E-commerce from World Wine grows 300% na pandemic


If for many businesses a year of pandemic and restrictions on the way of working meant an economic disaster, for some companies the period represented a great opportunity for growth. “The secret was the agility with which we adapted the plans and redirected the investments”, says Juliana La Pastina, president of the La Pastina group, to which World Wine belongs. In the last year, sales by the wine importer grew by 38%.

The company already had a solid structure, focused both on sales in physical stores as well as on telesales and e-commerce channels, serving final consumers, restaurants, bars, markets and emporiums. “Regardless of the economic scenario, we have not given up on our expansion plans,” says Juliana. “We just changed our strategy. We accelerated the digital transformation by improving our e-commerce, creating a sales application and adopting a CRM sales management platform. The investments that were planned for a series of events, for example, were diverted to the holding of lives and other actions on the internet. ”

Rising sales

The actions soon showed results. The importer’s e-commerce sales, for example, grew 300% between April 2020 and April 2021. And it was not the only digital sales channel. The company also strengthened its partnership with marketplaces such as Americanas, Magazine Luiza, Fast Shop, Amazon and Westwing.

Incredibly, physical stores also sold very well. So much so that, last year, five new stores were opened, adding up to a total of 18. And, for this year, five more openings are planned. “Physical stores are very important,” says Juliana. Despite the fact that World Wine has one of the largest distribution centers in Latin America, with cold chambers that allow the ideal storage of drinks and robust logistics that guarantee the efficiency of the multichannel operation, the stores end up functioning as small distribution centers, with sales made by WhatsApp or phone and delivery in the region or take away.

Feeling of deserving

Sales increased in all segments and prices, but the increases were more expressive in the ranges of 100 to 150 reais (66.7%) and above 500 reais (61.9%). “Wine has never been more inserted into family life,” says Juliana. “In addition, there is a sense of self-indulgence. People are at home, they don’t go to restaurants, they don’t travel, they give themselves the right to drink better wine. That feeling of ‘I deserve’ comes. ”

With the largest portfolio of Bordeaux in Latin America, World Wine sold its most expensive bottles in half the forecast time. “I had a stock for two years that ended and I needed to replace it”, says Juliana. In the category of wines over 5,000 reais, the Château Mouton-Rothschild 2010 (12,800 reais) was the best seller.

Recurring customers

What was very successful were the cashback actions. According to Juliana, this type of promotion brings 30% more engagement than discounts. “He brings the customer back,” he says. “It causes a new purchase”. For this reason, the importer, which until now has been running cashback campaigns in partnership with other companies, intends to create its own program in 2021. For this year, there are also plans to invest in ways to improve the experiences of e-commerce and e-commerce. application.

The look at the wine product as the company’s main asset, however, is always present. “World Wine always seeks to meet the needs of the Brazilian consumer who is eager for news and for trying new grapes”, he says. The importer, which has a portfolio of 1,500 labels, launched 179 novelties in 2020 and has scheduled the arrival of 80 new wines later this year, in addition to the desire to create its own label of sparkling wines and national wines.

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