Wine Economics and Policy 11(1): 127-140, 2022 Firenze University Press www.fupress.com/wep ISSN 2212-9774 (online) | ISSN 2213-3968 (print) | DOI: 10.36253/wep-10897 Wine Economics and Policy Citation: Luis Felipe García-Rodea, Humberto Thomé-Ortiz, Angélica Espinoza-Ortega, Pedro de Alcântara Bittencourt-César (2022) Viniculture and Tourism in the New World of Wine: a literature review from the American continent. Wine Economics and Policy 11(1): 127-140. doi: 10.36253/wep-10897 Copyright: © 2022 Luis Felipe García- Rodea, Humberto Thomé-Ortiz, Angéli- ca Espinoza-Ortega, Pedro de Alcân- tara Bittencourt-César. This is an open access, peer-reviewed article published by Firenze University Press (http:// www.fupress.com/wep) and distributed under the terms of the Creative Com- mons Attribution License, which per- mits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Data Availability Statement: All rel- evant data are within the paper and its Supporting Information fi les. Competing Interests: The Author(s) declare(s) no confl ict of interest. Viniculture and Tourism in the New World of Wine: a literature review from the American continent Luis Felipe García-Rodea1, Humberto Thomé-Ortiz1,*, Angélica Espi- noza-Ortega1, Pedro de Alcântara Bittencourt-César2 ¹ Universidad Autónoma del Estado de México, Toluca, Mexico. E-mail: felipe_grodea@ hotmail.com; humbertothome@hotmail.com; angelica.cihuatl@gmail.com 2 Universidade de Caxias do Sul: Caxias do Sul, RIO Grande do Sul, Brasil. E-mail: pab- cesar@ucs.br *Corresponding author. Abstract. In the so-called New World of Wine, the wine industry, particularly in the American continent, has increased its presence in various socioeconomic areas through strategies adapted to market conditions. Th is literature review aims to identify research on viticulture and wine tourism in the New World of Wine and categorize them to indicate new lines of research and knowledge gaps. Given that the consump- tion and production of wine in the American continent were generated in European migrations and through the cultural mobility of food consumer goods, wine produc- tion systems have been consolidated in some emerging territories. However, the scien- tifi c production in this regard shows essential areas of opportunity. Keywords: emerging territories, food and wine tourism, vitiviniculture. 1. INTRODUCTION Wine production areas have opted for tourist activity to increase their development opportunities so that wine and gastronomy have played an essential role since the late 1980s [1,2]. Th is aspect is an opportunity for job creation, income generation in rural areas, as an engine for tourism devel- opment in inland destinations and promoting domestic wine consumption [3,4], coupled with the preservation of the territory’s agri-food heritage [5] and the consolidation of networks for collective action [6]. Wine tourism is defi ned as the use of wineries as tourist attractions focused on wine [7], integrating tourism products, services, and events [8], and associated with a territory through its identity elements and know-how [9]. Its importance refl ects a complex relationship between wineries, wine- growing regions, and consumers [10,11] to experience local culture [12]. Due to the increase in wine tourists [13], they strive to have competi- tive advantages against diff erent market niches, creating brand loyalty and 128 Luis Felipe García-Rodea et al. improving consumer awareness. Numerous wineries depend on visitors [14], and this synergy can generate positive impacts throughout the region [15], promoting visits to museums and wineries, as well as tastings [16]. Wine production is frequently associated with the “Old World of Wine,” referring to European regions, mainly France, Italy, Spain, Portugal, and Germany. These countries have a historical depth in wine produc- tion [17,18,19], integrating for centuries territorial meth- ods and resources for the improvement of viticulture, distinguishing itself by its commercial protectionism and conservatism [20]. Given the socioeconomic mobility towards the American continent, from the 16th century on, the so-called “New World of Wine” was emerging, which includes countries that were initially European colonies [21], particularly in Latin America, Australia, South Africa, New Zealand and the United States [18,22,23]. The wine producers of the New World of Wine are expanding towards the consolidated markets of wine consumption, through comparative advantages based on experimentation, development, and innovation, with a significant increase in the cultivation areas and the number of wineries [20]. Likewise, a frank development of the scientific liter- ature on viticulture and wine tourism can be observed. However, it is scattered and does not provide a compre- hensive analysis of tourism production and consumption of wine in emerging territories, which is why the devel- opment of this literature review is considered necessary. 