The event WIN.X MIX 2024, which took place on September 19, 2024, in Shanghai, provided an exceptional platform for cross-industry collaboration, initiated by the Women in Wine & Spirits Awards (WINWSA), aiming to foster cross-disciplinary collaboration, navigate transitional challenges, and drive growth through technology empowerment. The event demonstrated its commitment to facilitating open and insightful discussions about the transformative role of AI and emerging productivity forces.

At WIN.X MIX 2024, founder Michelle Liu assembled a distinguished group of cross-disciplinary speakers, including Annie Fan, Partner at Eagle Fund, Pauline D. Cha, Managing Director of Campari China, Emma Yang, Deputy Director of Supply Chain at Laizhou Distillery, Erik Yang, Founder of Digitast and Lin Lin, Chairman of the Shanghai Craft Beer Association.

Two roundtable discussions addressed the topics of “AI, BIG DATA AND ALGORITHM RESHAPING TRADITIONAL BUSINESS” and “CONSUMER CENTRIC APPROACH: BRANDING, PRODUCT R&D AND INNOVATION”.

WIN.X MIX 2024

Michelle Liu kicked off the event by introducing the global technological trends impacting the drink industry, including robotics, AI, immersive reality and IoT. “In recent years, we’ve seen a growing number of candidates for the INNOVATION’ category during WINWSA nominations,underscoring the significant impact of these technologies on the industry’s landscape.” Michelle noted.

Michelle Liu, Founder of WINWSA

 

AI, BIG DATA AND ALGORITHM RESHAPING TRADITIONAL BUSINESS

The first roundtable titled “AI, BIG DATA AND ALGORITHM RESHAPING TRADITIONAL BUSINESS”, commenced with a video from Katerina Axelsson, Founder and CEO of Tastry, a sensory sciences company, using AI technology to predict consumer taste preferences. She highlighted that future FMCG leaders will be those who adopt and integrate smart technologies into their strategic frameworks today. “To thrive, we must not only adapt, but lead and embrace these technological advancements to redefine what is possible in the drinks industry. Innovation and integration are not just strategies, but the very foundations of success,” Katerina said.

Katerina Axelsson, Founder & CEO of Tastry

Annie Fan, a Partner at Eagle Fund, highlighted her investment in Quzhi Group, the first company in China to provide AIoT marketing solutions using experiential smart terminals, while Erik Yang, Founder of Digitaste, showcased how smart technologies and algorithms can reveal patterns in taste, enhancing consumer experiences through a human-centered approach.

Annie Fan, Partner at Eagle Fund
Erik Yang, Founder of Digitaste

 

CONSUMER CENTRIC APPROACH: BRANDING, PRODUCT R&D AND INNOVATION

In the drink industry, the Direct-to-Consumer (DTC) model revolutionizes how products are procured and consumed. Pauline D. Cha, Managing Director of Campari China, emphasized young consumers demand for easy-to-understand, reasonably priced, low-ABV drinks.

Lin Lin, Chairman of the Shanghai Craft Beer Association, pointed out that craft beers in China have been driven by flavor innovations. The spirits of supporting locals are also well received by young consumers. Emma Yang, Deputy Director of Supply Chain at Laizhou Distillery, shared valuable experiences and learnings from the innovation journey of Chinese whiskies.

Campari, a leading global spirits giant, has collaborated with Wuliangye to create Wugroni, which introduces Chinese Baijiu to Western markets while incorporating the globally popular Negroni cocktail into Chinese culture. “The collaboration should be based on a win-win partnership,” said Pauline.

Pauline D. Cha, Managing Director of Campari China
Emma Yang, Deputy Director of Supply Chain at Laizhou Distillery
Lin Lin, Chairman of the Shanghai Craft Beer Association

The eight key learnings from these roundtable discussions on how technology is driving change and transformation in the drink industry are as below:

1. Robotics in Viticulture:

Robotics and AI have transformed vineyard management, particularly during labor shortages. Robots streamline monitoring and harvesting, ensuring operational continuity. Meanwhile, AIpowered sensory technology allows winemakers to analyze and predict consumer preferences, leading to more precise flavor adjustments and matching.

2. Immersive Tech and IoT:

The integration of sensory technology with AI to enhance flavor analysis and consumer matching. Virtual and augmented reality, as well as mixed reality, are enriching user experiences, while the Internet of Things (IoT) and tech-enabled sustainability practices are proving effective across numerous businesses.

3. Predictive Market Analysis:

AI analyzes social media and market data to identify trends and consumer sentiment. Companies can adjust their strategies accordingly. For example, Tastry utilizes machine learning and sensory analysis to predict wine trends based on a database of millions of consumer taste profiles, allowing companies to stay ahead in a competitive market.

4. AI-Powered Marketing：

Annie Fan emphasized AI’s disruptive potential in reshaping life and business. She referenced her investment in Quzhi Group, which utilizes large-scale sampling data to analyze product popularity across demographics. By leveraging this data, Quzhi Group enhances the precision of its marketing strategies. Fan highlighted that as data becomes more refined, opportunities for entrepreneurs will grow, with AI increasing marketing efficiency and sales precision.

The Lineup of Speakers at WIN.X MIX 2024

5. Algorithm-Driven Consumer Insights:

Using algorithms to analyze consumer behavior allows brands to uncover deeper patterns and preferences. Digitaste developed a 16-type flavor test system, enabling users to explore their taste preferences through big data, driving more personalized consumer experiences.

6. DTC (Direct-to-Consumer) strategies:

In the current market, businesses are shifting focus from traditional distribution methods to direct engagement with consumers. This approach allows brands to form deeper connections with their audience and personalize the experience. For example, Pauline D. Cha highlighted how collaboration with bartenders and innovative packaging led to the success of Aperol Spritz by catering to consumer demand for reasonably priced and low-ABV drinks.

7. Product Evolution

Emma Yang shared their innovative use of yellow wine barrels to age whisky, creating unique flavor profiles that blend Chinese heritage with whisky production. This technique enhances local identity, while their Pepper Gin, infused with Sichuan peppercorns, introduces regional flavors, adding cultural depth to their offerings.

8. Cross-Cultural Synergy for Brand Success:

The “Support Local” philosophy is central to the craft beer movement, especially among younger drinkers. Lin Lin emphasized how local products integrate into communities, fostering cultural exchange and consumer loyalty.

 

WIN.X——A Cross-Disciplinary Platform to Link Drink Business with Other Industries

The WIN.X platform promotes cross-disciplinary integration and innovation, aiming to break traditional boundaries, navigate transitional challenges, drive growth through technology empowerment and explore future industry ecosystems. Through this convergence, we strive to propel various sectors toward a smarter, more efficient, and sustainable future.

At the post-roundtable reception, guests were treated to an exclusive tasting experience featuring globally renowned Mionetto Prosecco from Italy, Laizhou’s Pepper Gin, and signature cocktails. As a thoughtful gift, high-end wine glasses from Villeroy & Boch were presented to attendees, adding an elegant touch to the evening.

Villeroy & Boch

Mionetto

JIAO-YU DRY GIN Laizhou Distillery

 

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