Questioning the business model of sustainable wine production: The case of French “Vallée du Rhône” wine growers

This study develops and examines novel insights into attitudes and behaviours concerning sustainable wine production and the Business Model (BM) concepts surrounding them. It employs multi-methods – two focus groups, survey (n=350) and seven in-depth interviews. The aim is to analyse sustainable wine production and consumption in a specific context in order to better understand challenges, opportunities and expectations facing wine producers and the conditions in which they operate. Equally, the paper identifies emerging trends in the sustainable value chain. This research is highly important as the wine industry constitutes a major global industry with substantial environmental impacts. The research findings show the need for: integrated strategic vision; diversification into wine-related services; and marketing communications to inform and educate consumers, in line with BM innovation. Given the current paucity of research in this field, the present study provides novel and valuable insights and implications for business managers, policy makers and scholars.