The need of wine producers to innovate.

For the EU wine sector to maintain its beneficial economic, environmental, and social impact as well as the position as the global leader, it must adapt to new worldwide trends. This means adapting to the new consumption habits of a younger, more digital, and environmentally aware public. Such includes a commitment to new technologies and more efficient and sustainable production methods.
However, this can be challenging for the EU small and medium-sized wineries since these still rely on traditional production methods. Such results in limited efficiencies (yields, energy consumption) and inconsistent products, making it difficult for them to keep up with the changing trends and thus to compete with larger wineries.
Thus, to remain competitive and persist in the wine sector, EU small and medium-sized producers need to reduce production costs and increase their sustainability standard while improving the quality of their wine.