The real wine digital innovation is talking to the wine lover
It seems that to add a few words to talk about digital innovation in wine, for example digital, technology, maybe blockchain, it is enough. Eventually, as usual with overused words, they lose their meaning. What is the point of talking about digitization when at most wineries put a few posts on Facebook or Instagram? What is the point of telling that a winery is technological only because it uses an automatic alert that texts on the smartphone?
Too much technology is only good for Big Tech
Why put the blockchain everywhere, and maybe even add an NFT, to show that digital innovation in wine market is being done? Of course, you can use all or some of the technologies described in the latest OIV report, also reported in this Forbes article. It’s a good thing, they’re wonderful tools, and they aid in the job to shot the goal.
But digital innovation implies a change in the business model, in the packaging, in the way of offering it and in the language used to convey it, the wine. Otherwise it is just following a trend, a bit like it happens with sustainability. All to declare themselves green and sustainable, then the van used for deliveries or the tractor burn diesel as if it had burned down a haystack?
