each segment, enhancing campaign effectiveness and increasing customer engagement.

 Email Content and Conversion Metrics

When they craft email campaigns, the primary objective is to ensure that the messages are straightforward, engaging, and personalized. Their intention is for recipients to perceive these emails as direct communications, reading them with interest. Their strategy extends beyond the promotion of their wines, incorporating elements of their company, success stories, anecdotes, and glimpses into the future.

An essential aspect of assessing the effectiveness of their email campaigns is the employment of conversion metrics. Drawing from past results, objectives for conversion are established, encompassing email open rates and the conversion rate into purchases.

In one notable instance, a campaign they executed achieved considerable success. This specific email was dispatched to 221 individuals, boasting a remarkable 70% open rate. This high open rate represented an exceptional outcome. Subsequently, they documented six direct purchases originating from the campaign, constituting a conversion rate of 3.8%. They found this conversion rate to be satisfying, reinforcing the efficacy of their strategy.

Furthermore, they conducted additional campaigns targeted at different customer segments. For example, a campaign directed at French customers, known for their wine expertise, yielded similarly promising results. A substantial percentage of recipients opened the email, and the conversion rate reached 4.2%.

For members of their Wine Club, they orchestrated a special campaign featuring a preview of a vintage Primitivo 2013. This campaign proved to be an extraordinary success with an 80% open rate and a 6.5% conversion rate. It presented a unique opportunity to engage their most passionate and loyal customers.

Unlocking Winery Potential: The Benefits of Wine Suite

How? Through a single integrated access point, you can manage and promote wine tourism experiences, on-site and online sales, data collection, customer profiling in compliance with GDPR regulations, and tailored marketing communication to the end consumer.

Save Your

Time

Save hundreds of hours each year by managing all your sales channels and streamlining reservations and payments for experiences.

Know Your

Customers

Automate customer data collection in compliance with GDPR within a single CRM platform tailored to the needs of your winemaking business.

Boost Your

Profits

Engage and retain your end customers with targeted communications, thereby increasing direct wine sales and your winery's profits.

Activate your Wine Suite trial period now!

Who we are?

Divinea is the technology company specialized in digital products and services for the wine industry.

Thanks to a team of professionals with expertise in digital technologies, data analysis, process automation, and a deep understanding of the wine world, we currently support over 300 wineries on their digitalization journey.

Wine Suite is the CRM and Marketing platform we have developed specifically to meet the needs of wineries looking to manage and enhance wine tourism and direct sales to end consumers.