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

Following the latest oiv global report (april 26, 2024), the prevailing perception of wine consumption finds itself undergoing one of its most challenging adjustments. It’s plausible to anticipate a shift in the scope of pdo wines towards more human-centered products (wells and stiefel, 2019), necessitating the entire sector to adapt strategies to public interest patterns (touzeau, 2010: 17-31). Previously, a dominant notion of cultural property underscored the value of wine regions; the primary interest revolved around estate owners and retailers, along with vigneron tales.

Eugenol has been identified as a quality marker in armagnac white spirits. In particular, those produced from the Baco blanc variety, the only hybrid variety authorised in a French PDO, bred since 1898 from noah (vitis labrusca x v.riparia) and folle blanche (v. Vinifera). The varietal compound of Baco blanc, eugenol has many original properties.

Grape downy mildew, caused by plasmopara viticola, is one of the main diseases affecting viticulture worldwide and its control usually relies on frequent sprays with agrochemicals. Grapevine varieties resistant to p. Viticola represent an effective solution to control downy mildew and reduce the environmental impact of viticulture. Loci of resistance to p. Viticola (Rpv) have been introgressed from wild vitis species and some of them, like Rpv1, Rpv3.1 and Rpv10, are currently the most utilized genetic resources in grape breeding.

The traditional methods of grape extraction of enochemical compounds use very often mechanical energy by pistons such as the pigeage or mechanical energy produced by must (delestage, pumping over). Recent trend by winemaker is trying to introduce in the fermentation tank, whole berry grape to avoid even minimal oxidation. Unfortunately, the use of the traditional mechanical techniques aforementioned, very often do not guarantee the optimal extraction with residual sugars in the marc. Use of resonance waves (airmixingtm) and a slight overpressure by CO2 (adcftm) permit to work on whole berry guaranteeing the perfect extraction.

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.