Comportement du cépage Mourvèdre dans l’aire d’Appellation d’Origine Contrôlée de Bandol

Wine tasting has been shown to provide emotions to tasters (Coste et al. 2018). How will expertise impact this emotional response? Burnham and Skilleås (2012) reported that the cultural, experiential, and aesthetic competencies characterize an expert in wine compared to a novice. Although there is no consensual definition of an aesthetic experience, Burnham and Skilleås (2012) reported that aesthetic appreciation is “disinterested, normative for others and communicable” in comparison to sensory pleasure.

The wine industry faces the consumer’s increasing demand for a sustainable and environmentally-friendly production [1]. This demand has been shared and boosted by the European Union within the European Green Deal in the Farm to Fork strategy that aims to reduce a 50% the pesticide utilisation in farming systems. Among the agronomical approaches so far proposed, the use of mould resitant hybrid varieties -based on crossings of Vitis vinifera with other Vitis spp [2]- with a high tolerance to the attack of vine patogens is gaining the vinegrowers attention and the production area is continuously increasing

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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.

In this study, a soil mapping methodology at subplot level (scale 1:5000) for vineyard soils was developed. The aim of this mapping method was to establish mapping units, which could be used as basic units for ‘terroir’ characterisation and vineyard management (precision viticulture).