5 Digital Trends in the Wine Market

Gummy Industries 
5 Digital Trends in the wine market

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

Technology will be everywhere,
from the vineyard to the bottle
1
3
1

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

“Brancott Estate”, in
New Zealand, is trying a
new approach: a multi-
sensorial wine tasting
experience, with Virtual
Reality
#1
5

With Kuveè Connected
bottles, people can read
a lot of information
about the wine they’re
drinking
#1
6

Brands like Pernod
Ricard are using QR
Codes and connected
“smart bottles” to ﬁght
back against fakes and
to guarantee
traceability
#1
7
Link

People will buy wine online,  
even more
2
8
2

Globally, wine
ecommerce is booming.
It has grown by 600%
since 2006 and it’s worth
4,3€ Billions.
#1
9

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

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

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

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.

People will buy wine everywhere
(where it’s easier to do it)
3
14
3

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
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
There are new,
unpredictable sales
channels.
Uber just launched its Uber Eats in Italy:  
it sells wine, as well as food and groceries.

People are talking about wine,
even if they’re not sommeliers
4
18
4

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
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)

A suggestion from a friend
is worth ten thousand ads
5
21
5

22
A couple of users, with a
large follower base, can
be very inﬂuent in the
wine world.
Source

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)

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
Wine world has a huge
problem.
Every wine maker
communicates in the same
way.
They all use the same
content.

26
Producers focus mainly on
the product: they talk all the
time about how good their
wine is.
Do customers care  
about that?

27
Mostly, they don’t.
50% of consumers
can’t even tell a 25€
bottle from a 3€ one.

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
Price and brand.
Price (high or low).
And brand.
Who’s working to
build a wine brand?
Almost nobody is.

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.

Wine should not be transparent,
but digital communication should
1
31
1

32
Alit Wines is creating
a great brand through
transparency: they
show the exact price
components to
customers.
Source

People actually do
choose the book by its cover
2
33
2

Nearly two out of three wine drinkers select a wine for its
label – with emphasis on “younger consumers”  
(AKA Millennials).
34
Source

Casa Rojo developed a fresh brand, that resonates with
Millenials. Their labels are unforgettable.
35

36
The fashion-inspired
rebranding for the “Little
Black Dress” wine resulted
in a 60.8% increase in
sales, YoY.
Source

37
The Italian Ferro13 winery
produces a line of wines for
young nerds.

Is the good wine in the
small barrel?
3
38
3

39
Extreme packaging
solutions, like “Xo,G”
wine, started to appear
on the market

So, here’s the ﬁve digital trends in the wine industry.
What are the main takeaways?
9
40

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

And how could you create a great brand?
9
42

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

Interesting trends?
Want to know more?
Get in touch with us
info@gummyindustries.com
44

5 Digital Trends in the Wine Market

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