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

To face emerging competition and challenges, wine producers globally rely on precision viticulture (PV) solutions to boost productivity, enhance quality, increase profitability, and reduce the environmental impact of vineyards. Current pv methods predominantly use multispectral sensor data from several platforms (satellites or vineyard installations). However, these applications generally use data analysis strategies lacking physiological grapevine support.

The global consumer demand for low or non-alcoholic wine is growing steadily in recent years, driven by health concerns, religious beliefs, and personal taste preferences etc.. Consequently, the removal of alcohol from wine can significantly alter its chemical and sensory properties, including color, aroma, and taste, which make a significant challenge for consumer to accept these products. Ethanol plays a crucial role in various chemical reactions and interactions that contribute to the development of wine’s characteristics.

Climate changes and the trend towards organic and more sustainable winemaking highlighted the need to use biological methodologies. The reduction in the use of SO2, the need of the reduction of ethanol content of wines and the now need to reduce or eliminate chemical phytosanitary products, have prompted the search for alternative practices.

In Burgundy, a climat has nothing to do with the weather but accurately designates a named vine plot, often centuries-old, which produces a singular wine. This wine is the combination of history, the natural environment (relief, type of soil, exposure to the sun), a grape variety and know-how going back thousands of years. The grapes of each climat are harvested separately and the wine is made from a single grape variety and has a unique name featured on the bottle. Romanée conti, clos de vougeot, montrachet, musigny, corton…

The global consumption of wine has undergone significant changes after several years of covid-19, which was the beginning of a global crisis of the current century. This pushed some people to start looking for comfort and security as they felt that the world around them was losing these benefits. In most cases, this has led to them to idea of rethinking their lives in an attempt to live better or continuing to stay true to their habits and lifestyles despite the pressure of changes. Alcohol in any form is a part of these reactions, leading to increased consumption in the early stages of a crisis, particularly in relation to anxiety.