When it comes to history-rich products,  marketing innovations becomes hard.

WineSide may face such problems with its innovative tubes of wine. Although a patented technology is used to guarantee that the properties of wine remain unaltered, the unconventional shape as well as the screw cap differ so much from the classical standards that consumers may never be willing to adopt it.

The screw cap alone is source of passionate and contradictory debates. One of my clients actually just released a video about it that you may want to have a look at (in French only).

My take:

Sometimes even the most extraordinary products and innovations will remain unsuccessful because of consumers’ beliefs. Wine business is certainly an industry in which innovations are slow and incremental. Traditions and a century-long history impede breakthrough innovations from penetrating successfully the market.  I actually don’t know how well WineSide does (I will certainly ask and keep you updated) but I assume it will remain difficult in France and in “old” countries. I saw that WineSide had launched its tubes in Japan which may be a good move since Japanese luckily do not have the same referential.