FormalPara Highlights

A comprehensive overview of recent research on value creation in the wine industry

The key contributors to the advancement of this field of study are identified.

Countries that collaborate most in this field are pinpointed and classified

The main research subtopics developed by the 19.866 articles analyzed are revealed

The predominant ways to drive value creation in the wine industry are unveiled

Introduction

The wine industry has faced a host of challenges, changes and new dynamics in recent years, which had a considerable impact on the strategies and results of companies, such as the threats and opportunities posed by globalization, the adoption of new legislation on production, bottling and labeling, changes in customer preferences, or the emergence of new business models, requiring continuous adaptation and optimization of winegrowers’ practices to drive business competitiveness [1, 17]. These changes began to take place around four decades ago, when winemakers from the “New World” began to gradually increase their market share over the countries belonging to the “Old World” such as Spain, Italy, or France.

According to OIV [43], in 2022 world wine production reached around 260 million of hectoliters, 157 of which were produced within the European Union (60,4%), being the main actors Italy (50.3), France (44.2), and Spain (33). However, actors of the so-called new world are increasing their presence in the markets. According to the mentioned report, in 2022 the U.S.A., Chile, Australia, Argentina and South Africa, produced 23.1, 12.4, 12.1, 11.4, and 10.4 million of hectoliters, respectively, together totaling around 26.7% of the world total production of wine. However, despite the challenges it poses to wine businesses, globalization has driven the wine trade at the international level, providing users with a vast array of wine typologies to choose from [2, 3]. In addition, social networks are a powerful tool for users, allowing them to access a large amount of information on products, quality, and prices, increasing their knowledge and experience, and making them more discerning, inquisitive, and demanding [42, 50].

The sale of wine is no longer confined to supermarkets or restaurants, since wineries now provide their customers a wide range of environments where sample their wines, thus offering them the possibility of tasting them prior to purchase, which represents a new source of income. Furthermore, wine tourism has become a significant industry, offering visitors a range of experiences, such as vineyard tours, wine festivals, and exhibitions [14, 35, 65]. In this context, wine companies must establish their own strategy to maximize value creation, through which they can increase customer satisfaction as well as their profit figures (Fuentes-Fernández & Gilinsky Jr, 2022, [61]. Value creation refers to the process of generating new and innovative ideas that can help a firm increase its revenue, reduce its costs, or enhance its reputation among its customers, shareholders, and other stakeholders, being essential for firms because it enables them to remain relevant and competitive in their respective markets [38, 63]. It is no longer enough for firms to merely provide a product or service, but create value for their customers, shareholders, and other stakeholders [6, 25, 69].

By creating value, besides improving their financial performance through cost reduction, or improving efficiency, firms can increase their revenue by differentiating themselves from their competitors, enhancing their brand image, and building a loyal customer base (Salas-Quesada et al. 2021; [14]. In this vein, due to the increased social awareness of the importance of sustainability of business activities for the maintenance of the natural environment, especially in wine industry, by adopting responsible and ethical practices that benefit society and the planet, firms can create additional value [67, 69].

Nevertheless, despite its numerous benefits, value creation can be challenging for firms, particularly in today's fast-paced and unpredictable environment [68]. Wine businesses must balance short-term and long-term goals, so that they must focus on meeting their immediate needs and responding to market demands, while developing long-term strategies (Kunk et al. 2019; [17, 36]. In this regard, value creation involves taking risks and experimenting with new ideas, so that firms must be prepared to accept failure as part of the learning process and use it as an opportunity to improve and refine their approach [21, 59]. Despite the growing significance of scientific research pertaining to value creation in the wine industry over the last years, extant literature remains insufficient, indicating a pressing need for further efforts to establish a comprehensive framework in this domain [6, 10, 51].

The primary aim of this study is to carry out an analysis of the literature pertaining to value creation in the wine industry, identifying key characteristics such as prominent institutions, authors, and countries, utilizing various indicators, and uncovering the main subfields that have been developed by researchers in this area. To accomplish this goal, besides analyzing the abstracts, a bibliometric analysis has been conducted on the 19,866 peer reviewed articles on value creation in the wine industry published from January 1st, 2003 to December 31st, 2022. This study utilized the Bibliometrix® software, release 4.1.1, developed to delve deeper into the conceptual and thematic framework of the literature. Through this approach, subject classifications, research directions, and potential areas for future investigation will be revealed.

