Wine in the circuit of culture : "authentic wines" as cultural objects in the 21st century

This report corresponds to a six-month internship, which took place from September 1st, 2019 to February 29th, 2020, in the marketing department of Saffer Wein GmbH in Munich, Germany. The aim of this report is to investigate how a well-established wine importer like Saffer Wein GmbH treats wine as a cultural product. Using Goode and Harrop’s definition of authentic wine, and the official OIV term terroir, this report discusses the immaterial elements of wine in the context of cultural marketing. Beginning with the contextualization of wine as a cultural product through Hall and du Gay’s circuit of culture, this research analyses the culture of wine through the circuit’s five moments of production, representation, consumption, regulation and identity, concentrating specifically on Italian wine as a cultural product in the German market. My internship involved developing a cultural marketing program that communicated the intangible cultural elements of Italian wine to German consumers, who have recently become interested in the cultural components of their products. This awareness is a relatively new phenomenon in Germany, and goes hand-in-hand with an increased awareness of sustainability, all of which is part of an evolution towards aesthetics and specialization within contemporary consumption. This report investigates the role of culture in the appreciation of wine, and how Saffer Wein GmbH integrates this phenomenon into their marketing strategy. So how can wine importers respond to these evolving expectations and demands? What responsibilities do importers have to both producers and customers, to preserve and support the heritage of the former, and to educate the latter? These questions will be explored in the case study of Bertoldi Prosecco. Ultimately, this report makes the case for cultural marketing as a form of cultural translation, responding to the needs of the market and the ethics of the consumer.Este relatório corresponde a um estágio de seis meses, realizado entre 1 de Setembro de 2019 e 29 de Fevereiro de 2020, no departamento de marketing de Saffer Wein GmbH, em Munique, na Alemanha. O objectivo do relatório foi investigar o modo como um conhecido importador de vinhos como Saffer Wein GmbH trata o vinho como um produto cultural. Usando a definição de vinho autêntico apresentada por Goode e Harrop, bem como o termo oficial terroir da OIV (The International Organisation of Vine and Wine), o relatório discute os elementos imateriais do vinho no contexto do marketing cultural. Começando com uma contextualização do vinho como produto, ou objecto, cultural, através do uso da ferramenta circuito da cultura desenvolvida por Stuart Hall e Paul du Gay, esta investigação analisa a cultura do vinho através dos cinco momentos do circuito – produção, representação, consumo, regulação e identidade – concentrando-se especificamente em vinhos italianos como produtos culturais no mercado alemão. O meu estágio incluiu o desenvolvimento de um programa de marketing cultural que comunicasse os elementos culturais intangíveis do vinho italiano aos consumidores alemães, que começaram, recentemente, a manifestar interesse pela componente cultural dos seus produtos. Este interesse é um fenómeno relativamente novo na Alemanha e acompanha o crescente interesse pela sustentabilidade, fazendo ambos parte de uma evolução em direção a um interesse pela estética e especialização no contexto do consumo contemporâneo. Este relatório investiga o papel da cultura na apreciação do vinho e como Saffer Wein GmbH integra esse fenómeno na sua estratégia de marketing. Como podem, então, os importadores de vinho dar resposta a estas expectativas e exigências? Que responsabilidades têm para com os produtores e consumidores, a fim de preservar e apoiar o património dos primeiros e educar os segundos? Estas questões serão exploradas através do estudo de caso do Bertoldi Prosecco. Em última instância, este relatório advoga o marketing cultural como uma forma de tradução cultural, dando resposta às necessidades do mercado e à ética do consumidor

Wine Cunterfeiting: Development of fast, non-destructive and multifactorial laser-based spectrochemical methods for authentication of bottled wine

378 p.La presente Tesis Doctoral pretende avanzar en el desarrollo de una herramienta analítica que permita certificar la autenticidad de un vino de forma inequívoca mediante técnicas analíticas no invasivas (es decir, prácticamente inapreciable a simple vista) como son la ablación laser con plasma de acoplamiento inductivo-espectrometría de masas (LA-ICPMS) y las espectroscopias Raman e Infrarroja, que permiten el análisis de una muestra sólida sin necesidad de procesarla y sin inducir degradación o alteración apreciable alguna. Mediante la metodología desarrollada se pretende establecer el perfil elemental y molecular del vidrio, el papel, la tinta y la cápsula de las botellas de vino

The development of methods for the reproduction in continuous tone of digitally printed colour artworks