2. METHODOLOGICAL APPROACH This literature review was exploratory, focused on the American continent’s New World of Wine countries: Argentina, Brazil, Chile, the United States, and Mexico (Figure 1). The purpose was to identify the research are- as that wine studies have focused on; the process includ- ed searching and analyzing scientific articles published from 2010 to 2020 in the chosen countries. A systematic analysis was done on the Google Schol- ar, Scielo, Web of Science, and Scopus databases. The search was guided by the keywords: wine tourism, New World of Wine, wine and tourism, viticulture, vinicul- ture. Considering that the American countries have an essential linguistic variation, studies in English, Spanish and Portuguese were considered. Two eligibility crite- ria were applied to identify the articles with the highest scientific quality (Figure 2). The first criterion excluded gray literature (thesis, conference presentations, con- ference communications, and research notes). The sec- ond criterion excluded those publications whose results were limited in terms of constituting merely descriptive papers. It was intended that all the selected references allow us to discuss the scientific advance on the New World of Wine from a global perspective. Based on selecting titles, abstracts, and keywords, 72 scientific documents were reviewed, including docu- ments written in English, Spanish and Portuguese, sci- entifically recognized internationally. From the selected corpus of literature, a content analysis was carried out through the definition of thematic axes. Following the above, they were classified under the following catego- ries: i) Public policies; ii) Wine tourism; iii) Marketing; iv) Heritage and culture; v) Sustainability and; vi) Con- sumption and consumers. A subsequent analysis was made in the five countries with oenological activities based on the categories mentioned above. 3. RESULTS AND DISCUSSIONS The development of viticulture in emerging territo- ries has led to greater integration of supply and demand in the consolidation of the enogastronomic experi- ence [16,24,5]. The historical depth of the wine-growing countries of the New World of Wine is a fundamental aspect of territorial anchoring and construction of cul- tural identity. This aspect has played an essential role in consolidating the supply and demand of wines from emerging regions on national and international scales. From this, it is relevant to identify the evolution of the wine industries in each chosen country. 3.1 The emergence of viticulture in the American continent The evolution in the historical and productive tra- jectories in emerging wine-producing countries has been crucial in developing an offer throughout the wine pro- duction chain. This fact has been framed in each chosen country based on the socioeconomic transformations over time, evidencing a consolidation in the wine industry. 3.1.1 Mexico Mexican viticulture has its origins in colonial times, in the New Hispanic communities, when religious orders introduced and planted various varieties of vines in the country [25,26], positioning itself as the oldest producing country in America, whose cultivation dates back to 1528 [27]. Viticulture in Mexico had repercus- sions due to the prohibition of wine production in the 129Viniculture and Tourism in the New World of Wine: a literature review from the American continent Colony Era [26], which influenced the late development of the industry. By the 1980s, Mexico moved towards a neoliberal economic model that opened imports [26]. As an alternative for diversifying income, wine regions began to explore the possibility of incorporating wine tourism as of the 1990s, according to Novo et al. [28]. The wine-producing states and promoters of wine tourism in the country are Sonora, Zacatecas, and Aguascalientes. However, there are three that gener- ate the highest production in the country: Baja Cali- fornia (Valle de Guadalupe, Valle Ojos Negros, Valle Santo Tomás and Valle San Vicente), Coahuila (Valle de Parras), and Querétaro (Tequisquiapan, Bernal, and Cadereyta), which already they have established tourist routes with a social and economic value at the national level [29,30,31]. Figure 1. Geographical band of wine and countries of the New World of Wine in the American Continent. Source: Prepared by the authors. 