The Crurated Revolution: Connecting People with Fine Wines Through Blockchain Technology

Crurated, a start-up founded in 2019, combines various technologies to address previously
unmet needs in the fine wine market through a bold marketing approach. The innovative ecommerce
marketplace enables high-end consumers to connect with and purchase wine
from renowned producers. Stepping into the shoes of founder Alfonso De Gaetano, students
analyse how value is created through status-building across the product life cycle, identify
opportunities to fix market failures and address unmet customer needs, combine
technological solutions to articulate an effective value proposition, and formulate
approaches to product, pricing, placement and promotion.

1. To present a framework for how value (and particularly status perceptions) is created in
high-end markets such as fine wine, and identify pain points for different actors at various
point of the value chain. Bridges with other industries (fashion, jewellery) are possible.
2. To describe a process for when technologies do (or do not) support new business models by
carving out a unique competitive advantage (by enabling feedback loops along the product
life cycle).
3. To formulate an effective value proposition given the needs of the target segment, and learn
how to create value through superior execution of the 4Ps (product/technology, price, place
and promotion).