Episode 24 – Raise a glass to innovative user acquisition strategies – Andrew Allison – CEO of Libation Labs

Andrew Allison is the CEO of Libation Labs, a company focusing on
user acquisition within the wine industry through their app
called Cuvée. His background is a blend of wine heritage and a
robust startup and digital advertising career. 


 


In this episode, we discuss:


Using performance marketing to help wineries acquire
customers through the Cuvée app

Purchasing and optimizing a hot air balloon company as a
strategic move to acquire high-quality consumers 

Businesses need to remain focused on the fundamentals of
customer onboarding

Successful fundraising hinges on presenting investors with a
clear narrative and a believable, scalable business model

The importance of customer interviews, especially focusing on
reasons behind a customer’s choices rather than product features



Chapters:


(0:00:05) Introduction to the podcast and guest Andrew Allison


(0:00:48) Andrew's background and experience


(0:01:18) Explanation of W set, too and its significance in the
wine industry


(0:02:54) Discussion about bar-hopping app and its acquisition by
Young's


(0:04:15) Andrew Allison's experience at Vungle and the growth of
the company


(0:06:05) Lessons for scaling a B2B company and the importance of
focusing on the end user


(0:08:56) Andrew Allison's role in M&A scouting for Deca
Games


(0:10:43) Introduction to Libation Labs and its purpose in the
market


(0:11:37) Overview of Libation Labs and its future goals


(0:11:37) Introduction to Libation Labs and Cuvée app


(0:12:39) Business model and user acquisition for wineries


(0:14:05) Challenges in the wine industry and need for Libation
Labs


(0:15:44) Fragmented nature of wine tours and need for itinerary
planning


(0:18:10) Buying a hot air balloon business to acquire customers


(0:19:18) Thinking outside the box for customer acquisition


(0:20:36) Benefits of acquiring a hot air balloon business


(0:21:53) Using the hot air balloon business to drive users to
the app


(0:22:32) Results and success of the hot air balloon acquisition


(0:23:14) Similar audience between hot air balloon riders and
wine tasters


(0:23:41) The potential for expanding a hot air balloon ride
business into other experiences


(0:24:54) Importance of pre-qualifying consumers in a post iOS 14
environment


(0:26:09) The need to focus on intuitive fundamentals of online
and offline on-ramping


(0:27:25) Marketers should consider the consumer's story and
narrative


(0:28:58) The importance of talking to customers and
understanding their motivations


(0:29:37) Recommendation for the book "Growth Levers" by Matt
Lerner


(0:31:55) The importance of conducting customer interviews
properly


(0:32:59) Avoiding feature-focused discussions in growth
marketing


(0:33:47) The importance of a clear narrative and belief in the
founders when securing funding


(0:35:16) Tailoring fundraising approach to the individual
investor


(0:36:05) Andrew Allison's ambitions for Libation Labs


(0:36:36) Fundraising is a full-time job


(0:37:45) Conclusion and thanks for tuning in.


Read the transcript