Opportunities and constraints of viticulture businesss transmission in Occitanie: Crossing the perspectives of sellers and buyers[Opportunités et contraintes de la transmission en viticulture en Occitanie : croisement des perspectives des cédants et des repreneurs]

In this research, we analyzed viticulture business transfer by crossing the perspectives of the main actors in wine transmission: buyers, sellers and other stakeholders involved (institutional and experts). We support that an integrated view of this process must focus on buyer-seller couples both in terms of analysis and understanding of motivations and constraints, but also in terms of project monitoring and support. Through a series of 27 semi-structured interviews (buyers, sellers, institutions and experts) and a survey of 44 buyers and sellers, we were able to collect data confirming the complexity of the transmission process and the need to understand it in a comprehensive and dynamic way. The results obtained were discussed in the light of around fifty previous research studies on agricultural transmission in France and internationally. We suggest better consideration of the regional and sectoral specificities of viticulture in Occitanie (consumer crisis, characteristics of the products (brands and stocks) and of the wine-growing land), better integration of the factors of initial reluctance of the sellers and the determinants of the "search for meaning" and professional recognition of the buyers and specific support for the projects through simultaneous monitoring of the buyer-seller duos.