Arnaud Daphy - Wine Packaging @wbis2014
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Innovation ? Arnaud Daphy
description
Marketeer, Arnaud Daphy lead us through a look at innovation and wine packing opening the session held at WBIS 2014
Transcript of Arnaud Daphy - Wine Packaging @wbis2014
Innovation ?
Arnaud Daphy
Innovation : It’s all about the context
Wine is to be package in a 75cl
glass bottle , closed with a cork, with a
traditional un-understandable
label
Rosé Cider Sales
2012 3 000 000 bottles
2010 100 000 bottles
Source : Ouest France
X30 in three years
Producer Consumer
Producer Consumer
Producers
:(
Wine
:(
Consumers
:(
Bloggers & journalists
:((((
Does innovation work ? ?
2006 2007 2008 2009 2010 2011
AromatisedRosés
Aromatised wine sales
Source : SymphonyIRI
2010 4,7 Millions of litres
2012 14,4 Millions of litres
+ 210 %
Cheaper
More functional
Lighter
New way of consumption
« It is not wine… »
« I don’t hear the noise… »
It can not be quality wines
Rational Sentimental
Consumers buy innovation
Consumers refuse innovation
But
Paradox !
