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

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.

This study investigates the notion of terroir by applying a phenomenological approach, focusing on the subjective experience of consumers. We will consider how terroir is described by consumers in order to gauge their subjective viewpoint and understand their way of describing and defining this spatiality.

Evidence indicates that climate change affects the environment, human health, and well-being via drought, increasing greenhouse effect, and climatic catastrophes. As the wine sector is also negatively affected by climate change, the role of climate change mitigation and adaptation policies is important in wine production. One example of an adaptation policy is the implementation of grapevine genetics (duchene, 2016), while organic farming may be used as an approach to mitigate the consequences of climate change (vinci et al., 2022). To this end, the european commission’s objective is to reach the european green deal target of at least 25% of the european union’s agricultural land under organic farming by 2030.

In recent years, there has been an increase in demand for non-alcoholic wine with an ethanol content of less than 0.5% v/v. The dealcoholization process can take place by various methods, such as vacuum distillation or membrane technologies like osmotic distillation. Compared to distillation, membrane systems often require multiple passes or a combination of multiple separation methods. Complete or almost complete removal of ethanol significantly changes the sensory characteristics of wine.

In Portugal, the prospection and conservation of representative samples of intra-varietal variability of grapevine has been carried out for 46 years, and in 2010 an infrastructure was created for the conservation of all these genetic resources – the portuguese association for grapevine diversity (porvid) experimental centre for the conservation of grapevine diversity. the aim is to save the genetic identity of ancient varieties to prevent their imminent loss and to preserve the raw material for current and future selections, thus adding economic value and sustainability to the vine and wine sector.