130 Luis Felipe García-Rodea et al. 3.1.2 United States There are indications of the production of native grapes, such as Isabella (a hybrid of Vitis labrusca and Vitis vinifera), that were not initially used in the pro- duction of wines [32]. Formally, the production of wine in the United States is associated with the processes of Catholic evangelization by the Franciscan friar García de Zúñiga who began to prepare sacramental wines [33]. The first wine reported in the country dates from 1769 [34]. New York was the first wine-producing state, start- ing this industry in 1677, later California in 1960, fol- lowed by Oregon and Washington in 1970 [35]. Wine production in this country is distributed in 50 states [36,37]. The most iconic regions are the Napa Val- ley and Sonoma, in California [38] due to the production of quality wines and being one of the central wine-pro- ducing regions in the world [34]. California has estab- lished itself as the second most attractive destination for food and wine in the United States [39]. This wine-grow- ing region has a leading role in the market, depending on the number of wineries and wine production [36]. 3.1.3 Argentina Viticulture began in the 16th century with the arriv- al of the first grapes from Spain and the Jesuits who pro- duced wine for religious purposes, finding the Andes region ideal [40] late 19th and early 20th centuries. Argentine viticulture developed in a limited number of large estates, whose owners controlled the production and sale of wine, selling almost everything to regional and national markets [41,42]. In the 1990s, the impact of globalization on the Argentine wine industry began with reforms that transformed the production system to sup- ply the national and international market [43,44]. 3.1.4 Chile The history of the origin of wine in Chile dates back to the 16th century [45]. Furthermore, it has under- gone significant technological transformations since the 1980s, with a strengthening of exports in 1990, since it was only exported 7% of production [46,47]. This aspect benefited the wine market since the country had experi- enced a drop in domestic consumption due to economic and social situations [45]. It is currently one of the largest wine producers in Latin America [48] with 13 wine regions, the most char- acteristic being Colchagua, Casablanca, and Maule [49]; the last two with production mainly of Chilean Premi- um wines [47]. The wine tourism activity has been pro- moted since 1996 as an economical alternative, position- ing it as the eighth wine-producing country in the world and the first among the countries of the New World of Wine [50]. 3.1.5 Brazil Wine production in Brazil is linked to European immigration [51], mainly from Italians who arrived in 1875 and established vineyards to produce table wine [52]. This situation makes wine a substantial social bur- den and culturally linked to history; therefore, Brazil is currently occupying the sixth position among the New World of Wine [53]. There are regions certified in wine production, such as: Pinto Bandeira, Monte Belo do Sul, Flores da Cun- ha, Urussanga and Vale dos Vinhedos (Serra Gaúcha) [54,55,56], the latter standing out for having 80% of the national wine production [57,58,59]. The Brazilian wine industry has a competitive advantage because many of its products have Geo- graphical Indication (GI) [54]. Although Monticelli et al. [60] mention that it is an emerging country in the ini- tial internationalization phase, the wine production is exported to Chile, Argentina, Portugal, and Italy [55]. 3.2 Scientific production of wine in the American continent Parallel to its historical evolution, the New World of Wine has gained scientific publications [61]. In this regard, Gómez et al. [23] indicate that the number of articles on these topics has increased since the mid- 1990s in areas such as agriculture, geography, econom- ics, and sociology. According to Bonn et al. [62], the global growth of wine production and consumption has consequences. Even though publications on wine are Figure 2: Research process and exclusion criteria. Source: Prepared by the authors. 131Viniculture and Tourism in the New World of Wine: a literature review from the American continent incipient in some emerging countries [28], scientific pro- duction has been consolidated in international indexed journals in recent years (Figure 3). The scientific production analyzed (2010 to 2020) shows great differences concerning the generation of knowledge about wine among the American countries of the New World of Wine. The United States stands out (n = 26), followed by Brazil (n = 16); later Mexico (n = 13); Chile (n = 11) and finally Argentina (n = 6). These data are displayed because most of the publications from Lat- in American countries are in Spanish and Portuguese. Another fact that affects these figures is that mono- graphic and descriptive works were not considered in countries with low scientific productivity, which lacked a strong analytical component and scientific rigor. From this analysis, it is evident that the New World of Wine represents, at a global level, a sui generis object of study, which occupies a specific place within viticul- ture research. Therefore, the systematic analysis of the information