Will sustainability shape the future wine market?

The technical improvements in sustainability of wine making will likely proceed thorough a progressive refinement of processing strategies without substantial discontinuities. Whereas the new varieties obtained conducting inter-specific crossings represent a new technological paradigm with remarkable effects on cropping conditions. Indeed, vineyards planted with these new varieties require only few treatments, with a dramatic reduction of the use of pesticides, production costs and carbon footprint. Wine consumer scholars should examine closely how media will communicate these varieties to the general public, as we anticipate that this will influence consumers’ perception of risk and in turn affect directly the market.