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

Phenolic compounds or polyphenols are the most abundant and ubiquitous secondary metabolites present in the plant kingdom with more than 8000 phenolic structures currently known. These compounds play an important role in plant growth and reproduction, providing protection against biotic and abiotic stress such as pathogen and insect attack, UV radiation and wounding. (poly)phenols are widely distributed in the human diet mainly in plant-derived food and beverages (fruits, vegetables, nuts, seeds, herbs, spices, tea and red wine).

Italy has a long history of viticulture and has become one of the world’s leading producers of vine propagation material. The Italian vine nursery industry is today highly qualified and has become highly competitive on a global scale. The quality of the material is guaranteed by compliance with European Union regulations, which have been in force since the second half of the 20th century and have subsequently been supplemented and updated.

What if, in 25 years, most wines were dealcoholized and flavored ? What if vines were only cultivated to combat erosion, store carbon, and provide anthocyanins…? What if climate change completely changed the list of vine varieties cultivable for wine production in France? What if food stores had completely disappeared in favor of virtual platforms? And if… because the long-term future is not predetermined and therefore not knowable, because the future is open to several possibilities, because the future does not emerge from nothing but from the present which conceals heavy trends and weak signals, prospective approaches make it possible to consider the room for maneuver that actors have to promote the advent of a future, which we can hope to be chosen, at least in part.

According to the Food and Agriculture Organisation (FAO), 75.866 km2 of the world is dedicated to grape cultivation. About 71.0% of the world’s grape production is destined for winemaking, 27.0% for consumption as fresh fruit and 2.0% as raisin. Grape production is mainly hindered by fungal infections, that can develop both in field and post-harvest.

This study examines the impact of wine tourism development on the sustainable competitive advantage of Spanish wineries, while also exploring the mediating roles of winery image and winery reputation in this relationship.