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

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.

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.

The selection of ancient grapevine varieties aims to achieve genetic gains in several important traits that can make the variety more interesting for the objectives of the producers. Traditionally, yield and quality traits of the must have been considered for selection, but many others can be taken into account. Linear mixed models are fitted to the data to predict the empirical best linear unbiased predictors (EBLUPs) of genotypic effects for each evaluated trait, which will be the basis for selection.

The presence of undesirable compounds in wines, such as ota, biogenic amines and pesticides residues, affects wine quality and can cause health problems for the consumer. Additionally, an excess of tannins can produce an undesirable increase in the astringency and bitterness of the wine, so tannins are also a target for reduction. The main tool that a winemaker has to reduce their content in the wine is fining. However, some of the fining agents commonly used in the winery can cause allergies or even increase the protein content in the wine, increasing the turbidity.

Italy, like all the major vine-growing and wine-producing countries, has experienced a decline in wine export volumes in recent years.