Resumen de Will sustainability shape the future wine market?

Eugenio Pomarici, Riccardo Vecchio

• Technical improvements in the sustainability of wine making will likely proceed thorough a progressive refinement of processing strategieswithout substantial discontinuities. The new varieties obtained through interspecific crossings represent a new technological paradigm withremarkable effects on cropping conditions. Indeed, vineyards planted with these new varieties require few treatments and result in a dramaticreduction in the pesticide use, production costs and carbon footprint. Wine consumption scholars should closely examine how the media willcommunicate these varieties to the general public, as we anticipate that this will influence consumers’perception of risk and, in turn, directlyaffect the market