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.