2. The Quest for a Unified Product Identifier
Caitlin Dezzani Taylor Gomberg, Fredrikson and Associates Wines Vines Analytics

3. Link Critical Enterprise Wide Data
Data Management
Link Critical Enterprise Wide Data
General Ledger Employees Customers Vendors Products Capital Assets

4. Shipment and Pricing Data
Depletions Data
RAD Data
Scan Data
Products
Shipment and Pricing Data
Inventory
DTC Sales

5. Anatomized DTC Shipments
Entities!
Distributor Database
Winery Database
Marketing Company
Annual Production
Avg. Bottle Price
Winery Location
% DTC Sales
Tasting Room?
Custom Crush?
Parent Company
Anatomized DTC Shipments
GFA Shipment Data
UPC
Brand Database
Scan Data
GFA FOB Pricing
UPC
Product Identifier

6. Things to consider with UPC mapping
There can be multiple UPCs associated to a product.
UPCs are often re-used for different vintages, and sometimes even new varietals.
Not all products have UPC

7. Example of Mapping Scan Data Internal Database FOB Pricing Data UPC
Product
Sales
Turning Leaf Chardonnay
$400
Turning Leaf Merlot
$200
$20
Turning Leaf Cab. Sauv.
$300
UPI
123546
789101
567891
FOB Price
Product
$45
Turning Leaf Chardonnay
Turning Leaf Merlot
Turning Leaf Cab. Sauv.
Turning Leaf
Slice and dice using Winery level data!
Gallo