allowed us to identify the diversity of topics in the emerging viticulture processes and their theoreti- cal approaches (Table 1). The above summary of publications shows that wine- producing countries have adapted to the supply and demand of the environment, whether national or inter- national. They have developed dynamics of appropriation of the territory from alternative forms of production and marketing of wine. In this sense, it is observed that the wine-growing regions have opted for the consolidation of new markets. This situation results in the appropriation of viticulture in these territories that cause a socioeco- nomic transformation in the global sphere. In this sense, the New World of Wine has under- gone exogenous and endogenous transformations reflect- ed in scientific production. The topics that have had the highest incidence are highlighted (Figure 4). Of the studies included in the literature review, most are qualitative (n = 44), followed by those with a quan- titative approach (n = 23) and a minority with a mixed analysis (n = 5). Regarding the heritage and culture category, the studies are still incipient. European migrations in the American continent marked a reference in wine pro- duction and its territorial appropriation, although it has not been addressed in depth. In Chile and Brazil, these investigations have contributed to the knowledge of the wine regions’ socioeconomic history and the devel- opment of the wine industry [9,87]. In the USA, it is emphasized that cultural service activities are related to wine production and benefit the development of winer- ies [88]. In an exploratory way, these studies can contrib- ute to the progress of the viticultural regions of the New World of Wine to identify their territorial anchorage and the tradition around wine. On the other hand, the sustainability category pro- vides guidelines for the strengthening of viticulture. This fact is based on considering climate change at a global level [90]. Some authors [36] refer that a differentiation must be generated in the sustainable practices of the wineries. Identifying the adaptability of the viticultural practice from the study of pests, diseases, and stress of the vines [93]. The use of wastewater in grape cultiva- tion has been imperative due to the constant water cri- sis [92] and the constant changes in land use for crops [42]. These aspects have been considered in Brazil and Chile to focus on sustainable management practices, increase competitiveness, and promote product certifica- tions [89,91]. The increasing environmental degradation worldwide should be a point of analysis in wine produc- tion, not compromising natural resources. Public policies in the New World of Wine should constitute a guiding axis due to the changes generated by globalization. This aspect implies that emerging wine markets strengthen programs in coordination with aca- demic and government institutions under triple helix schemes [35,43]. This relationship between institutions should promote national and international cooperation in emerging countries [60]. To this end, the development of public policies that contribute to technical knowledge and the development of new winemaking practices [52], as well as the increase in wineries [64], should be stimu- lated. Espejel et al. [63] mention that public policies fail in some emerging countries such as Mexico due to a lack of statutes, ambiguous laws, and a complex relationship between buyers, producers, and the government. With this consideration, viticulture in the American countries would be strengthened, with which and action mecha- nisms for the consolidation, development, and interna- 0 2 4 6 8 10 12 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Numbers of articles per year Figure 3. Numbers of articles per year (2010-2020). Source: Pre- pared by authors. 132 Luis Felipe García-Rodea et al. Table 1. Summary of wine and tourism studies in the New World of Wine. Source: Prepared by authors. Topic/Subtopic Author(s) Country i. Public Policies Institutional structures Lara [43] Argentina Institutions and wine promotion Monticelli et al. [60] Brazil Development of the wine region Fachinelli et al. [52] Brazil Public policies and viticulture Espejel et al. [63] Mexico Relationship with institutions Hira and Gabreldar [35] USA Wineries expansion policies Yelvington et al. [64] USA ii. Wine tourism Wine Routes Hojman and Hunter-Jones [65]; Schlüter and Norrild [40]; Rainer [44]; Zárate and Barragán [66]; Ramos et al. [67] Argentina, Brazil, Chile, and Mexico Wine tourism challenges and opportunities Figueroa and Rotarou [50] Chile Wine tourism adoption Torres et al. [68] Chile Wine tourism analysis Kunc [69] Chile Tourism appropriation mechanisms De Jesús-Contreras and Thomé-Ortiz [70] Mexico Tourism and territorial transformation De Jesús-Contreras et al. [26] Mexico