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EVENING WINE
Digital business model for offering high-quality wine to status-conscious, cosmopolitan Millennials
Evening is a concept for a digital business model that aims to offer high-quality wine to the generation of digital, status-conscious, cosmopolitan Millenials as their drink of choice.
The aim is therefore nothing less than the cultural, modernizing transformation of a very complex industry that is difficult to understand for this particular target group.
Challenge
As Millennials maturing, wine is ought to be the drink of choice to celebrate their newly acquired status and. At least for the parent generation, this has been the case. Winemakers target both customer segments the same. For years industry reports wondered, as to why Millennials are turning their back from this distinguished produce. In a recent report, conducted by Silicon Valley Bank, its researchers pointed out that winemakers need to embrace this cultural shift going forward to stay relevant. This report indicates a 20% decrease in Sales of Californian Wines over the next 10 years.
Core Problems of wine industry
Too Complex
Millennial consumers feel overwhelmed by a complex buying experience around wines and choices.
Poor digital experience
Very few business models have a clear mobile-first strategy and meet consumers with high-performing and compelling digital buying experiences and relevant content.
Very few business models have a clear mobile-first strategy and meet consumers with high-performing and compelling digital buying experiences and relevant content.
Product Obsession
Wine is perceived as intimidating. Grape varieties, regions, scores and industry jargon can be hard to grasp. Marketing, design and communication are centered around the product, not about the consumer experience.
Wine is perceived as intimidating. Grape varieties, regions, scores and industry jargon can be hard to grasp. Marketing, design and communication are centered around the product, not about the consumer experience.
Out of Touch
The wine industry feels outdated in the ways they communicate to young consumers. Chateaus, estates and ostentatious luxury don’t fit with our values, zeitgeist and don’t mirror a rapid shift towards a greatly culturally diverse world.
The wine industry feels outdated in the ways they communicate to young consumers. Chateaus, estates and ostentatious luxury don’t fit with our values, zeitgeist and don’t mirror a rapid shift towards a greatly culturally diverse world.
User Needs
01
Users must be presented with a clear collection of top wines so that they can easily satisfy their need for good wine for their special moment.
02
Users should receive intelligent, personalized recommendations to help them choose without feeling overwhelmed by too many options.
03
Users need to be able to plan a trip quickly through automated suggestions that match their preferences and schedule.
04
Users should be able to compare offers and complete bookings directly within the app, without having to switch platforms.
Solution
An aesthetic and technically high-quality pre-sale landing page that introduces the "Evening" brand and an initial collection of premium wines. This collection should be of high quality, elegant and easy to understand. However, the main purpose of the landing page is to collect initial contact details from early adopters. This will be achieved through a limited pre-sale wine that can be booked via email registration.
