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…...
Consumers refuse innovation

But
Consumers buy innovation
Paradox !
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
Arnaud Daphy - Wine Packaging @wbis2014
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

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Arnaud Daphy - Wine Packaging @wbis2014

  1. 1. Innovation ? Arnaud Daphy
  2. 2. Innovation : It’s all about the context
  3. 3. Wine is to be package in a 75cl glass bottle , closed with a cork, with a traditional un-understandable label
  4. 4. Rosé Cider Sales 2010 100 000 bottles 30 in three years X 2012 3 000 000 bottles Source : Ouest France
  5. 5. Producer Consumer
  6. 6. Consumer Producer
  7. 7. Producers :( Consumers :( Wine :(
  8. 8. Bloggers & journalists :((((
  9. 9. ? Does innovation work ?
  10. 10. 2006 2007 2008 2009 2010 2011
  11. 11. Aromatised Rosés
  12. 12. Aromatised wine sales 2010 4,7 Millions of litres + 210 % 2012 14,4 Millions of litres Source : SymphonyIRI
  13. 13. 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
  14. 14. Consumers refuse innovation But Consumers buy innovation
  15. 15. Paradox !

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