25 & 26 January 2023 | Paris Expo Porte de Versailles

Discussion panel: How to make wine and spirits offer desirable in e-commerce

Thomas Gueller, Editor in chief, V&S News

Arnaud Daphy, Associate, Agence SoWine 

Martin Cubertafond, Strategic advisor / Specialized in food, retail and wine, Professor at Science Po, Vision et Route 

Matthieu Bourlon, Creative Director, Dragon Rouge 

The proportion of purchases made via e-commerce is constantly increasing, especially as the offers are diversifying to meet all needs. Thus, for wines, champagnes and spirits, one can order one or several cases from a pure player such as Drinks or Ventealapropriete. com, two sites owned respectively by Pernod Ricard and Campari associated with Moët Hennessy, add bottles to one’s weekly order at the drive-through of a supermarket – a behaviour that exploded during the pandemic – or have a sudden desire for drinks for a meal or an aperitif delivered in less than an hour via the many applications that share this new market, both in Europe (Flink, Gorillas, Cajoo, Kol, Zapp… ) and in the United States (Drizly, Doordash, Gopuff, etc.).

What all these new modes of consumption have in common is that the act of buying is carried out via a screen. For packaging strategies, it is no longer a question of emerging through its facing in a shelf of bottles, but of becoming desirable in 2 dimensions with a reduced size image. In this new world, the notions of label and back label no longer have the same meaning. Are the balances between the brand block and the reassurance elements on the label still relevant? This is a deep reflection to be carried out, knowing that, in the end, the consumer will have a physical contact with the bottle and that it is this contact that will condition the re-purchase. Hence the importance of preserving tactile and visual sensoriality and taking care of the “wow” effect when opening the secondary packaging.

The conference will take place in French, simultaneous translation in English available 

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