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

What if, in 25 years, most wines were dealcoholized and flavored ? What if vines were only cultivated to combat erosion, store carbon, and provide anthocyanins…? What if climate change completely changed the list of vine varieties cultivable for wine production in France? What if food stores had completely disappeared in favor of virtual platforms? And if… because the long-term future is not predetermined and therefore not knowable, because the future is open to several possibilities, because the future does not emerge from nothing but from the present which conceals heavy trends and weak signals, prospective approaches make it possible to consider the room for maneuver that actors have to promote the advent of a future, which we can hope to be chosen, at least in part.

Rio grande do sul is the main grape producing state in Brazil, with the largest wine-growing area, responsible by 90% of the national production of wines and grape juices. Serra Gaúcha is the main vitivinicultural region, where around 15% of the area is destined to produce wines from vitis vinifera L. grapes. This region presents high rainfall during the grape maturation cycle, a factor that leads to great risk of attacks by fungal pathogens. the use of resistant varieties can reduce the cost and quantity of spraying, improving wine quality, focusing on a sustainable vitiviniculture.

Climate change is increasing the frequency and severity of environmental hazards (e.g., prolonged drought), and even non-extreme climate events (e.g., a period of slightly warmer temperatures) can lead to extreme impacts when they occur simultaneously with other (non-extreme) events.

There are currently enzyme preparations on the market with specific protease activities capable of degrading unstable must proteins and preventing turbidity in white and rosé wines. The main drawback is the need to heat the must at 75ºc for 1-2 minutes to denature the proteins and facilitate enzyme action.

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.