Ep. 1544 Jeremy Hart Instalive | wine2wine Business Forum 2023 Series

Since two thousand and seventeen, the Italian wine podcast has exploded. Recently hitting six million listens support us by buying a copy of Italian wine unplugged two point o or making a small donation. In return, we'll give you the chance to nominate a guest and even win lunch with Steve Kim and professor Atilio Shenza. Find out more at Italian One podcast dot com. Welcome to Mastercost US Market with me, Juliana Colangelo. This show has been designed to demystify the US market for Italian wineries through interviews of experts in sales and distribution, social media, communications, and so much more. We will quiz each of our esteemed guests at the end of each episode to solidify the lessons that we've learned. So sharpen your principles, get out your notebooks, and join us each week to learn more about the US market. Hi, everyone. We're waiting just on Jeremy Hart to join us from Somda AI. We'll be talking all things Italian wine today. There he is. Hey, Jeremy. How's it going? Doing great. How are you? Good. Thanks for being here. Thanks everyone for being here and joining us. We're here with, Sam dot ai and Jeremy Hart talking all things Italianie Wine sales and the on premise in the US market. So please send in your questions. I'll be moderating the chat for Jeremy about what's happening in Italian wine in the on premise. So, Jeremy, before we get started, tell everyone who you are and a little bit about found at AI. So, I I came from the supplier side. I did that for seven and a half years, managed fifty six brands, corner SKUs. It'll handle stuff within that. So I actually come from the the selling world of wine. I'm in the pandemic, launched a company with my buddy, David, And so we harvest line menus. Target about forty five thousand on premise accounts in the U. We update it every two weeks. We track all changes, and then we have everything drilled down. So anything from Italy, as far as region, some region, appalachian, predominantly, great varieties are credible categories. And so we can tell you who the leaders are. We have producer for on premise, via SKU for basically any geofencing you wanna do from zip code to across the country to a handful of states. Provide benchmarking and then lead generation. So, you know, where to go fish, besides just understanding where you sit in the US. Amazing. Very cool. And, Jeremy, you're joining us in Verona in November at wine to wine, which is really exciting. So there we'll be revealing the top one hundred Italian wines newest restaurants, which is really exciting. So we'll dive into all that data in November. So today's a little bit of a precursor for our followers around the type of data that some dot ai can pull. So, I'll just start asking questions, and then we'll see if anyone from the audience ask questions as well. But to start, why don't we just go through some of the top five Italian wines right now today in US restaurants nationally? Top five Italian wines across the country. I'm doing this as as well as we chat right now. It's gonna be some of the ones that you would probably assume, but it's gonna be La Martha Persecco is number one. Two Santa Margarita Pinagrigia. Three is actually demonic you can agree, Cheryl. Number four is a massive surprise. It's Antonori Ticanello. Wow. Number five is gonna be Refino persecco. You know, it's in two perseccos in the top five and then Ticanello sits right there at number four. Wow. That is wild. And how often Jeremy is the data updated? Is it in real time? So we're able to jump in. We do it every two weeks. We go across all forty five thousand menus. When we track all the changes, we are able to note when those changes have happened via the metadata. We can tell you the exact date in which it happened, but we update it every two weeks. Once again, for everyone who's joining us, we're here with Saunda AI and Jeremy Hart founder, talking all things Italian wine today. Jeremy will be at wine to wine. And he's been a guest on the Italian wine podcast. So any questions you have about Italian wine sales in US restaurants, we're answering them in real time, Jeremy's pulling the data. I'll keep asking questions and let tell anyone else in the audience, ask questions. I have lots Jeremy tell us the top five cities right now for Italian wine sales and the on premise. It's it's gonna be traditionally kinda what you see. Alright. So top five cities, and I'm gonna once again go by placements because I think account is, good telling because, obviously, like, New York's gonna have a lot of accounts, things like that. Right. But the plate really where you see the action at as far as, the the, affinity towards, like, a certain place as far as, like, them actually supporting it. Are they getting a good portion of the line list stuff like that? Top five, we're gonna be New York. B number one. Okay. I should have a new number two. San Francisco is number three, Los Angeles, number four, and then DC is actually number five. Okay. Probably around what we'd accept. So top five cities for Italian White right now in the in the US, New York, Chicago, San Francisco DC, Los Angeles. One of the neat things to the platform is that you can also drill in and find where the value is at, the places that might be currently overlooked. Right. Right. So port one's actually in here for, like, a top fifteen. It's