Paul Mabray, CEO of Emetry

7/31 Paul Mabray, CEO of Emetry

KeeperCollection @KeeperColl: Less than 10 minutes until #SommChat with @pmabray his 1st time so make sure to shout out starting at 12N ET and ask you questions!

KeeperCollection @KeeperColl: Welcome to #SommChat everyone! Tell your friends to join us to learn from #CEO of #Emetry, Paul Mabray @pmabray!

KeeperCollection @KeeperColl: We’d like to introduce you to Paul Mabray @pmabray , #CEO of #Emetry #SommChat

KeeperCollection @KeeperColl: We're about ready to dive in w/questions, so shout out to Paul Mabray @pmabray! Make sure to say hello so he knows you're here! #WineWednesday #SommChat

KeeperCollection @KeeperColl: Don't forget that EVERY tweet during this chat should include the #SommChat hashtag in order for everyone to see it!

KeeperCollection @KeeperColl: As we ask our Qs, you can ask Paul your Q’s as well! He'll do his best to answer all Q’s in the order they come #SommChat

KeeperCollection @KeeperColl: With so many participants lots of great Q's are asked! Even if u don’t ask 1--give a S/O 2 @keepercoll and @pmabray 2 let us know u are here! #SommChat

KeeperCollection @KeeperColl: Let's start talking #wine with #CEO of #Emetry, Paul Mabray @pmabray #WineWednesday #SommChat

Paul Mabray @pmabray: So happy to be here with you @keepercoll and everyone. #sommchat

KeeperCollection @KeeperColl: @pmabray When did your journey begin to become CEO of Emetry @GetEmetry? #SommChat

Paul Mabray @pmabray: It's been a long journey of using data for all the companies I've worked for or founded (WineDirect, VinTank) of using data to make better decisions & a year ago the BoD asked me to step into the role . . .

Paul Mabray @pmabray: The reality is the wine industry is in desperate need of data and insights to understand our customers and trends. #sommchat

Texsom @TEXSOM: #SommChat How do you ensure the accuracy of the data you use to inform decision making? Any examples of “data gone wrong”?

Paul Mabray @pmabray: Data in wine is a *REAL* challenge. The labels are unorganized, organization in some parts are grey, and GI/GO (garbage in/garbage out) so cleaning & validation is a key task . . . #sommchat

Paul Mabray @pmabray: One of my fav stories is at one point @vintank saw a surge in chardonnay convo's and we assumed chard was blowing up in popularity. Little did we know that it was a result of some prophetic rappers . . . #sommchat

Paul Mabray @pmabray: Don't even get me started on sorting through rose conversations on social media or brands like "J", "Promiscuous" or "Lovve wine" #sommchat

Sandy Wasserman CS @sandywasserman: Good morning @pmabray how did you get your start with wine and do you have any mentors? Thanks #Sommchat

Paul Mabray @pmabray: Great Q. I've been fortunate to have a series of amazing mentors and colleagues. Growing up in Napa helped give me a fortunate access to some of the greatest minds in wine. #sommchat

Paul Mabray @pmabray: Some of my most influential (on me and the world) were Mike Moone & Erle Martin. #sommchat

Paul Mabray @pmabray: But I'm constantly learning from my colleagues & surround myself w/ both people from wine and from tech (a long list that includes @CarolReber @ahoopes @asmalling1518 @robertjoseph & more)

Paul Mabray @pmabray: PS - My start was working for John Wright who founded Domaine Chandon USA & made me a sales rep in LA. I'm a terrible sales rep but I built my own CRM program for sales success. #sommchat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @pmabray How does your #wine knowledge incorporate with being CEO of Emetry @GetEmetry? #SommChat

Paul Mabray @pmabray: I look at wine through a myriad of lenses. One is the product tree complexity or brands, regions, varieties & all the meta data. The other is the way it is experienced by wine lovers vs casual drinkers. #sommchat