Bibliometric analysis was selected as the methodology for this study, as it offers several advantages over traditional review methods. Bibliometric techniques are known for their ability to reveal interconnected networks within a subject and to provide impartial, clear, objective, rugged, and useful domain overviews [5]. Utilizing bibliometric methods allows for a more thorough understanding of the field, identification of research gaps, and assessment of current scientific issues, potentially leading to improvements in the field.

The analysis is conducted on a dataset of 19,866 publications by 58,602 researchers from 135 countries, covering the period between January 1st, 2003 and December 31st, 2022. Of these publications, 1,156 were single-authored documents written by 964 individuals, while the remaining 18,710 papers were co-authored. The analyzed articles reference a total of 551,079 sources and have received 453,541 citations. This research paper is structured as follows: the employed methodology is described in the following section, while the third part presents and discuss the results. Finally, are developed the conclusions, and the main limitations and future research directions are exposed.

Methodology

To collect academic papers for this study, the Web of Science (WoS) database was selected. WoS is well recognized in the academic community for its reputation, thoroughness and trustworthiness, with a low rate of duplicate records and a wide range of temporary searches [15, 49]. The following sources were specifically chosen: ESCI, SSCI, and SCI-E. To obtain the articles linked to the field of value creation in the wine industry, the following search equation was used: “TS = ["wine*" or "viti*" or "grapevine*" or "vine*"] AND ["value*" or "differentiat*" or "distin*"]".

This equation was applied to collect all papers published from January 1st, 2003, to December 31st, 2022, resulting in a total of 19,967 documents. The filtering and selection process is shown in Fig. 1. The PRISMA statement was applied, which ensured a comprehensive and rigorous approach to identifying relevant publications for this study [39, 45]. This methodology is comprehensive in nature and has gained significant traction in recent years owing to its ability to develop reliable literature review processes [16, 23, 29, 48, 66].

Fig. 1
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Document filtering and selection process

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The screening process involved the selection of articles and review articles, which are recognized as credible sources of knowledge, as they have undergone peer reviewed processed [37]. The revision process serves as a mechanism of control that authenticates the content furnished by published papers that have undergone peer review [44, 53]. Subsequently, after confirming the absence of duplicated items, a total of 19,866 articles were meticulously scrutinized to ensure that there was no overlap. To analyze the key academic contributions pertaining to value creation in the wine industry was employed a bibliometric approach [55]. This technique is highly suitable for examining the state of a given academic domain, by considering several indicators [60]. Furthermore, it enables the analysis of cooperative networks between authors, countries, and institutions, and provides valuable insights into published research at different levels [30]. Furthermore, this methodology may be utilized to analyze any subject matter to uncover new trends [24, 32, 33, 46, 47].

Aria and Cuccurullo [4], who are renowned researchers and the founders of K-Synth, a specialized firm based in Naples, Italy, developed the Bibliometrix® software. Bibliometrix® make possible to carry out comprehensive analysis of scientific mapping through the "biblioshiny" tool, also enabling the visual analysis of the results [22]. Moreover, re-searchers establish that newer findings within a particular field are often dependent on earlier scientific advancements, so that exist a temporal interrelatedness [22]. This research examines the characteristics of value creation in the wine industry, analyzing not only the collected papers but also fundamental statistical aspects [26]. The publications' significance is assessed using various measures, including citation count, h-index, and the number of published articles.

Results and discussions

The dataset analyzed is comprised by 19,866 peer reviewed articles developed by 58,602 authors (1156 are single-authored and 18,710 co-authored articles), and published in 4022 different journals, which contain a total of 29,372 keywords plus, 42,571 authors’s keywords, and 551,079 references, and received 22.83 citations on average.

Academic literature on value creation in the wine industry and main journals

The evolution of articles published has increased continually by an annual average of 8.59% in the analyzed period, from 381 in 2003 to 1763 in 2022. While this was possible thanks to 4022 sources, the following are the ten leading journals by number of publications in the domain of value creation in the wine industry. The top journal of this ranking is Food Chemistry, belonging to the Elsevier publishing house (533), followed by Journal of Agricultural and Food Chemistry (484), International Journal of Wine Business Research (368), American Journal of Enology and Viticulture (234), British Food Journal (206), Food Research International (203), Foods (185), Australian Journal of Grape and Wine Research (178), Molecules (177), and European Research and Technology (172).

