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

In April 2024, the French official catalog includes 449 grape varieties and rootstocks. In 10 years it has been enriched with 70 varieties. It is an indisputable marker of the interest of professionals in genetic resources of all origins and the expectations they have to prepare the viticulture of the future. The scientific community has now put all irons in the fire and is not neglecting any avenue of adaptation. The regular decline in the use of phytosanitary products and the already marked effects of climate change are the targets of varietal improvement.

Until the 19th century, the wild form of cultivated grapevines (vitis vinifera l. subsp. sylvestris gmelin, v. sylvestris) was ubiquitous in many european and west asian regions. However, many factors like deforestation, the intensification of agriculture, or the introduction of several pests and pathogens decimated its presence in these growing sites, and natural populations are now mostly restricted to river-bank forests and creeks with specific soil and climate conditions. in fact, v. sylvestris is now considered an endangered subspecies that is protected by law in many european countries to prevent its loss.

Antão Vaz is a Portuguese white grapevine variety grown mainly in the wine-growing regions of Southern Portugal, particularly in the Alentejo, Lisbon and Setúbal peninsula regions. It is a very vigorous and productive variety, giving the wines a strong identity. It needs heat and sunlight and prefers deep and dry soils, which makes it tolerant to scald caused by the high summer temperatures of Southern Portugal. However, this variety is very susceptible to downy mildew, caused by plasmopara viticola, a very destructive disease in years with rainy springs.

This study investigates the notion of terroir by applying a phenomenological approach, focusing on the subjective experience of consumers. We will consider how terroir is described by consumers in order to gauge their subjective viewpoint and understand their way of describing and defining this spatiality.

Pinking describes the appearance of a salmon-red blush in white bottled wines produced exclusively from white grape varieties. It is understood as an undesirable chromatic phenomenon by both wine consumers and the industry. Nowadays, there are no treatments to fully reverse pinking once it occurs. Partial reversion has been shown after exposure of pinked wine to ultraviolet (UV) light.