The Creative Turn of the Wine Industry

This article describes how there is a large amount of research on strategic management literature on wine industry; however, there is insufficient published literature that underlines the importance of wine as a creative product. In the aesthetic economy, specific industries such as food, there is an active contribution to economic growth. In this context, artistic creation plays a fundamental role and creativity and savoir-faire to become symbols of a new way to produce. In this context, wine can be considered an aesthetic product. It is a symbol of quality, civilization and authenticity. Wine is defined as “the liquid art” also, because its production process is a combination of emotions and creativity, but also branding and design. This article aims to understand if wine can really be considered a creative product and if the wine industry can be considered a creative industry with the goal of developing a creative wine business. Finally, this article presents a synthesis of a qualitative analysis based on secondary data, with contributions coming from literature and empirical cases.