Wine Management and Marketing Opportunities for Companies and Challenges for the Industry

This work highlights the new challenges facing the French wine industry and the issues that arise from it. Written on the basis of academic work and field studies, conducted by a group of Montpellier academics in Economics and Management Sciences (Groupe Montpellier Vin), this book presents recent and original research results and raises the key issues related to finance, strategy, international management and marketing. Professionals in the sector, academics, students and wine enthusiasts will find up-to-date information, in-depth analyses and above all, an invitation to a stimulating debate on the prospects of this traditional, yet innovative sector.

Auteur

Foued Cheriet is Associate Professor of Strategy and International Food Marketing at Montpellier SupAgro and a member of the MOISA Joint Research Unit (UMR 110 MOISA) in France. His research focuses on the agri-food sector in the Mediterranean. He is also the author of numerous journal articles on strategic alliance issues and conflicts, and interorganizational relationships.

Carole Maurel is Associate Professor in Corporate Finance and International Business at the Montpellier Management Institute, University of Montpellier, France, and a member of Montpellier Research in Management (MRM). She is specialized in the agri-food and wine industry and her research focuses on SMEs internationalization.

Paul Amadieu is Associate Professor at the Montpellier Management Institute where he teaches Accounting and Financial Analysis. In the MRM laboratory, he carries out his research on the financial performance of companies. This has found a particular application in the wine sector through study of the performance of intangible investments and the ability of cooperatives to withstand crises.

Hervé Hannin is an Agricultural Engineer, Doctor in Agricultural Economics and Director of Development at the Institute for Higher Education in Vine and Wine (IHEV) at Montpellier SupAgro. A researcher at UMR MOISA, he studies strategic foresight for the vine-wine sector and its major transitions particularly climate change as part of INRAE's LACCAVE program.

Contenu

Foreword xiii
Jean-Pierre COUDERC

Introduction xvii
Hervé HANNIN and Foued CHERIET

Part 1. Business Strategy Applied to Wine 1

Chapter 1. Land Strategies and Installation in Viticulture **3
**Etienne MONTAIGNE and Samson ZADMEHRAN

1.1. Introduction 3

1.2. Issues and legal forms of installation 4

1.2.1. Issues of installation: the decline of the winegrowing population 4

1.2.2. The legal forms of land and agricultural enterprises: from the individual to the collective 5

1.2.3. The number of employees and the dynamics of company forms 6

1.3. The price of vineyard land 7

1.3.1. Market trends 7

1.3.2. Understanding the price of vineyard land 7

1.4. Regulations and installation aids 11

1.4.1. Installation regulations 11

1.4.2. Support for the installation of young farmers 11

1.4.3. Organizations supporting installation 13

1.4.4. Financial assistance for installation 13

1.4.5. Financing the installation 14

1.4.6. The GFV: the Canada Dry of crowdfunding? 16

1.5. Land policy 17

1.5.1. Land legislation 18

1.5.2. SAFER in viticulture 19

1.6. From planting rights to planting authorizations: the new constraints of the wine CMO 20

1.6.1. Evolution of European regulations and misappropriation of reputation 20

1.6.2. Range, limitation and misappropriation of reputation 21

1.6.3. The Cognac controversy: legislative adjustment, limits and vultures 22

1.7. What is a successful installation? 23

1.8. Conclusion 23

1.9. References 24

Chapter 2. The French Vineyard in the Face of Climate Change: Developing an Adaptation Strategy Based on Prospective Scenarios **27
**Hervé HANNIN, Jean-Marc TOUZARD, Patrick AIGRAIN, Benjamin BOIS, Françoise BRUGIÈRE, Eric DUCHÊNE, Inaki GARCIA DE CORTAZAR-ATAURI, Jacques GAUTIER, Eric GIRAUD-HERAUD, Roy HAMMOND and Nathalie OLLAT

2.1. Introduction 27

2.2. The consequences of climate change for French viticulture 29

2.3. A first step: an original prospective method 30

2.3.1. Methodology 30

2.3.2. Results: scenarios, from paths to adaptation strategies 34

2.4. A second step: mobilizing professional actors towards strategic decisions and proposals for action 35

2.4.1. Methodology 35

2.4.2. Results achieved 37

2.5. Applications and perspectives: from participatory science to action at several scales towards the definition of a national strategy 42

2.6. Conclusion 44

2.7. References 44

Chapter 3. Coopetition in the Wine Sector **47
**Julien GRANATA and Franck DUQUESNOIS

3.1. Introduction 47

3.2. History of coopetition in the wine sector 48

3.2.1. Coopetition from the Sumerian period and during Antiquity 48

3.2.2. The structuring of the wine sector in France 50

3.2.3. Organizational innovations in the wine sector 51

3.3. Illustrations of coopetition strategies in the wine sector 53

3.3.1. Coopetition among the Pic Saint-Loup winegrowers 53

3.3.2. The effects of coopetition on sustainable development: the cases of the Waipara cluster in New Zealand and of winegrowers in sustainable development in France 55

3.3.3. International coopetition within major wine groups 55

3.4. Conclusion 59

3.5. References 59

Chapter 4. Innovation in Small Wine Cooperatives **61
**Valérie CECCALDI

4.1. How can we manage innovation in small wine cooperatives? The mechanism developed by a regional French cellar 61

4.1.1. Introduction 61

4.1.2. Managerial innovation, a possible management system for wine cooperatives 62

4.1.3. The workings of a mechanism resulting from the particularities of the wine sector 64 4.1.4. Description of the main stages of the whirlwind mechanism deployed by ...