Evening.
Unthinking wine for a new world.
- Launch AUT/WIN 2022
- Capital requirement € 400K
- max. 8 Investors
- min. € 50K
Evening directly sells fine wines & curated subscriptions to a fast growing and emerging global consumer through a simplified brand, culture-centric marketing & mobile-first shopping.
Milestones.
AUG 2022
Milestone achieved.
Create Pitch Deck & select Founder.
SEP 2022
Milestone achieved.
Launch pre-seed campaign & market private investment.
OCT – NOV 2022
In progress.
Develop product & setup pre-launch campaign.
DEC 2022
Pre-Launch: Market Private Collection (limited edition).
JAN - MAR 2023
Develop 1st Full Collection.
MAR 2023
Premiere 1st Full Collection.
Overview.
Wine
Evening gives entry to the world of fine wines through a quality product powered by an elegant brand and simple customer experience.
Technology
Digital technologies present a crucial opportunity to unleash value through better customer engagement and relationships.
Culture
We aim to establish a culture–centred brand, empowering an emerging and refined zeitgeist of a global generation.
Adieu, Wine.
Millennials, now being of-age, have the income, affinity and size to be a lucrative market, yet eschew fine wines as their drink of choice. As the CEO of a leading German fine wine online retailer confessed: “We know that it’s important to reach new consumers under 40. But we haven't figured out, how to attract a younger demographic .”
Gib hier deine Überschrift ein
Cheers, Culture.
This overwhelmingly diverse market is rapidly growing, yet poorly served. Wines are still marketed around tasting notes and french chateaus.
In an age, in which emerging cultures seek to establish a more contemporary version of a refined life, mirroring aspirations and values marketing around old European charm becomes an ineffective tool to entice this new generation into becoming loyal wine consumers.
Problems.
- Product.
- Product.
Product.
Too Complex. Millennial consumers new to fine wines feel overwhelmed by a complex buying experience, entry barriers and choices.
Product Obsession. Wine is perceived as intimidating. Grape varieties, regions, scores and industry jargon can be hard to grasp. Marketing, design and communication are centered around the product, not about the consumer experience.
Marketing.
- Marketing.
Poor digital experience. Very few business models have a clear mobile-first strategy.
Out of touch. The wine industry feels outdated in the ways they communicate to young consumers. Chateaus, estates and ostentatious luxury don’t fit with our values, zeitgeist and don’t mirror a rapid shift towards a greatly culturally diverse world.
Beyond Wine.
We sell tomorrow's culture – not just wine – to an aspirational and diverse consumer.
Evening simplifies the buying experiences and enriches novel ways of expressing a more global way of a refined life, through technology.
- Cultural. High-end content, compelling storytelling and shared moments.
- Connected. A refined, high-end mobile-first retail destination, mastering customer relationships.
- Contemporary. High-end brand design, relevant messaging and collaborative approach.
- Curated. Hardcore-focused collections of premium wines, simplifying customer experience.
Product.
- Brand.We concentrate on contemporary, creating high-end private label & packaging design.
- Quality. We focus on entry-level to mid-level premium wines and sparklings.
- Pricing. Simplified: A collection of 3 wines costs 79€.
- Sourcing. We source directly from small producers, using no additives.
- Curation. In the beginning, we focus on offering two collections each year, marketed around a theme.
Technology.
- Mobile. Optimised for mobile performance and speed.
- PWA. An app-like feel for top user experience and customer engagement.
- CRM. Built for engaging experiences and customer relations.
- Shop. Headless Commerce for high-end feel, performance & scale.
- Data. Leveraging data to optimise buying experience & personalise curation.
Culture.
Content. Authentic visual content for storytelling and edutainment. Produce Documentary-style mini-videos and high-end photography.
Tastings. Hosting exclusive online and offline tastings in an contemporary atmosphere.
Collaborations. Fostering partnerships with creatives in the arts, design and business and drop capsule collections.
Marketing. A highly social brand, driven by audience engagement and improved social selling experiences.
Gib hier deine Überschrift ein
Gib hier deine Überschrift ein
Customer Segment.
Cosmopolitan – Evening looks to cater to an international audience, who are proud of having a global identity, life and social relations. They non-chalantly fit in Shanghai, as much in Hamburg, Rome or Toronto.
Female – We target mostly upper-middle income female professionals in senior position, age 29–39 (± 4years), living in urban centres.
Digital – Evening aims to entice mobile-first users, who are highly connected, digital natives of the first generation, who emphasise offline connection, but use online to orchestrate their real life. Our target consumers have an astute affinity for aesthetic impression & consumption.
Pre-Seed.
We’re raising a €400.000 pre-seed round from a group
of private investors and giving away equity.
We aim to build and launch Evening as a company, planning to raise a follow-on seed investment in Q2 – Q3 2023 to substantiate or growth for the subsequent 36M.
Development
Early Traction
Launch
Do you want to learn more about our concept, financials and strategy?
Enquire for our pitch deck today.
Contact.
William Chitangala
Managing Director
Linda Pesenti
Venture Architect
Augusto Capece
Technology Lead
Laura von Asseburg
Venture Analyst
Julia Berghöfer
Design Lead
Resources.
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