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