What I love about language is its ability to create and transform meaning at any given time, especially in the age of text messaging, where an entirely new dictionary has been made out of acronyms. With new language comes new ideas, and WTSO is a brand with a new way to sell wine that happens to be very fruitful for them.
Wine is often sold in wineries or in stores with vast amounts of variety. At Whole Foods’ wine section, customers can spend an interesting amount of time reviewing wine brands. Cooper’s Hawk Winery allows customers to taste wines as they dine or just drink. But Wine ‘Til Sold Out only sells customers one bottle of wine at a time.
Let me repeat it: one bottle of wine at a time. Their sales pitch is that they sell wine at 30%–70% off the original retail price, so a Henri Jayer Richebourg Grand Cru retailing at about $13K (yes, the bottle costs that much) could go for as little as $3,700. They have sold over 17 million bottles to date and counting.
But you know the sales promotion had to get greater later, because even at 70% off no one wants to drink what everybody else is drinking all the time. So WTSO hosts what they call “marathons,” which are days where they sell 48 to 120 wines at once. Each wine is on display for 15 to 20 minutes each. This is an exciting sales strategy because it’s like an auction for wines. Think about all the guys and girls who swirl wine in glasses sitting at home enjoying a winefest that lasts from 7 a.m. to midnight. It’s awesome! Plus, they ship all your wine to you for free with a 100% guarantee on quality.
WTSO is a cool little brand changing they way consumers buy wine. Drink up!