Unboxing Winc (Pt. 1)

Winc has clearly been targeting their marketing efforts at this class well (see Katherine's post on Winc), and doing pretty well at conversion too! Couldn't tell you the last time I saw a Facebook ad for something other than Winc, so when I saw this latest coupon for $20 off the first box, I pulled the trigger. I'll cover the purchasing experience in this post, and follow up with an un-boxing of the actual shipment next week.

Awareness: 

Let's characterize their marketing efforts as hyper-millenial targeted

Conversion:

Winc has users go through a six-question survey about tasting preferences, like how you take your coffee or how much salt you like in your food. They also ask for your preference on pricing, to which I responded - the lowest price possible, thanks.

Final price after discount for 3 bottles was $25 including shipping

Spurious thought: 

Online wine delivery services don't tell you how the delivery process will work. As a consumer, the hang-up I've always had in ordering wine online is not being sure about how package delivery would be handled. Would've been helpful to know that the wine could be signed for by a 21+ person other than me (e.g., doorman, McDonald front desk staff) - had to ask a friend to get this information 

More on the company itself:

• Winc claims to be the fastest-growing winemaker in the country and last raised a Series B round, with $31 million in total funding. Lead investors include Bessemer Venture Partners and Shining Capital.

• This year, Winc will bottle about 300,000 cases with roughly 100 labels. (At an average bottle price of $20, that's around $72M in potential revenues.. before the heavy discounting for new customer acquisition)

Sources: 

• https://www.latimes.com/business/la-fi-winc-wine-20180216-story.html
• https://www.crunchbase.com/organization/clubw-com