Brands are taking the wine vineyard experience to a curated digital space
Trend - With the global COVID-19 outbreak, many experience-based brands have pivoted to online platforms to stay afloat. Experiences such as wineries are customizing curated experiences to be enjoyed in one's own home through doorstep delivery and online appointment walk-throughs.
Insight - With the physical constraints of the global pandemic, consumers are craving special experiences for a sense of excitement and normalcy. As a result, they seek out curated programs online that can be enjoyed at a safe distance, especially those that offer sensorial excitement as a reminder of life before COVID-19.
Insight - With the physical constraints of the global pandemic, consumers are craving special experiences for a sense of excitement and normalcy. As a result, they seek out curated programs online that can be enjoyed at a safe distance, especially those that offer sensorial excitement as a reminder of life before COVID-19.
Workshop Question - How can your brand pivot strategies to cater to uncertain circumstances?
Trend Themes
1. Virtual Experiences - The global pandemic has driven many experience-based brands to pivot to digital platforms, including wineries that are curating online experiences for consumers to enjoy at a safe distance.
2. Customized Curated Programs - Consumers are seeking out unique curated online experiences that can offer sensorial excitement as a reminder of life before COVID-19.
3. Virtual Wine Tastings - Virtual wine tastings have become increasingly popular during social distancing measures, allowing businesses to adapt and create unique virtual experiences for consumers.
Industry Implications
1. Wine and Spirits - Businesses in the wine and spirits industry are adapting and finding ways to offer virtual experiences, such as virtual wine tastings and curating online experiences for consumers to enjoy at home.
2. Hospitality and Tourism - Businesses in the hospitality and tourism industry are developing new ways to offer virtual experiences and bring the excitement of travel into the home, including wine tasting and vineyard tours from afar.
3. E-commerce - As more businesses adapt to selling their products and experiences online, e-commerce continues to grow as an industry with opportunities for innovation in creating unique digital experiences and ways to connect with consumers remotely.
