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

These days, consumers are interested in food products linked to the environment and the concept of naturalness. They prefer “free” products, such as those with no pesticide residues or no added sulfur dioxide (so2) in wines. In fact, so2 is the most widely used preservative in winemaking, as it has multiple properties at low cost: it is antioxidant, antioxidasic and antimicrobial.

The shelf life of wine is a major concern for the wine industry. This is particularly true for wines intended for long cellaring, which are supposed to reach their peak after an ageing period ranging from a few months to several years, or even decades. Low, controlled oxygen inputs through the closure system are generally necessary for the wine to evolve towards its optimum organoleptic characteristics. Our previous studies have already shown that the interface between the cork and the bottleneck plays a crucial role in the transfer of oxygen into the bottled wine.

The spanish wine industry stands at a crossroads, transitioning from a traditional emphasis on wine production to a landscape increasingly characterized by diversified service offerings. This paper delves into the nuances of servitization within spanish wineries, investigating the determinants of servitization and the impact of these diversified services on revenue streams. The paper posits hypotheses concerning the influence of various factors, such as winery size, location, market orientation, ownership structure, market competition, regulatory environment, market demand, firm capabilities, owner characteristics, and firm age, on the adoption of diversified service offerings in spanish wineries. The methodology involves comprehensive regression analysis to unravel the drivers of servitization within this context.

The consumption of wine in traditional wine-producing countries like Italy, Spain, and France is decreasing.

Consumers’ demand for non-alcoholic wine has notably increased in the last years: this trend is a consequence of a growing interest in more healthy habits, and as a response to higher alcohol levels in wine due to climate change. In addition, drinking limitations due to physiological/pathological conditions (e.g., pregnancy, diabetes, hepatic disorders), driving regulations, ethical/religious considerations, and high import taxes on alcoholic beverages have positively influenced this marked (us$ 1.6 billion in 2021). International organisation of vine and wine (OIV) established that alcohol content defining wines must not be less than 8.5% vol, (OIV, 2017).