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

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.

Annually, around 31.95 million tonnes of grapevine prunings are produced worldwide as agricultural waste.

Pressing has a relevant impact on the characteristics of the must and subsequently on white wines produced [1]. Therefore, the adequate management of pressing can lead to the desired extraction of phenols and other grape compounds (i.e. Organic acids), aromas and their precursors, allowing the production of balanced wines [2]. This aspect is especially important to sparkling wine where the acidity and pH, and the content of phenols affect its longevity and the expected sensory character.

Life cycle assessment (LCA) is an effective and comprehensive method for evaluating the environmental impact of a product, considering its entire life cycle. In the context of wine production, although the use of lca is gaining ground in viticulture, its application is still limited to the fine assessment of winemaking processes.

The spanish wine industry stands at a crossroads, transitioning from a traditional emphasis on wine production to a landscape increasingly characterized by diversified service offerings. This paper delves into the nuances of servitization within spanish wineries, investigating the determinants of servitization and the impact of these diversified services on revenue streams. The paper posits hypotheses concerning the influence of various factors, such as winery size, location, market orientation, ownership structure, market competition, regulatory environment, market demand, firm capabilities, owner characteristics, and firm age, on the adoption of diversified service offerings in spanish wineries. The methodology involves comprehensive regression analysis to unravel the drivers of servitization within this context.