Workshops in six European countries: Using design thinking to redesign marketing strategies for resistant grape varieties.

Objective(s):

New resistant grape varieties offer great potential for more sustainable viticulture. However, suitable marketing strategies are often lacking across countries to successfully position these varieties on the market. Work Package 1 (WP1) of the GrapeBreed4IPM project, responsible for co-design, is planning workshops in six European countries and supporting national experts in their implementation. The aim is to analyse strategic challenges and opportunities in marketing and to develop creative solutions based on insights from previous expert, grower and consumer panels. The workshops are based on the Design Thinking method and bring together representatives from all areas of the wine sector – from breeding and production to processing, trade and communication – to develop practical approaches.

Result(s):

The half-day workshops target participants from various stages of the viticulture value chain. Key challenges will be identified collaboratively, such as limited consumer awareness of resistant varieties or hesitant investment decisions. Structured Design Thinking processes will be used to generate new ideas for marketing, product development and target group communication. The workshops aim to develop concrete solution concepts – including narrative formats, prototype communication strategies or new platform ideas – that can be adapted to local needs and further developed.

Practical implications/recommendations:

Wineries, breeding institutions, marketing organisations and other industry stakeholders can gain valuable input for their strategic planning by participating in the workshops. Design Thinking provides a practical framework to tackle complex questions and encourage innovative thinking. Successful implementation requires good preparation, suitable spaces and experienced facilitation. The developed concepts can help open up new market segments and make full use of the potential of resistant grape varieties.

During the current planning phase of the workshops, we are focusing on creating conditions that enable active, goal-oriented collaboration. We plan to use a moderation approach that allows for different perspectives, guides participants through the process in a structured manner and motivates them to participate actively. When selecting participants, we ensure a good mix of stakeholders from across the entire value chain, from breeding and cultivation to processing and marketing. This diversity is intended to ensure that different perspectives are considered from the outset and that practical solutions are developed. Additionally, we intend to utilize visual methods and straightforward tools (e.g. maps, sketches, and templates) to facilitate creative exchange and encourage tangible outcomes.

Challenges may arise from language differences and uncertainties among participants regarding the objectives and process of the workshop. This is why transparent communication from the outset is particularly important to us, to build trust in the method and encourage active participation.

Our central message to practitioners is this: if you want to think through strategic questions about marketing resistant grape varieties with others, Design Thinking offers a structured yet open framework. This approach promotes new ideas and creates a better understanding of different perspectives and joint solutions.