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.

In recent decades, sustainability has risen to prominence across various industries, including agriculture, spurred by initiatives such as the new common agricultural policy and the farm to fork strategy within the European Union. Among agricultural activities, viticulture stands as a crucial player in sustainability, intertwining environmental, social, and economic dimensions, as exemplified by the OIV general principles of sustainable viticulture. Italy, one of the main players in the global wine market, has long been making efforts towards the introduction of sustainability-oriented practices and certifications.

A foresight study was carried out by a group of experts from INRAE, universities, INAO and FranceAgriMer from 2014 as part of the multidisciplinary “laccave” project intended to anticipate climate change in the French wine industry. The initial objective was to initiate an interdisciplinary dialogue between researchers and to feed their questions in a more systemic way. The scenario development method made it possible to build possible futures for the wine sector in the face of climate change. It began by drafting four adaptation strategies, combining different possible intensities of innovation and relocation of the vineyard.

Climate change poses significant challenges to the global wine sector, with cool-climate countries particularly vulnerable to its effects. The research employs a panel data analysis to investigate the impact of climate change on the wine industry in 66 countries, focusing on 11 cool-climate countries located north of the wine belt in the northern hemisphere. Utilizing data from OIV, FAO and climatic statistics from the climate change knowledge portal of the world bank spanning from 1961 to 2020, the research examines the relationship between temperature, precipitation, and wine production.

The introduction of ai-driven tools in digital content creation represents a significant shift in the landscape of marketing, particularly for industries reliant on rich visual storytelling such as the wine sector. The development of ai models like openai’s sora, runway’s gen-2 or google’s lumiere, which can generate realistic video content from textual descriptions, offers promising new avenues for enhancing brand narrative and consumer engagement. This research explores the potential of text-to-video (t2v) ai models to revolutionize wine marketing by creating dynamic, engaging content that captures the essence of vineyards and their products without the need for traditional video production processes.