The terroir is today the most important factor of production and development in the wine sector. In a context where the commercial challenge is taking place all over the place, the distinction between traditional and “new” producing countries is not only a geographical, cultural and technical counter position but also, and above all, a legal one. Indeed, the system of standards present in the “old world” (plantation rights, production decrees, yields per hectare, etc.) which may represent, in the short term on the global market, constraints to development and product innovation must become an opportunity. But threats become opportunities, if we work, from the vine to the market, via communication, more on the elements of difference than on those of affinity.
