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Digitalization is a crucial tool for the wine industry to remain competitive. According to the special report "The Digitalization of the Wine Industry – Status Quo and Future Development" by ProWein, there is still enormous growth potential. Currently, software for business management and marketing is primarily being used. However, despite the increasing importance of online wine sales, only 15 percent of companies plan to invest in CRM systems for customer management and new digital marketing solutions by 2025.
In contrast, the wine industry is increasingly relying on web analytics tools to attract new customers and boost sales in online shops. This indicates a shift towards data-driven marketing. However, there is still a significant backlog in this area. Data is still predominantly collected manually. Efforts must be made to automate and process information more efficiently.
Currently, over two-thirds of companies and wineries use email marketing and social media to sell their wines. About two-thirds of businesses have their own online shop, while more than one in four uses online platforms or is represented in the online shops of wine retailers. Around ten percent of businesses even use messaging apps for wine distribution. Another ten percent plan to introduce these digital marketing aids by 2025. Nevertheless, half of all businesses still send letters and catalogs, and 39 percent of wine producers and retailers continue to rely on telemarketing alongside digital channels. There is still great potential in the use of artificial intelligence for content production and personalized interaction with customers.
Digitalization is also indispensable in viticulture and cellars. Approximately 40 percent of producers use digital tools in wine production, and a slightly lower percentage uses specific tools for precision agriculture in vineyards. There is particularly interest in tools that can optimize plant protection, vine pruning, and fertilization.
That digitalization has also arrived in the wine industry is beyond question. After all, in the ProWein Business Report survey, 72 percent of professionals indicated that they want to further their education in this area.
On October 1, 2024, the digital ProWein Business Talk "Digitalization" will take place. It will be moderated by Prof. Dr. Simone Loose from Geisenheim University, who will speak with experts from Germany, Portugal, and California.
(ru / ProWein)