Wine Law

272 WINE LAW of the most critical points in all wine supply chain. So, producing new technologies to improve the devices responsible for maintaining its characteristics must also be an imperative necessity in the wine industry. The final major aspect related to innovation we are going to address is the necessity to create new devices to make the wine purchase easier and more available, having as a goal to keep the established consumers, while, at the same time, attracting a new generation of wine consumers. As consumers, the millennials have peculiar habits not seen of older generations, being especially influenced by the Internet, social media and platforms. To understand the specific behaviour of this generation and to adapt the wine experiences so as to bring these conducts closer with them must be an emerging trend in the current times 19 . IV.3. Cultural diversity Another important issue related to wine is linked to cultural diversity. Wine is a beverage that is influenced by cultural aspects. In some cultures, wine is considered an “impure” ( haram ) product in any condition, such as in the muslin population 20 . However, in other cultures, it is possible to make it proper to consumption ( kosher ) if some extra steps are performed in the production line 21 . To produce wine respecting the requirements to be a kosher wine has several benefits. First of all, the producer gets an added value in demonstrating concern to attend the unique demands of a specific consumer group, especially if these demands have cultural purposes. The second benefit is that this action is capable of building the loyalty of this consumer group, ensuring a topic market demand and market share. The relevant aspect of this issue is that the production of this specific wine is not mandatory. Nevertheless, if a wine producer decides to meet this consumer’s demand, it is very important that all steps related to cultural requirements must be respected. The lack of respect for this procedure will make 19 CASTELLINI, Alessandra; & SAMOGGIA, Antonella. Millennial consumers’ wine consumption and purchasing habits and attitude towards wine innovation. Wine Economics and Policy , vol. 7, no. 2, pp. 128- 139, 2018 (esp. pp. 131-136). 20 FISCHER, Johan. The Halal Frontier: Muslim Consumers in a Globalized Market . New York: Palgrave Macmillan, 2011. p. 7. 21 REGENSTEIN, Joe M. Kosher and Halal: How They Affect Muslim and Jewish Dietary Practices. In MEISELMAN, Herbert L. (org.). Handbook of eating and drinking: interdisciplinary perspectives . Cham: Springer, 2020 (esp. pp. 600-601).