Photo courtesy Messe Düsseldorf / ctillmann
ProWein has released a report detailing the status of digitalisation in the wine industry. Titled Special Report on the ProWein Business Survey 2024: Digitalisation of the wine sector – current status and future development, the report looks at digitalisation as an important driver for market success, and identifies ‘critical’ areas where digitalisation can drive growth and innovation within the wine sector, ensuring businesses remain competitive and responsive to market demands.
The special report is an extension of the ProWein Business report, providing insights into the current state of digitalisation in the industry and prospects for the future.
Insights from the report cover the wine sector’s increased adoption of customised digital solutions to specific stages of the supply chain, noting that business management and marketing solutions were the most widespread.
It identified a “significant untapped potential” for growth in digital marketing tools, as more wine businesses recognise the importance of e-commerce, CRM systems, and personalisation.
According to the report, 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,” stated the report.
“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.”
The Special Report is available in five languages, and can be accessed here.
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