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Mémoire
Bachelor thesis

Prospects of biodynamic wines in the Swiss Romande

    2019

63

Mémoire de bachelor: Haute école de gestion de Genève, 2019

marché du vin
agriculture biodynamique
suisse romande
English The aim of the report is to determine the prospects of the biodynamic wine industry in Swiss Romande. Biodynamic is a sustainable and holistic approach of viticulture, still not well known nowadays. Moreover, the awareness for ethical concerns is increasing. Yet, in an area where wines are part of the culture, do people approve the stable state of tradition in being reluctant to change? Or are they inclined to adapt to more sustainable production methods? To answer these questions, different aspects of the biodynamic wine industry are developed in this report. First the macro environment is analysed to determine in which environment the biodynamic wine industry is evolving. Second, the stakeholders’ perception on biodynamic wines are analysed as well as their interaction with each other. This is to understand the current state of the industry and the obstacles for further development. The main findings show at first a global lack of knowledge from the customers. However, once we go beyond this lack of knowledge, there is a good overall perception. As for the supply sides, the principal motives for winegrowers to follow biodynamic principles are personal convictions and the respect for environment. The industry is attractive for other winegrowers to come in and shows potential for development. Then, based on the results of the analysis, the current state and obstacles analysed, hypotheses are developed and rated in terms of probability to happen. The hypotheses with the highest probability are the ones showing increases in both demand and supply sides. Indeed, although many consumers do not know biodynamic concepts yet, a majority of people are willing to consume organic and biodynamic products for various reasons. For the consumers who know biodynamics, they have good perception of it. Furthermore, more and more organic winegrowers are converting to biodynamics as a search for more sustainable practice. For the industry to move forward, a communication strategy could be beneficial to raise the consumers’ curiosity and to increase their knowledge on the subject.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 327884
Persistent URL
https://sonar.ch/hesso/documents/314929
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