Vivino

Case Study, March 2022

Solo Project

You’re heading out for a night with your BFF.

They get pizza

You get wine

You head to the LCBO to pick up a bottle (or two). But you get there and find yourself aimlessly wandering the aisles, staring blankly at the insane amount of labels looking back at you.

What one do you pick? Red or White?

Do you go Italy or France? What’s a blend? Cab Sauv, Cab Franc - what’s the difference?

Why. So. Many. Pinots?

These burning questions deserve answers, especially if you’re not a seasoned wine expert.

For Vivino to attract and appeal to a new era of wine drinkers, it will need to swirl and spit the archaic essence of wine culture.

the background

 

The launch of Vivino in 2010 marked the dawn of wine disruption. Vivino provides wine lovers with a wealth of information and opinions from a huge online community.

Vivino features and profiles 12.5 million wines, providing ratings, reviews and pricing. As of 2021, Vivino had 50 million users.

Vivino was created to simplify the wine-buying process, and make it less daunting by striving to become the “Sommelier in your pocket”

the challenge

Wine culture is stuffy and intimidating and the industry has been built up around rituals that no longer serve a purpose - think swirl, sniff, sip, spit.

People don’t do this chilling with friends or having a glass of wine alone at home after work - the traditions of wine culture are not appealing to a younger demographic and are unrealistic measures of wine knowledge, quality and enjoyment.

the problem

Vivino does not appeal to wine amateurs and creates barriers for new wine drinkers looking to explore what’s out there

the objectives

To increase monthly Vivino app downloads in Millennials

To encourage more wine sales in-store and online through the Vivino platform

To position Vivino as the platform that understands - and caters to - all varietals of wine lovers

the thinking

 

How might we appeal to young, inexperienced but wine-curious millennials when the industry at large is not creating accessible opportunities for them to experiment with and experience wine in their everyday lives?

the insight

The complexity and vastness of wine make it appear to be more about understanding than enjoyment

THE OPPORTUNITY

Wine isn’t just for connoisseurs and sommeliers anymore.

Millennials’ wine consumption is on the rise.

Vivino has the opportunity to be an active part of their wine experience, from discovery to decision, from education to enjoyment.

the idea

To extend Vivino beyond pairing, varietals and regions into a more mood, event, and action-based wine recommendation platform

Vivino has the opportunity to become a modern wine encyclopedia. With its Netflix-Esque recommendation curating software capabilities and its enormous database of available products, Vivino can shatter the seemingly insurmountable obstacles standing between Millennials and their love of wine.

the truth

 

the wine industry took a serious hit during the pandemic

the illusion of luxury and exclusivity wine evokes isn’t resonating

millennials are looking for the human side of brands

the execution

  • ux improvements

    Considering that 66% of wine sales in 2020 were made online, it comes as no surprise that digital introductions are being made through a brand’s website.

    By creating a more inviting, modern vibe to the site, new users can navigate with ease and discover what they are looking for faster.

  • Close the information gap

    Breaking down the barrier between users and information is necessary in positioning Vivino as the go-to landmark for all things wine.

    Filters like region and varietal appear intimidating to wine newbies, forcing them to source information elsewhere.

  • New methods of discovery

    Adapting to the shift in how Millennials approach brands and experiences will enhance Vivino’s visibility. Filters that suggest the right occasion for different wines will pair Vivino with the user on a more personal level.

    Label scanning is easy and risk-free - and acts as a cheat sheet to answer questions that might make them feel anxious about asking.

GET

intimidated but interested wine neophytes

WHO

feel overwhelmed when it comes to choosing the right wine

TO

use Vivino as the go-to resource for wine suggestions and pairings

BY

eliminating the outdated showmanship and elitism of wine culture and making it accessible

the results

In a perfect world, Vivino buys in, the creative gets made, the campaign goes live and people go crazy for it. However, this is a spec case and I have a wild imagination.

But if that world existed, Vivino would see an increase in monthly Millennial MAUs, increase online sales by 35% in Q2 of 2022 and increase brand affinity through PR coverage on sites like BuzzFeed.