Chapter 5: Wine Artisan Entrepreneurship

Wine has been considered an artisan product for a long period of time. This is due to the cultural heritage and history that goes into the production process. The aim of this chapter is to discuss the role of wine artisans in the global economy in terms of tourism and the esthetic cognition apparent in rural landscapes. To do this, the role of customers as co-creators of the wine experience is discussed, which helps to understand the evolving nature of the wine industry. The way artisan forms of wine are being produced because of eco-innovation reasons are stated. This enables more information to be obtained about the nature of wine artisan entrepreneurship. Theoretical and practical implications are stated together with suggestions for future research.