Digitalisation is an important driver for market success
The report has identified critical areas where digitalisation can drive growth and innovation within the wine sector, ensuring businesses remain competitive and responsive to market demands.
- The wine sector is increasingly adopting customised digital solutions tailored to specific stages of the supply chain, with business management and marketing solutions being the most widespread.
- There is significant untapped potential for growth in digital marketing tools, as more wine businesses recognise the importance of e-commerce, CRM systems, and personalisation. However, only 15% of wine businesses plan to invest in new digital marketing solutions by 2025.
- To close the gap with other industries, the wine sector is focusing on e-commerce and web analytics tools to attract new customers and enhance online shop performance, indicating a shift towards data-driven marketing.
- Challenges in data management persist in the wine sector due to limited resources, underscoring the need for better data integration across the sector. The reliance on manual data entry suggests opportunities for automation and improved data handling.
- There is also strong potential for the use of advanced technologies such as AI for automated content creation and personalised customer interactions, although this potential is currently underestimated by the industry.
- A clear digital strategy and defined processes are crucial for successful digitalisation, highlighting the importance of a strategic approach. Wine businesses acknowledge the necessity to invest in digital skills and capabilities, with 72% of experts recognising the need for continuous learning and development.
These insights underscore the ongoing transformation in the wine industry and the potential for further digital advancements to improve operational efficiency and market reach.
In late 2023, Geisenheim University conducted the annual comprehensive survey commissioned by ProWein, engaging over 2,000 industry experts from across the global wine value chain. The participants included wine producers from key wine-growing regions in Europe and overseas, as well as exporters, importers, specialist wine merchants, and representatives from the food service, hospitality, and hotel sectors. This special report, an extension of the annual ProWein Business Report, provides exclusive insights into the current state and future prospects of digitalisation within the wine industry.
Need for Customised Digital Solutions for each Step in the Supply Chain
The wine industry operates through a complex supply chain, broadly divided into grape growing, wine production, and wine marketing and sales (see Chart 1). Each stage within this supply chain necessitates tailored technical and digital solutions, employed at varying levels of intensity.
In grape growing, vineyards are planted using advanced GPS technology, a process that may occur only once every thirty years. Throughout the growing season, vineyards require activities such as spraying, pruning, and fertilising, which can be supported by specific digital tools for precision farming. Harvesting takes place annually, with some vineyards using digital berry selection machines that are employed solely during the brief harvest period.