By Diane from Wine Services
In the demanding wine and champagne sector, accuracy and timeliness of information are essential for enabling our clients to make the best business decisions. Wine Services has mastered the art of data collection by developing sophisticated methods tailored to each market. In this article, we reveal the behind-the-scenes process, outlining the various steps and tools used to ensure optimal data collection.
Identifying and selecting target establishments
A key aspect of Wine Services’ process is identifying and selecting the restaurants and wine shops that meet our clients’ criteria. This phase is based on a precise methodology, which we continually enrich by using a variety of trusted sources.
We begin by updating our panel of establishments, relying on recognized platforms like Michelin Star, Wine Spectator, and 50 Best, which list the world’s top restaurants and wine retailers. We also consult specialized wine sites, such as Falstaff, which is particularly relevant for Asian markets. In addition, we explore prestigious establishments through gastronomic, fashion, and travel publications like Condé Nast Traveler or Vogue.
For specific markets such as the United States, we go further by analyzing the lists of prestigious wine importers (as Southern). Finally, we complete our research by analyzing social networks such as LinkedIn and Instagram, where we identify influencers and sommeliers, and using Google Maps to refine our geographic search. This multi-source approach allows us to select high-level points of sale that offer significant business opportunities for our clients. Once our listing has been drawn up, we have it checked by a fine wine importer to make sure we haven’t marked any key accounts.
Data collection methods at wine services
At Wine Services, data collection is a hybrid process, combining the use of advanced technological tools with meticulous human oversight. This combination ensures maximum accuracy in the information we provide to our clients. The process starts with gathering wine lists from restaurants and wine shops, which can be done in several ways.
- Option 1: digital retrieval –After contacting the sommelier to ensure that the wine lists are available online, complete and up to date, our team automatically extracts the data using OCR (optical character recognition) software. These tools can detect and extract key information such as wine names, vintages, and displayed prices.
- Option 2: email collection – If wine lists are not available online, we contact the establishments directly via email, using tailored personas adapted to each market to obtain the necessary information. In most cases, the establishments send us their wine lists by e-mail.
- Option 3: phone collection – We often double our e-mail with a phone call to collect the wine lists.
- Option 4: physical visits – For more complex markets (particularly China and France), a physical visit to the points of sale is necessary to retrieve any missing information. This can be done by our in-house team, our market ambassadors or our collection partners.
Through these various approaches, we ensure exhaustive and reliable data collection, essential for providing our clients with up-to-date insights on their target markets.
The importance of technological tools in the data collection process
Wine Services continues to innovate by developing specific technological tools that facilitate and enhance the data collection process. For example, we have implemented an internal tool that can automatically analyze online wine lists and identify essential criteria such as average price, awards received (like Michelin stars or Wine Spectator Awards), and the quality of the wine list.
These tools automate part of the process, speeding up the update of our panel while ensuring the reliability of the information. Furthermore, we are continuously working on new developments to refine our methods and offer top-tier services to our clients.
Challenges and stakes of international data collection
Collecting data in different international markets presents its own set of challenges (each year, over 10 million lines of data are collected from 15,000 points of sale). Some markets, particularly in Asia or the Middle East, pose specific difficulties, whether due to language barriers, cultural differences, or limited access to online information. Wine Services overcomes these obstacles by relying on local contacts and on-site partners who help us validate data and ensure regular updates.
Japan, for instance, is a particularly complex market due to its culture and communication differences. In other markets, like China, most establishments lack websites or email addresses, making it harder to collect information. We, therefore, employ specific methods, such as using local search engines or direct contacts on the ground, to obtain precise information.
Conclusion: Wine Services, an optimized collection process for client success
Would you like to learn more about how Wine Services can help your brand gain a foothold in prestigious markets? Contact us today to discover our services and receive a tailored analysis.
