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

Agriculture worldwide is threatened by climate change. In particular, declining water resource availability combined with increasing water demand is a key challenge in many rainfed areas, where irrigation appears to be a straightforward adaptation option. In this context, assessing the impacts of irrigation adoption on farm yields and incomes is a necessary step to reflect on the impact of both ex-post and ex-ante policies.

Viticulture is exposed to a range of new stressors, that are challenging its sustainability and disrupting famous and well-established production regions. Steady increase of average temperature, recurring heat waves, altered rainfall seasonal distribution, drought spells, increased pathogens pressure, they all mix up with increased frequency, making every growing season a special challenge and calling for new approaches to cope with worrying scenarios.

Industry and regulatory agencies have developed regulations to ensure authenticity and compliance with wine composition limits. However, this can be truncated by the absence of simple and robust analytical methodologies, uninfluenced by the environment, different oenological techniques and cultural practices. Genetic fingerprinting is the most powerful tool for unequivocal varietal identification; it is not affected by the environment or agronomic practices; however, its usefulness in musts and wines has been controversial and there is currently no routine certification of varietal origin based on DNA analysis.

There are fundamentally two different ways in which indications of geographical origin (igos) can be protected. The us approach favors the pre-existing trademark system through collective marks (cms), while the eu approach favors a maximalist approach via a sui generis system which promotes appellations of origin (aos). A consensus however emerges regarding the fundamental protection of origin against misleading, confusing and dilutive uses. Previous literature discusses these competing igo logics from historical, legal and international trade perspectives. In this paper, we depart from the field of social sciences, in particular from recent advancements in the well-established literature on proximities, in order to provide a reflection on the different logics underpinning the aos and cms systems.

The enzymatic browning of grape must is still a major problem in oenology today [1] being particularly serious when the grapes have been infected by grey rot [2]. Browning is an oxidation process that causes certain foods to turn brown, which often leads to them being rejected by consumers [3]. This is a particular problem in the case of wine, because grape must is very vulnerable to enzymatic browning [4].