Charles Comm PR @CharlesComm: Hello! @pmabray What initially sparked your passion for wine and spirits? How did you get into the wine industry professionally? #SommChat #KeeperColl

Paul Mabray @pmabray: It was an accident. There was a waiter in Napa (Manny) who had wine tastings w/ a friend and really opened my eyes. Then working in the biz in LA really grew my passion for wine but especially for the complexity of the industry (I like hard problems). #sommchat

KeeperCollection @KeeperColl: .@SandyWasserman @CharlesComm @Virginia_Made great to see you on #SommChat today with @pmabray keep those Qs coming

KeeperCollection @KeeperColl: Q Fr #SommChat #Somm is @GetEmetry for just large #wineries and only #US or can it benefit smaller companies and those outside of #US and how @pmabray ?

Paul Mabray @pmabray: Currently we work with larger wineries as an "answer factory" but we have plans to eventually make products for smaller brands. To help everyone we publish a LOT of insights and data via our blog, newsletter & my speaking. #sommchat

Sandy Wasserman CS @sandywasserman: Q @pmabray Data aside what wines do you like to drink? Cheers #SommChat

Paul Mabray @pmabray: Can I say all wines? I like to explore but I have a particular romance with wines from Rioja (esp Lopez de Heredia) & interesting whites from everywhere. #sommchat

Texsom @TEXSOM: Great conversation going on over on #SommChat

Charles Comm PR @CharlesComm: Q. Going off on @TEXSOM, @pmabray in addition to your own data access, how do you stay at the forefront of trends for the wine industry, any insider tips? #SommChat #KeeperColl

Paul Mabray @pmabray: I love this question. First & foremost I'm a voracious reader. Also my proximity to SV & my friends & colleagues in tech keep me updated. Our whole company nurtures a continuous learning appetite . . . #sommchat

Paul Mabray @pmabray: Second I spend lots of time intentionally working with/meeting/being friends with people outside of wine in biz/tech while living in wine. #sommchat

KeeperCollection @KeeperColl: .@pmabray This year you are talking about “adapting for new realtites” at @TEXSOM TexSom, what can people hope to learn from this? #SommChat

Paul Mabray @pmabray: This is an important topic. How do Somm's use trends, data and technology to better serve customers and how do the either adopt or compete with technology tools (e.g. Vivino menu scanner). #sommchat

Sandy Wasserman CS @sandywasserman: Q @pmabray Have you ever or do you want to make wine? If so, what and where? Gracias. #sommchat #wine

Paul Mabray @pmabray: Great question @SandyWasserman. I've thought about it (& my wife is CEO of a winery) but more importantly I'd want to own a brand to find a better way to sell and market wine. I'd most likely choose Napa or Russian River (for different reasons). #sommchat

Paul Mabray @pmabray: Sadly for her she's often my petri dish for testing theories, technologies and best practices but I'd like full reign to really "unleash the kraken." #sommchat

KeeperCollection @KeeperColl: .@pmabray how could data ie blog and newsletter of @GetEmetry assist #Somms in their studies or work? #SommChat

Paul Mabray @pmabray: Understanding macro & micro trends, their relevance, & how they will impact consumer behavior on the floor is essential learning. IMHO a somm is the magical conduit between the customer & the synergy of food/experience and wine powered by EQ, knowledge & hospitality #sommchat

Douglas Trapasso @demilove: @pmabray - Good morning Paul! Douglas in Chicago here - feel like we have met in person before <smile> - Have you ever been a sommelier yourself? Any advice for those of us who would love to work in wine behind the scenes but maybe not on the floor? #sommchat

Paul Mabray @pmabray: <wink> I did work the floor (as a waiter not a somm but was the top wine waiter in the restaurant). I think everyone who ever eats at a restaurant should walk the floor once in their lives. When you say behind the scenes, what do you mean? #sommchat

Douglas Trapasso @demilove: things like marketing research, data analysis, keeping track of logistics re: importing, etc. - I know I am not best on the floor but I am -somebody's- paperwork guy - @keepercoll #SommChat

Paul Mabray @pmabray: Those are essential tools IMHO. You are responsible for introducing & delivering quality products using data driven decisions. Whether by following the trends, bucking them, sourcing consumers, etc. Super important. #sommchat

Antonia Garca @antonioargraca: For any knowledge-based activity (serving wine is a prime example) gathering, analysing and interpreting data is as critical as oxygen is to life.

