Marketeer, Arnaud Daphy lead us through a look at innovation and wine packing opening the session held at WBIS 2014

1. Innovation ?
Arnaud Daphy

6. Innovation :
It’s all about the context

7. Wine is to be package in
a 75cl glass bottle
, closed with a cork, with
a traditional
un-understandable label

8. Rosé Cider Sales
2010
100 000 bottles
30 in three years
X
2012
3 000 000 bottles
Source : Ouest France

10. Producer
Consumer

11. Consumer
Producer

23. Producers
:(
Consumers
:(
Wine
:(

24. Bloggers & journalists
:((((

25. ?
Does innovation work ?

26. 2006
2007
2008
2009
2010
2011

27. Aromatised
Rosés

28. Aromatised wine sales
2010
4,7 Millions of litres
+ 210 %
2012
14,4 Millions of litres
Source : SymphonyIRI

29. 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

31. Consumers refuse innovation
But
Consumers buy innovation

32. Paradox !