WINE, SUSTAINABILITY AND THE TERRITORIAL GENETIC IDENTITY,

Today more than ever, wine sector has revisited its development strategies in terms of sustainability looking at market, society and territories simultaneously and in an integrated way. In this perspective, there are a lot of strategies that the wine sector can develop to achieve sustainability, but the strategy able to realize a real fine tuning of sustainability is surely the identity protection. It plays a central role increasing the sense of belonging of individuals to the model of socio-economic and environmental wellbeing in which they are a fundamental part. After outlining a synoptic scheme of the relationships existing between wine system and territorial identity, this paper offers a case study of a territorial system with wine vocation designed to highlight the interrelationships between the protection of territorial genetic identity and the strategies of environmental sustainability implemented by companies.