Digital or Not, “That’s NOT the Question!”

By Kris Vandenwyngaert – www.wijnbouwer.be

For those who have been following my newsletters on www.wijnbouwer.be/wivinews for some time, you may have noticed that at the end of last year a new category appeared: Digital. I must honestly confess that I wrestled with myself for months over whether to launch this new category of articles or not. At first, I thought my IT background might bias me. But as more and more information, articles, and initiatives appeared in the digital winemaking landscape, I could no longer ignore it.

I know that winegrowers in general—and this is somewhat inherent to the trade—tend to be conservative toward innovations and new trends. They often don’t think highly of modern media, sales strategies, and the entire digital world. That’s not necessarily wrong. The blacksmith in the 1960s also thought cars wouldn’t go very far and that there would always be a need for farriers. He was right, in a way: the trade still exists, but 95% of farriers disappeared.

The same applies to the customer world of the winegrower. Yes, there will always be some bottles sold directly across the counter, but even those customers will eventually fade away. The new customers live in the digital world through their smartphones. They can no longer be enticed merely by a wine tasting or a “tip from a friend.” Like it or not, today anyone can compare and find wines worldwide in seconds. Price is not always the most important factor—often it’s the information available about the winegrower, the estate, their approach, ecological practices, and so on.

Unsurprisingly, providers in this sector have responded with countless solutions. A small selection: BottlePOS, Commerce7 (see Newsletter July 2025), CellarPass, Korona POS, Lightspeed Retail, OrderPort, Spirits POS, Nexternal, Thirstie, vinSuite, VinNOW, Vines OS, WineDirect, WineFetch, Wine POS,...

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This list is far from complete, but it shows there are many specialized software platforms for selling wine. Why the great interest? The reason is simple: just look at the buying habits of younger generations. Going to a store to check or try something physically simply doesn’t happen anymore. Not even for things we once thought impossible: clothes and shoes no longer need to be tried on, ingredients for meals are delivered to the home, and wine no longer needs to be tasted. Choices are made based on data available online.

For winegrowers, this means they must also provide such data so it’s available to potential customers. And here’s the crux: these digital platforms help you collect and present that data. A winegrower who ignores this today might as well put their estate up for sale, because in about five years, they’ll only be selling to a handful of friends and family. And don’t be mistaken—this goes far beyond a pretty photo of a bottle and a brief description with a price tag on a website. Today’s customers want to know your entire production process, your stance on sustainability, circular economy, your ecological footprint, and how it’s evolving. Where do you source your plants? How do you treat your staff? You name it—it all influences purchasing behavior.

Collecting all this data is a massive task, and presenting it well is no easy feat. Fortunately, these platforms help, but beware of pitfalls:

• The earlier you start, the easier it is. Your data can grow alongside your business. Wait too long, and the mountain becomes overwhelming.
• Many platforms are foreign. Not all software is available in Dutch, and even when it is, translations of viticulture jargon can be strange.
• Legal barriers. Some regulations are national, and EU rules may not apply. U.S. or U.K. platforms might not align with local laws.
• Large POS players are often too generic. They miss regional features (event discounts, relationship discounts, etc.).
• Lack of local support. Big platforms may have credibility but often lack service in your language. You’re referred to FAQs or English video tutorials. Without an IT background, local peer support is invaluable—and you only realize that when it’s missing.

Craft Your Taste?

How does the Craft Your Taste initiative from Tastefever fit into this? I must admit, I only know it superficially for now, but that will change. I want to keep a close eye on it. I’m no IT novice, and I can immediately feel that this is not just an offshoot of existing software tweaked to also fit winegrowers. No—this has been built from the ground up with winegrowers in mind, and—thankfully—through intense collaboration with them.

Compare it to the large platforms I listed earlier. Those are broad, international systems covering countless facets. You won’t (yet) find that at Craft Your Taste. At first, I thought this might be a drawback. But the more I think about it, the more I realize it’s actually a strength. Imagine buying a platform that covers everything (parcel registration, plant registration, crop treatments, harvest logbooks, processing reports, cellar records, sales, online sales, marketing, customer demographics, bottling, track & trace, packaging, statutory documents, customs, excise, energy management, HACCP, GMP, and more). You’d need to input data for every one of those aspects—where would you even start?

That’s why it’s an opportunity to begin with the essentials, grow with the platform, and gradually complete everything step by step. In my view, this is the most cautious way to build, document, and future-proof a winery without drowning in the data demands of such systems. This way, you stay in control, remain a winemaker, and don’t turn into a data-chaser. Because the most important thing is not what’s in the computer—it’s what’s in the bottle.

Conclusion

The question is not whether you’ll go digital. The question is when. Don’t wait until tomorrow to think about how your customers will behave the day after tomorrow. Think about it daily and watch how it evolves in other markets. If you can, talk to fellow wineries abroad. Explore the tools available and occasionally “taste” them via a demo or video. Set yourself a deadline for when you’ll board this train—but don’t miss it.

The good news: yes, starting with a digital platform is a lot of work at the beginning. But soon after, it pays off. Your organization will become more transparent, and within one or two years you’ll gain highly valuable customer insights that help you succeed. Don’t take my word for it—experience it yourself and spread the word.

Good luck!

Kris Vandenwyngaert