kind of a neat little thing. So you can find value and stuff like that. Very cool. Awesome is right behind that, Atlanta, Houston's number six, Brooklyn's number seven. Interesting. Okay. Can you show us your screen, Jeremy, for a second? Are you able to flip the camera and show us what you're looking at? And so from here, the the really interesting part on here too as well, so you can also see the average price point. Net ads, and you can see it via the the last year. And you can look at this how you wanna see it. Percentage of change as well. And so sometimes when we're looking at a particular market, you're like, alright, they're plus twenty six hundred and seventy six. Net ads the last year. That's a huge number. But for New York, it's a four point six, which is still in sync growth, and that's really, really exciting to see. And then you can also see things like this to where you can look at this, stuff kinda macroly, where we can do, like, show summary, and then you can get the exact number of what you're actually looking at as far as a trend. Very cool. Okay. So let's talk trends now. In two thousand twenty three, what Italian wine categories have seen the most growth in the US on premise. Alright. So, for Aetna Aetna is actually one of the the the biggest growing as far as NetApp Okay. And so the net ending I think is really a good way of looking at it. Percentage of change is also pretty talented. It'll be able to zoom and enhance. But as far as for, for the most growth, they're actually the number five admin is. And so the last year, there are plus three hundred and forty five total placement. And they're in for five overall in Italy? Four is for Appalachian. And what's the number one? Barolo. Okay. So we've got Barolo number one by Appalachian. Yeah. Bernello. We have Tuscan IGT. And so super Tuscan is a category, and we can only connect traditional appalach. But it's something that we're able to track. And so Tuscan IGT is number three. The number four to me is very, very exciting because I absolutely love County classicO. Kianni classico's number four. Great. Love to hear that. Kianni classico number four, and then Aetna number five. So that's where we're seeing the most growth in terms of Italian wine by application. Okay. So those are the top five. Okay. Next, can we see the top growing, cities by placements? You listed you've told us the top five cities overall by number of placements, but how about the top five cities that have experience the most growth in twenty twenty three. So the most growth within the platform, let's see here. New York is number one. It's it's it's still number one. And that's gonna go by net ads. And that's gonna yeah. So New York Chicago's number two. Okay. There's, Boston is on here as well. And so that's gonna be, number four. And then we also have on Denver as well. Italian wine podcast, part of the momo jumbo shrimp family. When you have a question, is the growth by number items sold or by the increase of price that shows the increase of sales? So is it by the number of placements? Yeah. Number of placements is what what we're gonna look at because we we trail what's going on on the wine list. And so that's a really good metric. As far as sales and, like, burn rates, as far as what they're going through, that's not something we look at. But we can also tell you, like, the value of what a placement is by their estimated line sales over an account. How about, to the second part of that question, the price points, are you able to be looking at changes in price point within the category as well? We can. And, like, from even looking at something like this, like, if you wanted to understand, like, Chicago's number two here, If you wanted to under Chicago and then understand where they are growing via Appalachian, you can do that. You can also be do it via producer, but you can also do it via average price point. For Chicago, the biggest growth as far as for Appalachian is gonna be below. I g c is number two and then Bernelo. Number four is Keana. Can you just go again and number five is Barbara. Okay. And so the Chicago is following the kinda general trend that you listed as the overall national trends. Just to everyone who's with us, we're here with Tom dot ai and Jeremy Hart. Talking all things to Italian wine and data trends in the on premise in the US market. Jeremy will be joining us, wine to wine this November in Verona. He's been a guest on the Italian wine podcast. And he's here to answer all of our questions about Italian and the US market specific to the on premise. Okay. We have a question. How do you tabulate the categories, a name search combat compatibility or UPC match or do you use item tag for each SKU? We use item tags for each SKU. So essentially, we know when we see anything on a wine list, we can use indications around where it would sit on a wine list, like, if it's a producer that carries, like, five different wines. If it's sitting within red versus white on the wine list, we can deduct where that what which wine that could possibly be? The interesting thing in in, like if it said, you know, ex Keonny from here, or just ex Keonny, we can determine essentially which tier of that Keonny that would be within a producer. And so we can drill down to all of those things. Like, it's pretty interesting. And then being able to to take the individual SKU and then also have it tagged to