A tailor-made CRM for the Consorzio Vino Chianti Classico
Members, press, trade and events in one platform, with GDPR consents always under control.
Industry: Wine, protection consortia
Client: Consorzio Vino Chianti Classico
Solution: tailor-made CRM, custom management software
Integrations: Eventbrite, Mailchimp
Records managed: over 3,000
A wine consortium doesn't have "customers" in the usual sense. It has member wineries, producers, journalists, buyers in Italy and abroad, institutions, suppliers and wine lovers. Each with different needs, data and communications. For the Consorzio Vino Chianti Classico, Advinser designed and built a CRM shaped around exactly this reality.
The challenge: many different relationships, one place to manage them
A generic CRM thinks in terms of customers and sales opportunities. A consortium needs something else:
- segmenting members by membership status and type, for example wine, DOP olive oil, Vin Santo, organic estates;
- managing press and trade with specific information, such as publications and awards received;
- organising events and knowing who attended what;
- sending targeted communications to the right audience;
- keeping consents and GDPR under control, including their expiry dates.
The solution: a CRM modelled on the consortium
1. Dashboard
The starting point: it shows the figures for every module, pending actions (events to approve, draft communications, expired consents) and upcoming deadlines for authorisations and consents.
2. Records by type
Contacts are grouped into clusters: Chianti Classico wine members, DOP olive oil members, non-members, press, consumers, trade Italy, trade abroad, suppliers and institutions. Each cluster has its own fields, in addition to company details and contacts with their roles. For members, for instance, the CRM tracks membership status and affiliations; for the press, publications; for trade, awards as well.
3. Events integrated with Eventbrite
Attendees are imported from Eventbrite: contacts are updated automatically and placed in the right cluster. Every contact has a history of the events they attended, and every event shows its list of participants.
4. Communications with advanced segmentation
Recipients can be filtered by record type, membership status, wine category, media and trade category, award and year, province, region and country, wine, DOP olive oil or Vin Santo membership, organic status and newsletter subscription. Obsolete records are always excluded. Communications can be sent from a template, or the list can be exported as a CSV and uploaded to Mailchimp in a few steps.
5. GDPR and consents
Every consent is recorded on the contact, together with its expiry date. The dashboard flags those about to expire, so every mailing only reaches people who can receive it.
The results
- A single database for members, press, trade and institutions, with over 3,000 records organised.
- More targeted communications, thanks to filters built on the consortium's own categories.
- Events linked to contacts: you always know who attended and when.
- Consents under control, with deadlines visible on the dashboard.
- Less manual work between Eventbrite, the CRM and Mailchimp.
A CRM built for wine consortia
Members, appellations, trade press, international buyers, events and tastings: the relationships of a wine consortium follow their own logic, one that sales CRMs simply don't know. Starting from that logic means a tool the staff actually use, without bending their work to fit the software. It's the same approach we take with our custom management software, such as the digital portal for Archea Associati.
Frequently asked questions
What is a CRM for wine consortia? It's a platform that manages all of a consortium's relationships (members, press, trade, institutions, consumers) with specific fields for each category, together with events, communications and consents.
Does it integrate with Eventbrite and Mailchimp? Yes. Event attendees are imported from Eventbrite, while for email campaigns the filtered recipient list is exported as a CSV and uploaded to Mailchimp.
Can other consortia use it? Yes. Its structure comes from the typical needs of a wine consortium and adapts to the categories and appellations of each one.
Is your consortium still managing relationships in spreadsheets?
We'll show you how the CRM works and how it can adapt to your appellation.
