European grape growers’ acceptance of new genomic techniques between innovation and tradition: the case of pinot noir producers from burgundy, champagne and Jura

Abstract

Purpose New genomic techniques (NGTs) are increasingly regarded as promising tools to enhance agricultural sustainability and climate resilience. The present study aims to examine how European grape growers perceive and assess emerging NGTs, with a particular focus on producers of Pinot Noir from Burgundy, Champagne and Jura, for whom biotechnological innovation is particularly contentious due to the cultural, commercial and appellation-related centrality of varietal typicity. Design/methodology/approach This study adopts qualitative and quantitative approaches in a two-study research design. Study 1 presents findings from a qualitative exploration of 18 grape growers across six major European wine-producing countries, examining their knowledge, perceptions and attitudes toward NGTs through content and sentiment analysis. Study 2 is a case study based on a structured survey of French Pinot Noir producers. It combines descriptive analysis of Likert-scale responses with an ordered probit model to examine the determinants of adoption intentions. The analysis focuses on cultural-symbolic concerns, moral attitudes, trust and perceptions of EU policy support in shaping resistance to NGTs in viticulture. Findings Results from the European-wide study show that grape growers recognize the potential environmental and agronomic benefits of NGTs, particularly in relation to climate adaptation and reduced chemical inputs. However, their acceptance remains cautious and conditional due to regulatory uncertainty, concerns about consumer acceptance and limited knowledge of these technologies. The Pinot Noir case study reveals a predominance of neutral and negative attitudes toward NGTs, with producers showing limited willingness to adopt these technologies and low support for EU-led promotion measures. Concerns related to terroir integrity, tradition, reputational risk and market acceptance emerge as key barriers to adoption. Originality/value This research addresses the lack of empirical evidence on how European grape growers, particularly those operating in high-identity segments such as Pinot Noir, interpret and evaluate NGTs under conditions of regulatory uncertainty.

The authors' abstract, as published at the source. International Journal of Wine Business Research, 2026 · DOI ↗