These leading journals collectively offer a comprehensive overview of the various facets of value creation in the wine industry. From the molecular to the market level, the knowledge they disseminate equips wine producers with the tools and insights needed to innovate, enhance quality, and effectively cater to evolving consumer preferences, ensuring sustained value creation in this dynamic industry. It is worth noting that Elsevier is also the publisher that has issued by far the most articles in the field and period analyzed (4,604), being the second and third publishers ranked Springer Nature (2,256) and Wiley (2,107), respectively. The above reflects the important contribution of Elsevier to the academic research in the field of value creation in the wine industry.

It is worth mentioning that the aforementioned top three journals (Food Chemistry, Journal of Agricultural and Food Chemistry, and International Journal of Wine Business Research) published 1385 papers, nearly 7% of the total, so it is not surprising that they are presently regarded as some of the most prominent sources in the realm of value creation within the wine industry.

Most relevant contributions to the field of value creation in the wine industry

The wine industry, with its rich history and global appeal, is a complex interplay of tradition, innovation, marketing, and consumer preferences. Within this intricate landscape, leading actors play a pivotal role in driving value creation, since their influence, expertise, and vision drive the industry forward, ensuring that the art of winemaking continues to evolve, adapt, and create value in an ever-changing global landscape. Table 1 illustrates the leading ten authors within the database, taking into consideration the quantity of articles, citations, h-index, and the number of fractionalized articles, a distinct metric which accounts for the number of participants involved in each paper's development. This measurement is determined by considering the total number of co-authors implicated in each paper's creation, so that refers to the number of net articles produced by individual authors, acknowledging their proportional contribution to each article as determined by their number of co-authors.

Table 1 Ranking of leading authors
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Wang Y. is the author that has published most papers (73). Furthermore, this researcher is ranked first per h-index (22) and fifth by articles fractionalized (11.27). In this vein, Wang J. (A.P, h-index, A.F.), Xu Y. (A.P., cites, h-index), and Bruwer J. (cites, h-index, A.F.) are also classified in three of the four rankings. It is worth mentioning the case of the last one (Bruwer J.) which, while not being ranked as a top ten author in terms of articles published, is ranked first by number of citations (601), ties for first place in h-index with three other authors (22) and is second per articles fractionalized (12.29). Regarding to the authors ranked in, at least, two classifications, these are Zhang Y., Wang H., Li H., Zhang L. (A.P. and A.F), Duan C.Q., Rolle L. (A.P. and h-index), Moreno J., and Troncoso A.M (cites and h-index).

The articles that have accrued the highest number of citations on a global and local level are shown in Table 2. The cumulative number of citations that a particular paper has garnered is known as its global citations, encompassing all articles published in any area and location. Conversely, local citations pertain to the citations that each individual document has received from other papers within the database analyzed. Normalized total citations generally refer to the amount of citations attributed to a research article or author, adjusted considering the number of years since publication and the average number of citations received by articles in the same field and time period. This metric accounts for differences in citation practices across fields and time periods, as well as the time-sensitive nature of citation impact.

Table 2 Most global and local cited peer reviewed articles
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In this vein, it is worth mentioning the leading affiliations operating in the domain of value creation in the wine industry, which are at the forefront of scientific discoveries related to viticulture and enology. This ranking was based on the relevance of each institution in the field of value creation in the wine sector, determined by its number of publications. As evident, the ranking of the most prolific universities in the field of value creation in the wine industry comprises institutions situated in the primary wine-producing countries possessing global brand recognition.

Thus, it is not surprising to find a U.S. university, particularly one located in the California wine region, at the top of this ranking, that is, the University of California Davis, whose researchers published a total of 518 papers in the field of value creation in the wine industry between 2003 and 2022. Subsequently, we find the Australian University of Adelaide (263), the Chinese Northwest A&F University (229), the Italian University of Milan (221), the Spanish Universities of La Rioja and Castilla-La Mancha (218, 209), the Portuguese Universities of Oporto and Tras Os Montes and Alto Douro (212, 210), the U.S. Cornell University (209), and the French University of Bordeaux (205).

