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5 Digital Trends in the Wine Market

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Where is the wine market going? How is the digital transformation changing one of the oldest markets? Here's a couple of ideas

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5 Digital Trends in the Wine Market

  1. 1. Gummy Industries
 5 Digital Trends in the wine market
  2. 2. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# World is changing. The wine industry will never be the same again. What are the main digital trends you should know? 2
  3. 3. Gummy Industries — Wine and social networks March 2017 Technology will be everywhere, from the vineyard to the bottle 1 3 1
  4. 4. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market People are using drones in the vineyard, to have more precise pest control and to gather data #1 4
  5. 5. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market “Brancott Estate”, in New Zealand, is trying a new approach: a multi- sensorial wine tasting experience, with Virtual Reality #1 5
  6. 6. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market With Kuveè Connected bottles, people can read a lot of information about the wine they’re drinking #1 6
  7. 7. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market Brands like Pernod Ricard are using QR Codes and connected “smart bottles” to fight back against fakes and to guarantee traceability #1 7 Link
  8. 8. Gummy Industries — Wine and social networks March 2017 People will buy wine online, 
 even more 2 8 2
  9. 9. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market Globally, wine ecommerce is booming. It has grown by 600% since 2006 and it’s worth 4,3€ Billions. #1 9
  10. 10. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market While Italian “food and grocery” online market is worth 575€ Millions, wine accounts for 8% only. #1 10 Italy still has huge possibilities of growth,
 in the ecommerce field. Link
  11. 11. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market Italy is the world’s third largest consumer of wine. 
 #1 11 50% of Italians drink wine regularly. The problem is, almost nobody buys wine online - yet. Link 13%
 United States 12%
 France 8%
 Italy 8%
 Germany 9%
 China 39%
 Rest Of The World 4%
 Spain 5%
 United Kingdom 4%
 Russia Wine Consumption in the World
 Data OIV 2015
  12. 12. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market In Italy, only the 0,2% of wine bottles is sold online. In UK it’s 11%. There is a huge market opportunity. #1 12 Link 10%
 France 11%
 United Kingdom 0.2%
 Italy Share of bottles sold online
  13. 13. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market In China, 20% of the bottles are sold online #1 13 Link Chinese people drink 16.000.000.000 liters of wine every year. 50% of Chinese customers buy online and 20% of wine bottles are sold via the internet.
  14. 14. Gummy Industries — Wine and social networks March 2017 People will buy wine everywhere (where it’s easier to do it) 3 14 3
  15. 15. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# The online wine market is very fragmented. People buy wherever they find it convenient. 15 Producers Online
 Wine
 Cellars Online Wine Boxes Auction
 websites Mass
 retail
 websites ScopeSingle label Thousands
  16. 16. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 16 Blockbuster shops (like Amazon) sell either very cheap or very famous wine, because they need large numbers. Boutiques (like Tannico) focus on few, selected wines. Wine ecommerce has two different business models
  17. 17. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 17 There are new, unpredictable sales channels. Uber just launched its Uber Eats in Italy: 
 it sells wine, as well as food and groceries.
  18. 18. Gummy Industries — Wine and social networks March 2017 People are talking about wine, even if they’re not sommeliers 4 18 4
  19. 19. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 19 500.000 customers share their opinion, every single day, on Vivino - the largest community about wine (10 million members). Do you see that little, green cart in the image? Vivino plans to be “the Amazon of wine”
  20. 20. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 20 Wine customers are active on most general and specific social media From Facebook to Instagram, wine lovers are everywhere. Generally speaking, social media are not very useful as a sales channel, but they can be great for branding. Source Facebook Twitter Delectable Pinterest Instagram Vivino You Tube Hello vino 45% 11% 6% 12% 17% 15% 9% 3% Social media usage related to wine (Percentage who visit, post, exchange information or images on wine monthly or more often)
  21. 21. Gummy Industries — Wine and social networks March 2017 A suggestion from a friend is worth ten thousand ads 5 21 5
  22. 22. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 22 A couple of users, with a large follower base, can be very influent in the wine world. Source
  23. 23. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# Finally, purchase is influenced by in-store wine tasting and advice of family members Source Advice from a family member Scored from critic Recommended by the staff Is on sale Is tasted in store Is from a country or region I like Recommendation through an app Is on display Positive Review 42% 25% 31% 13% 60% 45% 8% 5% 21% Purchase influences (Percent “very” influential by influence type - “7” on a scale of 1-7)
  24. 24. Gummy Industries — Wine and social networks March 2017 So, the wine world is changing. You can make a very good wine but that’s just half of the job. How do you stand out? 24
  25. 25. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 25 Wine world has a huge problem. Every wine maker communicates in the same way. They all use the same content.
  26. 26. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 26 Producers focus mainly on the product: they talk all the time about how good their wine is. Do customers care 
 about that?
  27. 27. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 27 Mostly, they don’t. 50% of consumers can’t even tell a 25€ bottle from a 3€ one.
  28. 28. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# Quality of the product isn’t even on their mind, 
 when they choose a bottle. Here’s what they consider. 28 Price Brand Varietal Country Label 72 67 36 35 24 Source Main reasons of purchase
  29. 29. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 29 Price and brand. Price (high or low). And brand. Who’s working to build a wine brand? Almost nobody is.
  30. 30. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 30 So, how do you create a brand? How do you become memorable? How can you stand out from the crowd? We found a couple of solutions.
  31. 31. Gummy Industries — Wine and social networks March 2017 Wine should not be transparent, but digital communication should 1 31 1
  32. 32. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 32 Alit Wines is creating a great brand through transparency: they show the exact price components to customers. Source
  33. 33. Gummy Industries — Wine and social networks March 2017 People actually do choose the book by its cover 2 33 2
  34. 34. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# Nearly two out of three wine drinkers select a wine for its label – with emphasis on “younger consumers” 
 (AKA Millennials). 34 Source
  35. 35. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# Casa Rojo developed a fresh brand, that resonates with Millenials. Their labels are unforgettable. 35
  36. 36. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 36 The fashion-inspired rebranding for the “Little Black Dress” wine resulted in a 60.8% increase in sales, YoY. Source
  37. 37. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 37 The Italian Ferro13 winery produces a line of wines for young nerds.
  38. 38. Gummy Industries — Wine and social networks March 2017 Is the good wine in the small barrel? 3 38 3
  39. 39. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 39 Extreme packaging solutions, like “Xo,G” wine, started to appear on the market
  40. 40. Gummy Industries — Wine and social networks March 2017 So, here’s the five digital trends in the wine industry. What are the main takeaways? 9 40
  41. 41. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 1. Technology will be everywhere 2. Ecommerce is a key trend 3. Distribution is changing forever 4. You have to keep an eye on social media 5. Purchase is influenced by new and old factors 41
  42. 42. Gummy Industries — Wine and social networks March 2017 And how could you create a great brand? 9 42
  43. 43. Gummy Industries — Wine and social networks March 2017 5 Digital trends in the Wine market# 1. Transparency can be a great brand value 2. Visual communication can build a fresh brand 3. Packaging is a way to talk to different customers 43
  44. 44. Gummy Industries — Wine and social networks March 2017 Interesting trends? Want to know more? Get in touch with us info@gummyindustries.com 44

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