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

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.

Antão Vaz is a Portuguese white grapevine variety grown mainly in the wine-growing regions of Southern Portugal, particularly in the Alentejo, Lisbon and Setúbal peninsula regions. It is a very vigorous and productive variety, giving the wines a strong identity. It needs heat and sunlight and prefers deep and dry soils, which makes it tolerant to scald caused by the high summer temperatures of Southern Portugal. However, this variety is very susceptible to downy mildew, caused by plasmopara viticola, a very destructive disease in years with rainy springs.

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.

Climate change is profoundly impacting wine tourism in Germany and presents new challenges for wineries.

With alcohol consumption steadily declining, the growing popularity of dry january, a fiercely competitive environment, high dry matter inflation, economic upheavals, commercial uncertainties… The wine industry must adapt and offer products that meet consumer expectations, without denying their historical singularities.