The Business History of Bordeaux Wine and Luxury. New Trends to Sharpen Competitiveness from the 1970s
Résumé
The differenciation in wine consumption along schemes of taste, culture, relational habits, and social ways of life has ever opened doors to a structuration of the Bordeaux cluster or local productive system adapted to a large scale of prices and qualities. Grands crus et high end brand names of châteaux had crossed contemporary history. But such a differenciation intensified its effects from the turn of the 21th century because of europeanized and globalized market organisations and the part played by wineyards families or commercial firms (from the wine historical négoce). The couple wine and history became therefore a key leverage of the growth, the durability but also of the renewal of the Bordeaux wine cluster.
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