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

Odours deemed harmful by the consumer and described as “stable”, “horse sweat” or “burnt plastic” can be found in wines. The responsible molecules are volatile phenols, produced by a spoilage yeast: brettanomyces bruxellensis. This species is particularly well adapted to the wine environment and can resists many stresses such as a high alcohol level, a low ph or high levels of SO2, more or less efficiently depending on the strain considered.

The table grape industry in Europe is undergoing significant changes. For instance, in Italy, the national register of vine varieties was established in 1969, and since then, many varieties of table grapes have been registered. In the first thirty years, from 1969 to 1999, 62 seeded and 24 seedless varieties were registered. In the subsequent period, from 2000 to the present day, 23 seeded varieties and 99 seedless varieties were registered.

Bottle ageing is a critical period for wine quality, as it undergoes various chemical and sensory changes during storage. Ideally, a phase of qualitative ageing, during which wine sensory quality improves, is followed by a decline of quality. Understanding how different oenological variables influence these phases is a key challenge in modern winemaking. Recent studies highlighted the significant role of oxygen in modulating reactions involving volatile and non-volatile components, impacting aroma evolution during bottle aging. Oxygen exposure of wine during bottle ageing is mediated by closure.

In 1979, the so-called “french paradox” was proposed, that is, a correlation between wine consumption, a diet rich in saturated fats, and a low mortality from coronary heart disease. On the other hand, it has also been described that alcohol consumption has negative effects on aging and increases the risk of liver cirrhosis and cancer. However, both hypotheses are based on population studies that may present distortions due to multiple factors (geographic, diet, smoking, socioeconomic level, etc.).

The Institut Français De La Vigne Et Du Vin (IFV) is conducting many experiments on innovative winegrowing practices, which are emerging in companies in the sector, or which are still at the R&D stage for agricultural suppliers. The purpose of these practices may be to reduce environmental impact, to adapt vineyards to climate change, or to achieve other technical, economic or social aims. Whatever the objective, it is necessary to verify the relevance of these new practices, and in particular their environmental relevance, i.e. That at the very least, the changes in practices do not increase the environmental impact of the technical itineraries.