A Look at the Delectable-VinTank Exclusive Partnership
a screen shot of Delectable 3.0s new Regions’ tracking
In a development announced just today (Wednesday, October 16, 2013), Delectable has partnered with VinTank. The partnership is exclusive for both companies, effectively pumping VinTank’s massive social media capabilities through the Delectable Application.
Delectable is known primarily as a wine app available for iPhone users in which they can record, and share the wines they’ve been drinking, as well as follow others in the worldwide community. With their recent 3.0 upgrade, the app has also integrated an exciting regional mapping system, and a wine recommendation system. The synchronicity of Delectable’s 3.0 release with the iPhone 7.0 upgrade also expanded the International user base.
VinTank is known as a well established tool for wineries to track social media. When using VInTank, wineries receive a signal that someone is talking about them, letting them know what is said, and who they are. Perhaps most importantly, via the VinTank platform, those wineries are then also able to respond directly through the chatter to say thank you to a consumer for drinking their wine. As VinTank CEO, Paul Mabray, explains, “we’re working to make wineries more human and engaging by helping to connect the consumer with who is behind the bottle, to build a relationship.” The platform makes connection between wineries and consumers easier.
VinTank already tracks wine engagement through the social media channels of Twitter, Instagram, Facebook, and FourSquare. The new partnership makes Delectable the only wine app with such a high level of connection, treated at a similar level as Twitter or Four Square within VinTank’s platform. Delectable’s program is currently only available for iPhone users. However, with VinTank, wineries are able to comment within Delectable from outside the Delectable system, making it possible for Android (for example) users to also engage.
The partnership for Delectable with VinTank, then, deepens the connectivity between winery and consumer in the Delectable framework as well. Winemakers have already been using the application, thereby sharing their wine drinking experiences with an interested consumer audience. With the new partnership, those same winemakers are now able to more readily interact with consumers that are drinking their wine.
In this context, part of what is significant about Delectable is the self-selected nature of the app. People downloading a wine only application to use on their iPhones have already crossed a threshold of engagement with wine that isn’t obvious through the other social media channels. Delectable is thereby giving VinTank customers the highest level of social media relevance–already known-to-be wine lovers.
From the consumer perspective, VinTank’s access to Delectable makes contact with the producers of the wines they love more possible. As Delectable CEO, Alex Fishman, explains, “we’re trying to develop interaction [with winemakers and producers] for people that can’t travel around the world meeting with them directly.” Delectable users continue with the app in the same way they already have but behind the scenes the scale of engagement has increased via VinTank by giving wineries easier and better access.
As Fishman describes, “the single most exciting project for us, from the beginning, is deepening the connections between consumers and producers.”
More on Delectable 3.0 in the next couple weeks.
Full disclosure: I use Delectable.
Thank you Alex Fishman, Julia Weinberg, and Dan Fredman.
Thank you to Paul Mabray.
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