Wine tourism and territory De Jesús-Contreras et al. [71] Mexico Wine tourism potential Robles and Robles [72] Mexico Wine tourism as an emerging activity Novo et al. [28] Mexico Influence of emotions on wine tourism Pelegrín-Borondo et al. [21] Mexico Wine festivals Hubbard et al. [33]; Sohn and Yuan [73]; Bruwer and Kelley [74] USA Wine tourist behavior Quintal et al. [75] USA Wine tourism profile Garibaldi et al. [39] USA Critical factors of wine tourism Singh and Hsiung [76] USA Signposting and wine tourism Byrd et al. [37] USA iii. Marketing Wine restructuring due to globalization Rainer [41] Argentina Shared brands Aparecida et al. [55]; Aparecida and De Moura [54] Brazil Wine internationalization Carneiro et al. [57]; Dalmoro [51]; Felzensztein [47] Brazil and Chile Differentiation strategies Pinto et al. [59] Brazil Social capital and competitiveness Macke et al. [58]; Faccin et al. [77]; Sarturi et al. [78] Brazil Circular economy model Sehnem et al. [56] Brazil Market orientation Rojas-Méndez and Rod [79] Chile Differentiated global markets Overton et al. [46] Chile Production of wines for export Overton and Murray [45] Chile Marketing strategies Duarte [80]; Felzenzstein and Deans [49]; Torres and Kunc [48] USA and Chile Wine marketing López and Sotelo [81] Mexico The perceived image of a wine destination Bruwer et al. [82] USA The added value of wineries Duarte [38] USA Wine cellars and the hospitality industry Duarte [83] USA Wine business and philanthropy Gilinsky et al. [84] USA Wine strategies and performance Gilinsky et al. [85] USA Protection and hedonism of organic wines Olsen et al. [86] USA Viticultural success factors Hira and Swarts [34] USA 133Viniculture and Tourism in the New World of Wine: a literature review from the American continent tionalization of the wine industry of the New World of Wine would be established. Another opportunity to investigate is wine tour- ism because it is an activity developed as a product diversification strategy. Few studies in countries such as Argentina, Chile, and Brazil in the academic field, although producing regions with routes are identified of wine whose potential for use is high [40,44,65,66,67]. In this sense, Mexico is the country that leads the pub- lications on this subject. Although this may not reflect t he countries’ actua l demand, Ca lifornia (United States) maintains a leadership role [36]. Incorporating wine tourism into wine-producing regions represents a challenge, although it can contribute to the diversifica- tion of the economy [50]. In countries like Chile, sup- port has been provided to establish wine routes [69], although some companies do not have action plans to invest in this initiative [68]. Other studies on wine tourism have been analyzed from the dynamics of territorial appropriation and transformation of the wine regions for their configu- ration as tourist scenarios [26,70,71,72]. These aspects are related to the emotions of the tourists and the per- ceived quality in the wineries visit [21,33,74]. Due to the increase of tourist activities in producing regions, studies have examined the enotourist profile and their behavior [39,73,75] and the loyalty towards visits to vari- ous wineries [33,76]. The consolidation of wine tourism represents excellent potential for its growth, although, in some wine-growing regions, the connectivity, infrastruc- ture, and signaling are not adequate [28,37]. The synergy created between wine production and tourism has been the key to increasing production ben- efits [68]. Based on these findings, it is suspected that the producing regions have been able to consolidate a tour- ism demand by the new market demands, and therefore, it is advisable to strengthen studies on wine tourism in Topic/Subtopic Author(s) Country iv. Heritage and culture Using traditional methods Lacoste et al. [87] Argentina Cultural identity Lavandosky et al. [8] Brazil Cultural ecosystems Winkler and Nicholas [88] USA v. Sustainability Land-use changes Hafner and Rainer [42] Argentina Sustainable management in winemaking Silva et al. [89] Brazil Geoviticultural systems Bardin-Camparotto et al. [90] Brazil Certificates of sustainability of wines Marola et al. [91] Chile Use of wastewater in viticulture Mendoza-Espinoza et al. [92] Mexico Sustainability strategies Gilinsky et al. [36] USA Winemaking practices Nicholas and Durham [93] USA vi. Consumption and consumers Consumption motivations De Oliveira et al. [53] Brazil Xenocentrism and consumption Mueller et al. [94] Brazil Consumption preferences Meraz-Ruiz [95]; Yue and Govindasamy [96] Mexico and USA Influence of emotions when buying wine Meraz-Ruiz et al. [97] Mexico Consumption of eco-certified wines Moscovici et al. [98] USA Choice and consumption of wines Duarte and O’Neill [99] USA Consumption and consumers of muscadine grape Duarte and O’Neill [100] USA Generation Z consumers Thach et al. [101] USA Membership in a wine club Bauman and Taylor [102] USA Figure 4. Summary of publications. Source: Prepared by authors. 