brand is a nice little, piece to look at as well because besides just gonna individual SKUs, you can see how producer is doing. And then that another thing that we do as far as for that producer, but it's part of a one group or importer. We can also type that as well. So we can see those kind of blue points, between the importance as well. Yeah. Cool. Yeah. And it's exciting, I think, especially right now, obviously, on premise, went through a lot of changes in the last few years, but you know, we feel like we're we're back in in a good place to to the level of volume and sales. I'm interesting to see what's what's happening there. So we did the top five wines that are being sold in the US on premise we started. Jeremy, can you repeat that with again? Just I think we have some new listeners. What are the top five Italian wines being sold in US restaurants right now? So, Lamar Persecco, number one, number two, Santa Margarita, number three Epa Nomani pinegreegio. Number four, which is a big surprise here. It's gonna be Anthony Tignanello. And then number five is gonna be Refino Persecco. Okay. Any questions? From our listeners, please chime in. Any questions you have for Jeremy, some that AI about what's happening in the US on premise in Italian wine specifically today. Jeremy can answer questions about any wines though, but today we're focusing on the Italian wine category. How about by winery, by brand? Are you also able to look at the top winery's, not their specific excuse, but just overall in terms of performance? Via producer, the number one for placements across the country is for a female. Number two, Okay. Number three is gonna be La Marca. Number four is Santa Margarita, and then number five is banffy. Okay. It's pretty aligned with the top wines as well, the top wine areas, which which obviously makes sense. So the next five are pretty, pretty interesting to me because as far as the price point jump, you have guy at number six. You have Omenelaya at number seven. Wow. Okay. Vietti at number eight. Sangueto at number nine, and then echo de mani's number ten. Interesting. Okay. So really quite a range in that top ten list of high and low. We're not seeing as much sort of mid level. It seems like This is an interesting thing. I wanna say this really quick. We can actually see the average price point for producers. Okay. And so looking at the Cleanel, average price point of the market and alignment is forty eight bucks. Okay. Okay. No. That is gonna be dance and orient one zero seven. That's number two. Number three, the mark of forty eight again. Okay. If you know, they're basically in line. Santa Marguerite is almost at sixty. Bampies at sixty. Look at Guya's average price point for being number six. Four eighty one in a point. Well, okay. Four eighty one. Wow. Four hundred eighty one. And then Orneliah's three fifty. Three hundred and fifty and then number seven, yearly average price point seventy five bucks in Guritos three eighty six, and then after the money's thirty nine. Really know of the country that looks like this. And that's one of the really interesting things with Italy. And so, besides just being so diverse and having so many great wine producing regions and so many different styles. It's it's really quite interesting. Yeah. Yeah. I wonder why that is. I mean, any thoughts as you especially as it compares to other regions that you're looking at data from as why as to why Italy is seeing so much fluctuation and price point. I think the fact that there's there's the Pina grisio and the Presecco owns so much of the by the glass business that it really made, you can almost offset. And then historically having Keanu as a such a big player that's definitely carrying Banthy one hundred percent as far as for where they sit on this list. I I think that's that's probably the the two biggest factors. Right. As far as historical reference for one major region, and then having two very, very popular styles of wine that no one else can kinda replicate for the price. Right. Okay. We've got another question. If the top five or ten is my top five out of ten is my placement, makes sense people would choose a big name, like Tiganello to have if nothing else, wouldn't it? Brand notoriety. Right? Obviously, a factor here too in terms of restaurant less development. Is that and I hope that answers the question, but let us know if there's something else you were hoping to to find out. Thank you to everyone for joining. We're here with Jeremy Hartson dot ai, talking all things Italian wine and on premise in the US. If you have any questions about what's happening in the Italian wine category in the US market and restaurants, feel free to drop them in the comments. Jeremy will be asking the answering questions live. He's got the data pulled up on his screen. So, I'll keep asking questions. In the meantime, we'll take a couple more. Jeremy, let's see. What else? We talked about the top five wines, the top five wineries, the top five cities for Italian. The top five growth cities in twenty twenty three. We also talked about the top five affiliations by growth of placement as well. What other trends are you seeing in Italian wine this year right now in on premise One thing I do wanna mention really quick that I think is pretty interesting is that, because we tagged down so well, you're able to see the idle breakdown, which isn't a typical conversation