The sense of history represents a very important cultural value within the wine sector. Few texts, articles, or discussions on wine fail to inspire discussions about 'time-honoured values', traditions in production or references to generations past. An unfamiliar observer on a wine discussion may even conclude that wine is merely a medium for the communication of a specific history: a place, a time, a culture.
In considering the management of innovation in the wine industry and its adoption chapter will first outline the recent history of the industry and its adoption - both positive and negative - of technological and marketing innovation. It will then examine this history in the light of our theoretical understanding of innovation adoption and management, including the structural context. it will then offer some conclusions about the reluctance of certain industry sectors to undertake a highly innovative approach, particularly beyond the area of production.