The joint research seminar between the Wine & Tourism Chair and the MAESTRO Cluster took place at EM Strasbourg on Thursday, March 13, 2025.
The theme: "When wine reinvents itself: Breaking free from established norms and codes and developing creativity in wine-making."
Three approaches to rethinking the wine industry and making wine a creative and cultural sector promoting sustainability - presentation by Amélie Boutinot - EM Strasbourg Business School.
- Innovation via the product
- Exploring emerging consumer trends, with a particular focus on nonalcoholic and low alcohol wines. – presentation by Rossella Sorio - ICN Business School and Sylvaine Castellano - EM Normandie Business School.
- Innovation via the consumer
- Women and diversity – presentation by InHaeng Jung – Sonoma State University
- Accessibility for people with disabilities - presentation by Coralie Haller - EM Strasbourg Business School.
- Innovation via the entrepreneur
- Emergence of winemakers with disruptive and innovative values – testimonial by Sarah Fallay-Rigal, new winemaker at the Les Enfants Terribles estate in Kientzheim
This is clear proof that innovation is not limited to grape varieties and winemaking techniques but also extends to the products, consumers, and entrepreneurs who are shaping the future of the sector.
We thank all the participants and express special thanks to Coralie Haller, Head of Wine & Tourism Chair, and Amélie Boutinot, Leader of the MAESTRO Cluster, for organizing this event.
