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

The article presents the results of a study on the technological features of producing sparkling wines of the Pétillant Naturel (Pet-Nat) type, made using the ancestral method from the Muscat Ottonel and Pinot Noir grape varieties.

In the complex scenario that the wine industry and its promotion are currently facing, this research proposes a theoretical expansion of the traditional model used to understand the wine experience, namely the classic sensory, emotional and cognitive triad, moving toward a multidimensional approach that also incorporates cultural, symbolic and contextual dimensions in order to comprehend the conscious experience.

Today in the wine industry, a lot of alternatives are available for reducing phytosanitary inputs. Among these, prophylaxis, the use of biocontrol products and the deployment of pathogen-resistant vines are the most promising. eugenol (2-methoxy-4-(2-propenyl)-phenol), a molecule with recognised antifungal properties, can contribute to the last two alternatives. This molecule has been identified as an endogenous compound in the baco blanc hybrid variety used in armagnac pdo, which is at least tolerant to botrytis cinerea.

The challenges of the century for viticulture relate to coping with climate change and the loss of biodiversity in a downturning socio-economic context. Now more than ever, the vine and wine industry needs to be resilient to maintain and ensure a future for its heritage. An innovation of capital importance, in line with recently published research, deals with developing new methods of training our inherited and newly planted vineyards to better withstand environmental variations such as drought and heatwaves but also unevenly distributed rains and temperatures.

The evolution of wine quality issues is historically expressed by the passage from wine quality (what is a wine?) to wine quality (what is a good wine?). Perhaps the next question could be: what is a good sustainable wine? To contribute to reflection on this theme, it may be worthwhile to undertake an exercise in prospective fiction, which we have identified in the hypothesis of the AOD, the “appellation d’origine durable”, a scenario we will develop in the light of developments in the wine industry and the regulation on geographical indications.