{"id":21953,"date":"2023-04-19T17:24:36","date_gmt":"2023-04-19T15:24:36","guid":{"rendered":"https:\/\/www.rimontgowineries.com\/blog\/?p=21953"},"modified":"2023-04-19T17:24:37","modified_gmt":"2023-04-19T15:24:37","slug":"wine-washing-5","status":"publish","type":"post","link":"https:\/\/www.rimontgowineries.com\/blog\/pt\/wine-washing-5\/","title":{"rendered":"Wine Washing"},"content":{"rendered":"<p>Imagino que o leitor ter\u00e1 percebido que j\u00e1 h\u00e1 algum tempo que vivemos sob o que \u00e9 conhecido como \u00ab<em>social washing<\/em>\u00ab. O termo, cunhado j\u00e1 nos anos 80, \u00e9 utilizado para se referir a um sistema de marketing em que as empresas tentam obter lucros atrav\u00e9s da lavagem da sua imagem. Para o fazer, aproveitam a for\u00e7a da moda, das boas pr\u00e1ticas ecol\u00f3gicas e\/ou alimentares ou de movimentos que lutam por diferentes direitos. No entanto, a sua verdadeira inten\u00e7\u00e3o \u00e9 aumentar o seu volume de neg\u00f3cios em vez de defender ideais.<\/p>\n<p>Assim, podemos encontrar, por exemplo, <em>\u00abgreenwashing<\/em>\u00bb quando se trata de produtos amigos do ambiente; estrat\u00e9gias de \u00ab<em>kwashing<\/em>\u00bb como simpatizantes dos direitos LGBTI; \u00ab<em>pinkwashing<\/em>\u00ab, relativamente ao cancro da mama; \u00ab<em>rainbow washing<\/em>\u00ab, produtos relacionados com o orgulho gay; \u00abvegan washing\u00bb, alimentos que cumprem com o veganismo; ou, a mais recente, \u00abcovid washing\u00bb. Se conseguirmos puxar o fio, veremos que existe um grande n\u00famero de \u00bb washings\u00bb diferentes.<\/p>\n<p>O mundo do vinho n\u00e3o \u00e9 estranho a estas pr\u00e1ticas, raz\u00e3o pela qual existe tamb\u00e9m um \u00ab<em>wine washing<\/em>\u00ab. Alguns dos grandes produtores tradicionais, que enchem as prateleiras dos hipermercados e supermercados, est\u00e3o tamb\u00e9m conscientes de que existe um nicho de mercado a ser coberto, pelo que come\u00e7aram a desenvolver linhas de vinhos com r\u00f3tulos org\u00e2nicos, vegan ou \u00bb <em>orange wine<\/em>\u00ab, com a inten\u00e7\u00e3o de atingir o perfil deste tipo de consumidor. No entanto, \u00e9 apenas um instrumento de marketing para vender um maior n\u00famero de garrafas, pois obviamente n\u00e3o est\u00e3o realmente interessados nestas filosofias. Prova disso \u00e9 que continuam a produzir milh\u00f5es de litros, o que \u00e9 dif\u00edcil de conciliar com a procura da maior naturalidade poss\u00edvel do vinho e o reflexo da sua paisagem. A garantia destas produ\u00e7\u00f5es anuais, e o seu aumento anual, implica a utiliza\u00e7\u00e3o de aditivos qu\u00edmicos que garantem vinhas sem doen\u00e7as e evitam problemas na adega, durante a vinifica\u00e7\u00e3o e o envelhecimento dos vinhos. Esta metodologia \u00e9 obviamente contr\u00e1ria \u00e0 filosofia do terroir.<\/p>\n<p>Sem pretender ser moralista &#8211; talvez eu o seja &#8211; tudo isto n\u00e3o passa de um reflexo da sociedade em que vivemos, em qualquer esfera. O importante \u00e9 a boa imagem, a postura, a boa apar\u00eancia e o lucro de tudo isto. O que menos importa \u00e9 a conte\u00fado. N\u00e3o \u00e9 visto, nem \u00e9 interessante, nem gera dinheiro. \u00c9 assim que estamos a fazer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O washing na comercializa\u00e7\u00e3o \u00e9 uma estrat\u00e9gia que n\u00e3o \u00e9 estranha ao vinho, mas a sua metodologia \u00e9 obviamente contr\u00e1ria \u00e0 filosofia do terroir. <\/p>\n","protected":false},"author":2,"featured_media":21940,"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":[3181,3173],"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 Wineries<\/title>\n<meta name=\"description\" content=\"O wine washing no mundo do vinho destina-se a chegar a muitos consumidores que 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