Sent July 27, 2022, 10:10 am
Maison Johanès Boubée, Carrefour’s trading and bottling company and wine branch, is implementing the first wine blockchain in Occitania under the Minervois Bio appellation, in collaboration with Celliers Jean d’Alibert. This appellation concerns 300,000 bottles bottled at the Nîmes bottling site of the Maison Johanès Boubée, out of a total of 43 million bottles bottled in 2021 in Gard. The wines are marketed under the private label La cave d’Augustin Florent.
“This technology consists of placing a unique QR code on each bottle of the Minervois Bio appellation, explains Eric Yung, general manager of Maison Johanès Boubée and“ Monsieur Vin ”of Carrefour. In this way, consumers have access to information on the product, the name of the winemaker, their winery, the date of organic certification … ”Each actor in the supply chain feeds the blockchain with its own elements. “The advantage is that it is a technology for storing and digitally transmitting information that is secure and tamper-proof. It is a database that contains the history of all the exchanges made between its users since its creation. We always keep the history of what was done. Nothing gets canceled, ”says Eric Yung.
Traceability of products for the consumer
This blockchain aims to meet consumer expectations, especially in terms of traceability and transparency. The goal is therefore to create a bond with the consumer, showing him the quality of the product, and to attract a younger clientele through the appropriation of new technologies. “We want to inform the consumer about the origin and quality of the wine, to bring greater transparency”, underlines the general manager of the Maison Johanès Boubée. Blockchain makes it possible to respond to customers’ requests to “consume better”. On the other hand, «it is a way to create a link with the winemakers, to put them back at the center of the system. Their work is recognized and appreciated, ”adds Eric Yung. It is also a way for winemakers to understand customer expectations.
Within the Carrefour group, blockchains have already been implemented on other products, such as Bordeaux Bio in 2020. Since then, sales of this cuvée have increased by 7%. Currently, around forty Carrefour products benefit from this technology. Maison Johanès Boubée, based in Bordeaux, has 7 factories in France, including a bottling center in Nîmes, the only site in Occitania, and has 600 employees.
How to deal with the increase in uncertainties?
Inflation, rising interest rates, Ukraine and now political uncertainty, the shocks multiply. To evolve in an increasingly complex environment, the editorial expertise of Les Echos is invaluable. Every day, our surveys, analyzes, columns and editorials accompany our subscribers, help them understand the changes that are transforming our world and prepare them to make the best decisions.
I discover the offers