Italian wines in U.S. restaurants: insights from Somm.ai with Jeremy Hart
In an industry where adaptability and understanding market dynamics are fundamental, data-driven knowledge is crucial for success. Jeremy Hart, Chief Strategy Officer and co-founder of Somm.ai, explains how his cutting-edge platform helps navigate the ever-evolving on-premise beverage market in the United States.
The Importance of Data
Somm.ai collects data from the beverage lists of restaurants and bars, providing users with valuable insights into consumption habits in American establishments. By leveraging this data, producers can better manage wholesalers, strengthen distributor partnerships, and focus on areas with the highest potential for success. "Understanding the data behind the wines ordered and consumed in restaurants allows producers to make informed decisions," explains Hart. "This not only improves sales but also aligns their strategies with market demand."
Focus for Italian Producers
At wine2wine Business Forum 2023, Jeremy Hart presented the list of the top 150 Italian wines in U.S. restaurants and, from there, shared some thoughts. Why? Because monitoring the evolving preferences and trends within the Italian wine market is essential for making informed decisions. This includes understanding which varieties are gaining popularity and the price points that attract consumers. Identifying which restaurants, bars, and retailers are most likely to appreciate and promote Italian wines is crucial. This targeted approach ensures that marketing efforts are focused on the right establishments, maximizing impact and minimizing risks.
Additionally, having a comprehensive view of the competitive landscape helps producers understand which Italian wine brands are successfully penetrating the market and the strategies they are employing. The speaker highlights how making informed decisions about which varieties and brands to include in a portfolio is fundamental. This involves considering local preferences and market gaps to ensure that the product assortment meets consumer demand.
Effective management of relationships with wholesalers and distributors, according to Hart, is essential. Aligning strategies with those best positioned to represent and distribute Italian wines can significantly improve market presence. Finally, identifying the most promising partners and streamlining operations allows producers to focus on regions and establishments that offer the best chances of success, enhancing the effectiveness of distribution strategies.
By focusing on these key areas, Italian wine producers can more effectively navigate the U.S. market, ensuring their products reach the right consumers and achieve greater success. More details in the podcast suggested here above.
Jeremy Hart
Jeremy Hart is a seasoned professional with over 20 years of experience in the hospitality industry, specializing in sales, brand management, and strategic marketing. He has managed over 400 SKUs across 56 brands in 6 countries for a renowned importer. His brand ideation has contributed to the success of a multi-year Wine Spectator Top 100 winner. He has hosted the closing dinner at the TexSom Conference for five consecutive years. He co-founded the marketing agency Inknowlogy, created the wine brand Explicit Content, and serves as Chief Strategic Marketing and Co-Founder of Somm.ai. Jeremy advances the beverage industry through data-driven methods.