Study case : innovation at the service of terroir
Context
Cave Guillod, an emblematic institution of the Vully vineyard, is recognized for its expertise and the quality of its vintages. Although rooted in winemaking tradition, the winery constantly seeks to renew itself to reach a modern and curious audience, while valuing the authenticity of its terroir.
On the occasion of the Comptoir Broyard, a flagship event in the region attracting tens of thousands of visitors, Cave Guillod wanted to take a step forward in the way it presents its wines. The challenge was significant: how to transform a traditional tasting stand, often drowned in the multitude of exhibitors, into an interactive and memorable destination?
The objective of this collaboration with Hubgrade was twofold. On one hand, it was about creating an immediate visual impact to capture the flow of visitors. On the other hand, the winery wanted to provide its advisors with a technological tool capable of supporting their sales pitch in a dynamic way, by offering customers rich and visual information (aromas, food and wine pairings) as soon as they pick up the bottle.
More than a simple animation, this project aimed to prove that technology does not replace humans, but augments them. It was about transforming each physical interaction into a precious source of data, allowing the measurement of the real attractiveness of each product on the stand.
In the effervescence of a trade fair where the visitor is solicited from all sides, how to guarantee that the experience lived at Cave Guillod is the one they will remember? This is the challenge of "phygital" innovation that Hubgrade met in the heart of the Broye.
The challenge : emerging from the crowd
The Comptoir Broyard is a visually saturated environment where visitor attention is a rare resource. For Cave Guillod, the challenge was to transform a traditional tasting stand into a true interactive attraction hub.
The problem was based on three major pillars:
- standing out: interrupting the flow of passers-by within an extremely competitive wine sector.
- supporting the pitch: guaranteeing a quality transmission on the complexity of the vintages, even during peak times, thanks to an autonomous information support.
- modernizing without distorting: integrating technology to enhance the terroir without breaking the authenticity of human exchange.
In summary, the mission of Hubgrade was to reinvent the traditional interaction between the customer and the product. It was about transforming a passive tasting into a playful "phygital" experience where visitor curiosity instantly triggers an immersion into the world of the winery.
The Hubgrade solution
To transform the Cave Guillod tasting experience, Hubgrade deployed an interactive device designed to make the product the protagonist of its own communication. This hybrid solution combines cutting-edge hardware and intelligent control:
- sensor interactivity: each bottle was equipped with invisible motion sensors. As soon as a visitor picked up a bottle, the system activated instantly, creating a direct link between the physical gesture and the digital content.
- digital signage: the central screen updated in real time to present the specifics of the chosen wine: grape varieties, aromas and food-wine pairings. A valuable narrative support to assist the winemaker during peak periods.
- lighting immersion: a synchronized LED system at the back of the screen adapted its color to the label of the bottle lifted, reinforcing the visual impact and the atmosphere on the stand.
- data & analytics: in the background, each interaction was recorded, allowing the precise measurement of the attractiveness of each vintage and the collection of unprecedented engagement statistics.
End-to-end support: Hubgrade provided content creation, technical configuration and installation. Once in place, the device guaranteed total autonomy for the client: no technical intervention was necessary during the 10 days of the event, allowing Cave Guillod to focus exclusively on its visitors.
Results and benefits
From the opening of the Comptoir Broyard, the impact was immediate: the interactivity of the stand created a real break from classic tasting methods. The visual effect of the synchronized LEDs and the responsiveness of the display transformed a simple walk-through stand into a destination of curiosity, attracting a constant flow of intrigued visitors.
The success of the operation is reflected in an eloquent figure: more than 4,500 interactions recorded over the 10 days of the event. Each time a bottle was picked up, it not only generated customer engagement but also fed a precious database. For Cave Guillod, this reporting made it possible to precisely identify the most popular vintages, offering unprecedented visibility into the real preferences of the public to refine their commercial strategy.
Beyond the technical performance, it was the human aspect that left an impression. Visitors praised a technology that does not replace the winemaker, but enhances their pitch and enriches the exchange. The "wow" effect perfectly fulfilled its role: durably anchoring the image of Cave Guillod as an innovative brand, capable of marrying the prestige of its terroir with the codes of tomorrow.
Associated solutions
This project perfectly illustrates the power of our lift & learn technology (interaction through movement), as well as Hubgrade's ability to create immersive experiences where the physical product becomes the driver of its own communication. Discover our complementary solutions:
Interactivity (under construction)
integration of smart sensors to trigger content as soon as an action is detected.
Digital signage
screens and digital media for impactful communications.
Data & analytics (under construction)
tracking interactions to measure product attractiveness and audience preferences.
Would you like to boost your sales area or product presentation?
Contact Hubgrade today and discover our interactive solutions.