VINOBIO - Experimental markets for organic wines and product innovations

OBJECTIFS ET ENJEUX

The willingness-to-pay (WTP), motivated by health, environmental and/or taste considerations. However, WTP can be affected by:

1. Competition from numerous other environmental and health claims,
2. Changes in knowledge and beliefs regarding certification.

The VINOBIO project addresses these two issues in the case of wine by measuring the evolution of WTP as a function of product information in the context of experimental markets (willingness-to-pay after tasting).

The development of the organic wine sector will be studied in relation to other emblematic innovations in the wine sector whose acceptance will be assessed: upstream, varietal innovations (new grape varieties that facilitate pesticide reduction and/or adaptation to climate change); downstream, innovations concerning the reduction/elimination of oenological inputs, often considered as a health guarantee and proof of "naturalness" for consumers.

MOYENS

The originality of the project lies in the implementation, by a multidisciplinary team (economics, agronomy, viticulture, oenology, etc.), of controlled experimental set-ups that guaran-tee relevant comparisons between wines selected on a plot-by-plot basis, and precise monitoring of their agronomic and oenological characteristics according to their production methods (natural wines, wines with no sulfites added, wines made from resistant grape varieties in OA or not, and conven-tional wines).

A participatory scientific approach will be adopted between researchers and actors in the field, to reflect on the conse-quences of the results in terms of research questions and mar-ket strategy in a context of coexistence of organic wines with other innovative products.

Participants

INRAE units

• BSE, Bordeaux 
• ETTIS, Bordeaux
• Œnologie, Bordeaux 
• SAVE, Bordeaux

Partners

• Syndicat des vignerons bio de Nouvelle-Aquitaine
• Château Couhins