The region

Marie Pinel
Maryline Filippi
Frederic Wallet


Elise Durey

France Clusters

About the Living Lab

The Living Lab is embodied in the cluster Inno’vin developed within the network of clusters called ‘France Clusters’. With the perspective of economic development and resource preservation, this Living Lab aims to contribute and support the digital transition within the wine sector in the New Aquitaine region, aligning the different actors of the wine value chain (producers, traders, providers, researchers, institutions).

The wine sector in the region is marked by the ageing of the population, a lack of generational renewal and an increase farms size, which leads to a change in the structure of farms. There is also a trend of ‘two-speed viticulture’: on one hand, the Saint-Emilion and Médoc areas and, on the other hand the Bordeaux appellations which are struggling to generate added value. At the industry level, the need for collective tools and better coordination between players has often been highlighted as a condition for the development of digitalisation.

The Living Lab will contribute to promote the competitiveness of companies in the wine industry through digitalisation and address the needs of public institutions to improve the sustainability of the wine sector in New Aquitaine.

Living Lab coordinator: Inno’vin
Domain: Agriculture and Rural

Focal question

What is the current status of the level of digitalisation within the wine sector value chain?

What are the obstacles to the digital transition and what are the needs of the sector at this level?

  • Gather a group of relevant stakeholders for future debate about the use of digital technologies to improve sustainability along the wine value chain (from producer to traders).;
  • Identify how digitalisation can support the competitiveness of wine sector and reduce imbalances along the value chain but also within the same branch of activities;
  • Develop scenarios for addressing the challenges identified by involved stakeholders and possibilities to develop digital technologies that can improve sustainability in wine sector.
Main stakeholders
  • Local Public Authority: Under definition

  • Rural businesses: Under definition

  • Digital technology operators: Orange, GS1 France

  • Farmers’ organisation: Bernard Magrez, Euralis

  • Stakeholder organisations: CIVB, wine traders

Key documents
Digital Stories