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @pmabray How have you seen the #wine world evolve in the past few years?

Paul Mabray @pmabray: We are in the greatest era of change the wine industry has seen since Prohibition. Increased (*unlimited*) competition, decreased routes to market, changing consumer behaviors, quality improvements all around. #sommchat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @pmabray What is something that you want to see from the #wine world?

Paul Mabray @pmabray: So many things but in rank order: understanding of the catalyst that makes a consumer move from wine aware to wine engaged to wine lover. IMHO somm's are key for this since recommendation and trial seem to be the best catalyst for this transformation . . . #sommchat

Paul Mabray @pmabray: But I'd also like to see better industry adoption of tech, a clean data base, a real digital marketplace, less preaching/teaching and more engagement, accessible marketing, more paid writers, more somms, & better industry collaboration. #sommchat

Texsom @TEXSOM: #SommChat Engagement is crucial. Can you give one or two specific examples of better engagement?

Paul Mabray @pmabray: 19 Crimes AR engagement at POP (point of purchase) is a great example, any interaction w/ a somm whether IRL, via a text message, or even *shock* a phone call is another. #sommchat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @pmabray bray does @GetEmetry produce data that would help the floor #Somm do a better job of serving the #wine consumer in the resto? if so how would the #Somms access this data?

Paul Mabray @pmabray: Only via our trend and consumer behavior analysis. I'm working on a few acquisitions that might change that. I would love to better empower somms via data at point of consumption & elevate their access to consumers beyond the restaurant. #sommchat

Charles Comm PR @CharlesComm: @pmabray Based on your interview with Forbes, now that wine & spirit retailers have the same interstate shipping rights, what represents the biggest threat/opportunity for the wine/spirits industry? How to do think the market will adjust to this regulation? #SommChat #KeeperColl

Paul Mabray @pmabray: They don't have those rights yet (but I think they will). The threat is less to the industry but to wineries who have not yet invested in broadening their consumer reach beyond the tasting room. It's an economic/sustainability threat . . . #sommchat

Paul Mabray @pmabray: The other great threat to wine retailers is the sleeping giant, Amazon. No industry has seen an Amazon (powered by Whole Foods) like the wine industry when this happens. #sommchat

Paul Mabray @pmabray: Consumer choice & access will definitely benefit. #sommchat

KeeperCollection @KeeperColl: Q fr #SommChat #Somm @pmabray Is there anything in the #wine world you foresee becoming a trend?

Paul Mabray @pmabray: Some of the trends we are seeing is the wineries going to where the customers (Scribe does an amazing job), the arms race for bigger/better winery experiences…, AR, and testing new flavors/packages. #sommchat

KeeperCollection @KeeperColl: .@pmabray What is a day in your life working look like at Emetry @GetEmetry? #SommChat

Paul Mabray @pmabray: #SommChat [GIF]

KeeperCollection @KeeperColl: Time to wrap up! Hope you enjoyed this hour of #wine talk with #CEO of #Emetry, Paul Mabray @pmabray #WineWednesday #SommChat

KeeperCollection @KeeperColl: It was great to #CEO of @GetEmetry, Paul Mabray @pmabray join us today for #SommChat. We hope everyone learned as much as we did! #WineWednesday

Paul Mabray @pmabray: Thank you for having me. I really appreciate the opportunity to really step out of my normal role and engage w/ one of the most important and key front lines of wine: somms. I'm always available if anyone has any more Q's & hope to meet some of you IRL at @TEXSOM #sommchat

KeeperCollection @KeeperColl: Please join us in thanking #CEO of #Emetry, Paul Mabray @pmabray for his time #SommChat