Armenia: historical origin of domesticated grapevine

The global wine industry is increasingly feeling the impact of the climate crisis.

Evidence indicates that climate change affects the environment, human health, and well-being via drought, increasing greenhouse effect, and climatic catastrophes. As the wine sector is also negatively affected by climate change, the role of climate change mitigation and adaptation policies is important in wine production. One example of an adaptation policy is the implementation of grapevine genetics (duchene, 2016), while organic farming may be used as an approach to mitigate the consequences of climate change (vinci et al., 2022). To this end, the european commission’s objective is to reach the european green deal target of at least 25% of the european union’s agricultural land under organic farming by 2030.

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.

The Institut Français De La Vigne Et Du Vin (IFV) is conducting many experiments on innovative winegrowing practices, which are emerging in companies in the sector, or which are still at the R&D stage for agricultural suppliers. The purpose of these practices may be to reduce environmental impact, to adapt vineyards to climate change, or to achieve other technical, economic or social aims. Whatever the objective, it is necessary to verify the relevance of these new practices, and in particular their environmental relevance, i.e. That at the very least, the changes in practices do not increase the environmental impact of the technical itineraries.

In recent years, the consumption of alcoholic beverages is changing, driven by evolving consumer preferences and societal trends, including a wave of health consciousness. Among these changes, the emergence and proliferation of nolo (no alcohol/low alcohol) alcoholic beverages have gained significant attention within the industry. Nolo alcohol beverages are produced to emulate the appearance, aroma, and taste of alcoholic beverages, potentially facilitating a sense of social integration when consuming a product that closely resembles alcohol.