VINOVERT is an innovative and structuring project for the vine / wine sector in the SUDOE region. Ensuring the long-term competitiveness of companies is the main objective. For this it is necessary to take the turn of the new demand for wines considered more clean on the sanitary and environmental aspect. VINOVERT combines several research disciplines (Economics, Sociology, Agronomy, Oenology, Chemical Analysis) with companies (winegrowers, cooperatives, trade, oenological suppliers) and institutions (interprofessional organizations, designation of origin organizations) directly involved in operational measures and their diffusion. The approach aims to develop solutions that demonstrate their effectiveness and their real capacity to implement socially and organizationally. Long-term solutions aiming to solve the environmental crisis of the sector (promotion of disease-resistant grape varieties), medium-term actions on the reduction of pesticides (conversion of farms and agro-oenological feasibility) and short-term solutions to reduce inputs at the stage of vinification (sulphites or allergens) will be analyzed and submitted to the arbitration of the consumers within the framework of experimental markets. The vine-to-glass continuum and the technico-economic viability of the solutions constitute the innovative aspect of the project, thanks to cost-benefit analyzes based on demand assessments in France, Spain and Portugal, taking into account arbitrations of organoleptic, environmental and sanitary quality. These analyzes will be extended to the fast growing markets of the North of the European Union (complementary study of the Swedish market). The heterogeneity of the regional (Atlantic and Mediterranean) agronomic characteristics and the consumer skills of the different countries will facilitate a comparative and replicable approach on a European scale. The regulatory frameworks of the devices will be analyzed and discussed: the legitimacy of resistant grape varieties, the implementation of agri-environmental measures and the labeling of oenological products.