Analysis of innovation strategies and value generation of Spanish wine appellations according to the production worlds methodology

The concept of worlds of production allows us to analyze the strategies available to the Spanish wine sector for the generation of value in the market. The methodology of other authors is fol-lowed to classify the appellations of origin into the four worlds of production, concluding that the appellations of origin that sell their products at the highest price and quality in the market belong to the world of innovation. However, wineries that do not belong to an appellation of origin find it more complicated to generate high-value products, since European legislation restricts product innovation, being forced to follow terroir strategies to compete in a market in which the consum-er only recognizes the value of a wine in this way.