Wine executives are realizing there won’t be a “V-shaped” recovery for the U.S. on-premise business from the Covid-19 contraction, Rabobank reports in its latest Wine Quarterly.
That means, the bank argues, a winery not doing e-commerce today better be doing it tomorrow. Before the crisis, Rabobank says, “Executives gave innovation and e-commerce
plenty of lip service, but that talk rarely translated into additional personnel or bold acquisitions. Many large suppliers did not even have one dedicated e-commerce employee, let alone a stand-alone e-commerce team.”
Now that’s an imperative that requires “a surge of resources.” The good news, in two or three years, existing sales and marketing teams will be able to take over a large part of the e-commerce function without a need for more headcount. For full details, see the latest Rabobank Wine Quarterly.