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VinPass – A New Social Game for Wine
Posted by | Posted in Interviews | Posted on 06-14-2011
I’ve been watching VinTank, a digital think tank for the wine industry, for a while now. As wine geeks know, VinTank partnered up with Cruvee, a data intelligence and social media monitoring service, in March. Last week, VinTank announced its latest development – a new platform called, VinPass, which is a social game to taste, review, and market wine.
Although I don’t consider myself – at least not in public forums – a “gamer,” I am intrigued enough that I took VinPass for a test drive. See my journey below, plus a quick interview with VinTank’s chief strategist, Paul Mabray.
What is it? It’s kind of like FourSquare, kind of not. It IS similar in that you can “unlock passes” that are sponsored by VinPass’ sponsors…and also receive rewards, event passes, and perks. It’s NOT similar in two key ways that I can discern: (1) you’re not checking into locations, you’re checking into wines and (2) it’s not a stand-alone application. Instead, it is layered onto several existing applications.
How do I use it? To use VinPass, I must either already be a member of or sign up for one of the applications that integrate with VinPass. Since I had zero idea which one was right for my technology and needs, I randomly opted to sign-up with WineLog and Drync. I enter a couple wines on WineLog, but neither are in the system, so I log all the details (e.g., price, grapes, producer, etc.) + my tasting notes. I immediately get a badge! Wee!
Benefits to consumers? An easy way to record what you’re drinking and interact with brands/wine pros/regions. Get quick tasting notes on the go. Get perks from wine companies.
Benefits to wine companies? Data. Marketing. Interaction with potential customers. More.
Other comments: To make the system user-friendly, the platforms rely upon either serious oenophiles to build up the database OR a really easy data entry interface. Otherwise, you’re stuck laboriously logging all the logistics of a wine each time. Or maybe restaurants could sign up and log their own wines? Wine shops?
Additionally, as is, it’s confusing for a new user to know which of the tasting note platforms to use (e.g., Drync or HelloVino?). What differentiates each of the platforms? Perhaps getting the applications to be upfront about their unique value propositions could help novice users choose their app.
Paul Mabray, VinTank
Overall, I think this is an exciting tool and has lots of potential. And without further ado, a few questions for VinTank’s Chief Strategist, Paul Mabray:
Terroirist: My first question is really basic…when you sign up for WineLog, Adegga, iRhône, or any of the tasting note platforms linked to VinPass, are you immediately “playing” when you log a wine?
Paul (VinTank): Since this is a game layer in their platform, we have allowed them to choose how they want to implement it. All currently (except Adegga) start you automatically playing as soon as you make your first tasting note.
So, in a sense, you don’t even know VinPass is there?
Yes, VinPass is just a feature within each of these platforms allowing them to give more service, rewards, education, and fun to their user base.
This seems like the elephant in the room…but any chance you will be linking up with CellarTracker?
We are in talks with lots of platforms but everyone knows how much I respect CellarTracker and Eric Levine. We have high hopes to bring VinPass to CellarTracker. Any platform that makes tasting notes can add VinPass today.
How does Cruvee fit into VinPass?
Cruvee is the engine that powers VinPass. It is the #1 listening platform for social media in the wine industry with over 1700 wineries using it.
I understand how this can help both oenophiles and casual drinkers log what they are sipping, but how do you envision the tool also helping casual consumers at the POP?
Tools like NatDecants and HelloVino are used in supermarkets to help casual consumers pick wines w/ meals. The game lives in their palm when they are looking to make these choices. The same situation occurs with Drync (more often in restaurants situations) where the choice is so critical. Any of the mobile implementations help wine lovers (casual or oenophile) at POP.
Is that the role of VinPass or the role of the tasting note platforms on which VinPass is layered?
It is both (more the role of the platform) but since we access information so often through mobile applications, all of these tools provide critical support to wine lovers to help them make decisions. VinPass is the game layer on top of them to encourage wine consumers to explore differently (region, variety, or wine brands) and have fun doing so.
What possibilities do you see in the future for VinPass?
We will see more platforms launching soon (already Bottlenotes and Natalie Maclean have been announced). We will also have more rewards, more game types, more wine personalities joining in the upcoming months. Finally, we have some secret sauce that will really extend the game to a new level in the next 4 months (hint – wineries will be able to make their own passes and games automagically and in cool places).
Any Terroirist readers out there using VinPass? Thoughts?
Thanks for such an awesome article about VinPass. You had a few questions I thought maybe I could answer for you:
Statement – “To make the system user-friendly, the platforms rely upon either serious oenophiles to build up the database OR a really easy data entry interface.”
Answer – A couple of things – we are in the renaissance of wine journaling. Apps and tools are learning how to best handle to basic functions (ala “Like”) to the complex oenophiles that take notes. Data is always the problem but VinPass helps solve it by working with wineries and wine organizations to get more and more clean data to feed into the platforms so that users don’t have to waste time entering basic information, only their experiences.
Question – “Or maybe restaurants could sign up and log their own wines? Wine shops?”
Answer – we would love to see restaurants, wine shops but ESPECIALLY wineries and wine educator take control of this problem and help solve it for the entire internet. One of the greatest things slowing down the success of wine online is data.
Statement – “Additionally, as is, it’s confusing for a new user to know which of the tasting note platforms to use (e.g., Drync or HelloVino?).”
Answer – Our hope is that you explore the platforms and find the one that suits you best. Most are free and currently the best implementations of VinPass are with Drync and Winelog.net but all are improving quickly. Find the one you like and suits your way of interacting with wine (e.g. if you take notes at dinner vs. at home, Drync as a mobile app may suit you best).
Question – “What differentiates each of the platforms? Perhaps getting the applications to be upfront about their unique value propositions could help novice users choose their app.”
Answer – That is a good question. I think we will try to do a better job marketing the platforms but our goal is to be the engine, not the destination. The platforms do a really good job marketing their value proposition. You will see more tasting note platforms who’s primary focus is journaling being added. However, other apps (like iRhone, HelloVino) have other values like food wine pairing, rhone tastings, etc that are very valuable for their users to have more ways to connect with them and learn about wine through tasting.
Again, really appreciate the great article. I’d love to hear any feedback, suggestions, etc.
Let’s get our game on.
Best,
P
If VinPass is just a feature within each of these platforms allowing them to give more service, rewards, education, and fun to their user base, then who originates these content enrichment programs, the winery, the trade association, or the consumer-facing platform? How do they know that their consumers will be impressed with the offering, as opposed to something very much the opposite? Are they listening through Cruvee as well, albeit in only a few cases?
Rich – The sponsors (winery, associations, etc) in tandem with VinTank originate the content and games. Cruvee powers the game engine as well as monitors the success or the program.
Can you fix the winelog link in the article? Thanks.
http://www.winelog.net
Fixed!
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