What to learn from Kuvée flop

Whether you are digital or analog, not ever all works. It well knows Vijay Manwani, Kuvée’s CEO, a startup offering a kind of case for wine bottles, with a display to show information about vinery, how much wine there was into it, its temperature, from a little RFID over the bottle.

How Indipendent says, you could read on display the same news wrote in the back label or look with your own eyes. Thanks a little cartridge in the case, the bottle can remain at right temperature for a couple of months. 

Another IoT victim?

Every Kuvée device had a price of 178$, included four cartridges for refrigeration, and ten vineries became partner of the startup to promote the product, providing their bottles to be used for. The goal was to have 50 labels in the portfolio, but it wasn’t reach.

At first, it seemed like a good idea. The firsts sales on Indiegogo was going good, and Kuvée fund 6 M$ by General Catalyst and Founder Collective, but they wasn’t enough. In his note, Manwani wrote:

The last year’s Napa fires, affected our ability to scale our customer base over the holiday season and hence our ability to raise the funds required to continue building awareness of Kuvée

Other funds didn’t arrive, and now the CEO is seeking about a solution, here you can read Manwani note.

Cartridge for its customers are sold at half price.

Recycling technology

In any case, all is not lost, because Manwani is:

continue to seek a partner that can acquire or leverage the Kuvée technology and bring it to market at part of their own business model, as soon as possible.

Another device using IoT power is JIM, a kind of vocal assistant who knows all about Jim Bean’s burbon. You ask him a question, he answers you; if you want, he fills your glass.

To my point of view, a little useful stuff, but only the commercial ability knows the JIM’s future.

IoT and Wine, doesn’t always works

What can we learn from Kuvée story? The Internet of Things is certainly one of the great inventions of the last years, it allows to ‘talk’ with objects of all kinds, from sensors that measure the characteristics of the soil to those that verify the status of the brakes of a train, all in real time. The voice assistants, like Alexa or Google Home, can be useful for many things, even if they currently have a little more than playful use.

Innovations are moving not only thanks to success, but also thanks to failures, and that there is always something to be recovered before throwing it away. From ideas like Kuvée or JIM, new products and new opportunities could arise.

It’s important not to rush headlong without understanding how these innovations work, what problem they can solve, and above all how to exploit them commercially, the risk is to find themselves in a new technology bubble.

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