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

The increase in temperature caused by climate change produces an earlier budbreak date that affects the vineyard, which generates a greater risk of damage by spring frosts.

The global consumer demand for low or non-alcoholic wine is growing steadily in recent years, driven by health concerns, religious beliefs, and personal taste preferences etc.. Consequently, the removal of alcohol from wine can significantly alter its chemical and sensory properties, including color, aroma, and taste, which make a significant challenge for consumer to accept these products. Ethanol plays a crucial role in various chemical reactions and interactions that contribute to the development of wine’s characteristics.

Viticulture is threatened by the environmental modification caused by climate change. Higher temperatures determine an acceleration of the ripening process, which can be detrimental to wine quality. In the mediterranean area, heat waves are also increasingly frequent, with consequent blocking of the vegetative activity of the vines and increased susceptibility to sunburn damage. thus, adaptation strategies are necessary to reduce stress and improve the quality of grape production. Amongst the various techniques available, shading nets represent an interesting alternative for their effects on canopy microclimate (i.e., reduction of photosynthetic activity, improvement of water use efficiency, and slowing down in the ripening process).

Ampelography is aimed at describing the vine according to several characteristics, such as morphology, agronomic aptitudes, technological potential, and genetics. The description of varieties and species of vitis has long been the subject of numerous scientific and technical studies by eminent specialists for a long time, which have led the OIV to publish in 1983 the “descriptor list for grape varieties and vitis species”, a milestone among the OIV worldwide recognised codes.

It was at the end of the second world war that professor Branas laid the foundations of french vine selection. He was also behind the creation of domaine de vassal (1949) and antav (1962), which were to become the bridgeheads of the french strategy for the conservation, selection and multiplication of viticultural diversity. Initially based on visually virus-symptom-free massal selections, with the main aim of providing healthy, clearly-identified plant material, the process evolved as knowledge gained towards clonal selection.