Digitalization in the Wine Industry
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Work realized as part of my course. Co-authors : -Maelys D'Ax de Cessales -Félicia Madi Kalombo -Mathieu Faubert -Pauline Farge
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Digitalization in the Wine Industry
- 1. Digitalization in the Wine Industry Digital Business MSc International Strategy and Influence Maelys D’Ax de Cessales Félicia Madi Kalombo Louis Germain Mathieu Faubert Pauline Farge
- 2. The Wine Industry ● The wine industry is an industry which doesn’t stop to grow all around the world ○ International shares represents around 26 Billion € in 2015 ● Global wine production : 280 millions of hectoliters in 2015 ● 5 countries represent 50% of the total vineyard surface area : ○ Spain ○ China ○ France ○ Italy ○ Turkey ● World's wine consumption: + 2% between 2009 and 2013 ○ Around 31,7 billions wine bottles
- 3. The Wine Industry → In spite of its global expansion, the wine industry is still considered as a traditional one. → However, with the impact of digitalisation, this industry has changed and is still changing. This phenomenon has an impact on the way wine is produced, consumed and stored.
- 4. Digitalization in the Wine Industry : Shifting Production processes
- 5. Impact of digitalization in the wine production 1/2 Environmental factors that may affect the finished product are numerous. The weather factor and its consequences are among the most difficult to control and understand. Fruition Science: tool to place on the vine to analyze the sap flow Specific algorithm + climatic conditions = information on water level and stress felt by the plant. The winemaker: ● is able to monitor the vineyard ● is warned by mail or mobile ● has a complete insight of all alerts in its field Drone: Developed since 2013 Allow to provide accurate information : ● measure the number of missing vines, ● the correlations between the strength of leaves and grapes, ● the liveliness and irrigation of certain areas over another ● analyze micro reliefs vineyard.
- 6. Impact of digitalization in the wine production 2/2 Many applications that can assist oenologists during the process of winemaking. VinWizard : allows to control, to be alerted and to change the temperature of the tanks during fermentation. → V.I.N : is a robot developed in France, working with solar energy in order to assist the winemaker during harvest time. Thanks to its 6 cameras and GPS, it can locate and even if it cut more than 600 vines per day. It now surpasses similar projects in New Zealand and California.
- 7. Digitalization in the Wine Industry : Shifting Consumption habits
- 8. How does digitalisation shift the way individuals consume Wine ? Community of wine lovers Mobile Applications The Connected Bottle QR CodesWine list scanner Wine buying Profile according to one’s tastes
- 9. Vivino Application User profile Average ratings review Comments and rating → Available in 228 countries → 20 billions of users in the World → 1 billion of user in France → 8 billions of Wine’s label stored
- 10. The Kuvée bottle → Wifi connected bottle → Shelf life once opened : 30 days → Price tag $199 for : the connected bottle & 4 aluminium bottles Choose a bottle Click the bottle Serve ....
- 11. QR Code → Interactive wine’s label → Provide information on the Vineyard expertise
- 12. E Business in Wine Industry
- 13. A market share that doesn’t stop to grow ...
- 14. The actors Producers Websites Online wine cellars Websites proposing boxes Auction sell websites and private sell websites Mass retail websites
- 15. Several leaders can be identified
- 16. Why such an expansion ? ● An increasing interest for young connected people (Y generation) for wine ● People want to inform themselves before to buy (learn more about the product and its characteristics) => Internet is perfect place to compare several bottles before buying ● 82% of french people considered that it’s important to have informations before buying a bottle ● Only 3 % of people consider themselves as wine experts => respectively wine lovers (37%) and neophytes (60%) ○ Internet offers them some websites perfectly adapted with feedback about bottles, advises and price comparison Why choose E Business ? ● The consumer tends to buy more and more expensive bottles online => 20% of people buy between 6 and 12 bottles online against 9% in traditional segments ● More proximity with the final consumer ● Rentability ● Price control
- 17. Limits of the E Business ● A lack of efficiency of some websites (no browsers) ● A lack of optimisation for smartphones ● The problem of regulations (The sell of alcohol and the promotion online can be an issue) => loi Evin in France for example
- 18. How Digitalization affect storage in Wine industry ?
- 19. How Digitalization affect storage in Wine industry ? In B to B ... It’s now possible to know in which conditions wine travels ( humidity, heat, etc) Stock management is easier, faster and more accurate thanks to real time update Digitalization also helps in Cost management Reducing robbery from employees
- 20. How Digitalization affect storage in Wine industry ? In B to C ... It’s now easy for wine lovers to find their bottle into the cellar with some mobile app You can manage your stock easily from your smartphone, tablet, computer in real time Outsourcing your stock is cheaper and easier than ever and close to big city (Paris, Bordeaux, Lyon etc)