Pour Now's cofounder, Paul Mabray, just published his first piece in nine months. This part is for anyone in the wine industry who has ever tried to guide their shoppers to buy online, only to cross their fingers and hope it worked. For years, the trail from interest to purchase has ended at a static list or map. Paul explains why plainly, then does the thing that matters most: instead of asking you to picture the fix, he tells you to go use it. In his words:

The reason it's so hard for alcohol beverage brands to succeed online is that there has never been a comprehensive, compliant, successful path to purchase.

He is just as blunt about what that has meant on the ground:

And so for years, "Where to buy" has been a dead end. A desert of maps, complicated networks of grey shipping methods, or marketplaces that consume our industry.

And then, rather than sell the vision, he hands over the keys:

Instead of telling you about a vision and asking you to imagine how it works, I can simply show you.

That is the part we would point every wine brand to. You really can click through the shopper experience yourself. Read Paul's full piece for the whole story, including the results behind it.

Read "We Brought Receipts" by Paul Mabray → click here

Excerpts from "We Brought Receipts" by Paul Mabray, cofounder of Pour Now, originally published on Transforming Wine.