Arnaud Daphy - Wine Packaging @wbis2014
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Arnaud Daphy - Wine Packaging @wbis2014

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Marketeer, Arnaud Daphy lead us through a look at innovation and wine packing opening the session held at WBIS 2014

Marketeer, Arnaud Daphy lead us through a look at innovation and wine packing opening the session held at WBIS 2014

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    Arnaud Daphy - Wine Packaging @wbis2014 Arnaud Daphy - Wine Packaging @wbis2014 Presentation Transcript

    • Innovation ? Arnaud Daphy
    • Innovation : It’s all about the context
    • Wine is to be package in a 75cl glass bottle , closed with a cork, with a traditional un-understandable label
    • Rosé Cider Sales 2010 100 000 bottles 30 in three years X 2012 3 000 000 bottles Source : Ouest France
    • Producer Consumer
    • Consumer Producer
    • Producers :( Consumers :( Wine :(
    • Bloggers & journalists :((((
    • ? Does innovation work ?
    • 2006 2007 2008 2009 2010 2011
    • Aromatised Rosés
    • Aromatised wine sales 2010 4,7 Millions of litres + 210 % 2012 14,4 Millions of litres Source : SymphonyIRI
    • Rational More functional Lighter New way of consumption Cheaper Sentimental « It is not wine… » « I don’t hear the noise… » It can not be quality wines
    • Consumers refuse innovation But Consumers buy innovation
    • Paradox !