Enolytics Spain

What's Ahead for Spanish Wine + Data: Perspectives on Innovation, from Madrid [Bilingual Edition]

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This week I’ve asked Andrés Bonet Merten, our lead in Madrid for Enolytics Spain, to offer his perspective on the year in wine + data for that international market. Andrés has been working tirelessly to advocate for the use and benefits of data-driven insights, originating both within a wine business’ own operations and “without,” that is, everyday consumer behavior and sentiment around the business’ wines.

An obvious benefit of having a local market presence for Enolytics is being able to communicate our work in the local language. A second benefit is a more nuanced perspective of the market. Yes, wine + data in Spain is still wine + data, but with a Spanish accent.

Here is Andrés’ perspective on how that looks and sounds, now and for the future, summarized in eight concise takeaways.

  1. The transformation of wineries will need multicultural and diverse teams, and their common language will be programming.

  2. Here in Spain new young oenologists are raising expectations of Spanish wine, and the industry is vibrant and growing at high levels. Some very clear minded wineries are starting big data projects in vineyards, and market intelligence consultants are busy signing new clients.

  3. Technology will soon cover 100% of Spain’s vineyards and robots will do most of the field work in the near future. AI will change people’s lives and the wine business of Spain – even if most of the wine industry is still getting used to thinking about data or analytics.

  4. Spain will have a great viticultural future due to traditional Spain’s mix of research and creativity. Just as the former President of Google Spain, Isabel Aguilera, said that “going against automatization or against the new technologies is absurd, this is the way it will go,” the future of Spain’s wineries will also have to go that way too.

  5. Wine in the future is a “hybrid” wine. The experience of drinking wine will be enhanced by a hybridization of wine and data-driven technology designed to enhance the experience.

  6. The good enough wine has to die before an extraordinary wine can be born. The wine industry has to overcome “what is” and adopt “what might be.” Connectivity will deliver disruption in wine tasting and consumers will value not only quality but also sustained growth, environmental assessment, ethical sourcing, production and commerce in a holistic business market.

  7. The “new Spanish wineries” will need to manage the ambiguity of going local and going global at the time, while using logical thinking and emotions at the same time. They will develop and retain talent and customers, and they will cooperate rather than compete, creating a stronger business culture overall.

  8. The leader of the winery will need to transform the company from inside to outside, first creating new departments fueled by innovative technology that afterwards spreads into all the areas of the winery. The challenges of the future are already here.

Thank you, as always, for reading.

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Esta semana he preguntado a Andrés Bonet Merten, nuestro contacto en Madrid en Enolytics Spain, si nos podía dar una visión de futuro sobre vino + datos en ese mercado internacional. Andrés ha estado trabajando sin descanso abogando por el uso y beneficio de los análisis realizados con big data de las operaciones propias de bodegas y de los comportamientos y percepciones de los consumidores de vino.

La ventaja clara de poseer esta presencia en el mercado local español, es sin duda poder comunicar nuestro trabajo perfectamente en su lengua local. Una segunda ventaja es una percepción más fina de este mercado. Sí, vino + datos en España siguen siendo vino + datos, pero con acento español.

A continuación muestro la perspectiva que dibuja Andrés sobre cómo pinta y suena ésto, ahora y en el futuro, resumido en ocho breves propuestas.

  1. La transformación de las bodegas necesitará de equipos multiculturales y multidisciplinares; su lenguaje común será la programación.

  2. Jóvenes enólogos españoles crearán grandes expectativas sobre el vino español y la industria del vino seguirá en plena forma y creciendo a ritmo fuerte. Algunas bodegas preclaras más comenzarán con proyectos de recogida de datos en sus viñedos y consultores de inteligencia de mercado seguirán activos desarrollando nuevos clientes.

  3. La tecnología va a cubrir en breve espacio de tiempo los viñedos españoles y robots harán gran parte del trabajo de campo en un futuro no tan lejano. La inteligencia artificial va a cambiar la vida de la gente como también la de las bodegas – incluso aún cuando la mayor parte de la industria del vino aún se está acostumbrando a pensar sobre la existencia de los datos y su análisis.

  4. España va a tener un futuro vitivinícola excepcional gracias a la tradicional conjunción de investigación y desarrollo con su creatividad. Tal y cómo dijo Isabel Aguilera, la ex Directora General de Google España, “ir en contra de la automatización o de las nuevas tecnologías es absurdo… va a ser así”, y en el futuro las bodegas irán por ese mismo camino también.

