The shift between worlds of production as an innovative process in the wine industry in Castile and Leon (Spain)

This article draws on the theory of conventions and the concept of worlds of production for an interpretation of the transformations of a regional production system over several decades. Wine production in the Spanish region of Castile and Leon has shifted from a world of local and interpersonal production (prevailing before 1960) to the current preferred orientation towards quality markets, having passed through an intermediate phase (1960-1980) of table and bulk wines industrial production. Recently, indications have appeared of a return to an interpersonal and neo-artisanal production on the part of prestigious winemakers who distribute their wines to selected international clients. This path is the result of a gradual modification of the dominant conventions of the business, which has experienced a spectacular development in Castile and Leon, whose wines are now appreciated in many foreign markets. This evolution of conventions may be interpreted as an innovative process maintained to challenge the trends and demands of the market. But this argument does not explain how conventions change and how these changes spread along the production chain. Therefore, this article discusses the contribution of three factors to this shift across different worlds of wine production: organization of the production chain; regulations regarding the protection of food differentiated according to its geographic origin; and the setting up of a regional innovation system which supports the wine sector.