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

Marketing Unterhaltung & Humor Business

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

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

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