{"id":21933,"date":"2023-04-14T13:43:13","date_gmt":"2023-04-14T11:43:13","guid":{"rendered":"https:\/\/www.rimontgowineries.com\/blog\/?p=21933"},"modified":"2023-04-25T17:04:45","modified_gmt":"2023-04-25T15:04:45","slug":"wine-washing","status":"publish","type":"post","link":"https:\/\/www.rimontgowineries.com\/blog\/es\/wine-washing\/","title":{"rendered":"Wine Washing"},"content":{"rendered":"<p>Imagino que el lector se habr\u00e1 dado cuenta de que desde hace un tiempo vivimos bajo el denominado \u201c<em>social washing<\/em>\u201d. El t\u00e9rmino, acu\u00f1ado ya en los a\u00f1os ochenta, se utiliza para referirse a un sistema de marketing con el que las empresas tratan de obtener beneficios lavando su imagen. Para ello aprovechan el tir\u00f3n de las modas, buenas pr\u00e1cticas ecol\u00f3gicas y\/o alimenticias o movimientos que luchan por los diferentes derechos. Sin embargo, su intenci\u00f3n real es incrementar su volumen de negocio m\u00e1s que defender unos ideales.<\/p>\n<p>As\u00ed podemos encontrar, a modo de ejemplo, el \u201c<em>greenwashing<\/em>\u201d cuando se trata de productos respetuosos con el medio ambiente; el \u201c<em>kwashing<\/em>\u201d estrategias como simpatizantes de los\u00a0derechos LGBTI; el\u00a0\u201c<em>pinkwashing\u201d, respecto del c\u00e1ncer de mama; \u201crainbow washing\u201d, productos relacionados con el orgullo gay;<\/em>\u00a0<em>vegan washing<\/em>, alimentos que cumplen con el veganismo; o, el m\u00e1s reciente, \u201c<em>covid washing<\/em>\u201d. Si nos podemos a tirar del hilo, veremos que hay un buen n\u00famero de diferentes \u201cwashing\u201d.<\/p>\n<p>El mundo del vino no es ajeno a estas pr\u00e1cticas, por lo que tambi\u00e9n existe un \u201c<em>wine washing<\/em>\u201d. Algunos de los tradicionales grandes productores, que ocupan los lineales de los hiper y supermercados, tambi\u00e9n son conscientes de que existe un nicho de mercado por cubrir, por lo que han empezado a elaborar l\u00edneas de vinos con sello biol\u00f3gico, vegano o con la menci\u00f3n \u201c<em>orange wine<\/em>\u201d, con la intenci\u00f3n de llegar al perfil de este tipo de consumidor. No obstante, solo es una forma de marketing con la que vender un mayor n\u00famero de botellas, pues, obviamente, no les interesa realmente estas filosof\u00edas. Prueba de ello es que siguen elaborando millones de litros, lo que resulta dif\u00edcil de conciliar con la b\u00fasqueda de la mayor naturalidad posible del vino y el reflejo de su paisaje. Asegurar esas tiradas de forma anual, e incrementarlas cada a\u00f1o, implica el uso de a\u00f1adidos qu\u00edmicos que garanticen vi\u00f1edos exentos de enfermedades y eviten problemas en bodega, durante la vinificaci\u00f3n y la crianza de los vinos. Metodolog\u00eda que, obviamente, es contraria a la filosof\u00eda del terroir.<\/p>\n<p>Sin intenci\u00f3n de ponerme moralista -tal vez s\u00ed-, todo ello no es m\u00e1s que el reflejo de la sociedad en la que vivimos, en cualquier \u00e1mbito. Lo importante es la buena imagen, el postureo, el quedar bien y obtener un beneficio de todo ello. El fondo es lo de menos. Ni se ve, ni interesa, ni genera dinero. As\u00ed nos va.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El washing en marketing es una estrategia no ajena al vino, sin embargo, su metodolog\u00eda si que es, obviamente, contraria a la filosof\u00eda del terroir. <\/p>\n","protected":false},"author":2,"featured_media":21935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3078,3090],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Wine washing | Rimontg\u00f3 Bodegas<\/title>\n<meta name=\"description\" content=\"El wine washing en el mundo del vino tiene la intenci\u00f3n de llegar a muchos consumidores siendo contrarios a la filosof\u00eda del terroir.\" \/>\n<meta name=\"robots\" content=\"index, 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