In many countries, the consumption of still wine is in strong decline. The market for rose wine, however, stands in stark contrast to this trend, seeing worldwide growth of almost 30% over the last 15 years. For most observers/experts, product colour plays an important role in this paradigm shift. For this reason, companies’ marketing efforts often focus on this purely visual characteristic. There is, however, no certainty that other emerging consumer demands, related to environmental concerns or how “natural” a wine is (organic wines, natural wines, etc.), do not also play a role in the enthusiasm seen in new wine consumers. This article proposes an assessment of expectations related to colour and the decisions made by rose wine consumers, using two complementary experiments carried out in France. The first experiment is based on an online survey studying only consumers’ colour preferences. We will show that, contrary to popular belief, there is no consensus on this criterion, although regional trends can be identified. Typically, the “salmon” shade, which is generally the leader on the global market—and characteristic of Provence wines—does not win unanimous support across all regions. In contrast, an “apricot” shade seems to be preferred by consumers in the Bordeaux region. The second experiment confirms this result within the framework of an experimental market revealing consumers’ willingness to pay (WTP). This market also offers consumers the opportunity to taste wines and provides information on organic certification and “naturalness” (symbolised by the absence of added sulphites). We will then demonstrate how the latter criteria, although often popular, play only a small role—compared with colour—in consumer decisions. We will conclude this article with observations on the atypical nature of the rose wine market and on possible avenues for further research related to the emotional role colour plays in wine tasting and its possible specificity in the world of food and drink products.

<!--field: Resume-->La croissance des aires périurbaines a dépassé depuis des années celle des zones urbaines. Mais l’existence d’un espace viticole de haute qualité permet, par sa résistance, la remise en cause des mécanismes traditionnels de structuration spatiale. Le cas du vignoble de Bordeaux constitue un cadre idéal d’analyse des enjeux des interactions entre croissance urbaine et dynamique viticole spécifique. La modélisation hédonique permet une analyse des facteurs de résistance de la viticulture périurbaine face à l’extension de l’urbanisation. <!--field: -->

<!--field: Abstract-->The wine industry contributes to the economy and reputation of many countries all over the world. This sector is likely to be particularly affected, given its extreme sensitivity to any change in climate patterns. This article tries to discover if scientific knowledge has led to recommendations, and to identifying strategies associated with climate change (CC) for wine growers. Based on an original citation network analysis (26 years; 782 papers), it tracks seminal articles on the subject; leading recent developments; and the scientific trajectory of this growing body of knowledge. Findings reveal researchers’ relatively recent interest in global warming, more than in CC, and particularly in key variables such as temperature. Although the findings reveal a relative dearth of research on adaptation strategies in the existing corpus, the latter could clearly be beneficial to companies seeking to develop their viticulture strategies. JEL Codes: O3, Q1, Q54, Q55 <!--field: -->

This article explores the issues surrounding the agroecological transition in the European wine industry, focusing on reducing pesticide use, developing organic certification and using genetic research in relation to resistant grape varieties. The study distinguishes between stakeholders from the wine industry, institutions and the agricultural research sector. The findings consistently identify the agroecological transition as a priority, particularly in terms of pesticide reduction. However, variations exist in the views of the surveyed stakeholders. French and Portuguese stakeholders emphasise the role of market and societal pressures as drivers of the transition, while Italian producers do not. Professionals in France and Portugal express doubts about achieving pesticide reduction through changes in practices, while others stress the importance of regulatory constraints. The research also highlights industry challenges such as decreased consumption due to health awareness and the need for social responsibility. Resistant grape varieties are seen as a viable solution, especially for the development of organic production, but market acceptability remains a significant hurdle. The study sheds light on stakeholder perspectives and challenges, thus contributing to a better understanding of priorities in the European wine industry’s pursuit of sustainable practices.