Evidence of successful wine business strategies: customer acquisition, value or retention?

Context and purpose of the study climate change is impacting wine typicity across the globe, raising concerns in wine regions historically renowned for the quality of their terroir. Replacing some of the plant material can be an efficient lever for adapting to climate change. However, the change of cultivars also raises questions about the region’s wine typicity. This study, based on seven years of data, investigates the potential adaptability of over 50 different varieties in the bordeaux wine region.

In mediterranean agriculture, sustainability and productivity are seriously threatened by climate change and water scarcity. This situation is exacerbated by poor management practices such as excessive use of agrochemicals, overgrazing, and monoculture. The Douro demarcated region (ddr) is an emblematic region, classified world heritage site by UNESCO in 2001. Viticulture is the main agricultural activity in DDR, widely known to produce port wine.

The traditional methods of grape extraction of enochemical compounds use very often mechanical energy by pistons such as the pigeage or mechanical energy produced by must (delestage, pumping over). Recent trend by winemaker is trying to introduce in the fermentation tank, whole berry grape to avoid even minimal oxidation. Unfortunately, the use of the traditional mechanical techniques aforementioned, very often do not guarantee the optimal extraction with residual sugars in the marc. Use of resonance waves (airmixingtm) and a slight overpressure by CO2 (adcftm) permit to work on whole berry guaranteeing the perfect extraction.

The vineyard is capable of fixing carbon in its permanent structure from atmospheric carbon dioxide, through the process of gas exchange and the performance of photosynthesis. The photosynthetic capacity of the vineyard depends on the water resources that the plant may have at its disposal, so the amount of dry matter, derived from the processed photosynthates, that it can store will depend on the water regime of the crop, both in the annually renewable organs as in permanent parts.

Climate changes and the trend towards organic and more sustainable winemaking highlighted the need to use biological methodologies. The reduction in the use of SO2, the need of the reduction of ethanol content of wines and the now need to reduce or eliminate chemical phytosanitary products, have prompted the search for alternative practices.