These universities delve into areas such as grape genetics, soil chemistry, fermentation science, winemaking, business strategy, marketing, and climate impact on grape growing, among others. These academic explorations lead to breakthroughs that can revolutionize wine production, introducing innovations that enhance both the quality and efficiency of wines. Furthermore, some of them offer specialized programs and courses tailored to the wine industry, which are often designed in collaboration with industry experts, to provide students with a holistic understanding of the wine business, from grape cultivation and winemaking techniques to marketing and distribution strategies. Graduates from these programs often emerge as the next generation of industry leaders, equipped with both theoretical knowledge and practical skills.

In addition, by hosting conferences, seminars, and workshops that bring together academics, winemakers, distributors, and other industry stakeholders, these leading universities act as hubs for collaboration and networking, driving the exchange of ideas and collaborations that can lead to new ventures, partnerships, and innovations in the wine industry. In this vein, with a growing emphasis on sustainable viticulture and eco-friendly winemaking processes, these universities often lead the way in research on sustainable practices, by exploring methods to reduce the carbon footprint of wine production, promote organic and biodynamic farming, and study the impact of winemaking on local ecosystems, which not only benefits the environment but also caters to a growing segment of consumers who prioritize sustainability in their wine choices.

In this line, the countries that have made the greatest research efforts in the field of value creation in the wine industry within the analyzed period, both, per number of articles published and citations received, have been identified. China is the leading country in this regard with 2304 articles published and 38,969 citations, followed by the U.S.A (2168 and 72,829), Spain (2155 and 63,009), Italy (1941 and 44,132), France (950 and 28,995), Brazil (829 and 13,758), Australia (720 and 22,141), Portugal (709 and 16,971), Germany (562 and 14,540) and Turkey (555 and 8231). As can be seen, in general, countries with a high level of international recognition in winemaking and wine marketing, such as the USA, Spain, Italy and France, are also those that make the greatest effort in relative terms in research on how to create value in their wine industry.

The above countries are from both, countries from the old world, which are those from regions with long-established histories of wine production, such as Spain, Italy, France, Portugal, Germany, and Turkey, and the new world, like China, U.S.A., Brazil, Australia, and United Kingdom. To enhance the comprehension of the significance of the wine industry within each respective nation, the following is a brief commentary on the intricate relationship these distinguished territories maintain with winemaking tradition.

Regarding to the old world, with its rich wine heritage, Spain seamlessly blends tradition with modernity. Spanish researchers delve into the country's indigenous grape varieties, exploring ways to enhance their appeal to the global palate. In this vein, by driving collaboration among different agents, Spanish institutions are trying to ensure that research translates into tangible value on the vineyard and in the bottle. Its neighbor Italy has traditionally been synonymous of art, culture, and gastronomy, views wine as an extension of its cultural identity. Italian researchers, while deeply respectful of age-old winemaking traditions, are also keen explorers of modern techniques, often focusing on enhancing the organoleptic attributes of wines, ensuring that every sip tells a story.

Arguably the heartland of the global wine industry, France has always been a trendsetter. French research institutions, with their deep-rooted connections to iconic wine regions like Bordeaux and Burgundy, lead studies that range from understanding terroir to exploring the impact of climate change on viticulture. For its part, the home to the famed Port wine, Portugal, is a blend of tradition and innovation. Portuguese researchers, while preserving the legacy of their indigenous grape varieties, are also keen explorers of global wine trends, ensuring that Portugal's wines remain relevant and appealing.

Renowned for its precision and attention to detail, Germany brings these attributes to wine research. German institutions, with their methodical approach, lead studies on enhancing the efficiency of wine production, ensuring that quality is never compromised. Finally, with its rich history and strategic location bridging Europe and Asia, Turkey offers a unique vantage point. Turkish researchers, drawing inspiration from both the East and the West, focus on understanding the cultural and sensory aspects of wine consumption, adding depth to the global wine discourse.

Regarding to the new world countries, with its rapidly expanding economy and burgeoning middle class, China has recognized the potential of the wine market, having vast terrains and diverse climates that offer a plethora of opportunities for viticulture. As China delves deeper into wine production, its academic and research institutions are focusing on understanding both the science of winemaking and the nuances of global consumer preferences. The U.S.A., particularly regions like California's Napa Valley, has long been a beacon of innovation in the wine world. American universities and research centers, backed by a robust infrastructure and funding, are at the forefront of technological advancements in viticulture and enology, and their research often intersects with the country's entrepreneurial spirit, leading to innovations that resonate with both domestic and international markets.

