There are ~1,200 wineries in the US that use the allocated offering (aka - “mailing list”) model, which represents ~11% of the 11,000 wineries. Because this is a relatively small, yet important, slice of the market, all the major studies of wineries ignore this piece of it and focus on the 89%, which is primarily wine club and online store based. As researchers interested in the luxury wine space, we believe the allocated offering channel is fundamentally different from the rest of the market and has unique dynamics that must be understood separately from wine clubs.

For wineries that use our data partners’ e-commerce platforms, you just need to opt-in via the data partner and the data will be accessed via secure APIs.

For wineries not on a data partner platform, please contact us to request participation. Please provide us with your e-commerce platform name and a sample of your data format to see if we can incorporate the data into our database.

The study will take place in three phases:

Benchmarking - Spring-Mid 2023 - this phase will develop and benchmark the key metrics in the life cycle of allocated offerings (e.g. - customer acquisition, conversion, & retention)

Analyze - Late 2023 - this phase dives into what are the key factors that drive performance for allocated offerings

Experiment - 2024+ - this phase will partner with wineries to test new methods of engaging with consumers and structuring allocated offerings to improve performance. It may last for a multi-year period.

Participants in the study will be the first to receive findings from the project. These releases will provide the most detail possible, whereas other avenues will have more aggregated data.

Additionally, academic research papers and conference presentations will be conducted over time.

Your data will be used to understand and analyze what the key drivers of success are for allocated offerings. No winery-specific data will be shared outside of the research team, including with participants or data partners.

Data privacy is of utmost importance. No individual customer or winery data will be reported or displayed. References to specific wineries will be anonymized unless explicit permission is granted by the winery.

For more details, please see the data policy section of our website.

No, this study has no monetary affiliation with any winery or other company. It is completely independent work. Our data partners provide us secure access to the data, but do not fund this work.

Currently, our research is focused on wineries. However, we know that many retailers also use an allocated offering model. We may expand the scope to include retailers in the future. Please contact us and we can register your interest.