Using Business Intelligence for Brand Building and Long-Range Planning

Quick facts

Organization: Biltmore Wines

Dimensional Insight Customer Since: 2012

Location: Asheville, North Carolina

Company Description: Biltmore was the vision of George W. Vanderbilt and is the largest privately owned house in America sitting on 8,000 acres in Asheville, North Carolina. Biltmore Estate is home to the Biltmore Winery, which encompasses estate vineyards.

Website: https://www.biltmore.com/wine

Solution: Diver Platform

Challenege

When Alisha Forester came to Biltmore Wines as national sales director she says, “I was used to having invoice driven data at my fingertips.” At the time, Biltmore didn’t have a data repository.

The collection of depletion data was done by fax and typed into a spreadsheet. “I think the biggest problem that we were trying to overcome,” Forester says, “was how do we make intelligent business decisions with incomplete or nonexistent data?”

Biltmore Wines is one of the businesses within The Biltmore Company, which includes the Biltmore Estate and Biltmore For Your Home, a Biltmore licensed home goods company.

Biltmore Wines is a “grapes to glass” company that does the vast majority of its production from its winery in North Carolina; it also sources grapes from California. The wine company has both onsite wine sales, as well as off-site sales, which works through various distributors to ship wine to 20 states.