OIV 2024

The contemporary wine sector confronts a formidable array of challenges, including burgeoning production costs and the constricted availability of natural resources. Heightened consumer awareness regarding sustainability issues further compounds these pressures, compelling companies to adopt more judicious resource utilization strategies. In response to these imperatives, there is a growing recognition of the need to overhaul production methodologies within the wine industry with a view to minimizing inputs and eliminating waste.

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.

To characterize a wine, the most frequently used criteria describe its color, its origin, the grape varieties from which they come, or even for white wines its residual sugar content (dry, semi-dry, sweet). In france, the system of appellations of origin set up in 1919 was initially based solely on the notoriety and origin of the wines. But given the unfavorable consequences that this lack of details generated, the public authorities quickly integrated in 1927 into the “capus” law criteria for access to designations of origin, relating to the specific characteristics of the soils of the vineyards and the grape varieties used, in particular exclusion of interspecific hybrid varieties. In 1935 the creation of the aoc system confirmed the interest in precisely defining all the production conditions that must be implemented to be able to claim the benefit of an aoc, and grape varieties were an essential condition for acquisition.

In recent years, the consumption of alcoholic beverages is changing, driven by evolving consumer preferences and societal trends, including a wave of health consciousness. Among these changes, the emergence and proliferation of nolo (no alcohol/low alcohol) alcoholic beverages have gained significant attention within the industry. Nolo alcohol beverages are produced to emulate the appearance, aroma, and taste of alcoholic beverages, potentially facilitating a sense of social integration when consuming a product that closely resembles alcohol.

In recent years, “no-low” products seem to become a new worldwide trend. It appears to be a possible answer to the well-known context of climate change, the decline in wine consumption, and the wellness/health trend (“free from” claims, vegan, and so on…) That consumers are looking for. The aim of this study is to provide an overview of the “no-low” products sold in the french market (but not only french products), focusing on the labelling, packaging, and sales presentation of these products.

This summary follows this made by Hervé Hannin et al. Entitled “French wine sector facing climate change (part. 1) : a national strategy built on a foresight and participatory approach “. The french wine sector has taken a collective approach to the issue of climate change, and has officially submitted its strategy to the minister of agriculture in 2021. This industry policy is the result of multidisciplinary work carried out through the “laccave” project (metaprogramme accaf, inrae) and its prospective study designed to anticipate climate change in the french wine industry (aigrain p. Et al., 2016). French wine professionals decided to structure a strategy to deal with climate change du in particular to the presentation made at the 2016 OIV congress in Brazil.

Introduction increasing sustainability is essential and a societal challenge, requiring fundamental changes in behaviour and attitudes. This applies to both producers and consumers. For the wine industry in particular, such a change is a major challenge. An eip-agri research project is evaluating the introduction of a returnable glass system in the german wine industry as a key solution for increasing sustainability. Given the need for change associated with a returnable system, the project is theoretically grounded in systems innovation, as this approach provides solutions for complex, transformative change.

This presentation illustrates a series of successful wine businesses, which have managed to counter the downward trend impacting the global industry. How these businesses have been successful is explained through the planning and execution of strategies that focused on a clear and consistent aim in attracting new consumers. These cases add weight to the ehrenbergian position that for a business to be successful it must target new customers as a priority over alternative options like increasing value or improving customer retention.

Considering That Innovation Supports A Company’s Competitive Advantage And Drive Higher Profits (Dogru A. & Peyrette J., 2022), A Key Challenge Of Wine Companies Is Getting Practitioners To Understand That Innovation-Related Wine Research Increases The Likelihood Of Competitive Advantage, Bringing Financial Success. A Continued And Enhanced Investment In Research Is, Thus, A Prerequisite For Commercial Success In Today’s Globalized And Competitive Wine Industry (Høj P., Pretorius I.S., & Day R., 2003).

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.

In its 2020 beating cancer plan, the european commission announced plans for mandatory warning signs for alcoholic beverages. However, no concrete legislative proposal has been put forward so far. Instead, ireland passed national legislation in 2023 that requires warning signs for all alcoholic beverages from 2026. Despite significant effects for the common market, the eu commission did not this challenge this law in the so-called tris notification procedure. We argue that the commission’s inaction is consistent with the case law of the european court of justice: in the absence of harmonized rules, member states have a large margin of discretion to enact national health measures.

Recently, the European Commission seems to have inaugurated a new mechanism for regulating the wine sector. Through two communications, articulated in the form of “Questions & Answers”, concerning the new rules for labeling (24.11.2023) and dealcoholization of wine (15.01.2024), the Commission is not simply “explaining” the new rules but, in an approach close to the theory of “Circulaire Normative” established in comparative law, chooses among different interpretations and even adds Praeter Legem constraints.

This study examines the different strategies adopted by wine exporters located in France for penetrating international alcohol distribution networks in the U.S. market (and to a lesser extent the Canadian market). Grounded in the Business-to-Business (B2B) marketing literature (Ellegaard and Medlin, 2018), this study adopts a framework integrating a ‘Stakeholder’ approach for understanding the logics behind exporters’ strategies to penetrate the alcohol distribution networks (wholesalers, importers, alcohol monopolies).