0 5 10 15 20 25 30 Marketing Wine tourism Consumpti on and consum ers Susta inability Public Pol icies Herita ge a nd culture Summary of studies 134 Luis Felipe García-Rodea et al. emerging countries. This aspect represents a develop- ment opportunity for the producing regions. Studies of wine consumption and consumers repre- sent an opportunity in countries like the United States, Brazil, and Mexico. Argentina and Chile would have to consider more studies because the consumption scenario is not in sight. These studies are vital due to the need to study consumers to identify their habits and characteris- tics of the market. The findings in this category focus on establishing a cognitive structure of consumers based on values such as hedonism, stimulation, and care [53]. On the other hand, they focus on analyzing how wine con- sumers can pursue a social status from acquiring foreign products or brands as a symbol of cosmopolitanism [94]. For this reason, it is essential to strengthening studies on wine consumer profiles [102]. Due to the growing interest in consuming wine in recent decades [53], wine consumption studies have strengthened wineries’ offers. Therefore, wine consump- tion preferences have consolidated the competitive strat- egies of wineries that have been approached from econo- metric perspectives and generational groups [95,96,101]. The increase in the direct sale of wine in wineries has established new forms of consumption, which have been approached from an economic perspective, although it is considered that the role of emotions also influences the purchase decision processes, and is an aspect that has not been studied in depth [97]. Another aspect that should be studied is the response to consumer attitudes focused on the consumption of wines with eco-certifica- tion [98]. In addition, it is necessary to expand knowl- edge to provide more information for wine consumption based on vine strains little known to the consumer [100]. As the New World of Wine is an emerging sec- tor in viticulture, it is explained that studies focused on marketing are a potential topic for American countries. In the United States, Brazil and Chile, this topic repre- sents the highest percentage of publications. It can be inferred that actions taken by the wine companies have been adapted to the demands of the market. In addition to this, these countries have opted for internationaliza- tion in promoting and marketing their products. On the other hand, there is a lack of publications on this item in Argentina and Mexico. Studies carried out from marketing allow for an in- depth analysis of the influence generated by the wine sector on wine consumers and the strategies implement- ed towards international competitors [59]. These aspects have been approached from ethnographic methods to identify new market niches in the context of globaliza- tion and insertion in new markets [41,46,79]. An effort has also been made to identify the construction process- es of the sectorial brands from the stakeholders’ perspec- tives [54,55]. Another relevant finding is that the consol- idation of wine clusters has made it possible to promote the production of wines from the territory [56,58,77]. Similarly, networks of winemakers have been consolidat- ed to strengthen the internationalization processes of the wine industry [51]. Other studies have focused on understanding the consumer preferences of the new generations (millenni- als and generation Z) [47]. Based on market studies, it has been possible to adopt various production strategies with low-cost scales, product homogenization, produc- tion of products for export, and organic wines [45,86]. As well as marketing strategies based on the recogni- tion of market opportunities [48]. In this regard, Felzen- stein and Deans [49] indicate that some companies have already initiated cooperative processes in marketing activities to attract new customers and strengthen mar- keting aspects [49,85]. The perceived image of wine destinations has become a relevant research area for marketing since it strengthens activities such as wine tourism and wine consumption [82]. Leadership, terroir, entrepreneurial spirit, and how the wine regions’ actions are commu- nicated become a competitive advantage [34]. Another relevant finding in some studies [38,80] indicates that demand for products must be satisfied, considering those strains of vines that are not so well known and establishing mechanisms to promote them. To consolidate the commercialization of wines, it has been proposed to have greater participation in fairs, wine events, and pairings [81] and look for alterna- tives in hotel companies to publicize new products [83]. In some