Our observations show that the wine industry is full of new ideas, but consumers often aren’t interested
The wine industry is often accused of being slow to react to market trends and consumer demands. The same old excuses tend to be trotted out: wine is an agricultural product, at the mercy of weather and climate; getting grapes from vine to bottle is a long, capital-intensive process; there is a production-focused mentality among many producers; most businesses are small-scale operations and under-resourced – and so on. Occasionally, we come across the same high-handed approach to consumer needs, best paraphrased as: “first we make the wines, then we find the consumers.”
But I am beginning to wonder if this convenient narrative is misleading, or perhaps even out of date.
When talking about progress in any field, be it consumer goods or culture, it’s useful to remember that there are three processes at play:
Invention: the process of creating something completely new
Copying: the process of reproducing a version of something existing
Innovation: improving something that already exists