This deck is meant as a bit of fun. It was presented as part of a clubhouse but underlines an important part of working within the wine industry and that is understanding consumer demand. Many wineries don’t think about the serendipity of someone searching for Tuscan wines and finding them, or searching for ice wine and finding them – they don’t see the relationship between the content of their site, it’s structure, and their visibility online. SEO is essential to be found. Paid Search helps plug the gap while SEO gets up to speed. Social helps keep brand awareness up. Email marketing is the most cost-effective around. Wineries need to leverage all these channels carefully to be able to access the lucrative DTC market. I work with a number of different companies to help them increase their visibility in search results to ensure they sell more. I also work on a Think Tank who are utilising technology which will look at sales data alongside demand data like this to understand changing consumer behaviour and predict what the next top wine varietals will be, along side helping farmers find the right vines for the right locations on their land, with prediction modelling to estimate yield.

1. SEO, search volumes in wine

2. ❖ Run DeCabbit Consultancy doing SEO, PPC, Social Media and
integrated marketing
❖ Online since 1985, online marketing since 1996
❖ Worked in-house within e-Commerce, Publishing & High Tech
and agency-side across mostly B2B and some B2C
❖ Have worked with Cave de Geneve, Brown-Forman, UPS, Wine In
Moderation, Readers Digest, Bayer, LoveToKnow, Virgin.com &
more
❖ Why not hire me to train your staff or speak at your event?
❖ Contact me: decabbit@gmail.com
@JudithLewis

3. @JudithLewis
This deck is meant as a bit of fun. It was presented as part of a clubhouse but underlines an
important part of working within the wine industry and that is understanding consumer demand.
Many wineries don’t think about the serendipity of someone searching for Tuscan wines and
finding them, or searching for ice wine and finding them – they don’t see the relationship between
the content of their site, it’s structure, and their visibility online.
SEO is essential to be found. Paid Search helps plug the gap while SEO gets up to speed. Social helps
keep brand awareness up. Email marketing is the most cost-effective around. Wineries need to
leverage all these channels carefully to be able to access the lucrative DTC market.
I work with a number of different companies to help them increase their visibility in search results
to ensure they sell more.
I also work on a Think Tank who are utilising technology which will look at sales data alongside
demand data like this to understand changing consumer behaviour and predict what the next top
wine varietals will be, along side helping farmers find the right vines for the right locations on their
land, with prediction modelling to estimate yield.

4. 08/04/2021

5. @JudithLewis

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26. THANK YOU FOR YOUR TIME
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