Forum Markt & Wine DIGITAL arouses great interest among experts
This year's forum addressed relevant and forward-looking topics. "Innovation management is exciting for businesses and the pandemic is acting as a catalyst," emphasizes Prof. Dr. Marc Dreßler from the Wine Campus. "The forum provided the latest market data and combined it with insights and recommendations for action from practitioners and experts."
In his presentation, Alexander Proske from Nielsen IQ reported on how COVID-19 has changed purchasing behavior and how this is affecting the wine industry. If you compare the data from March 2020 to February 2021 with the same period last year, you can see a clear trend: Fewer shopping trips per week, but more is being bought per purchase. Spending on wine increased by 15% in the overall market (excluding gastronomy). German wines were slightly ahead of foreign wines.
In the presentation by Wilhelm Lerner from Wine Intelligence on the topic of "Shopper Touchpoint Insights 2021", the participants gained important insights into the identification and design of contact points between customers and companies. Lerner identified the touchpoints close to the point of purchase as particularly important for binding German wine consumers to producers. It is important to identify, continuously process and maintain the touchpoints in the various target groups - both online and offline.
Heinz Grüne from the Rheingold Institute spoke on the topic of how young people find their way to wine. In his presentation, he presented various findings from a survey conducted by the institute among people aged between 20-29 and 30-39. Among other things, Grüne emphasized the important role of digital media, especially in addressing the younger target group. The topic of wine needs access points for this target group that are simple and appealing.
There is still great potential for the wine industry in professional touchpoint management. Under the moderation of Anika Kost from Wine Campus Neustadt, Wilhelm Lerner, Hagen Rüdlin from Markgräfler Winzern e.G., Martin Kutscher from Scheck-In Center Achern and Prof. Dr. Laura Ehm from Wine Campus Neustadt explained and discussed experiences from research and practice and offered suggestions for implementation.
Laura Ehm also drew a positive conclusion: "The & Wein DIGITAL market forum was very exciting this year. Current data on consumer behavior and market developments were presented, which clearly show the changes in purchasing behavior caused by Corona. The presentations showed how to react to the changes and, above all, how to think creatively about new ways to reach customers."
"It was an enriching event, with lots of facts, new insights and valuable suggestions, from which everyone involved was able to take something away," summarized Monika Reule, Managing Director of the DWI.
The next Forum Markt & Wein is planned for April 28, 2022 at the Wine Campus.