Fantasy wineshops have a few things in common with real-world restaurants and bars, and they’re all doing something different.
Like restaurant owners who want to get their customers to come back for more.
But like bar owners who are trying to get customers to stay.
And like wine-tasting enthusiasts who want you to try their wines without having to leave your hotel room.
The wine industry is ripe for a “fantasy” business model, as some of the biggest names in the industry—including Domaine de la Pergola, G.A. Pinault, and Châteauneuf-du-Pape—are betting that consumers want more of a premium experience than ever.
As a result, the industry is going after a niche that’s been around for decades: wine-drinking.
There’s no shortage of brands to choose from, and in some cases, even more niche.
And the stakes are high: According to Wine Spectator, the average consumer will spend $1,200 on wine in 2018, compared to just $150 on the average American beer.
And as consumers continue to shift away from beer and toward cocktails, the wine industry will have to figure out how to adapt to a new consumer base.
That means more of these wine shops are opening, and the stakes get higher for the business model.
But to get there, the business needs to make sure that its core businesses don’t lose their relevance, that it keeps expanding, and that its brand recognition remains strong enough that it’s able to attract and retain loyal customers.
And that means making sure that they have a strong brand name, a good social media presence, and an active presence in the wine community.
“You can’t do it if you don’t have a name, and if you’re not doing that,” says Peter O’Neill, VP of brand management at Domaine De la Pera and founder of the online wine retailer Domaine.
O’Neil says that a brand needs to be recognizable in order to attract customers.
“If you’re a restaurant or a bar, you don.
You don’t need a brand.
You just need to sell wine.”
And so Domaine’s brand is Domaine, which translates to “good” in French, and its social media accounts are @DomaineDeluxe and @DomainDeluxePour.
“It’s really about being in the restaurant industry,” O’Reilly says.
Domaine Deluxe is a wine tasting experience that allows diners to sample wine from around the world.
“We’re just trying to find something that people enjoy,” O.N. says.
“I want to make people feel that they’re going to get something out of it.”
For the most part, Domaine is offering the same level of service that’s found in many wine bars, including the ability to bring in guests, but O’N.
and his team have been thinking about what that should look like.
For Domaine to reach its goal of offering a quality experience, O’Nielson and his partners have had to develop new technology.
Domains website is being revamped and they’ve been focusing on social media to bring more people in, and Domains social media platform is being rebranded.
They’ve also hired a marketing team, a social media team, and a sales team.
But Domains biggest challenge is how to attract consumers.
“The challenge is that there’s a very, very large chunk of the consumer base that doesn’t really want to come in and be treated like customers,” O`Neill says.
They don’t want to be forced to pay for something that’s not what they want.
And so they’ve decided to go in the other direction.
They want to target consumers who are not necessarily wine-savvy.
O.O. says that Domaine wants to “be an experience that you can come in, feel like you’re getting a special experience,” and then, once you’re in, get to know your fellow guests, and your server.
It’s not a luxury service.
It can be pricey.
And, O.P. says, Domains goal is to “try to make it as affordable as possible, so that people can go in and enjoy wine with a good experience.”
And the solution for them, O.’
explains, is to make their wine tastier, not less.
“There’s a lot of wine you could buy that’s worth less,” O.’
And then he goes on to say that Domains brand recognition is key to success.
And for Domains to keep doing well, they need to be able to show their brand as clearly as possible.
So, to achieve that, O., O’P., and O’R.
are creating a social proof campaign that looks like it was created