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Originally published in London Wine Fair's Grapevine: 220819

By Richard Siddle

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E&C's Troy Christensen: Digital disruption of wine is inevitable

It's a threat Troy Christensen, chief executive, at Enotria&Coe certainly seems very aware of. Up to now the wine industry has largely been fortunate enough to duck and weave its way through the various step changes in disruptive technology that has had such an impact on so many of the industries it serves - like the high street and rise in online retailing. The future will be different, warns Christensen, and those that succeed in the wine sector will be those able, willing and capable of reacting quickly and effectively to the technology challenges that lie ahead. The key, he argues, is flexibility and having systems and processes in place that are nimble enough to allow wine companies to adapt.

It's only a matter of time, he adds, that the wine distribution business is going to be hit by disruptive technology that will change the way its customers want to order and have their wine delivered. The Deliveroo-style on-demand culture won't just be about getting our favourite burger delivered to our door, but our next retail or restaurant wine delivery too. It will be up to wine distributors how quickly they can respond and offer customers a very different kind of service in the future, he adds.