Innovation in the wine supply chain: an integrated approach from vineyards to consumers

ALJENDRO GENNARI; MARTÍNEZ, LILIANA; ESTRELLA ORROGO, JIMENA; MAZA, MARCOS A.

Simposio; 10th Symposium of the OENOVITI International Network; 2021

The wine industry is a highly competitive sector with world demands that impact on its business model. Innovation is the one way to grow and gain market share. This innovation can occur in every part of the supply chain, from vineyards to consumers. The assessment of the needs for every step of the chain is the core of this paper. In vineyards, innovations include physical, biological and digital changes looking for a sustainable and productive viticulture. In wineries innovations are related to improving working conditions, reducing costs, and minimizing the environmental impact during the process of making and preserving wine. New technologies for fermentation are an essential issue in this step. For distribution and marketing, the greatest innovation deals with understanding the central role of consumers. New consumers and new requirements for existing one are defining the new scenario for the wine industry. In all, sustainability if the main driver of the industry and thus public and private actors need to work together for an adequate and comprehensive assessment.