Território vale dos vinhedos. Instituições, indicação geográfica e singularidade na vitivinicultura da serra gaúcha

Abstract

With an increasingly competitive market context of wines, one of the most traditional Brazilian vineyards, in Serra Gaúcha, Rio Grande do Sul, faces a growing need of improving the quality of its products, as an alternative to price competition. This way, a geographical indication (Vineyards Valley) was established, in order to accredit producers with an origin certification with the help of a producers association. This article has as central objective to analyze the importance of the institutions created in that producing area for the establishment of a managing structure that coordinates its agents towards the exercise of synergetic actions in the search of solutions for the problems of collective order of the wine producers. For that, we work with the territorial focus for analysis, looking for theoretical dialogues among different theoretical contributions, particularly, the New Economical Sociology (NES).