Jared Keith

D2C and the art of pairing wine with people

Southern Glazers is the largest wine and spirits distributor in the United States, with a portfolio consisting of 45% wine and 55% spirits. While Southern Glazers is traditionally 100% business-to-business, as part of this particular project, they engaged us seeking to create their first direct-to-consumer venture, “Tostify”. The opportunity here was huge for them, where creating this platform could not only help offload more wines at a higher markup, but to also democratize the often daunting task of picking a wine to enjoy.

My role was to partner with Product Management to define and create a “wine-wizard” - which involved meeting with expert Sommeliers and Psychologists to come up with the right mix of questions to pair the right wine with people based on their taste, unique personality and interests. In addition, I helped serve as a commerce subject matter expert to achieve the right balance of brand and performance within the broader client engagement.

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