Brazil is a relatively newer entrant in the wine research arena but seems to bring fresh perspectives. With its tropical climate and diverse topography, Brazilian researchers are pioneering studies on grape cultivation in non-traditional wine regions, adding a new dimension to the global wine narrative. In connection with this concept of fresh perspectives, Australia, with its innovative spirit and diverse wine regions, is a hub of research that merges science with market dynamics and, recognizing the country's unique flora and fauna, their institutions delve into sustainable viticulture, ensuring that wine production harmonizes with the environment.

In connection to the above, Table 3 shows the most collaborative research countries at the international level in the field under study. Notably, some of the major wine producing countries, such as Spain, Italy, France, U.S.A., Chile, China, and Australia, are the most active in collaborative research related to value creation in the wine industry.

Table 3 International collaboration agreements established in the field of value creation in the wine industry
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It is worth noting that, despite being a major wine producer, South Africa does not feature as a prominent player in terms of initiating or receiving cooperation agreements for value creation in the wine industry. Thus, there is a potential for beneficial effects on the value of South African wines by establishing cooperation agreements in this domain.

Unveiling research trends

By studying the most frequent keywords, as well as the co-occurrence analysis, it is possible to reveal the main subtopics analyzed in the context of a field of research, and their level of importance in the established context. Hereunder, the most common keywords are discussed. Some of them represent the topic analyzed, as wine (1268 occurrences), Vitis vinifera (565), grapevine (492), grape (275), viticulture (182) or vineyard (177), while other make reference to the organic compounds of grapes and wine and its characteristics, as polyphenols (380), anthocyanins (329), phenolic compounds (316), Saccharomyces cerevisiae (265), resveratrol (233), and volatile compounds (276), some of which may have different health benefits in dealing with diseases such as vitiligo (281). Each of these compounds contributes to the taste, aroma, color, and health benefits of wine.

Phenolic compounds are found in wine and are responsible for the bitterness, astringency, and color of wine. They are more prevalent in red wines and are known for their antioxidant properties and have been linked to the health benefits of wine consumption. Polyphenols are a subclass of phenolic compounds that are particularly important in wine, as they contribute to the color, and flavor, and protect it against oxidative damage, which contributes to preserving its quality and flavor over time, being tannins, anthocyanins, flavonoids, and resveratrol the most common ones [7, 40, 41, 52].

In this regard, resveratrol is well known for its health benefits, such as antioxidant effect, inflammation reduction, or heart health improvement, while tannins are responsible for the dry and bitter taste of wine, flavonoids contribute to the fruity and floral aromas, phenolic acids are the cause of the acidity, and anthocyanins are a subclass of flavonoids that are responsible for the red, purple, and blue colors of wine, which are found in the skins of red grapes, being responsible for the color changes that occur during wine aging [9, 11, 12, 19, 34].

Volatile compounds are a class of compounds that are responsible for the aroma of wine, which are found in both red and white wines and are responsible for the fruity, floral, and spicy aromas of wine [54, 56]. Some common volatile compounds found in wine include alcohols that contribute to the fruity and floral aromas, esters, which contribute to the fruity and spicy aromas, and terpenes, responsible for the floral and herbal aromas of wine [54, 62]. Regarding to the above, health benefits of moderate consumption of wine are well known, being the antioxidant effect one of its main benefits, which is reflected by the keyword antioxidant activity [58].

Regarding the keyword Saccharomyces cerevisiae, this yeast fungus plays a crucial role in the winemaking process by converting sugars into alcohol and producing various flavor and aroma compounds that contribute to the final product [64]. The specific strain of Saccharomyces cerevisiae used in winemaking can have a significant impact on the final product, as different strains of yeast can produce different flavors and aromas in the wine, and winemakers often carefully select the strain they use based on the desired flavor profile of the wine [13, 64].

In connection with the keyword vitiligo, the relationship between wine and vitiligo has been explored over time, trying to find out the potential benefits of red wine for individuals with this condition [20]. As commented above, wine contains various compounds, including resveratrol and other polyphenols, that have antioxidant and anti-inflammatory properties and then, may help to regulate the immune system and reduce inflammation in the body, potentially slowing or halting the progression of vitiligo [20, 28].