  5. El vino en el futuro va a ser un “vino híbrido”. La experiencia de beber vino va a ser potenciada y transformada por una hibridación de vino con una tecnología alimentada por datos diseñada a tal efecto.

  6. El vino “suficientemente bueno” va a tener que morir para que nazca el vino “extraordinario”. La industria del vino ha de superar “lo que es” para adoptar “lo que podría ser”. La conectividad nos ofrecerá la disrupción entorno al consumo de vino y los consumidores de vino no solo valorarán la calidad, sino también el desarrollo sostenible, la evaluación medioambiental, el aprovisionamiento, producción y comercialización bajo parámetros éticos en un mercado del vino holístico con múltiples interacciones.

  7. Las “nuevas bodegas españolas” van a tener que gestionar la ambigüedad de desarrollarse localmente como internacionalmente a la vez, la de utilizar la lógica y las emociones conjuntamente. Van a tener que adquirir y retener talento y clientes a la vez, cooperando más que compitiendo y desarrollando una cultura de empresa más sólida adoptada por toda la organización.

  8. El líder de la bodega va a tener que transformar la compañía desde dentro hacia fuera, creando primero nuevos departamentos impulsados por una tecnología innovadora que posteriormente se extenderá a todas las áreas de la bodega. Pero éstos retos para el futuro ya han llegado, y han llegado para quedarse.

Gracias, como siempre, por vuestra lectura.

ProWein through the Eyes of Enolytics Spain: A Letter from Düsseldorf

Photo Credit: Messe Düsseldorf/ctillmann

Photo Credit: Messe Düsseldorf/ctillmann

Special Guest Post by Andrés Bonet-Merten, Consejero Delegado of Enolytics Spain


The most significant takeaway for Enolytics Spain from ProWein 2018 is this:

I see a great future for the Spanish wine business’ use of big data analysis to address our issues in market communication, marketing their wine, and taking advantage of the tools offered by new technologies. Early adopters will lead the change – that is without a doubt – and government agencies will lead the transformation of reluctant producers and organizations with research and development programs.

There were three occasions during ProWein when this became clear.

ICEX, the Spanish Government Agency of Export

In speaking with Cathy Huyghe and ICEX, I saw that ICEX has a clear understanding of what comes next for new technologies that are entering the wine business. They are aware of the significant changes of technology and the speed and capacity of new sources of big data that are being used by early adopters in Spain, in order to understand and analyze consumer sentiment, preferences and behaviour when buying wine. ICEX understands that the jump forward in market intelligence through big data analytics offered by Enolytics is significant, and that it offers a fresh perspective and alternative to traditional market studies.

CEOs and Other Executives

In speaking to CEOs and other executives who showed an open mind to our proposition, I saw that big data today is like the internet of the 1990s. They believes that data can fill a blind spot about wine consumers, which can provide them with a great competitive advantage.

The physical gap between wine producer and end consumer is enormous. After delivery of the wine to the importers in the world markets, in general, Spanish wineries lose control and insight of how, where and at which price their wine is marketed. Enolytics may put light there and deliver valuable information to the winery and the distribution network that will compel better communication between the wineries and their importers and distribution network. Filling this lack of communication could optimize the business of all the parties involved, using a win-win strategy and providing greater control of the commercialization of their wine in any market. 

Discussing Consumer Language

Another blindspot for wineries is the use of consumer language. Little attention has been given to how consumers themselves actually speak – what they would really like to read on the back labels, for example, what mottos would be appealing to consumers, which words consumers use to describe their wine or their competitors’ wines. Messages are sent only in one way, from the winery to the markets, but it is rare to follow serious analysis of consumer feedback or the specific wine language that is used.

Some Spanish wineries have realized that “being the best wine” isn’t enough of a value proposition to differentiate themselves from every other Spanish winery who markets themselves as “being the best wine.” Adapting the wine's style, its brand, label, marketing and commercialization towards the consumer's sentiment and behaviour is a great turning point. Big data analysis instead would deliver them quick information, even in real time or even further as predictive analysis. 

Next Steps

Trusting new technologies like big data analysis is a hard matter in the Spanish world of wineries. Proof that it really works is a common argument. We have initial case studies, and we have early adopters. Now is the time to keep pushing forward, so that data can be an integral part of the exciting evolution of Spanish wine. 

For more information about Enolytics Spain, please contact:

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info@enolytics.es  

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