New wine subscription business offers personalised experience
As the 20th edition of Vinexpo Bordeaux got under way, Vinexpo Daily magazine caught up with Nicolas Mendiharat, Founder & CEO Palate Club, and asked him about his new business, market trends and any priorities during the exhibition.
Please tell us about your company and your day to day work/role.
Palate Club is a new wine subscription business operating in the US market. We deliver a new personalised taste experience that is different from the industry traditional ‘product push’. We have built a unique data science model thanks to the collaboration of wine experts, sommeliers, neuroscientists and mathematicians. We ship wine according to personal taste, which we figure out by sending premium wines wrapped by a sleeve and a secret bottle number, so customers can rate them blind. My role as a founder & CEO was initially focused on the product design, and now also includes business development.
WE HAVE BUILT A UNIQUE DATA SCIENCE MODEL THANKS TO THE COLLABORATION OF WINE EXPERTS, SOMMELIERS, NEUROSCIENTISTS AND MATHEMATICIANS. WE SHIP WINE ACCORDING TO PERSONAL TASTE.
What do you see as being the most important sales trends in your territory?
Besides the obvious trends such as rosé and sparkling, the demand for more transparency, healthiness (organic) and purchase simplification are strong. At our end, we also believe a key trend is for a different and better experience, the social and fun aspect of wine, sharing with friends – all of which seems to have been forgotten in wine brand marketing.
What are you primarily looking for at Vinexpo Bordeaux?
We’re looking for boutique wineries offering quality and mostly organic wines, enhancing their terroir specific traits. I’m also looking for innovation and latest trends in wine marketing and production.
Will you attend any of the master classes or seminar sessions?
I will go to Union des Grands Crus de Bordeaux 2016 Vintage on Tuesday afternoon, and maybe try another one.
What are your secrets for getting the best out of Vinexpo?
Don’t pack in too many pre-planned meetings; leave room for discovery and unexpected meetings.
Nicolas Mendiharat, Founder & CEO, Palate Club