Exclusive: RNDC And LibDib Look To
Take Data Analytics To The Next Level
Wine and spirits distribution giant Republic National Distributing Co. (RNDC) and partner LibDib have unveiled an ambitious new effort to harness data analytics across their footprint, with the goal of driving accelerated growth for their own business and those of their suppliers and customers. The initiative includes the opening of a new joint data and analytics lab that's developing algorithms intended to offer enhanced insights to suppliers, sales teams, and customers as a wave of digital transformation continues to gain speed across the drinks business.
“Our primary mission is to position ourselves and our partners—whether suppliers or customers—to grow disproportionately to the rest of the industry,” says RNDC president and CEO Tom Cole. “RNDC and LibDib have prioritized innovation and value-added technology at every opportunity and today’s announcement takes wholesale digital commerce to the next level.”
“Along with our digital transformation have come all these data points that we've never had before,” explains Tracy Ariail, RNDC's senior vice president of e-commerce and digital. “It's all about how we connect these data points and ensure that we're pulling in the insights to challenge what we're currently doing and address everyday ways of doing business. The market is changing fast, and the traditional means of collecting and distributing data won't allow our partners to respond fast enough.”
The new joint analytics lab will devise algorithms to not only measure performance but also take into account how sales reps and customers interact, examine what drives decision-making, and make sure reps are targeting the right accounts with the right products at the right time. LibDib's Richard Brashears is overseeing the lab as vice president of data and analytics. “We can provide a hyper-personalized experience for each buyer,” he tells SND. “Using data is a great way to tailor the experience in terms of introducing new products, and making sure they're aware of different offerings at different times of the year.” On the supplier side, the analytics lab will help focus and drive supplier messaging through the marketplace, Ariail adds.
The launch of the analytics lab comes as the company's eRNDC digital commerce platform continues to roll out across the U.S. It's currently active in 12 RNDC markets, with the remainder expected to come online in the first half of next year. LibDib's presence has now expanded to include California, New York, Florida, Illinois, Colorado, and Wisconsin. “We're looking to leverage hyper-personalization and targeting for the distribution channel with advanced algorithms, and the value of this partnership is giving Rich and his team the opportunity to define and build that structure,” says Ariail.
Meanwhile, with all eyes currently on how the holiday season will shake out for the drinks business, Cole noted that he's seen some slowing recently, even in previously top-performing categories like 3-liter boxed wines. “There hasn't been a stimulus package in a number of months,” he notes. “The House and Senate are struggling to get that done and have promised not to recess until they do. They're saying the right things, and that's a positive sign. But people are changing their behavior. We're not seeing the pantry loading. This will be a telltale week for how December will go, because it's the week retailers start stocking for the holidays, but to this point we've seen a significant slowdown.”
Moët Hennessy Takes Minority Stake In WhistlePig
In case you missed yesterday's news alert, Moët Hennessy has bolstered its position in the upscale rye whiskey space with a minority investment in Vermont-based WhistlePig for an undisclosed sum. According to the two companies, “The partnership and minority investment will have no impact on WhistlePig’s distribution partnerships in North America and is focused on building WhistlePig and the brand outside of North America.” Here's the full story.
News Briefs:
•The Wine Origins Alliance, a coalition of 32 wine and grape-growing organizations, has called on president-elect Joe Biden and his incoming administration to remove current U.S. tariffs on wine. The organization noted that the tariffs variously stem from disputes over aircraft subsidies, Europe’s digital services tax, and general trade tensions with China, none of which directly concern wine. “Extending or increasing tariffs on wine would only compound the catastrophic economic pain that winemakers and consumers are facing due to Covid-19, devastating wildfires, and the tariffs currently in effect,” the Alliance wrote. It also urged the incoming administration to better protect wine place names through stronger labeling laws. Founded in 2005, the Wine Origins Alliance represents nearly 90,000 wineries.
•Jefferson’s Bourbon has added a new single barrel release to its portfolio. The 50% abv offering marks the first time that Jefferson’s has marketed a single barrel whiskey, and it comes in at a higher proof than the company’s flagship releases. Jefferson’s Reserve Single Barrel is now available in select retailers across the U.S. for around $60 a 750-ml. Last year, Pernod Ricard acquired Jefferson's, along with the rest of the Castle Brands portfolio, for $223 million.
•Cava producer Freixenet has added alcohol-removed white and rosé sparklers to its portfolio. Capitalizing on the trend toward low- and no-alcohol beverages, the new sparkling wines are produced in Spain’s Penedès DO and contain less than 0.05% alcohol. Both wines are rolling out nationwide from Freixenet Mionetto USA, retail priced at $12 a 750-ml. Freixenet Mionetto USA is the U.S. subsidiary of European sparkling wine giant Henkell Freixenet.
•Southern Glazer’s Wine & Spirits has appointed Kim Beto as senior vice president of wine for Nevada. Beto comes to the role with substantial industry experience, most recently serving as Joseph Phelps Vineyards’ vice president of sales. Prior to that, he spent 16 years as Southern Glazer’s vice president of key accounts in California. In his new role, he will report to John Landry, SGWS's executive vice president and general manager for Nevada.
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