Enolytics Case Study: Fetzer Vineyards and Heat Maps

The idea of a heat map is to show, graphically, concentrated interest within a specific geographical area.

It’s a neat and effective visual.

A heat map could show, for example, that there’s a strong concentration of interest in a particular wine in a particular city. The enthusiasm for Pinot Gris, say, in Miami versus Seattle.

Or it could show different concentrations of interest in a specific brand among a specific demographic in a target metropolitan area. The enthusiasm for one trendy, buzzy label, say, among Millennials in Brooklyn versus the greater New York metropolitan area.

Those are a few examples using a few variables, but you get the idea. 

It depends on the inquiry, and it depends on the quality of the data to yield statistically significant results.

We tested our heat map capabilities a few weeks ago when Fetzer Vineyards approached us with just such an inquiry: what are the “hot spots” within the U.S. for a particular varietal from different geographical origins.

It got surprisingly tricky for a minute there, as we worked with our data partner for this particular project, to craft and specify the scope of work. Did blends count, and what percentage of the varietal should be included? Could the maps be interactive, so that Fetzer Vineyards could evaluate one market against another “on the fly” and in real time? And could we also show price variation of blends versus 100% varietal wines, depending on the geolocated data records?

Those were a few of the questions that arose, and we wouldn’t have known those questions until we were in the thick of the project. But it was interesting, creative, and FUN (frankly) to figure out how to make it work. (Which we did.) Above all, it provided Fetzer Vineyards with strategically important information that they didn’t have before.

"Insights from the heat maps powered by Enolytics allowed us to confirm where a key variety is performing well - and to drill down to opportunities for communications and sales,” said Courtney Cochran of Fetzer Vineyards. "The visuals really speak for themselves, making these great tools for building consensus internally, and for catching the attention of folks out in the field who've been pleasantly surprised by what the maps have shown." 

I hope that helps to illustrate some of our capabilities, and that it triggers some ideas for your own wine business. I’d love to hear them.

Contact us with any request that’s on your mind. We’re here to help figure it out.

Thank you, as always, for reading —