Increasing Sales in the Wine Industry with Diver Platform®

Dimensional Insight Impact

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Increased Sales in the Wine Industry with Dimensional Insight Software

Duckhorn Wine Company successfully increased its sales by leveraging Dimensional Insight’s analytics software. The business intelligence solution provided the company with the flexibility, ease of use, and efficient administration needed to analyze market trends and accelerate growth.

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Data-Driven Decision-Making with Robust BI Tool

Duckhorn had approximately 25 Dimensional Insight software users across various teams, including executives, sales representatives, and the marketing team. The Dimensional Insight solution empowered them with dashboards to examine sales at regional and national levels, enabling data-driven decision-making. The tool facilitated quick and accurate access to data for executives and teams.

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Analyzing Market Trends and Meeting Goals

Duckhorn’s merchandising team and sales representatives utilized Diver to analyze specific account information and assess goal achievement. The senior vice president of sales used the platform regularly to evaluate the overall health of the business. Diver’s ability to address users’ questions and provide insights contributed to Duckhorn’s analytical and data-driven organizational culture.

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Focus on New and Lost Accounts for Market Success

Duckhorn effectively utilized Diver to focus on new and lost accounts, recognizing the importance of brand and SKU penetration at the account level. The platform played an instrumental role in achieving success in the market, particularly in an industry where brand loyalty may not be as strong.

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Tailoring Sales Strategies with Market-Driven Insights

Diver allowed Duckhorn to implement diverse sales strategies in different regions based on market-driven insights. The company could adapt its approach to specific market conditions, such as concentrating on new and lost accounts in one region while emphasizing increasing points of distribution in another. The data produced using Diver provided valuable market-driven answers and contributed to the company’s ability to sell effectively in each market.

Background

Duckhorn Wine Company was founded in 1976 and has established itself as one of North America’s premier producers of Napa Valley wines. The company represents and sells six brands from Napa and other parts of California and the Pacific Northwest: Duckhorn, Decoy, Paraduxx, Goldeneye, Migration, and Canvasback. It quickly grew from a company with one brand and two SKUs to one with six brands and more than 40 SKUs.

Duckhorn felt that in order to better analyze trends in the market and be able to accelerate growth, it needed a business intelligence solution that would allow it to better look at and analyze its data. As a result, Duckhorn selected Dimensional Insight’s Diver Platform (Diver) because of its flexibility, ease of use, and easy administration in giving its executives and sales and marketing teams the ability to get data quickly and accurately.

Data-driven team needs robust BI tool

Duckhorn has about 25 Diver users across the organization, including the executive team, sales reps, and marketing team. With Diver, Duckhorn’s staff has access to dashboards that allow them to examine sales in their specific region or nationwide. The merchandising team and sales reps use Diver to look at specific account information and see how well they are meeting their goals, while the senior vice president of sales uses it hourly to assess the overall health of the business. If questions arise, users are able to dive in to the data and find the answers.

“We are an extremely data-driven, analytical organization,” says Sue Tamburelli, Duckhorn’s director of sales operations. “Being able to have a tool that helps us easily analyze the data, easily analyze the market — it’s been fantastic. We’re very happy with the way that we are able to address all of our users’ questions and provide answers to the organization.”

“We are an extremely data-driven, analytical organization. Being able to have a tool that helps us easily analyze the data, easily analyze the market — it’s been fantastic. We’re very happy with the way that we are able to address all of our users’ questions and provide answers to the organization.”

Sue Tamburelli

Director of Sales Operations, Duckhorn Vineyards

Using Diver to increase sales

One of the ways the company has been able to use Diver is through its focus on new and lost accounts. “Brand loyalty is not as strong across our industry as it is in other industries,” says Tamburelli. “Being able to take a look at brand and SKU penetration at the account level has been very easy with Diver and instrumental to some of our successes in the market.”

Diver also allows Duckhorn to go to market with different sales strategies in different regions. One geographical region in the company is currently focused on the new and lost accounts, while another region is focused on increasing its points of distribution. The data Duckhorn produces using Diver helps the company answer specific market-driven questions so it is able to sell right to that market.

“I can’t imagine a sales organization not having a product like Diver,” Tamburelli says. “Being able to quickly analyze what’s happening in the market, what the trends say, understanding account base growth and distribution opportunities are all instrumental to grow sales…it’s becoming a must-have tool.”