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

The vine is colonized by a multitude of micro-organisms (fungi, bacteria, oomycetes) mainly coming from the microbial reservoir constituted by the soil. These microorganisms have positive or negative effects on the vine (protection against pathogens, resistance to abiotic stress, nutrition, but also triggering of diseases) (Fournier, Pellan et al. 2022). In addition to these functional roles, they respond quickly to environmental changes (climate, cultural practices) which could make them good bioindicators of the functioning of the wine ecosystem.

The spanish wine industry stands at a crossroads, transitioning from a traditional emphasis on wine production to a landscape increasingly characterized by diversified service offerings. This paper delves into the nuances of servitization within spanish wineries, investigating the determinants of servitization and the impact of these diversified services on revenue streams. The paper posits hypotheses concerning the influence of various factors, such as winery size, location, market orientation, ownership structure, market competition, regulatory environment, market demand, firm capabilities, owner characteristics, and firm age, on the adoption of diversified service offerings in spanish wineries. The methodology involves comprehensive regression analysis to unravel the drivers of servitization within this context.

This interaction is primarily due to an acidic attack on the ceramic by the wine. It results in (1) the dissolution of the ceramic into the wine and the release of a wide variety of elements; and (2) an increase of the wine pH. The extent of these effects depends on the mineralogical and chemical composition of the ceramic, as well as the hydraulic ratio of the ceramic-wine system (the term hydraulic ratio (ρ) defines here the volume of wine over the surface area of the ceramic in contact with the wine).

This study examines the different strategies adopted by wine exporters located in France for penetrating international alcohol distribution networks in the U.S. market (and to a lesser extent the Canadian market). Grounded in the Business-to-Business (B2B) marketing literature (Ellegaard and Medlin, 2018), this study adopts a framework integrating a ‘Stakeholder’ approach for understanding the logics behind exporters’ strategies to penetrate the alcohol distribution networks (wholesalers, importers, alcohol monopolies).

The global consumer demand for low or non-alcoholic wine is growing steadily in recent years, driven by health concerns, religious beliefs, and personal taste preferences etc.. Consequently, the removal of alcohol from wine can significantly alter its chemical and sensory properties, including color, aroma, and taste, which make a significant challenge for consumer to accept these products. Ethanol plays a crucial role in various chemical reactions and interactions that contribute to the development of wine’s characteristics.