The world of wine is in crisis—and, regrettably, this is only the beginning. It is urgent that the industry find a way out of the dead end in which it has become trapped. In my most daring dreams, I have imagined that one possible solution might come from a revolutionary device: a household machine, in the spirit of Nespresso, capable of gently removing alcohol from your wine.
Creating such a machine would be no simple task—and it is not a concept I approach with spontaneous enthusiasm. Yet what excites me lies beneath the surface: the quest itself, the pursuit of new ideas. Somewhere, out there, a genuine demand is taking shape, an expectation for such an endeavor. For beyond wine, this device would embody, above all, an experience.
I dream of that experience as one savors a Nespresso coffee—simple, immediate, accessible. One purchases a bottle of wine and shares it. At any price, whether a humble rosé from La Vieille Ferme or a grand cru. Imagine for a moment a Haut-Brion 1989 offered in two forms: the original and its alcohol-free twin, both within reach. Picture a Yquem 2010 served in double expression. It would be the ultimate act of inclusion—those who wish to taste without alcohol could share the same nectar as traditional enthusiasts. And for those among us who cherish discovery, such duality would open an entirely new horizon of exploration.
This dream of a machine arises from the intersection of a crisis and a necessity—the crisis the wine world is enduring, and the urgent need to envision its future differently. How then to prepare for tomorrow? At a time when certainties falter, wine must turn its gaze toward the great currents shaping consumer behaviors. For the customer is king, as I recently wrote: ever-changing in desire, ever-shifting in expectation.
While the excellence of wine often rests upon an immutable heritage, its longevity depends on a rare skill—the ability to unite tradition and innovation. In this light, diversification has become an essential lever, as has the capacity to imagine new forms of experience. This delicate yet vital alchemy will be what captures the hearts of the next generation while nurturing the soul of today’s connoisseurs. Should the field of possibilities be expanded by reaching new markets, or should it strengthen the timeless foundation of its values? How can we identify those territories where the thirst for experience burns brightest? Many of our clients at VitaBella draw renewed creative energy from this very reflection—a way to let their identity resonate differently.
The world of wine is not alone in its soul-searching. The luxury sector, too, is wavering, unsettled by shifting desires and consumption patterns. According to Bain & Company’s annual report, nearly fifty million consumers have ceased buying from the industry’s iconic brands. To endure, luxury has turned to innovation, courting a younger, more connected clientele. The world of wine must follow suit. Today, more than ever, we must place the Client and Innovation at the heart of all thinking. It is the starting point of every winning strategic roadmap.
Contact Guillaume Jourdan via LinkedIn
