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

Just over 150 years ago, phylloxera, daktulosphaera vitifoliae, was introduced to europe, and particularly france, from north america via imports of american vitis plants. This aphid, with its complex biology and life cycle, has spread rapidly to most vineyards, causing rapid and lethal decline of v. Vinifera vines due to the primary and secondary damage it causes to the roots. In response to this pest, and given the economic importance of the french wine sector, professional representatives organised into ‘agricultural societies’, scientists and public authorities rallied together to identify the exact causes, seek solutions and try to stem the serious socio-economic crisis that ensued.

In the current context of global climate change, anticipating the evolution of the oenological potential of emblematic grape varieties of regions such as Burgundy and Champagne is a guarantee of the sustainability of a sector which has considerable economic weight. however, if various models of climate change cast doubt on the sustainability of these grape varieties in these regions, appellation decrees, as well as consumer expectations, do not allow or consider the use of alternative grape varieties. In addition, control/compensation methods such as irrigation are also not permitted.

Malolactic fermentation (MLF) is an important step in winemaking to improve wine quality through deacidification, increased microbial stability, and altered wine flavor. The phenolic composition of wine influences the growth and metabolism of lactic acid bacteria (lab) used for MLF.

It was at the end of the second world war that professor Branas laid the foundations of french vine selection. He was also behind the creation of domaine de vassal (1949) and antav (1962), which were to become the bridgeheads of the french strategy for the conservation, selection and multiplication of viticultural diversity. Initially based on visually virus-symptom-free massal selections, with the main aim of providing healthy, clearly-identified plant material, the process evolved as knowledge gained towards clonal selection.

A foresight study was carried out by a group of experts from INRAE, universities, INAO and FranceAgriMer from 2014 as part of the multidisciplinary “laccave” project intended to anticipate climate change in the French wine industry. The initial objective was to initiate an interdisciplinary dialogue between researchers and to feed their questions in a more systemic way. The scenario development method made it possible to build possible futures for the wine sector in the face of climate change. It began by drafting four adaptation strategies, combining different possible intensities of innovation and relocation of the vineyard.