In addition, a compound called hydroxytyrosol has been shown to stimulate the production of melanin, the pigment that gives skin its color, which may help to pigment the skin in individuals with vitiligo, reducing the appearance of white patches [8, 27]. It is worth mentioning that excessive alcohol consumption can have negative health effects and may exacerbate certain skin conditions, so moderation seems to be the key. Despite the analysis of occurrence of keywords can provide some insight into the primary themes examined by the papers comprising the scrutinized database, it is necessary to conduct an in-depth analysis of these keywords to ascertain their interconnectivity. Thus, to shed light on the primary themes studied through the most frequently utilized keywords, a co-occurrence analysis was conducted, which is displayed in Fig. 2.

Fig. 2
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Co-occurrence network of keywords

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The clusters have been constructed with the consideration of the degree of betweenness centrality, which in the context of co-occurrence analysis refers to the keywords that occupy a central position in the flow of information between other keywords in the network, which are indicative of relevant topics within the network. Identifying these keywords with high betweenness centrality provides insight into the structure and organization of the research landscape within a particular field or discipline and helps to identify relevant areas of research that warrant further research.

Co-occurrence analysis is a bibliometric method for identifying patterns and relationships between keywords present in a set of documents and consists of grouping keywords that appear frequently in the same document, based on the assumption that these keywords reflect the content of the document and provide information on the topics covered. Through keyword co-occurrence analysis, it is possible to reveal the main areas on which researchers have focused on a specific field of study, and usually entails constructing a matrix of all possible pairs of keywords and calculating the frequency of their co-occurrence, so that visualizing the resulting matrices allow researchers to identify patterns and relationships between keywords.

Betweenness centrality is a measure of the importance of a node in a network, indicating how frequently a node acts as a bridge along the shortest path between two other nodes. These nodes can represent authors, papers, or keywords—e.g., keywords with high betweenness centrality are considered to be central to the flow of information between other keywords in the network and may represent key concepts or topics that are relevant to multiple areas of research. Closeness is another network analysis measure that assesses the proximity of a node to other nodes in the network, being based on the average shortest distance between a node and all other nodes in the network.

Nodes with high closeness may be regarded as influential or central, as they are located in close proximity to other nodes in the network. Regarding the third one, PageRank, assigns a score to each node in the network based on its connections to other nodes. Nodes that are connected to many other nodes with high PageRank scores are considered to be more important than those with fewer connections or connections to nodes with lower PageRank scores. Then, this indicator can be used to identify influential papers or authors within a field. In accordance with the above, the keywords have been categorized into five distinct clusters.

Those ones that are more closely associated with a value creation approach have been placed in the first cluster (red). This cluster mainly focus on a variety of ways to improve the value created, as enhancing the quality or sustainability of the process, highlighting the winemaking tradition of the producing regions or the differences between the different grape varieties and the resulting wines, in addition to other factors which, in combination, can derive in the production of quality wines, such as soil, climate, grape variety and human (terroir). The second category (blue) contains keywords linked to supply and demand factors, as wine industry, wine tourism and consumer behavior, while the third group (green) consists of terms associated with the substances in wine that are potentially beneficial to health, as well as the main benefits linked to its consumption. Finally, the fourth cluster presents keywords associated to the process of elaboration of wine, such as fermentation, yeast, alcohol, or ethanol, and its enhancement, through chemistry research, as gc–ms, or chemometrics, or other kind of analysis, as sensory analysis (purple). Cluster five (orange) is comprised by the central keyword wines.

Co-citation analysis is a bibliometric technique employed to identify the occurrence of two papers being cited together in a third publication within a specific database [47, 52]. This metric serves as a valuable tool for evaluating the scholarly output within a particular discipline, as well as for monitoring the development of trends in academic thought [8]. The findings of the co-citation analysis are presented in Fig. 3.

Fig. 3
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Co-citation network of peer reviewed articles

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Furthermore, the abstracts of the 19,866 peer reviewed articles have been reviewed, finding interesting information about research trends that have emerged over the last years. As seen above, value creation in the wine industry is a multifaceted process that encompasses various aspects, from the cultivation of grapes to the final product's marketing. In this regard, were found different research trends, from investigations focused in understanding the sensory attributes of wines and the impact of soil properties on grapevine vigor, to those exploring consumer preferences and the environmental sustainability of winery practices, which are summarized below.

Sensory attributes and phenolic compounds: One of the significant areas of study has been the sensory attributes of red wine, particularly astringency, an attribute that is primarily assigned to the presence of phenolic compounds. Research has delved into the relationship between tannin, anthocyanin, and other polymeric pigment concentrations in wines, which concentration has been found to be related to the perceived astringency. Understanding the sensory attributes, especially astringency, and their relationship with phenolic compounds allows winemakers to produce wines with desired taste profiles. Therefore, by optimizing the balance of these compounds, wineries can enhance the quality and appeal of their wines, leading to higher consumer satisfaction and potentially higher sales.

