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Wine marketing: From customisation to specialisation, six major innovative trends

Par Vitisphere Le 02 avril 2016
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Wine marketing: From customisation to specialisation, six major innovative trends

n March 15 at Prowein, Lulie Halstead, director of Wine Intelligence, presented six emerging consumer trends that could give wine marketers food for thought...


Already a feature of the fashion industry, particularly shoes, customisation is a response to a consumer need for personalisation. The aim is to create unique products that the consumer can identify with. Some companies have already latched on to the trend and are offering to produce labels sporting the client’s identity.


This is all about conveying a transparent message to the consumer, particularly as regards pricing. With multiple means of information at his/her fingertips, especially through mobile technology, the consumer can now easily compare prices. Transparency also applies to traceability and information on transport and storage conditions.


Well-being does not just apply to one’s physical but also to one’s social condition. Consumers are in search of a balanced lifestyle, which means measured yet also uncompromising when it comes to leisure and spending time with others. Many food products illustrate this trend – one example is tea-flavoured beer.


This is in response to the Millenial generation which is looking for packaging geared to a more ‘on-the-go’ lifestyle, with a price tag that suits their wallets. In Australia, for instance, one wine merchant only sells half bottles. In France, the Wine in Tube allows people to buy the equivalent of one glass of wine. “This type of packaging creates added value”, points out Lulie Halstead of Wine Intelligence, highlighting the fact that small sizes are often more expensive than their standard equivalent.


Consumers no longer want to wait and want service to be immediate, whatever the product. This is true of Amazon deliveries of products ordered on the internet for example. Deliveries within the hour are expanding as in the case of Amazon. In the catering industry, mobile apps allow patrons to pay their bills as soon as they want, without having to wait for the waiter to come around.


This trend is based on the fact that everyone has a talent for something and that, at the same time, consumers feel lost when faced with an extensive proposition. Restaurants have responded to this by offering a very limited menu or one that revolves around a single product such as chips or eggs.

[ Source: Vitisphere ]

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