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

According to the Directive EU 2019/633, European Union settled a minimum harmonised framework of rules to ensure the prohibitions of unfair commercial practices in business to business relationship of agrifood sector.

The evolution of wine quality issues is historically expressed by the passage from wine quality (what is a wine?) to wine quality (what is a good wine?). Perhaps the next question could be: what is a good sustainable wine? To contribute to reflection on this theme, it may be worthwhile to undertake an exercise in prospective fiction, which we have identified in the hypothesis of the AOD, the “appellation d’origine durable”, a scenario we will develop in the light of developments in the wine industry and the regulation on geographical indications.

The technique of crossing, whether free or controlled, has always been a source of variability allowing the selection of new varieties with improved fitness.

In the context of climate change and the growing need to reduce the use of phytosanitary products, the exploration of disease-resistant grape varieties and/or adapted to drought conditions is becoming crucial for the wine industry in certain regions of France, such as Occitanie. Currently, exploring the oenological potential of varieties by analyzing their biochemical composition before and after winemaking comes rather late in the varietal selection process.

Wine tourism has transformed from a leisure activity into a crucial part of the tourist experience, significantly contributing to rural tourism’s expansion in italy. It has witnessed a notable surge in popularity in recent years, evolving as a key motivator for travel (antonioli corigliano, 2002; brunori & rossi, 2000; città del vino & censis servizi, 2011; garibaldi, 2018; 2019a; 2020; montanari, 2009; romano & natilli, 2009). The allure of wine tourism, driven by sensory experiences and cultural immersion, continues to attract a diverse group of tourists. The economic impact is substantial, with events and festivals contributing approximately €2.5 billion annually.