{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/6387eeef9a00ff001159c857?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Shattering Glass Ceilings w/ Jen & Zach Pelka, Une Femme","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/62301a5c63c97500122f8a76/show-cover.jpg?height=200","description":"<p>In less than three years, Jen &amp; Zach Pelka, the sister and brother co-founders of Une Femme, have taken what was supposed to be an in-house wine brand for their Champagne Bars The Riddler to the fastest-growing sparkling wine in the US. Leveraging data from The Riddler sales with a mission of promoting women and enabling the shattering of glass ceilings, Jen &amp; Zach have taken a CPG approach to rocket Une Femme to become a national player.&nbsp;&nbsp;</p><p><br></p><p><strong>Detailed Show Notes:&nbsp;</strong></p><p>Une Femme launch</p><ul><li>Initially designed as an in-house brand for The Riddler</li><li>Data from The Riddler, from 2 bars, 150-200 wines sold by the glass, 70% women, difficult to find affordable, approachable sparkling rosés by the glass led to Une Femme design</li><li>Launched Feb 2020 - a bad time for on-premise, Covid closures forced more national distribution</li></ul><p>Wine portfolio</p><ul><li>The Betty - sparkling white, named after Betty White, no dosage, 80% PN / 20% CH</li><li>The Callie - sparkling rosé from California, 1st wine to take off</li><li>$32 retail&nbsp;</li></ul><p>Product</p><ul><li>Work directly w/ wineries and winemakers, capital-light model</li><li>Mostly Central Coast, CA</li><li>Made in 3 locations w/ a Type 2 winery license</li><li>Made w/ Charmat method (tank) - faster, less expensive, more scalable, spends 1-3 months in tank</li></ul><p>Motto - “World-class women-made wines that give back to female-centered charities”</p><p>Each wine partnered w/ charities, which gets a lot of press</p><ul><li>The Callie - Breast Cancer Research Fund</li><li>The Betty - Dress for Success</li><li>Limited Edition Wines (Piquettes) - Tree Sisters</li><li>Batonnage Forum (for more detail, see XChateau Ep 40)</li><li>Assesses donations every quarter for contribution amount; can’t tie a specific $ amount to a bottle due to alcohol compliance</li></ul><p>Fastest growing sparkling wine brand in the US</p><ul><li>2020 - 1,500 cases</li><li>2021 - 5,400 cases</li><li>2022E - ~100,000 cases</li><li>2023E - &gt;200,000 cases</li><li>Aspiration - 400-500k case brand to become a “call brand” for sparkling wine, where customers ask for it by name</li><li>Diversity at scale is mostly restricted by access to capital (Une Femme just able to raise $10M Series A)</li></ul><p>Packaging</p><ul><li>Multiple formats - 750ml, 187ml, 250ml cans</li><li>Small formats launched to take advantage of events, charities where small bottles (w/ straws) / cans will be photographed/seen vs. drinking from a glass</li><li>250ml cans driven by Delta - lighter, more scalable, sustainable</li></ul><p>Price - will be ~$24.99 from major retail partners as the product scales</p><ul><li>Targeting premiumization categories ($20-40 range) and growing the sparkling category</li></ul><p>Promotion</p><ul><li>Brand partners - Marriott (by the glass in high-end hotels - Ritz Carlton, St Regis, JW Marriott), Delta</li><li>Most successful promotion - Hall of Femme awards program celebrated 365 women who have shattered a glass ceiling.&nbsp;Sent them a crate of wine with stunt glass and a hammer to shatter it.&nbsp;Based on the brand name “Une Femme,” meaning it only takes 1 woman to shatter a glass ceiling</li><li>Has done social media, paid advertising, email marketing, &amp; just started text marketing</li><li>Does a lot of events and donations to lots of charities</li><li>Word of mouth from friends in the industry (e.g., wine shop owners, sommeliers) </li><li>Branded credit card - to be part of customers' lives, introducing similar, women-focused, women-owned brands (e.g., Milk Bar), capitalizing on the movement of women supporting women, esp with their wallets</li><li>Brand ambassador program - run through a 3rd party as a way to have affiliate marketing for influencers</li><li>Highest ROI marketing - things that lead to partnerships w/ large national players, e.g., trade shows</li></ul>","author_name":"Robert Vernick, Peter Yeung"}