you have with, when you're when speaking about Italy because you're always speaking of you know, Kiyani versus, you know, whatever it might be, just in terms of of origin. And so it's pretty interesting. So the number one bridally placed, line in the in the US for, for, for Midli, is gonna be navy yellowed by placement because we also track by vintages and things like that. So there's verticals. These are historically wines that can live a long time. So number one is navy able. It has seventy two thousand six hundred and sixty seven placements. Number two is Pina Grizio. Okay. And the fifty thousand. So if you had jumped down, it was twenty two thousand down. This is top placement. Top number of top placements by varietal. Correct, Jeremy? That's what you're looking right now. Okay. Great. And then Number three is gonna be sangiovese at fifty thousand. So almost tied with pinot grigio. Okay. Right. You hope that one is gonna be sangiovese blend, which is about forty thousand. Okay. Golarin is is number five on the list, and that's about almost thirty eight thousand placements in total. Okay. Or being in the wind is right after that one, and that's a big jump down. That's ten thousand down. So now you're at twenty six thousand placements. And then you have super tuscan, and then the last one to run at the top ten is gonna be miss Scott. Yeah. I mean, it's interesting Nabilo is the number one placement by varietal, but we didn't see any Nebula based wines in the top five wines or wineries that you listed. So that's interesting that that's there's that gap there. Alright. We have another question. What do you see as the region's varieties with the most potential for growth? So to me, what I think is is probably appalachian wise is gonna be the most potential for growth is Aetna just couldn't be more popular. Just kind of in general. Yeah. So I think also, you know, for second opinion version on bone anywhere. You have more American publishers getting into that, which I think is really interesting like Josh doing a prosecco, things like that. That's really interesting to me because now it gets it gets to that whole kind of branding kind of aspect of, you know, people looking at, is it Italian as far as the namesake, or is it just I drink Josh and now I'm gonna drink a Josh Persecco because they're making it per second? Yeah. That's totally interesting. We're gonna see a lot more of that with American wineries getting into it. But seen any trends recently from that you or is it too early to tell, like, what's happening with some of these bigger US brands that are now making, Italian styles of They're doing well. Yeah. They're doing well. And the funny thing is is that, There's so much growth on either side of it. You know what I mean? Like, that if you if you already are doing a lot of, shelf business and this is an off premise conversation, but if you're doing, like, shelf business with, you know, Josh or whatever it might be as far as the brand, it's really easy to go ahead and nudge them for encaptor for second or whatever that might be. So you Right. Will continue to blur those things. And so, no, not really. Super interesting. Thanks, everyone, for joining. We're gonna wrap up in a couple minutes, but we've been chatting with Jeremy Hart of Tom dot ai, talking all things Italian wine, in the US on premise. Jeremy will be at wine to wine this November in verona. He's been a guest on the Italian wine podcast, and he's been a great resource for us to learn more about what's happening in Italian wine specifically in the on premise and the US market. So Jeremy, thank you so much for joining me today for this conversation. Are there any key takeaways, anything else that you wanna add, for what you're seeing in Italian wine right now that we didn't already talk about? It's gotten to the point now with a lot of the things that used to be esoteric on, so esoteric anymore. I think there's really pain and damage. I think people looked for adventure in a bottle when they couldn't travel, and they found a little bit of that. And so everything's starting to tend more towards the premium in general. And so, and people want that adventure and are willing to spend the money on it. And so that's gonna be a really kinda interesting thing to happen up the next little bit. Right. So maybe next year, we'll see those top five wines be a little more esoteric. Jeremy, one last time. Can you repeat for us the top five wines right now, top five Italian wines right now in US restaurants. Yep. Number one, La Marco Persecco. Number two, Santa Margarina, pinot grigio. And then number three is gonna be Epa de mani pinot grigio. K. Four it's Tiganello. And then number five is for funeral per second. Right. So we're still seeing, you know, big brands, traditional categories, right, as the top top selling wines in US on premise. But based on your predictions, maybe we'll start seeing that that shift as as we keep going to some some more esoteric and unique varietals. But thank you again, Jeremy, for being here. Thank you everyone for tuning in today. Once again, we were with Jeremy Hart, Salme da AI, Italian Wine, and on premise. Maybe we'll do this again, Jeremy. It was so fun to have you here. Thank you for joining me today. Stay tuned each week for new episodes of Master Class US wine market with me, Juliana Colangelo. 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