Wine and digital experience

http://www.divinea.com

The wine market has been expanding worldwide in every possible direction. New wine-producing zones have sprung up mainly in the New World bringing new denominations and styles. More than 36 billion bottles are now produced in more than 1 million distinct labels by about 150,000 producers. The wine market is also more competitive every year.

While the European domestic market has remained broadly stable in per capita consumption (in some countries shrinking somewhat), the new world market has been growing at a rapid pace, driven by the strength of the new middle class in emerging countries like China and Brazil.

Invariably people around the world, new or old world, maintain a closer relationship with wine that goes far beyond drinking an alcoholic beverage or something to pair with a good meal at a good restaurant or family reunion. People who drink wine are also interested in its history, its origin. In short they are interested in knowing the tradition behind that wine label. Increasingly, especially in the new world, wine consumers want to have a fuller wine-tasting experience. They seek to better understand what actually defines that terroir. What’s the tradition inside that bottle of wine.

So we need to urgently expand the range of winery services and experiences. Just selling wine is no longer enough. We need to do this beyond the face-to-face visit. The next step is to allow people to increase their point of contact with wineries and to have a little more digital experience. It is necessary to bring to the virtual world the experience of a vineyard tour and a guided wine tasting.

The time has come to better manage the touch points that customers can have with the winery digitally as well. The time has come to offer digital experiences. I believe this is the next step in the digital transformation for the wine consumer market.

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Wine tourism and the digital transformation

For some time now we have been discussing the digital transformation in business. Several businesses have sought to innovate and expose their services and products from a digital experience that meets the expectations and new forms of consumption of younger generations. Examples are digital banking, app payment, transportation apps, food delivery services, hotel and restaurant reservations, and so on.

Is digital transformation happening in the wine world? Some companies that already sold wine on the web decided to make their own sales app. We also have some wine rating apps, but the fact is that these services didn’t bring anything new. They only bring together in one application a set of information and services you already had access to on the web.

In addition to the transformations that new technologies are bringing within the wineries and vineyards, the turn of wine tourism has come. Wineries are increasingly opening their doors to welcome their customers by offering a wide range of services ranging from tastings, vineyard biking, tasting picnics to experiences where you can stay at the winery and participate in the grape harvest.

This transformation in the services offered by wineries brings an urgent need to modernize the contact points between wineries and their customers. Most of the time customers come from far away, from other countries, and need to have access to all the details about the services offered and the need to book in advance in some cases.

It is in this scenario that Divinea was born, an Italian start-up that offers a digital transformation platform for wineries and companies offering enogastronomic experiences such as wine bars, wine schools, restaurants etc. From the Divinea platform, anyone interested in a wine experience can search and view the type of experience they want, view details, interact with the winery, schedule and pay without the hassle of having to use the phone or send emails. At the same time wineries have the facility to manage their experiences portfolio as tastings and tours without having to maintain a structure for handling emails, phone calls or even a website.

It seems that the digital revolution just arrived in the wine lovers world.

The importance of being aware of climate change if you make wine

Sunburned grape

With few blunt exceptions, global warming and climate change are a reality. To understand the importance and impact of these changes on wine it is necessary to understand the concept of terroir. Terroir can be defined as the complete natural environment in which a particular wine is produced, including factors such as the soil, topography, and climate. As the characteristic taste and flavour are imparted to a wine by the environment in which it is produced, terroir changes will impact the wine’s flavor profile.With few blunt exceptions, global warming and climate change are a reality.

Vines are grown in a wide variety of climatic situations. However, a majority of the major wine-growing regions are located between the 35th and the 50th parallels in the Northern Hemisphere and between the 30th and the 45th parallels in the Southern Hemisphere. Climate is a major factor in wine production and, among environmental factors, climate has a greater impact on vine development and fruit composition compared to soil and grape variety.

The main measurable effect of climate change is a steady increase in temperature. This is observed worldwide, although significant differences in the rate of heating exist from one region to another. The date on which bud break, flowering, and véraison occur is driven by temperature. This relation is so strong that vine phenology can be predicted by models that are based only on temperature. Temperature also affects fruit ripening and sugar accumulation that increases with higher temperature. Certain secondary metabolites like anthocyanins are negatively affected when the temperature increases and grape acidity, in particular the malic acid content, decreases in high temperature.

It is quite easy to model phenology based on predicted temperatures, but predicting grape composition as a result of changing climatic conditions in the years to come is much less obvious. However, it is very likely that the already observed trend in grape composition will continue. Increased sugar levels in grapes yield wines with a higher alcohol level. Wine quality can be impaired when alcohol level is too low but also when the alcohol level is too high.

Climate change is a major challenge for viticulture in the coming decades. In the recent past, wine quality has increased in most wine-growing regions because of higher temperatures and more frequent water deficits while yields have decreased. If the tendency continues, quality might be negatively affected in the near future. Growers need to implement adaptive strategies to continue the production of high-quality wines at economically acceptable yields in a warmer and dryer climate.

The fact is there is a lot you can do at the winery, but when you have a naturally healthy and good grape 90% of all the work is already done.

Expectations from the New World: social interactions and wine quality.

I’ve read a lot of blog posts and newspapers talking about how to choose a wine in a supermarket. Most of them addressing wine labeling issues. What we can find and how to interpret the information stamped on a label.

In Europe this may not be so useful as wine culture is widespread in all social strata. I believe in the Old World it’s not so difficult for people to understand labels or even to understand what quality classifications and geographical indications of origin mean. However in the New World we can say that wine culture is not so entrenched outside the producing zones and people have some difficulty understanding labels and classifications. Maybe that’s why Parker became so famous with his ranking.

What I wanted to address in this post is not how to choose a wine, but the expectation we have when buying it. How much influence the label and price we pay for a bottle have on our expectation about the quality of the wine. Wine consumption in the New World is often associated with a special occasion and we can say that a dinner with a bottle of wine on the table is considered a special moment. Can this affect the perception of drink quality? Are we influenced by social factors in our perception of quality?

What I want to discuss is how much our quality assessment is influenced by issues not directly related to the wine itself as price, bottle and label beauty, urban legends, occasion etc. When I speak of urban legends I have a clear example of this. In Brazil an urban legend arose that a bottle of wine that had a concave bottom kept a wine of superior quality. Can you believe in such a nonsense thing?!

The new generations and the long wait for Barolo

Do you think the new generations maintain the same consumption relationship with wine as the previous ones? Can we say that the changes in consumer relations observed mainly from the arrival of millennials are also occurring in the wine market? The fact is millennials are reinventing the wine culture. With specific habits, and out-of-the-box thinking and philosophy, influence on wine culture is very noticeable. Obviously, millennials have brought various changes to the world and the way different things and habits are perceived.

New generations from millennials have considerably changed the logic of consumption. For most of them owning a property such as a house or a car is no more important than being able to use it without owning it. Based on this new consumer logic a whole new service industry has developed and new companies like Uber and AirBnb have sprung up. These new ways of consuming are changing traditional services like banking, healthcare , education etc. But what is the impact of these changes on wine consumption?

Do we still see people with vintage charts or wine in cellars waiting years to be tasted? Another interesting fact is that the wine consumption of the new generations has increased a lot and with this the market has adapted to them. More and more I have seen great Barolos of recent vintages being tasted by the new generations. Can we say that producers have been trying to deliver ready-made wines to the market instead of aging wines?

One thing is certain, the habit of tasting a good wine sharing it with friends seems to remain unchanged. As millennials still make the majority of target audience for various industries, wine included, meeting their demands and wishes is a natural thing to do, especially from a business point of view.