The study of microorganisms and their interactions in the winemaking process—known as wine microbiomics—is an exciting yet complex field of science. Most technological interventions, both in vineyards (e.g. the use of pesticides) and cellars (e.g. the use of additions such as sulphur dioxide), are primarily focused on managing microbial growth¹. As researchers deepen their understanding of interactions between yeasts, bacteria, and fungi, the potential for using natural microbiological processes to respond to major environmental, economic and societal challenges becomes increasingly viable. However, communicating this emerging science to winemakers and consumers poses several challenges, ranging from scientific complexity to cultural resistance and market confusion. This article will examine these challenges in more depth as they will guide our research over the next few years.

Complex science, clear communication

Capturing the scientific complexity of wine microbiomics within communication materials targeted at winemakers or consumers while maintaining accessibility for a non-specialist reader presents a unique challenge. Many winemakers, although experts in their field, may find the vocabulary associated with microbiomics, such as ‘metagenomics’ or ‘microbial consortia’, off-putting. However, oversimplifying research results could also render them useless to winemakers as the intricacies of the new techniques could be lost. Winemaking is highly contextual. Science communication that is either difficult to read or overly simplified and not specific to their region will not be useful to winemakers. ²

On the consumer side, there is a limited understanding of wine sciences, making the wine world challenging to navigate. Effective communication in the wine industry is often based on the emotionalisation of the product, and the introduction of complex terminology or science may cause further confusion. Furthermore, cultural variations among different consumers can lead to varying levels of interest in and understanding of wine sciences, making it complex to convey a clear message while maintaining consistency.

Wines promoting sustainability are gaining popularity and represent a fast-growing category, but most consumers seem already disoriented between different subsets of wine (organic, biodynamic, eco-friendly wines, etc.) ³. This confusion is further reinforced by the perception that wine is inherently ‘natural,’ ⁴ – a view partially due to the historically insufficient labelling information provided to consumers – notably the ingredients added in winemaking (e.g., sulphur dioxide, tartaric acid, carboxymethyl cellulose, etc.).

How can these communication challenges be overcome? Rather than focusing on specific attributes, consumers objectify wine consumption in moderation as part of a healthy and sustainable lifestyle. To find simple cues for the consumer, the communication could centre around the broad concept of ‘natural’ as the exploitation of wine microbiomics aims to support the intrinsic naturalness of wine through farming practices and vinification process while better reflecting its territorial origin and unique taste.⁵ However, there is a big debate around the concept of ‘natural wine’ as there is no official definition nor precise regulation behind it.⁶ Therefore, we must explore alternative approaches to effectively communicate the benefits of wine microbiomics. However, this requires a deeper understanding of the psychological mechanisms that shape consumer preferences toward these types of wine. This will serve as the foundation for creating a simpler, more emotionally engaging approach.

Resistance to change

Another significant challenge in introducing microbiomics to the wine industry is overcoming resistance to change. On one hand, winemaking is steeped in tradition, and many winemakers rely on time-honoured techniques passed down through generations. Their craft is often guided by intuition and a deep connection to the land. While the scientific data provided by microbiomics may be interesting, the technological and experimental nature of this new research can clash with these traditional values.

On the other hand, many growers and winemakers rely on modern technologies such as fungicides and fertilisers in the vineyard and processing aids and additives in the cellar. In some cases, the use of modern technologies prioritises short-term economic gains over sustainable practices. Such practitioners might be concerned about the financial implications of adopting microbiomic approaches, particularly if they are uncertain about the return on their investment.

Convincing grape growers and winemakers to adopt microbiomics-driven approaches likely requires demonstrating tangible benefits, such as greater soil and vine health, enhanced wine complexity, and long-term profitability. But even then, cultural inertia can be difficult to overcome, and the balance between tradition and innovation must be carefully navigated.

Translating research into practical applications 

Microbiomic data can show which microorganisms are present at different stages of fermentation, but understanding how to manipulate or harness these microbes to produce consistent results is a different challenge. Some winemakers may question how to use this information to influence wine production predictably. Addressing these questions requires bridging the gap between scientific research and practical winemaking strategies. Previous research has identified ‘perceived usefulness’ as the main driver behind adopting new technologies or processes in winemaking. ⁷ Therefore, communication materials related to wine microbiomics should be framed with practical applications in mind.

Regulatory and ethical concerns

Ethical communication necessitates transparency about the role of microbiomics in wine production. Misrepresenting the science, overselling benefits or conveying unverified claims about the benefits of microbiomics can be considered dishonest, damage consumer trust and result in legal repercussions. It is essential to consider how information may be perceived to ensure that consumers have adequate background knowledge to understand the content, minimising the risk of self-interpretation.

Conclusion

The science of wine microbiomics offers the potential to transform winemaking through the harnessing of natural microbial ecosystems. However, communicating this science presents significant challenges, particularly when it comes to bridging the gap between scientific complexity, industry tradition, and consumer understanding. As we move forward, the key to success will lie in finding clear, accessible ways to share the benefits of microbiomics while respecting the deep-rooted traditions that continue to define the world of wine.