Proclamer ou taire la résistance des variétés de vigne dites “résistantes” aux maladies : une étude exploratoire sur le contenu informationnel des étiquettes de vins

This study focuses on wines made from so-called "resistant" varieties (FRGV), which, by limiting the number of fungicide treatments, help to cope with the challenges of sustainability in the wine industry. Despite their agronomical and environmental potential, their adoption by producers and acceptance by consumers remain limited. Our marketing exploratory study of 108 FRGV commercial French references, provides an overview of the French offer, the marketers and analyzes the way in which information linked to "resistance" is communicated on labels. We show that this niche and diversified offer reveals a territorial and typological segmentation of marketers, with considerable communicational heterogeneity. These results highlight the potential for adapting FRGVs to market expectations and environmental imperatives, and the regulatory constraints that hamper their visibility and commercial development. They also highlight the lack of harmonization in the terms and narratives used to present the resistance. On a theoretical level, our study identifies for the first time informational codes specific to FRGV packaging, complementing work on categorical visual codes. From a managerial point of view, the back label appears to be a strategic lever for promoting the environmental benefits of these wines, provided that a clear, educational approach is adopted, which is conducive to their commercial development.