Trends and challenges in International Wine Trade. The need for new strategies for companies and regions.

This summary follows this made by Hervé Hannin et al. Entitled “French wine sector facing climate change (part. 1) : a national strategy built on a foresight and participatory approach “. The french wine sector has taken a collective approach to the issue of climate change, and has officially submitted its strategy to the minister of agriculture in 2021. This industry policy is the result of multidisciplinary work carried out through the “laccave” project (metaprogramme accaf, inrae) and its prospective study designed to anticipate climate change in the french wine industry (aigrain p. Et al., 2016). French wine professionals decided to structure a strategy to deal with climate change du in particular to the presentation made at the 2016 OIV congress in Brazil.

The challenges of the century for viticulture relate to coping with climate change and the loss of biodiversity in a downturning socio-economic context. Now more than ever, the vine and wine industry needs to be resilient to maintain and ensure a future for its heritage. An innovation of capital importance, in line with recently published research, deals with developing new methods of training our inherited and newly planted vineyards to better withstand environmental variations such as drought and heatwaves but also unevenly distributed rains and temperatures.

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.

New breeding techniques (NBTS) could play a significant role in the genetic improvement of grapevine by producing new grape varieties with improved quantitative and qualitative characteristics. However, the application of these new techniques faces some technical challenges. One of the challenges is the generation of embryogenic calluses, which are not only difficult to obtain but it is also difficult to maintain their competence during in vitro cultivation, and thus regenerate plants without defects.

To characterize a wine, the most frequently used criteria describe its color, its origin, the grape varieties from which they come, or even for white wines its residual sugar content (dry, semi-dry, sweet). In france, the system of appellations of origin set up in 1919 was initially based solely on the notoriety and origin of the wines. But given the unfavorable consequences that this lack of details generated, the public authorities quickly integrated in 1927 into the “capus” law criteria for access to designations of origin, relating to the specific characteristics of the soils of the vineyards and the grape varieties used, in particular exclusion of interspecific hybrid varieties. In 1935 the creation of the aoc system confirmed the interest in precisely defining all the production conditions that must be implemented to be able to claim the benefit of an aoc, and grape varieties were an essential condition for acquisition.