INNOVATING WINE-BASED BEVERAGES FOR GLOBALLY CONSCIOUS CONSUMERS

Consumers are increasingly making conscious choices aligned with their well-being and personal values. Recognising this trend, a leading world-class wine brand was looking to develop an innovation pipeline targeted at these consumers across the globe. Ultimately, the brand wanted to increase their share in current wine occasions, as well as open routes to new potential market spaces and win new consumers. 

 

In order to find opportunities and winning spaces, I reviewed existing market trends within each region and attended expert and consumer interviews to understand their habits and attitudes towards conscious consumption. These findings were used in cross-regional virtual Design Thinking Workshops, planned and facilitated by me, gathering teams based in the US, EMEA, China, and Australia - to identify opportunities and potential scalable ideas for each market. 

 

By the end of all regional sessions, we were able to come up with more than 70 potential new product concepts encompassing various beverage formats and flavours, different occasions, and functional and emotional benefits. I then supported commercial viability workshops to uncover potential barriers as well as define the time and feasibility of ideas. At the end of these workshops, we shortlisted to 20 viable ideas.

 

Together with the design team, we created digital prototypes to be tested and validated by consumers.