Advances in printing technologies in the late 19th century led to the development of half-toning techniques enabling the economical reproduction of photographic images in print. Whilst undoubtedly successful in low cost high volume image reproduction, half-toning representations are less faithful in detail when compared to continuous tone photomechanical methods in use at that time. This thesis asks the question: can the creative application of 21st century digital fabrication technologies enable the qualities of continuous tone imaging to be regained? In the 21st-century, printmaking may be seen as the interchange of ideas, experimental practice and interdisciplinary thinking. Printmaking has always been a means of combining modern technology and methods with existing traditional and commercial imaging processes. Technological advancement in print however does not always provide a finer quality of print. Qualities often attributed to pre-digital continuous tone printing can be lost in the transition to a digital half tone print workflow. This research project examines a near obsolete 19th century print process, the continuous tone Woodburytype, developed to address the issue of permanence in photography. Through a methodological approach analyses of the Woodburytype an empirical reconstruction of the process provides a comprehensive critique of its method. The Woodburytype’s surface qualities are not found in other photomechanical printing methods capable of rendering finely detailed photographic images. Its method of image translation results in the printed tonal range being directly proportional to the deposition thickness of the printing ink, however it never successfully developed into a colour process. By examining and evaluating digital imaging technology this study identifies, current computer aided design and manufacturing techniques and extends upon known models of Woodburytype printing through the development of this deposition height quality enabling a new digital polychromatic colour printing process

Wine Cunterfeiting: Development of fast, non-destructive and multifactorial laser-based spectrochemical methods for authentication of bottled wine

378 p.La presente Tesis Doctoral pretende avanzar en el desarrollo de una herramienta analítica que permita certificar la autenticidad de un vino de forma inequívoca mediante técnicas analíticas no invasivas (es decir, prácticamente inapreciable a simple vista) como son la ablación laser con plasma de acoplamiento inductivo-espectrometría de masas (LA-ICPMS) y las espectroscopias Raman e Infrarroja, que permiten el análisis de una muestra sólida sin necesidad de procesarla y sin inducir degradación o alteración apreciable alguna. Mediante la metodología desarrollada se pretende establecer el perfil elemental y molecular del vidrio, el papel, la tinta y la cápsula de las botellas de vino

Sustainability in Viticulture - Agroforestry and Organic Wine Production in the Mosel Region, Germany

Since the mid-20th century, there has been an increasing industrialization and intensification of land use in the agricultural sector. This development is accompanied by increased productivity in thriving economies since World War II and the overall growth of the world population. In addition to providing widespread food supply, the industrialization of the agricultural sector has also led to high resource consumption and lasting environmental damage. As a result, particularly since the 1980s and 1990s, there has been a growing societal awareness of the negative impacts of agriculture on the environment and resources. In the wine-growing Mosel Region in Rhineland-Palatinate, which consists of vineyards along the Mosel, Saar, and Ruwer rivers, a few winemakers began to seek alternatives to conventional industrial cultivation methods and pesticides in the early 1980s. They adapted their agricultural practices in favor of sustainability and increasingly organized themselves in growing eco-associations. These few winemakers became part of a growing community of sustainable winegrowers in Germany. Nowadays, sustainably produced wines constitute a rapidly growing share of the German and international wine market. The ecologically managed vineyard area in Germany has also expanded since then, although machines and pesticides continue to be used due to the vulnerability of grapes to diseases and pests. This poses a fundamental dilemma for the operations of eco-winemakers who are striving to adapt their viticulture practices, in addition to the impacts of climate change. One of the practices playing a central role in the exploration of sustainability practices in this work is agroforestry. Agroforestry distinguishes between silvoarable and silvopastoral systems. Silvoarable systems combine trees or perennial plants and shrubs with crops. Silvopastoral systems combine trees and perennial plants and shrubs with animal husbandry. Agroforestry is a term coined in the 20th century, but its origins can be traced back to early forms of land use, beginning with Neolithic cultures about 10,000 years ago. Agroforestry practices such as grazing in orchards or planting hedges to protect crops have been maintained over centuries but have increasingly taken a back seat due to the intensification and mechanization of agriculture in the 20th century. The combination of trees with field crops or animals in agroforestry systems offers various synergistic effects, such as shading vineyards with trees planted in the rows of vines. This helps maintain soil moisture in dry spells and protects grapes from sunburn. Agroforestry systems also enable savings in labor and costs, as animal husbandry provides a continuous supply of dung and weed control through grazing. Given the changes in growing conditions due to climate change and societal demand for sustainable methods in food production, agroforestry is regaining importance and is being investigated as an innovative practice in this dissertation on sustainability development in viticulture. In addition to the application of agroforestry methods in viticulture, the use of fungus-resistant grape varieties (FRVs) is also addressed in this dissertation. The selection of grape varieties for viticulture has historically focused primarily on the quantity and quality of plant material. However, due to climate change as well as pests and diseases, the grapevine is facing increasing pressure. Therefore, beginning in the 19th century, grape varieties with resistance to diseases were deliberately bred. Nowadays, FRVs are gaining attractiveness for both winemakers and consumers, as they allow for a substantial reduction in pesticide use, thereby reducing costs and labor. At the same time, the avoidance of harmful chemicals opens up the possibility of a sustainable use of animals in the vineyard. Agroforestry systems in conjunction with Piwis thus offer opportunities to make wine production sustainable and future-oriented, while also diversifying the product range of winemakers through new grape varieties and animal products. This cumulative dissertation comprises three research articles based on qualitative interviews. Article 1 examined the use of agroforestry systems in viticulture and their potential to address the impacts of climate change on wine production and distribution. Planting rows of vines with trees led to more stable product quality during dry years, simultaneously resulting in reduced sunburn damage and soil erosion. However, based on their experiences, the interviewed winemakers favored a better-adapted agroforestry system that could also be part of value creation or combined with agro-photovoltaics. Article 2 investigated ecosystem services in silvopastorally managed vineyards, where animals grazed the vineyard, reducing weeds and significantly reducing labor. The silvopastoral vineyards increased biodiversity, wine quality, and enabled an expanded product portfolio. Article 3 dealt with alternative food networks and FRVs in sustainable viticulture. Alternative food networks aim to eliminate intermediaries in value chains and promote more direct interactions between producers and consumers. The article concludes that fungus-resistant grape varieties not only facilitate the management of vineyards but also the establishment of short value chains. The articles of this dissertation collectively demonstrate that agroforestry systems, FRVs, and alternative food networks offer opportunities for advancing sustainable viticulture

