{"id":42041,"date":"2026-06-19T15:37:48","date_gmt":"2026-06-19T13:37:48","guid":{"rendered":"https:\/\/innovin.fr\/?p=42041"},"modified":"2026-06-19T15:45:05","modified_gmt":"2026-06-19T13:45:05","slug":"seminaire-vins-consommateurs-11-generation-z-vin-reseaux-sociaux-et-influenceurs","status":"publish","type":"post","link":"https:\/\/innovin.fr\/en\/seminaire-vins-consommateurs-11-generation-z-vin-reseaux-sociaux-et-influenceurs\/","title":{"rendered":"S\u00e9minaire Vins &#038; Consommateurs #11 : G\u00e9n\u00e9ration Z, vin, r\u00e9seaux sociaux et influenceurs"},"content":{"rendered":"<p><section class=\"kc-elm kc-css-414171 kc_row\"><div class=\"kc-row-container  kc-container\"><div class=\"kc-wrap-columns\"><div class=\"kc-elm kc-css-579755 kc_col-sm-12 kc_column kc_col-sm-12\"><div class=\"kc-col-container\"><div class=\"kc-elm kc-css-189550 kc_text_block\"><\/p>\n<h4>Plus connect\u00e9e, en qu\u00eate d\u2019exp\u00e9rience et de consommation engag\u00e9e, la g\u00e9n\u00e9ration Z impose aux acteurs de la fili\u00e8re de repenser leurs approches de prescription. La digitalisation des parcours consommateur modifie les modes de d\u00e9couverte, d\u2019\u00e9valuation et de recommandation des vins.<\/h4>\n<p><!--more--><\/p>\n<p>\n<\/div><div class=\"kc-elm kc-css-456871\" style=\"height: 0px; clear: both; width:100%;\"><\/div><div class=\"kc-elm kc-css-406428 kc_text_block\"><\/p>\n<h4>Les r\u00e9seaux sociaux occupent d\u00e9sormais une place centrale dans la circulation de l\u2019information, la construction de pr\u00e9f\u00e9rence et la r\u00e9putation des marques, devenant un point de contact structurant dans le processus de choix des jeunes g\u00e9n\u00e9rations. Dans cet environnement, les prescripteurs traditionnels coexistent avec de nouveaux acteurs : cr\u00e9ateurs de contenu, influenceurs, communaut\u00e9s en ligne, micro-influenceurs sp\u00e9cialis\u00e9s\u2026<\/h4>\n<p>\n<\/div><div class=\"kc-elm kc-css-507636\" style=\"height: 0px; clear: both; width:100%;\"><\/div><div class=\"kc-elm kc-css-157280 kc_text_block\"><\/p>\n<h4>L\u2019\u00e9mergence de ces nouveaux prescripteurs soul\u00e8ve plusieurs enjeux strat\u00e9giques pour la fili\u00e8re vitivinicole, notamment la compr\u00e9hension des m\u00e9canismes d\u2019influence \u00e0 l\u2019\u0153uvre, l\u2019identification des cr\u00e9ateurs pertinents, la cr\u00e9ation de campagne de communication et l\u2019adaptation des discours aux codes des r\u00e9seaux sociaux.<\/h4>\n<p>\n<\/div><div class=\"kc-elm kc-css-148873\" style=\"height: 30px; clear: both; width:100%;\"><\/div>\n<div class=\"kc-elm kc-css-232080 kc-title-wrap \">\n\n\t<h1 class=\"kc_title\">Programme<\/h1>\n<\/div>\n<div class=\"kc-elm kc-css-476489 kc_text_block\"><\/p>\n<h4><strong>> Comprendre les attentes et les pratiques de consommation du vin chez la g\u00e9n\u00e9ration Z<\/strong><\/h4>\n<h4>Thierry Lorey, professeur de marketing &#8211; Kedge Business School\u00a0<\/h4>\n<h4><strong>> R\u00e9seaux sociaux et influenceurs : les nouveaux modes de prescription du vin Comment les int\u00e9grer efficacement \u00e0 sa strat\u00e9gie marketing<\/strong><\/h4>\n<h4>J<span style=\"font-size: 1em; font-style: inherit; font-family: -apple-system, BlinkMacSystemFont, &#039;Segoe UI&#039;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &#039;Helvetica Neue&#039;, sans-serif;\">uliette Passebois-Ducros, professeure de marketing \u2013 IAE, Universit\u00e9 de Bordeaux\u00a0<\/span><\/h4>\n<h4><em><span style=\"font-size: 1em; font-family: -apple-system, BlinkMacSystemFont, &#039;Segoe UI&#039;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &#039;Helvetica Neue&#039;, sans-serif;\">Ces interventions scientifiques seront suivies d\u2019une table ronde constitu\u00e9e de professionnels pour d\u00e9battre ensemble du sujet !<\/span><\/em><\/h4>\n<p>\n<\/div><div class=\"kc-elm kc-css-431678\" style=\"height: 30px; clear: both; width:100%;\"><\/div>\n<div class=\"kc-elm kc-css-568005\">\n\t<a class=\"kc_button\" href=\"https:\/\/www.billetweb.fr\/seminaire-vins-consommateurs-11-generation-z-vin-rs-et-influenceurs\" target=\"_self\" title=\"\" onclick=\"\">\n\t\tS:apos:inscrire\t<\/a>\n<\/div>\n<\/div><\/div><\/div><\/div><\/section><section class=\"kc-elm kc-css-14538 kc_row\"><div class=\"kc-row-container  kc-container\"><div class=\"kc-wrap-columns\"><div class=\"kc-elm kc-css-803909 kc_col-sm-12 kc_column kc_col-sm-12\"><div class=\"kc-col-container\"><\/div><\/div><\/div><\/div><\/section><section class=\"kc-elm kc-css-322171 kc_row\"><div class=\"kc-row-container  kc-container\"><div class=\"kc-wrap-columns\"><div class=\"kc-elm kc-css-568280 kc_col-sm-12 kc_column kc_col-sm-12\"><div class=\"kc-col-container\"><\/div><\/div><\/div><\/div><\/section><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Plus connect\u00e9e, en qu\u00eate d\u2019exp\u00e9rience et de consommation engag\u00e9e, la g\u00e9n\u00e9ration Z impose aux acteurs de la fili\u00e8re de repenser leurs approches de prescription. La digitalisation des parcours consommateur modifie [&hellip;]<\/p>\n","protected":false},"author":3700,"featured_media":42044,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2805,2802,4206],"tags":[],"class_list":["post-42041","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-la-une-actus","category-actualites","category-evenement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>S\u00e9minaire Vins &amp; Consommateurs #11 : G\u00e9n\u00e9ration Z, vin, r\u00e9seaux sociaux et influenceurs | INNO&#039;VIN<\/title>\n<meta name=\"description\" content=\"Plus connect\u00e9e, en qu\u00eate d\u2019exp\u00e9rience et de consommation engag\u00e9e, la g\u00e9n\u00e9ration Z impose aux acteurs de la fili\u00e8re de repenser leurs approches de prescription. 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