WIN INE IN INTELLIGENCE GLOBAL CONSUMER TRENDS & THE WIN INE CATEGORY 2015 2015 Lulie Hal Lu alstead CE CEO, Wine Inte Intellig igence th Mar Tuesday 17 17 th arch 20 2015 1
Instant Activate Sensory Localism Custom Fusion Upgrade Well-being Transparency 2
Instant 3
INSTANT Doodle, the new parcel collection and delivery service located at railway stations across Britain, will open at 300 new locations within the next three years. They will fit with people’s busy lifestyles and enable them to choose exactly how, when and where they send, return and receive parcels. There is an easy-to-use website and notifications via SMS and email. (UK, June 2014) Bluesmart allows you to track and control your suitcase from your mobile phone, in real time. It includes an app to The Delta terminal in La Guardia airport in lock your suitcase New York is fitted with iPads where you remotely. can order food, from anywhere in the (USA, October 2014) terminal, and have it immediately delivered right to your seat. (USA, October 2014) 4
INSTANT Single-serve wine in a plastic glass with a re-sealable Alcohol in a convenient powder form, letting you take it Starbucks captures the screw-top that doubles as a coaster. anywhere from camping to travelling. Instant trend by allowing (USA, November 2014) (USA, December 2014) consumers to conveniently pre-order and pre-pay for their coffee via mobile phone, then collect in store. (USA, 2014) 5
Activate 6
ACTIVATE The Ice Bucket Challenge Oxfam and Unilever launched a campaign to A group of friends, fed up was a global phenomenon fight food poverty and food waste. with the state of disrepair that involved pouring a Customers were encouraged to post a on Lithuanian roads, have bucket of ice-cold water picture of a clear plate on social media with banded together in a comic over your head to raise the hashtag #clearaplate. Unilever has photo project to highlight money for the ALS pledged an additional 500,000 meals to the pothole problem in Association / MND people faced with food poverty. Kaunas. Association, then posting (UK, November 2014) (Lithuania, September 2014) the video to social media. (Global, August 2014) 7
ACTIVATE “One Hope” donates a percentage of the wine bottle price to a variety of causes – each variety of wine is for a different charity. (USA, January 2015) Wine producer Chapel Down encourages customers to Jackson Family Wines has created a “virtual vintner” become involved in the company in a variety of ways, for its La Crema range, allowing customers to vote on from leasing a vine to creating personalised wines, to activities such as ageing, vinification and label design. joining a crowdfunding campaign or becoming a grower. (USA, January 2015) (UK, October 2014) 8
ACTIVATE Monpotager is a French website that allows Romanian app SafeDrive rewards drivers The Ritz Carlton hotel in Washington DC offers you to grow your own veg – remotely. Select a guests an upgrade in return for volunteering for with discounts on products and services plot and the vegetables you want online, then for not using phones whilst driving. local charity projects. they will be planted for you and you can view (Romania, October 2014) (USA, December 2014) their progress via the webcam. Your produce is then delivered to your door. (France, October 2013) 9
ACTIVATE Tanqueray has designed an app to Customers send their corks back “Generosity in Every Bottle”. For encourage people to avoid using their to Middle Sister Wines which every bottle of wine sold, UK wine mobile phones at events. Users set a donates $1 per cork to a charity company Piggy Bank wine donates timer for 30 minutes and if successful, providing winter coats to 50p to charity. they are awarded a free gin-based drink. people in need. (UK, March 2014) (Portugal, October 2014) (USA, October 2014) 10
Sensory 11
SENSORY An opportunity for men in China to feel Food designers Bompas & Parr created glow-in- Ophone is a scent-based mobile messaging system, the pain of childbirth. Electrical currents the-dark ice-cream for Cornetto; a cinema snack allowing you to send text and images accompanied are passed through the body that imitate you can see in the dark, bringing another side to by aromas. contractions. the experience. (France / USA, 2015) (China, November 2014) (UK, August 2014) 12