DIGITAL WINE: HOW PLATFORMS AND ALGORITHMS WILL RESHAPE THE WINE INDUSTRY

La tesi si propone di analizzare come la digitalizzazione e gli approcci basati sui dati, in particolare quelli che sfruttano l'intelligenza artificiale, stiano impattando il settore vitivinicolo e facendo emergere modelli nuovi di business. Quest'ultimo aspetto sarà approfondito tramite due casi studio di piattaforme digitali che, attraverso approcci diversi, stanno contribuendo a generare un ecosistema digitale virtuoso, con potenziali benefici per tutta la catena del valore a livello di settore.The thesis aims to analyze how digitalization and data-driven approaches, in particular those that leverage artificial intelligence, are impacting the wine industry and generating new business models. The latter aspect will be explored through two case studies of digital platforms which, through different approaches, are helping to generate a virtuous digital ecosystem, with potential benefits for the entire value chain at the industry level

Big data analytics tools for improving the decision-making process in agrifood supply chain

Introduzione: Nell'interesse di garantire una sicurezza alimentare a lungo termine di fronte a circostanze mutevoli, è necessario comprendere e considerare gli aspetti ambientali, sociali ed economici del processo di produzione. Inoltre, a causa della globalizzazione, sono stati sollevati i problemi delle lunghe filiere agroalimentari, l'asimmetria informativa, la contraffazione, la difficoltà di tracciare e rintracciare l'origine dei prodotti e le numerose questioni correlate quali il benessere dei consumatori e i costi sanitari. Le tecnologie emergenti guidano verso il raggiungimento di nuovi approcci socioeconomici in quanto consentono al governo e ai singoli produttori agricoli di raccogliere ed analizzare una quantità sempre crescente di dati ambientali, agronomici, logistici e danno la possibilità ai consumatori ed alle autorità di controllo della qualità di accedere a tutte le informazioni necessarie in breve tempo e facilmente. Obiettivo: L'oggetto della ricerca riguarda lo studio delle modalità di miglioramento del processo produttivo attraverso la riduzione dell'asimmetria informativa, rendendola disponibile alle parti interessate in un tempo ragionevole, analizzando i dati sui processi produttivi, considerando l'impatto ambientale della produzione in termini di ecologia, economia, sicurezza alimentare e qualità di cibo, costruendo delle opportunità per le parti interessate nel prendere decisioni informate, oltre che semplificare il controllo della qualità, della contraffazione e delle frodi. Pertanto, l'obiettivo di questo lavoro è quello di studiare le attuali catene di approvvigionamento, identificare le loro debolezze e necessità, analizzare le tecnologie emergenti, le loro caratteristiche e gli impatti sulle catene di approvvigionamento e fornire utili raccomandazioni all'industria, ai governi e ai policy maker.Introduction: In the interest of ensuring long-term food security and safety in the face of changing circumstances, it is interesting and necessary to understand and to take into consideration the environmental, social and economic aspects of food and beverage production in relation to the consumers’ demand. Besides, due to the globalization, the problems of long supply chains, information asymmetry, counterfeiting, difficulty for tracing and tracking back the origin of the products and numerous related issues have been raised such as consumers’ well-being and healthcare costs. Emerging technologies drive to achieve new socio-economic approaches as they enable government and individual agricultural producers to collect and analyze an ever-increasing amount of environmental, agronomic, logistic data, and they give the possibility to the consumers and quality control authorities to get access to all necessary information in a short notice and easily. Aim: The object of the research essentially concerns the study of the ways for improving the production process through reducing the information asymmetry, making it available for interested parties in a reasonable time, analyzing the data about production processes considering the environmental impact of production in terms of ecology, economy, food safety and food quality and build the opportunity for stakeholders to make informed decisions, as well as simplifying the control of the quality, counterfeiting and fraud. Therefore, the aim of this work is to study current supply chains, to identify their weaknesses and necessities, to investigate the emerging technologies, their characteristics and the impacts on supply chains, and to provide with the useful recommendations the industry, governments and policymakers