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

In the context of climate change, it is essential to provide producers with alternatives based on local grape varieties capable of meeting modern quality and sustainability requirements.

Considering that „prevention requires information”, in 2007, the european education program wine in moderation (wim) started. The common message of responsible and only moderate wine consumption is implemented in each participating country, adapted to national circumstances. In germany, besides recruiting new wim members from the wine sector, the deutsche weinakademie focusses also on information and education of future wine makers and cellar men in professional schools. The seminars cover basic information about the existing legal framework (youth protecting law, drink driving laws, etc.), the self regulation code of conduct for commercial communications (advertising) of alcoholic beverages as well as the health effects of alcoholic beverages, and of wine in particular.

Wine aging with oak chips is nowadays a common alternative to barrel aging, aiming to improve wine quality through the fast extraction of wood derived compounds. From the pool of wood phenols, ellagitannins have been reported to have the most significant impact on the wine’s organoleptic profile. Their final concentration in wines is influenced by several factors, with toasting level considered as one of the most important.

Most consumers enjoy wine in moderation, however, there remains a minority that may develop risky drinking habits, potentially harming themselves and those around them. For the last fifteen years, a prime objective of the wine in moderation programme has been to educate and empower the wine sector and now for the first time, a central education tool has been developed, integrating the topic of moderate consumption horizontally in all wine activities. The entire wine value chain – from the producer to the salesperson to the restaurant service staff – can contribute to reduce harmful consumption and encourage responsible drinking patterns.

One of the basic problems in the viticulture branch is the improvement of perspective technologies for both vine training systems: with vertical standing and with free position of shoots, adapted to the requirements of complex mechanization.