2. BEST PRACTICES IN UTILIZING DEPLETIONS AND RAD DATA

3. Jay James MS Bio Currently: Director of Trade Sales, Chappellet Winery
Brands: Chappellet and Sonoma-Loeb, 70K cases total
30yrs in wine industry
12yrs Distribution (VP Fine Wine, SWS Nevada)
14yrs Hotel/Restaurant (Opening Director of Wine, Bellagio)
4yrs Winery (with Chappellet since 2013)
Other ghosts from the past…
1997: Passed Master Sommelier Exam
American Diploma no. 32
Georgia Tech Alumni:
Some CompSci, Psychology
2004: Co-founder of The Guild of Sommeliers Education Foundation sommfoundation.com)
Presently serving as Chairman

4. Presenter: Ian Monat
Currently Sr. Business Analyst at C.Mondavi & Family
Primary brands: CK Mondavi, Charles Krug, 1.6M cases total
3 years in wine industry
2 years wholesale, 1 year DTC
5 years commercial airlines
2 years pet specialty retail
2 failed start ups, 1 U.S. patent
B.S. Business Admin CSU Chico
MBA Strategic Marketing, Arizona State
Journeyman’s Certificate Commercial Music, MI

5. Moderator: Eric Johnson
Information Architect, Ste. Michelle Wine Estates (SMWE), since Prior: Hogue Cellars, Kim Crawford
Based in Woodinville, Washington
BS. Comp Sci, MBA
SMWE:
~9 million cases in 2016
Tradepulse for data collection, internal data warehouse for reporting using IBM Cognos, Tableau, other tools.

6. Data Issues for Small-Medium Size Wineries:
Informs Two Missions:
Distributor Communication
Analysis and Planning
Who’s going to manage it?
CRM - Do YOU need it?

7. Mission One: Distributor Communication
Must speak in their language (Depletions)
Levels the playing field
Advent of the daily data feed
Overlap RAD for PODs, Target Accounts, Incentives

8. R12/YTD/Shipments
Winery XYZ R12/YTD/Ship - thru (Hypothetical Figures)
Label Name
R12C
R12P
VAR Δ%
TYTD
LYTD
Ship TYTD
Ship LYTD
Cabernet Franc
227
186 42
22.5% 80 87
(7)
(7.6%)
104
0.0%
Chardonnay
3,415
3,050
366
12.0%
1,066
894
172
19.2%
1,249
1,519
(270)
(17.8%)
Sauvignon Blanc
363
364
(1)
(0.3%)
110
125
(16)
(12.4%)
132 22
20.0%
Merlot 88 58 31
53.7% 20
88.8% 70 8 62
775.0%
Big Red Blend
24,122
23,427
695
3.0%
3,988
3,537
451
12.8%
5,835
4,064
1771
43.6%
Cabernet Sauv Reserve
1,455
1,516
(61)
(4.0%)
284
302
(18)
(6.1%) 84 40 44
110.0%
Cabernet Sauvignon
9,677
9,375
301
3.2%
2,121
1,978
143
7.2%
1,537
3,010
(1473)
(48.9%)
Rollup
39,348
37,976
1372
3.6%
7,691
6,945
745
10.7%
9,011
8,855
156
1.8%

9. RAD Example - POD

10. Mission Two: Market Analysis and Planning
The decline of “Proprietary Information” (RAD)
Informs goal setting (Depletions vs Shipments)
PODs, Target Account Programs, Incentives
Tie-In with Distributor Communication:
You won’t change how distributors work
Learn how they each work best, then…
Develop a data stream to support YOUR communication, AND…

11. Mission Two: Market Analysis and Planning
Share It Regularly!!!!

12. Goal/Depl Analysis – for sharing…
Chappellet - Depl vs Goal, YTD and LY
Goaled Labels
FYTD
Goal Total
Var +/-
% of Goal
% of Year
LYTD
% Var
LY Total
% LY Achieved
Chardonnay
1,066
2,800
(1,734)
38.1%
33%
894
(172)
19.2%
3,272
32.6%
Chenin Blanc
110
300
(190)
36.6%
125
(16)
-12.4%
379
29.0%
Mountain Cuvee
5,988
19,500
(13,512)
30.7%
6,537
(549)
-8.4%
18,563
32.3%
Signature Cabernet Sauvignon
3,121
7,500
(4,379)
41.6%
2,978
(143)
4.8%
7,235
43.1%
Rollup
10,284
30,100
(19,816)
34.2%
10,945
(661)
-6.0%
29,448
34.9%
Un-goaled Labels
Cabernet Franc 80 87
(7)
-7.6%
234
Merlot 42 22
(20)
88.8% 69
61.7%
Pritchard Hill Cabernet Sauv
284
302
(18)
-6.1%
1,473
19.3%
516
536
(21)
-3.8%
2,154
23.9%

13. Who is going to do all of this…stuff?
Keep Expectations Reasonable
Sales Director
Analyst
Other bodies can be leveraged
Don’t choose:
Someone who hates technology
Except in EXTREME circumstances – A Road Warrior

14. CRM – or – Hauling Groceries with a Ferrari
For most Bev Sales Professionals – LONG adoption curve
Integration with Depletion/RAD Data is crucial to utilization
Can be a partial solution for “hospitality failure”
Institutionalize the data

15. Using TradePulse for Distributor Contests
Ad Hoc
Excel
PowerBI
SharePoint

16. Automation – Daily Shipments and Orders
Desktop
Mobile
ERP
PowerBI
SharePoint (Desktop & Mobile)

17. Using PowerApps to input TradePulse Goals
‘Goalie’
PowerApps
SharePoint List
PowerBI & Excel
Goal Mgr
TradePulse

18. Mid-months with BPX and PowerBI
Mobile
Desktop
SWS BPX
.txt files / OneDrive
PowerBI combine binaries
SharePoint (Desktop & Mobile)

19. SMWE