This study examines the different strategies adopted by wine exporters located in France for penetrating international alcohol distribution networks in the U.S. market (and to a lesser extent the Canadian market). Grounded in the Business-to-Business (B2B) marketing literature (Ellegaard and Medlin, 2018), this study adopts a framework integrating a ‘Stakeholder’ approach for understanding the logics behind exporters’ strategies to penetrate the alcohol distribution networks (wholesalers, importers, alcohol monopolies).

In 2022, wine production was estimated at around 260 million hl. This high production rate implies to generate a large amount of by-products, which include grape pomace, grape stalks and wine lees. It is estimated that processing 100 tons of grapes leads to ~ 22 tons of by-products from which ~ 6 tons are lees [1]. Wine lees are a sludge-looking material mostly made of dead and living yeast cells, yeast debris and other particles that precipitate at the bottom of wine tanks after alcoholic fermentation. Unlike grape pomace or grape stalks, few strategies have been proposed for the recovery and valorisation of wine less [2].

Tannin and polysaccharide concentration and composition is important in defining the texture of red wines, but can vary due to factors such as cultivar, region, grape ripeness, viticultural practices and winemaking techniques. However, the concentration and composition of these macromolecules is dependent not only on grape tannin and polysaccharide concentration and composition, but also their extractability and, in the case of polysaccharides, their formation by yeast. Through studies into the influence of grape maturity, winemaking and sensory impacts of red grape polysaccharides, seed and skin tannins, recent research in our laboratory has shown that the processes involved in the extraction of these macromolecules from grapes and their retention in wine are very complex.

Terroir encompasses many elements, including environment, grapes and human inputs that together contribute to the final wine quality of a certain wine growing area.

The aroma of wine is one of the most important determinants of quality as it strongly influences the consumer’s acceptance or rejection. Among the thousands of molecules comprising the wine aroma, sulfur-containing compounds can be considered as a “double-edged sword”: some of them, deriving from varietal precursors provide fruity pleasant aromas, while other ones, produced by yeast metabolism are related to “unpleasant” aromas