Les justifications “terroirs” en terme de marketing: les conditions sont réunies pour une rencontre de qualité entre le consommateur moderne et le vin

Ampelography is aimed at describing the vine according to several characteristics, such as morphology, agronomic aptitudes, technological potential, and genetics. The description of varieties and species of vitis has long been the subject of numerous scientific and technical studies by eminent specialists for a long time, which have led the OIV to publish in 1983 the “descriptor list for grape varieties and vitis species”, a milestone among the OIV worldwide recognised codes.

S’intende per Piano Regolatore delle Città del Vino la metodologia per redigere la parte strutturale dello strumento comunale di governo del territorio. Parliamo, infatti, del principale strumento comunale di governo del territorio, così come è venuto maturando nella riflessione delle Città del Vino, strumento che si misura con la sfida di governare tutto il territorio in modo coerente e sostenibile, a partire dal riconoscimento del valore del “sistema vigneto” e della sua intrinseca fragilità.

A vineyard landscape is above all an area observed by someone, that is to say a physical entity perceved and represented by this person.

Recently, there has been a shift toward sustainable wine production, according to EU policy (F2F and Green Deal), to reduce pesticide usage, improve workplace health and safety, and prevent the impacts of climate change. These trends have gained the interest of consumers and winemakers. The cultivation of disease resistant hybrid grape cultivars (DRHGC), known as ‘PIWI’ grapes can help with these objectives [1]. This study aimed to profile white and red wines produced from DRHGC in South Tyrol (Italy). Wines produced from DRHGCs were compared with conventional wines produced by the same wineries. The measured parameters were residual sugars, organic acids, alcohol content, pigments and other phenolics by LC-QqQ/MS, colorimetric indexes (CIELab); and volatile profiles (HS-SPME-GCxGC-ToF/MS [2]).

This presentation illustrates a series of successful wine businesses, which have managed to counter the downward trend impacting the global industry. How these businesses have been successful is explained through the planning and execution of strategies that focused on a clear and consistent aim in attracting new consumers. These cases add weight to the ehrenbergian position that for a business to be successful it must target new customers as a priority over alternative options like increasing value or improving customer retention.