Applying FMCG trends to wine marketing

The Brand Genetics website recently posted an article about a University of Cambridge Dragon’s Den style event with senior executives from leading global FMCG companies. One of the things to emerge from the event was a list of the top 40 innovation trends for global FMCG brands. It was provided by a group of people who you’d expect to know what they are talking about and the list is well worth consideration when looking at brand strategy over the next five years.

If you consider the list from a wine brand point of view there are some very relevant concepts to consider. Even if you are not trying to be the next global wine brand, this list provides insight into the relationship that consumers have with the brands and products that they are seeking out.

Here is their list and the items that I think have bearing on the wine industry and wine producers. I have grouped them into four categories as I see them applicable to wine – packaging, production, marketing and the wines themselves.

I am keen to bear these trends in mind when looking at how the wine market moves in the next 12 months and would suggest that producers do the same (if they are not already). To many of the leading wine producers the items on this list will not be a shock, or anything new.

Wine packaging

Packaging interacting with consumer
New packaging materials
“Packaging free” products
New raw materials technologies (eg for packaging)
Alternatives to glass & PET containers
Compostable packaging
Natural/Clean label ingredients
More printable packaging materials
Efficient/Small packs
Food state sensing inks

Wine production

Batch-of-one / Flexible manufacturing
In line printing and customisation of packaging
New process technologies (especially cooking / sterilisation)
Sustainable supply chain ingredients
Natural Preservatives
Water management solutions
Water quality solutions
Solutions for reduction in fat & calories
Variable high speed bar code and text printing

Wines themselves

Ingredients with proven health benefits
Highly differentiated, innovative ingredients
Oxidative/microbiologically stable ingredients

Wine marketing

Reaching social media savvy younger generations
Digital marketing
Solutions for healthy ageing

Additional items on the list…

Natural Sugar/Salt replacers
Industrial plug and play
Stem cell use
Targeted GMO
New ingredients to fight viruses
Dispensing for high particulate containing formulas
Child resistant ophthalmic dispensing
Alternative animal feed solutions
More advanced film/paperboard hybrid structures
Fibre ingredients
Opacity without titanium dioxide
E-science / managing large data sets

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