Disease resistance in grape varieties: Another trend is the study of resistance to various diseases in grapevines. In this regard, research has been mainly aimed to identify grape varieties that can withstand diseases, ensuring better yield and quality, since developing and promoting disease-resistant grape varieties can lead to reduced losses from diseases, ensuring consistent yields, which not only can reduce the cost of production (due to fewer interventions needed) but also ensure a steady supply of quality grapes, leading to consistent wine quality.

Invasive species and wine quality: The impact of invasive species, such as the Brown Marmorated Stink Bug, on European wine production has been a topic of interest. Such species can affect the aroma and taste of grape musts and wines, and understanding their impact is crucial for maintaining wine quality and develop mitigation strategies, since protecting wines from the negative effects of such species ensures consistent quality, preserving the reputation of wine-producing regions and brands.

Soil and grapevine vigor: The relationship between soil properties and grapevine vigor has been extensively studied, having used different techniques, like the Normalized Vegetation Index, to assess the relationship between soil properties and grapevine vigor, which allows for optimized vineyard management. This helps to ensure that the vines are planted in the most suitable soils so that wineries can produce higher quality grapes, resulting in superior wines and, consequently, a higher market value.

Hypersensitivity symptoms from alcoholic drinks: Another research trend identified is about hypersensitivity symptoms following alcoholic drink consumption, and aims to understand the prevalence of these symptoms in the general population and their relationship with conditions like allergic rhinitis and asthma. In this regard, understanding the health implications of wine consumption allows the industry to address potential concerns, ensuring wines are produced in a manner that minimizes these symptoms, so that wineries can maintain consumer trust and avoid potential market restrictions.

Winery wastewaters and phenolic compounds: The treatment and management of winery wastewaters, characterized by their high organic load and phenolic compounds, have also been widely studied. Advanced oxidation processes must be assessed to analyze their efficiency in degrading these compounds, since efficiently treating winery wastewaters not only reduces environmental impact but can also lead to the recovery of valuable compounds, like phenolics, which can be reused. This sustainable approach can enhance a winery's reputation, appeal to environmentally conscious consumers, and reduce waste-related costs.

Consumer preferences and alcohol content: With changing consumer preferences, the academic interest in understanding the social acceptability of low-alcohol wines has increased in recent last years. In this vein, research shown that reducing the alcohol content does not devalue the product in consumers' eyes, but the sensory quality remains paramount. Therefore, catering to evolving consumer preferences, such as the demand for low-alcohol wines, allows wineries to tap into new market segments, leading to increased sales and market share.

Grape biodiversity: The last of the main research trends is about the conservation and characterization of grape biodiversity. Researchers in this area made great efforts to identify, conserve, and promote grape biodiversity, especially vanishing genetic resources, ensuring the preservation of unique grape varieties, which can be used to produce distinct wines, offering differentiation in a competitive market. Such unique wines can command premium prices and appeal to niche consumer segments.

Each of the research trends identified directly or indirectly contributes to enhancing the quality, appeal, sustainability, and marketability of wines, having the potential to create value for consumers, stakeholders, and the environment, ensuring long-term growth and profitability.

Conclusions

The wine industry has undergone significant changes over the past few decades. Due to the high degree of dynamism and complexity resulting from the globalization process of the world economy, wine companies have had to increase their efforts to face the challenges of foreign competition for their survival, as well as the opportunities presented by global markets. In this respect, there has been a growing emphasis on the importance of value creation, since consumers are becoming increasingly interested in quality wines, and wineries have had to adapt to meet these demands. Creating value for customers by providing products or services that meet their needs and exceed their expectations can be carried out in several ways, such as develop new products and services that appeal to a broader audience, improve the quality of the existing ones, enhance the customer experience through better service and engagement, and optimize the supply chain to reduce costs and increase efficiency, as well as attending the increasing demands on the sustainability of business activities and natural and ecological products.

