The Wine and Tourism Chair and the MAESTRO Cluster at EM Strasbourg, in partnership with theCultural and Creative Industries Research Program (PEPR ICCARE) and Alsace Destination Tourisme (ADT), organized a special day of discussions at the Maison du Kochersberg, on April 7, 2026.
A series of roundtable discussions explored new perspectives on the theme: “When Wine Reinvents Itself: Challenging Conventions to Foster Creativity”.
The event provided a space for dialogue where science, passion, and humanity came together to redefine our relationship with wine.
More than simply a beverage, wine now embodies a story, a sensory experience, a cultural signature, and a shared sensibility. It carries ancestral expertise and collective memories, while also offering possibilities that remain to be explored.
Discussions on no- and low-alcohol wines, the transformation of wineries, and the role of label design highlighted one essential point: innovation in wine is not limited to breaking with traditional conventions. Rather, it involves finding new forms capable of connecting heritage and modernity, creativity and transmission.
Our heartfelt thanks to all our partners, speakers, and participants for joining us!
