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

The classical pharmacological model assumes that the effect of a drug is proportional to the fraction of receptors occupied by the drug. In the simplest circumstances, the relationship between dose of a drug and response, when plotted on a logarithmic scale for drug concentration, is described by a sigmoidal curve. It presumes the existence of a threshold dose, below which no biological effect appears, and a maximal response in the form of a plateau, when a further increase in the dose of drug has no effect.

It was at the end of the second world war that professor Branas laid the foundations of french vine selection. He was also behind the creation of domaine de vassal (1949) and antav (1962), which were to become the bridgeheads of the french strategy for the conservation, selection and multiplication of viticultural diversity. Initially based on visually virus-symptom-free massal selections, with the main aim of providing healthy, clearly-identified plant material, the process evolved as knowledge gained towards clonal selection.

Grapevine (Vitis vinifera L.) is a challenging plant species to transform and regenerate due to its complex genome and biological characteristics. This limits the development of cisgenic and gene-edited varieties. One hurdle is selecting the best starting tissue for the transformation process, much like isolating suitable tissue for protoplasts. One promising method involves delivering crispr/cas components to protoplasts isolated from embryogenic calli, which are then induced to regenerate.

The French vine selection partners network is currently made up of 40 regional partners, grouped around IFV (French Institute for Vine and Wine) and INRAE (national research institute for agriculture and environment), whose missions are preservation, selection, and innovation of our varietal diversity. The originality of this device is based on a 3-level organisation: – varietal diversity preservation, with the world reference: the INRAE’s vine genetics resources centre of Vassal-Montpellier (Marseillan, France), the world’s largest ampelographic collection, which includes nearly 6 000 accessions of cultivated Vitis vinifera from 54 countries, as well as rootstocks, interspecific hybrids, wild vines (lambrusques) and wild American and Asian species.

The wine sector is greatly threatened by climate change, but is also one of its contributors.