When Climate Change Reaches the Vineyard: What Do Consumers Think?

In a recent study published in the Australian Journal of Grape and Wine Research, we investigated how consumers perceive some of the main climate-resilient strategies currently being considered in viticulture, including kaolin application, plant growth regulators, resilient rootstocks, and fungus-resistant grape varieties (PIWI).  Our analysis showed that consumer acceptance of these innovations is far from uniform. By identifying five distinct consumer profiles, the study highlights that adaptation to climate change in the wine sector is not only a technical and agronomic issue, but also a market and communication challenge.  More broadly, the findings suggest that the future of sustainable viticulture […]