Community Intelligence Report for Napa – December 2020

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Napa Continues To Outperform With 2nd Best Month of 2020

Napa Dec 2nd Best Month Of 2020

(*note that only wineries with complete and accurate data for 2019 and 2020 are included)

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Napa Dtc Channels Dec 2020

Napa Dtc Vs All

Napa Visitaion Down

All Regions Visitation Declined In December

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Community Benchmark Member Spotlight

Jocelyn Hoar
Jocelyn Hoar
Vice President, Direct-to-Consumer & Hospitality at Cakebread Cellars

What is your favorite wine business metric and why? I don’t have a favorite per se … they are all important for different reasons. We measure AOV, transactions/guest, sales/guest, visitor count, wine club conversion, wine club attrition, data capture … and the list keeps growing. The more you can measure your business the more strategic and nimble you can be.

What is your favorite wine / food pairing? Salon Blanc de Blancs Le Mesnil and Lays potato chips.

What is unique about how you got into the wine business? I started my career in the restaurant business and 12 years ago a recruiter called me about a role as the “Visitor Center Manager at Robert Mondavi Winery.” I had no idea what that even was! I took a leap of faith and never looked back. Best decision of my professional life.

What do you love about managing a wine business? I love leading and coaching a team to excellence.

What is a unique management challenge you’re facing right now and how are you dealing with it? It is difficult to inspire a team when you are working remotely and don’t have in person contact. Weekly O3’s and open and continuous communication are imperative.

Are there any unique ways your winery is using data? Or that you would love to be able to use data? We use data to drive all of our decisions. We have a weekly dashboard that we use internally that measures all DTC metrics by channel and ensures we’re rowing in the right direction and allows us to pivot in a timely manner as needed.

What is unique about your winery amongst other wineries in your region? Our long history in the valley, commitment to sustainability and leadership in the farm to table movement and culinary teaching and excellence.

What have you learned so far from Community Benchmark Insights and has that or how has it been valuable to you? Benchmarking against our competitive set helps give us a more accurate view of our performance and helps us identify levers to drive the business.

Parting thought for the month? There’s a light at the end of the tunnel

Thank you, Jocelyn!