Nowadays businesses are facing an increasing competitive and dynamic environment, so that they must constantly strive to create and deliver value to their customers. In this context, value creation can be understood as the process of providing value to customers by creating and delivering products, services and experiences that meet their needs and expectations, which is an ongoing process that requires firms to make sustained efforts in research and development, as well as in the training of their employees. By doing so, firms can build customer loyalty, differentiate themselves from their competitors, foster innovation, and ultimately, achieve sustainable competitive advantage. Wine industry is a highly competitive industry, and wineries must adopt innovative managerial practices to succeed, being especially important for firms to adapt to changing consumer preferences and trends.

In connection with the above, there is a need for strategic planning, so that wine businesses must develop a long-term strategy that focuses on creating value for customers while generating profits for the business. Furthermore, to differentiate themselves from their competitors, or entering new markets, they can create value by making constant efforts in innovation, which may involve the creation of new products or services or their redesign, considering new information and communication technologies the development of more efficient and effective marketing strategies, and the increase of the degree of automation and digitalization of production processes, among others. By offering unique and valuable products or services, wine businesses can stand out from the crowd and attract new customers, being also helpful to mitigate the impact of price competition, as customers may be willing to pay a premium for a product or service that offers greater value. In this vein, it is worth noting that driving value creation in the wine industry requires a focus on customer satisfaction, so that wineries must under-stand the needs and preferences of their customers to create products and services that meet their expectations. This may involve conducting market research or improving customer service, and can help wine businesses to identify new opportunities, develop innovative products or services that meet emerging customer needs, and remain competitive in the long run.

As consumer tastes and preferences evolve, companies that can anticipate and respond to these changes are more likely to succeed. By creating unique and differentiated products and services, companies can stand out from their competitors and capture a larger market share. For example, in recent years, the demand for low-alcohol and low-calorie wines has grown, so wine businesses that are able to develop and commercialize these types of products are more likely to attract new customers who want to lead a healthy lifestyle without giving up the pleasures of life. Moreover, in this regard, some wineries have developed organic or biodynamic wines to attract customers seeking healthy and sustainably produced wines. Addressing customers' changing demands directs the efforts of wine companies towards value creation, which can increase not only the attraction of new customers, but also their loyalty. By focusing on creating value for their customers, they are more likely to build strong relationships with them and create a sense of brand loyalty, which can lead to repeat business and positive word-of-mouth marketing, helping companies grow their customer base and increase their revenue over time.

Furthermore, value creation can have a positive impact on the overall sustainability of the wine industry. As consumers become more environmentally conscious, they are increasingly seeking out products that are produced by sustainable practices. This has led to a growing connection between value creation by firms and the increasing demand for sustainability in the wine industry. In this respect, sustainability may represent a business opportunity for wine businesses. Some ways to attend this demand are using organic farming practices through which produce wines that are healthier and free of harmful chemicals, install renewable energy sources, such as solar or wind power, reducing its carbon footprint and contributing to a more sustainable future, and develop eco-friendly packaging materials or reducing the use of plastics in the production process. This can also allow firms to reduce their operating costs by adopting more efficient and sustainable production methods, in addition to attract and retain top talent by creating a more environmentally conscious and socially responsible workplace.

From an aggregate perspective, the wine industry constitutes a substantial contributor to numerous economies globally. As wineries expand and flourish, they stimulate economic growth and development in their respective regions. Additionally, fostering value creation within the wine industry can have far-reaching consequences for international trade by promoting the development of innovative and high-quality products, which, in turn, can augment wineries' sales volume to foreign countries, which may result in heightened trade activity and economic growth, as well as facilitate cultural exchange among nations. Furthermore, encouraging value creation within the wine industry can be associated with the acceptance of environmental responsibilities, so that governments can offer incentives to wineries to adopt sustainable practices, resulting in a reduction of greenhouse gas emissions and other detrimental environmental impacts, then promoting sustainability, ecological conservation, and corporate social responsibility.

This research can be of great help to researchers in the field of value creation in the wine industry, as it provides valuable information on the main authors, affiliations, countries, research conducted, subtopics analyzed and research trends. However, although bibliometric techniques are highly useful and objective tools for carrying out systematic reviews of the literature, they have certain limitations, e.g., since the number of citations an article receives may be influenced by several factors, such as the prominence of the topic, the reputation of the author, the institution, or the journal, a low-quality article may receive more citations than a high-quality article in a less visible field or journal. Furthermore, the peer-reviewed articles that make up the database analyzed were selected by establishing a specific set of keywords which may introduce a certain bias in the selection of papers.