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

Grape downy mildew, caused by plasmopara viticola, is one of the main diseases affecting viticulture worldwide and its control usually relies on frequent sprays with agrochemicals. Grapevine varieties resistant to p. Viticola represent an effective solution to control downy mildew and reduce the environmental impact of viticulture. Loci of resistance to p. Viticola (Rpv) have been introgressed from wild vitis species and some of them, like Rpv1, Rpv3.1 and Rpv10, are currently the most utilized genetic resources in grape breeding.

Aging on lees (AOL) has been used for wine aging for a long time, thanks to its ability to modify wine composition, improving sensory characteristics and stability. However, the prolonged contact with fermentation lees may increase the risk of developing sensory defects, due to the growth of unwanted microorganisms. Furthermore, AOL requires a large amount of work to manage bâtonnage and for topping up the barrels, significantly increasing production costs.

At a time when the world’s winegrowing industry is having to adapt to a number of challenges, winegrowers are wondering about the consequent changes they will have to make (grape varieties, changes in vineyard and cellar techniques). For winegrowers and consumers alike, there is also the question of how these changes will affect the taste of their wines. This research, based on the study of numerous sources and archives from the 20th century, some of which have never been published before, aims to show that, in the recent past, the winegrowing world has shown incredible resilience in the face of crises, and that the taste and perception of fine wines has changed considerably in 100 years.

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.

Ten years have passed since the enactment and implementation of law no. 26,870 “national drink wine” in Argentina, a pioneering legislation worldwide that seeks to disseminate the cultural characteristics inherent in the production, elaboration, and consumption of wine, as well as its deep-rooted traditions.