countries, such as the USA, marketing actions have been focused on strengthening the motivations for visiting wineries based on charitable events and activi- ties [84]. It is essential to consider that there is no gov- ernment support for these actions in some emerging countries. In general, the countries that make up the New World of Wine have consolidated their wine offering to compete globally. This fact has set a guideline in estab- lishing quality standards, new territorial appropriations, penetration of new markets, and diversification in the production of vines and wine. In the American context, the theoretical and methodological perspectives around the wine industry have been adapted to the terroir, to the various scales of production (local, national, interna- tional), and new market trends. Based on the literature review, it is realized that both the production of wine, its consumption, and its academic approach have advanced over the years. These 135Viniculture and Tourism in the New World of Wine: a literature review from the American continent facts show that the importance of wine has been present from ancient civilizations to new generations. Therefore, there are challenges and opportunities in wine studies. Regarding sustainability, action mechanisms must be established to face climatic risks and design production strategies that are not aggressive with the environment. Public policies will have to consider collaborative participation between various entities to regulate and strengthen the wine industry. On the other hand, herit- age and culture studies can set precedents on the devel- opment and consolidation of wine regions in the coun- tries of the American continent. This is for the European influence that it has from the processes of colonization and immigration. Regarding wine tourism studies, the challenge is to promote a more informed movement from a sustainable perspective and consider the different tourists who visit wine regions. Marketing studies have led to better planning of the wine industry and will continue to strengthen due to the constant social changes that lead to perceptions and purchasing influences. Finally, consumers and consum- er studies have to be addressed in greater depth since wine intake is increasing, and consumer preferences are dynamic and changing. The various areas of knowledge selected show a growing interest in the emerging countries of the Amer- ican continent. This fact is not isolated, since the select- ed countries are an essential reference in the New World of Wine, due to the growth of the wine industry, the expansion of the wine culture, the diversification of pro- ductive and leisure activities, as well as the consolidation of emerging markets with an international scope. 4. CONCLUSION AND IMPLICATIONS Even though wine production is relatively recent in the American continent countries, compared with the countries of the Old World of Wine, the actions that have been undertaken regarding innovation and organi- zation have generated great competitiveness that has been marginally studied. The countries with the high- est scientific production in the Scopus and JCR indices are the United States and Brazil; both focused on wine markets in the American continent. These research are- as mark a guideline in the influence of theoretical and empirical study that serves to reference countries such as Mexico, Chile, and Argentina. In general, the American countries of the New World of Wine are betting on studies of wine markets, wine tourism, and consumption and consumers. This fact indicates that the need for global positioning implies consolidating work networks that allow a flow of infor- mation and products. On the other hand, the strength- ening of the wine-growing activity implies a change in the consumption and appropriation of wine production in some traditional societies that do not include it in their tastes and preferences. Studies on wine and wine tourism should, in the future, contemplate economic, commercial, and marketing aspects and strengthen cul- tural and sustainability aspects in the forms of produc- tion. Based on differences in the countries’ publications, it is observed that each country’s social, economic, and educational characteristics derive from the publications’ productivity. In this way, the main contribution of this review is to delineate future lines of research on wine and wine tourism from a thematic and geographical perspective. However, it is essential to emphasize that the analysis did not consider the economic and political asymmetries that determine the research capacity of the different countries studied. One limitation in this literature review is that, due to its limited scope and descriptive nature, many of the works published in Spanish and Portuguese were not considered. 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