Market dynamics and the path of winemakers in light of the wine categorization system

Abstract

The purpose of this article is to discuss the relationship between economic agents and market institutions. More specifi cally, the article examines how wine producers in France respond to the severe classifi cations applied in the French wine market. Starting from a case study comprising two French wineries, this article analyzes two distinct sets of strategies adopted to maximize their profi ts in a context of heavy institutional framing, attaching special importance to wine quality and brand as related to the specifi c region where they belong. The article concludes emphasizing the importance of considering the agent-based sociological perspective for a better understanding of the market dynamics.