Footprint Analysis
Every account in a market, plotted and labelled by what it carries: your wines, a competitor, both, or nothing yet.
Know exactly which accounts carry your wines, and which carry your competitors.
Most producers see distribution through depletion reports that stop at the distributor. Wine Labs works one level down, at the account, so you can see the venues and retailers you are missing, and decide which ones to go after first. Send us your depletion data and it sits on the same map, so what you already sell and where you could sell next are read in one place. Producers are using this today to decide where their teams go.
- Account
- the unit of analysis, not the region
- Ranked
- shortlists scored on published weights
- Auditable
- the arithmetic shown at every step
Then decide where to go first
A market, narrowed to the accounts worth the trip
Market Opportunity takes the footprint and ranks it: which accounts fit the portfolio, which are already served, and what the shortlist is worth in round numbers.
Market Opportunity
The same market narrowed to a shortlist and ranked by right to win, so a team knows which door to knock on first.
Your depletion data, integrated
Send us your depletion file and we match it to accounts, so your own sales sit beside the market picture in both views rather than in a separate report.
How teams use it
How a brand team uses it.
1
Pick the market and the competitor set your portfolio is measured against.
2
Send your depletion data if you have it, and we match it onto the same accounts.
3
Read the footprint: who lists you, who lists only your peers, who lists nobody yet.
4
Rank the gaps by right to win and portfolio fit.
5
Export the shortlist for the distributor conversation or the market visit.
The problem
Depletion data stops at the distributor
Shipment and depletion reports tell you what moved, not where it landed or what you never reached. That leaves the most useful question unanswered: which accounts should have your wine and do not?
- Cases shipped, with no view of the accounts behind them
- No sight of the venues stocking competitors instead
- New licences and openings discovered too late
The footprint
One level down, at the account
Wine Labs builds the account picture from observed wine lists, retail offers, and licence records, so each row is a real venue with an address rather than a territory estimate.
- On-premise and off-premise in the same view
- Fine dining, hotels, wine shops, and grocery split out
- Your own depletion data overlaid where you have it
Your data
Send us your depletions and it all lands in one place
Give us your depletion file and we match those outlets to accounts, then carry the result through both views: the footprint map shows where your volume is actually landing, and the opportunity shortlist knows which accounts you already serve. What you sell and what you are missing stop being two separate reports.
- Volume by account, over whatever window you send
- Accounts you already supply separated from open whitespace
- Matching is disclosed: how much volume mapped to accounts, how much sat at a chain distribution centre, how much could not be matched at all
- Ranked by right to win, with the weights and limits printed on the page
Common questions
Built for professionals who need answers, not dashboards for their own sake.
Do we need to share our own sales data?
No. The footprint is built from observed listings and licence records, so it works before you share anything. Sharing depletion data makes it sharper rather than making it possible.
What happens when we do send depletion data?
We match the outlets in your file to accounts in the market, then carry that through both views: volume by account on the footprint map, and a distributed flag on the opportunity shortlist so already-served accounts are not sold to twice. The match rate is reported openly, including the share of volume that only resolves to a chain distribution centre and the share that cannot be matched.
Is anyone using this already?
Yes. Producers are running both views today, with their own depletion data integrated, to decide which accounts their teams visit and which markets get attention.
Which markets can you cover?
Footprint Analysis runs across markets where account and listing coverage exists, including the US at national, state, and city level. Market Opportunity currently covers South Korea, Japan, India, Malaysia, Thailand, Indonesia, and Singapore.
How is a competitor set chosen?
You choose it per analysis. The same market can be read against a luxury benchmark set, a commercial set, or a single rival, and the classification updates against whichever set you pick.
Is the opportunity figure a revenue forecast?
No. It is an illustrative first-order value for comparing accounts against each other. The methodology view states which inputs would be needed before it could be treated as a forecast.
Can our distributor or agency use it too?
Yes. The account shortlists export, so the same picture can be put in front of a distributor or an agency partner.
Keep exploring
Related Wine Labs pages
Canonical wine identities and market data in one place
Private inventory can sit beside public market context
Designed for pricing, sourcing, valuation, and product teams