SENSORY Auricle Sonic Wine bar matches music to wine, from a specially designed monthly menu. The concept aims to heighten the experience of both the wine and the music by having them complement each other. (New Zealand, September 2014) The Chinese government has opened a giant grape-related theme park near Beijing as a tourist attraction targeted at the country’s growing number of wine lovers. The International Grape Exhibition Garden includes guided tours of the greenhouse and vines. (China, August, 2014) "Cambalache: One Night in Argentina" gets you up close and personal with some of the best aspects of the South American country: the wine, the food, the art, the 13 music, the language. (UK, March 2014)
Custom 14
CUSTOM The Mandarin Hotel in Paris organises selfie trips around the city for guests, showing them the Scenterprises Scentarium offers best locations for taking photos. workshops for customers to create (Paris, October 2014) their own bespoke perfume. Kits are The Residence hotel in Johannesburg also available to use at home. offers guests a personalised pillow, (New York, January 2014) complete with their name embroidered on it. (South Africa, December 2014) 15
CUSTOM Vinoa lets subscribers sign up for sample Coca Cola Israel released 2 million custom The Cambridge Distillery holds packs of small tasting bottles of premium workshops for customers to create Coke cans, each with a unique design. wine in 3, 6 or 12-month subscription deals. their own gin recipe. A copy is kept in (Israel, October 2014) Customers then have the opportunity to buy the distillery so customers can reorder a full bottle through the website. at their convenience. (UK, January 2015) (UK, January 2015) 16
Fusion 17
FUSION Orwell’s has created a new Chocolate and beer blending: Kuos is a zero alcohol, zero carbs category of drinks: the Spider, a Guinness flavoured chocolates. beer flavoured water from Japan. blend of spirits and cider, including (UK, 2007) (Japan, April 2014) an amaretto-flavoured variety. (UK, April 2014) 18
FUSION A Lambrusco and sorbet blend. (Germany, March 2014) Red Robin has created alcoholic milkshakes, using a blend of spirits, wine and fruit juice. Flavours include a Mango Moscato Wine Shake. (USA, March 2014) Terroir wine bar in New York hosts a heavy metal and wine evening every Wine inspired by the Downton Monday, featuring wines with a high Abbey TV series: a US company iron content to complement the conception, French wine and evening. sold in China whilst recreating (USA, March 2012) French wine styles that were 19 imported to Britain in the 1900s. (USA, October 2013)
Localism 20
LOCALISM “ Sofar Sounds” originated in Philly Cowshare divides the meat from Food items at a New York café London, set up to bring the a cow equally between eight which have been locally sourced magic back to live music by customers who live locally within a 25- and made. hosting secret, intimate gigs mile radius and delivers it to them. (USA, March 2014) in unique spaces such as (USA, February 2015) living rooms, all around the world. (UK, May 2010) 21
LOCALISM Delta now serves regional craft beer on its Rootstock in Sydney is a wine, Vinteloper Urban Winery project airlines in a move to support local producers. food, music and arts festival to organises a series of wine-related (USA, December 2014) celebrate artisan products, events over the course of a month, to sustainability, and sense of open the space up to the public to sit, community. observe, soak up the cultural and (Australia, February 2014) artistic experience that is boutique winemaking. (Australia, March 2014) 22
Well- being 23
WELL-BEING Jins Meme glasses measure how tired you are feeling, your mood and your posture so wearers can improve their DNA Trek has designed a spray-on bar code that tracks Vessyl has created a cup that analyses the lifestyles. harmful chemicals and helps prevent foodborne illnesses. nutritional content of a drink to help you manage (Japan, January 2015) (USA, October 2014) your weight and stay hydrated. (Canada, October 2014) 24
WELL-BEING Bitty Foods use high-protein crickets as an alternative healthier and more sustainable option for making flour. (USA, November 2014) Wikipearl: a natural alternative to food packaging, that can also be eaten. The technology uses a gel, based on natural “Hello Sunday Morning” is a food particles to coat the food. platform for people to make (USA, October 2014) lifestyle changes by taking a short break from alcohol. (Australia, October 2014) 25
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