Toward New Ways of Communicating Wine Values: from Autoregulation to Public Relations and Social Responsibility

Abstract

This paper presents a diagnosis of communicative vulnerabilities of the wine sector and a multidisciplinary vision of communication problem in this sector. Advertising, events, R&D, health, tourism, gastronomy, sustainable development, cultural anthropology, neuroscience, socialization of wine consumption, are variables to be considered from a systemic perspective oriented to solve the actual communicative asymmetry which seems to characterize the wine sector in general. This work proposes recommendations about Public Relations and communicative ecosystem based on the results of an exploratory and descriptive research focused on literature review, Communication campaigns review, questionnaires and interviews addressed to key informants located geographically in Valentian community- Spain, Chile, and Argentina.