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‘Significant untapped potential’ for digitalisation of wine sector
A new report has highlighted the important digitalisation of the wine sector, and how making the most of online tools can attract new business.
The Geisenheim University study, commissioned by ProWein, asked more than 2,000 industry experts from across the global wine value chain about digitisation.
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.
It identified critical areas where digitalisation can drive growth and innovation within the wine sector, ensuring businesses remain competitive and responsive to market demands.
Customised solutions
The report found 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.
It also found there was “significant untapped potential for growth in digital marketing tools”, as more wine businesses recognise the importance of e-commerce, CRM systems, and personalisation.
But it found 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.
Data management
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, it reported.
It also found there was 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.
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