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

The search for underground shelters is one of the oldest forms of human habitation, providing refuge in extreme environments such as deserts and polar regions.

Global warming due to greenhouse gases (GHG) has become a serious worldwide concern. The new EU green deal aims to achieve GHG emissions reduction by at least 55% by 2030 and a climate neutral eu economy by 2050. The deal strongly encourages GHG reducing measures at local, national and european levels. The redwine project will demonstrate the technical, economic and environmental feasibility of reducing by, at least, 31% of the CO2 eq.

G.r.a.s.p.o. Is not only the acronym for gruppo di ricerca per la salvaguardia e preservazione dell’originalità viticola di ogni territorio (‘research group for the safeguard and preservation of the originality of every territory’s grapes’), and is not just the italian synonym for ‘raspo’ (‘peduncle’) as treccani dictionary mentions: in the veneto dialect it is the whole bunch of grapes.

Wine tourism has transformed from a leisure activity into a crucial part of the tourist experience, significantly contributing to rural tourism’s expansion in italy. It has witnessed a notable surge in popularity in recent years, evolving as a key motivator for travel (antonioli corigliano, 2002; brunori & rossi, 2000; città del vino & censis servizi, 2011; garibaldi, 2018; 2019a; 2020; montanari, 2009; romano & natilli, 2009). The allure of wine tourism, driven by sensory experiences and cultural immersion, continues to attract a diverse group of tourists. The economic impact is substantial, with events and festivals contributing approximately €2.5 billion annually.

In recent years, the consumption of alcoholic beverages is changing, driven by evolving consumer preferences and societal trends, including a wave of health consciousness. Among these changes, the emergence and proliferation of nolo (no alcohol/low alcohol) alcoholic beverages have gained significant attention within the industry. Nolo alcohol beverages are produced to emulate the appearance, aroma, and taste of alcoholic beverages, potentially facilitating a sense of social integration when consuming a product that closely resembles alcohol.