Management et marketing du vin 2 (in French): Understanding the Challenges & New Opportunities for the Vine and Wine Sector

The wine industry is facing major challenges in the current context. Between increased competition from new producing countries, the emergence of substitute products, decreased wine consumption, climate change, and health and geopolitical crises, this industry is confronting an unprecedented situation. However, these upheavals also represent new opportunities for industry players.

The book Management and Marketing of Wine 2, edited by Foued Cheriet, Carole Maurel, Paul Amadieu, and Hervé Hannin, provides an in-depth analysis of the main issues facing the current wine industry. This second volume offers an approach enriched by original research, illustrations, and case studies to better understand the technical, organizational, and commercial innovation levers available to the global viticulture sector.

Among the issues analyzed in this work:

• Regulation strategies and finance for a changing sector;
• The role of marketing in adapting to new consumer expectations;
• The importance of collective strategy and the promotion of terroirs;
• The influence of the international context on wine markets.

The book also addresses the increasing integration of new technologies in viticultural processes and the adaptability of actors to societal and environmental requirements. The authors, recognized experts, offer a multifaceted perspective that is essential for better anticipating the future of the industry.

Coordinated by:

• Foued Cheriet, professor of international strategy and wine marketing at Institut Agro Montpellier;
• Carole Maurel, associate professor at Institut Montpellier Management and member of the MRM laboratory;
• Paul Amadieu, associate professor at Institut Montpellier Management and member of Labex Entreprendre;
• Hervé Hannin, research engineer at Institut Agro Montpellier, director of the vine and wine business chair.

This book also received the special mention of the OIV 2024 in the Economics category, highlighting its importance for understanding the economic issues of the wine industry.

Article Characteristics:

• Title: Management and Marketing of Wine 2
• Editors: Foued Cheriet, Carole Maurel, Paul Amadieu, Hervé Hannin
• Publisher: ISTE Group
• Number of pages: 378
• Publication date: October 2023
• Language: French
• Themes: Strategy, Marketing, Viticulture, International Issues
• OIV Award: Special mention 2024 Category: Economics
• ISBN: 9781784059569