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

Traditional agricultural and agro-pastoral systems (prior to industrial revolution) often have the characteristic of being multiple systems, in which multiple crops are hosted simultaneously on the same plot. currently research suggests to study more in depth the potential of multiple agricultural systems in order to detect those characteristics of multiple agrarian systems that could allow modern viticulture to adapt to the challenges posed by climate change: rising temperatures with impacts on the phenological cycle of the vine, resurgence of plant deseases, extreme soil washout phenomena and hail storms, among others.

Considering That Innovation Supports A Company’s Competitive Advantage And Drive Higher Profits (Dogru A. & Peyrette J., 2022), A Key Challenge Of Wine Companies Is Getting Practitioners To Understand That Innovation-Related Wine Research Increases The Likelihood Of Competitive Advantage, Bringing Financial Success. A Continued And Enhanced Investment In Research Is, Thus, A Prerequisite For Commercial Success In Today’s Globalized And Competitive Wine Industry (Høj P., Pretorius I.S., & Day R., 2003).

Modern winemakers must ensure effective alcoholic fermentation without losing the intrinsic biodiversity of the different oenological contexts. In this sense, the population of saccharomyces cerevisiae characteristic of wineries that traditionally do not use selected yeasts can represent an interesting reservoir of biodiversity.

In April 2024, the French official catalog includes 449 grape varieties and rootstocks. In 10 years it has been enriched with 70 varieties. It is an indisputable marker of the interest of professionals in genetic resources of all origins and the expectations they have to prepare the viticulture of the future. The scientific community has now put all irons in the fire and is not neglecting any avenue of adaptation. The regular decline in the use of phytosanitary products and the already marked effects of climate change are the targets of varietal improvement.

The global wine consumption landscape is undergoing a transformation, marked by a growing trend towards reduced consumption and a preference for healthier lifestyles. In line with this shift, european union regulation (regulation eu 2021/2117) has recently redefined dealcoholized or partially dealcoholized wine within the wine category.