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              <p>Depuis une quinzaine d’années le monde vitivinicole, particulièrement en France, retentit des débats, et parfois des éclats, concernant les voies et moyens d’installer la perception de la valeur du vin pour les consommateurs, qu’ils soient novices ou connaisseurs. Deux écoles s’affrontent, souvent simplifiant leur argumentation pour mieux se faire entendre, celle des terroirs et celle des marques, celle qui privilégie une forme collective d’information et celle qui recherche l’efficacité du « branding », au sens traditionnel du marketing (E. Montaigne 2006)1.</p>
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