Innovation ?

Arnaud Daphy

Innovation : It’s all about the context

Wine is to be package in a 75cl

glass bottle , closed with a cork, with a

traditional un-understandable

label

Rosé Cider Sales

2012 3 000 000 bottles

2010 100 000 bottles

Source : Ouest France

X30 in three years

Producer Consumer

Producer Consumer

Producers

:(

Wine

:(

Consumers

:(

Bloggers & journalists

:((((

Does innovation work ? ?

2006 2007 2008 2009 2010 2011

AromatisedRosés

Aromatised wine sales

Source : SymphonyIRI

2010 4,7 Millions of litres

2012 14,4 Millions of litres

+ 210 %

Cheaper

More functional

Lighter

New way of consumption

« It is not wine… »

« I don’t hear the noise… »

It can not be quality wines

Rational Sentimental

Consumers buy innovation

Consumers refuse innovation

But

Paradox !