Case Study
Vino Presto*, an Italian on-demand alcohol delivery service, approached our consultancy in 2021 to assist with their expansion into the European market. Having experienced rapid growth in Italy, Vino Presto recognised the potential for their service in other European countries with a thriving wine culture and a growing demand for convenience.
Market Assessment
Our market research identified several promising European markets for Vino Presto’s expansion, including France, Spain, and Germany. These markets exhibited a strong wine consumption culture, a growing trend towards online shopping and delivery services, and a favourable regulatory environment for alcohol delivery.
Company Capabilities Assessment
Vino Presto’s core strengths included a user-friendly mobile app, a robust logistics network for fast deliveries, and partnerships with local wine producers and retailers. However, their brand recognition and operational infrastructure were limited to Italy, which could pose challenges in entering new markets with different cultural and regulatory landscapes.
Implementation Strategy
Based on our analysis, we recommended a two-pronged approach for Robotix’s US market entry:
- Market Pilot: Launch a pilot program in a selected European city with a strong wine culture and a favourable regulatory environment. This would allow Vino Presto to test their service, gather customer feedback, and refine their operations before a broader rollout.
- Local Partnerships: Establish partnerships with local wine producers, retailers, and logistics providers in each target market. This would provide access to a diverse product range, leverage existing distribution networks, and ensure compliance with local regulations.
- Localised Marketing & Branding: Develop localised marketing campaigns and branding strategies to resonate with the cultural nuances and preferences of each target market.
Vino Presto successfully launched their pilot program in Barcelona, leveraging partnerships with local wine producers and retailers. Based on the positive response and valuable insights gained, they expanded their service to other major cities in Spain and France throughout 2022. Their successful European expansion played a pivotal role in this remarkable growth, positioning them as a leading player in the on-demand alcohol delivery market across multiple countries.
