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

Until the 19th century, the wild form of cultivated grapevines (vitis vinifera l. subsp. sylvestris gmelin, v. sylvestris) was ubiquitous in many european and west asian regions. However, many factors like deforestation, the intensification of agriculture, or the introduction of several pests and pathogens decimated its presence in these growing sites, and natural populations are now mostly restricted to river-bank forests and creeks with specific soil and climate conditions. in fact, v. sylvestris is now considered an endangered subspecies that is protected by law in many european countries to prevent its loss.

The Armenian highlands are located on the northern border of western asia and stretch up to the caucasus from the north. Throughout human history, country has played an important role in connecting the civilizations of europe and the near east. The recent large-scale study about the dual domestication origin and evolution of grapes approved that in the Armenian highlands human and grapevine stories are interlaced through centuries and roots of grapevine domestication are found deep in the pleistocene, ending 11.5 thousand years ago. Findings of this study confirmed that glacial episodes distinguish wild grapes into eastern and western ecotypes around 200-400 ka.

Supercritical carbon dioxide (sc-CO2) extraction is an environmentally friendly technology employed for bioactive compounds recovery from various natural sources and biomasses. The advantages of sc-co2 extraction include its selectivity, relatively mild operating conditions, which minimize the degradation of sensitive compounds, and the absence of potentially harmful organic solvents.

Modern winemakers must ensure effective alcoholic fermentation without losing the intrinsic biodiversity of the different oenological contexts. In this sense, the population of saccharomyces cerevisiae characteristic of wineries that traditionally do not use selected yeasts can represent an interesting reservoir of biodiversity.

Cell pluripotency, enables the possibility to change the cellular fate, stimulating the reorganization and the formation of new vegetative structures from differentiated somatic tissues. Although several factors are implicated in determining the success of a breeding program through the use of modern biotechnological techniques, the definition of a specific regeneration strategy is fundamental to speed up and make these applications feasible.