New grape varieties resistant to major fungal diseases are now available for planting, despite their potential to reduce up to 80% of phytosanitary treatments. However, their adoption has been slow, and the commercial offer remains limited. Studies conducted in Occitanie, as part of the Ressenti project and the Vinid’Occ Challenge, offer a somewhat optimistic outlook on their future. These studies aim to identify the factors influencing the adoption of these new varieties, including those recently registered in the French catalog and available to winemakers. The goal is to better understand the conditions necessary for their development. Since 2023, this multidisciplinary project has brought together researchers from Toulouse and Montpellier around two doctoral theses. It combines surveys and sensory evaluations among industry actors and consumers, as well as neuromarketing approaches to analyze reactions to these new wines. The European grapevine cultivated in our vineyards belongs to the species Vitis vinifera, from the Latin vinifera meaning "which produces wine." In the 19th century, this species was threatened by the introduction of several pathogens from North America, such as phylloxera, mildew, and powdery mildew, to which it had never been exposed. While Vitis vinifera is vulnerable to these diseases, other American grape species, such as Vitis labrusca or Vitis rupestris, have developed adaptive resistance through co-evolution with these pathogens. These species can be crossed with Vitis vinifera, producing offspring that inherit part of the genome from each parent, including sometimes disease resistance traits. This interspecific hybridization strategy has been used historically, but the resulting hybrids often have variable disease resistance and produce wines of lower oenological quality. Some of these hybrids, such as Clinton, Herbemont, and Isabelle, were banned in France for health concerns, but they have since been authorized again through the efforts of a collective in the Cevennes region. Advances in genetics have accelerated the process by identifying the presence of genes of interest using markers. France, along with Germany, Switzerland, and Italy, is among the world leaders in creating these resistant varieties. The national strategy is cautious, aiming to combine several genes to improve resistance and avoid the risk of more virulent pathogen strains developing. Since 2017, the first fruits of French grape variety creation—such as floral, voltis, artaban, and vidoc—can be planted by winemakers. Since their initial registration in the national catalog, several other varieties have been added, including the Inrae-Bouquet varieties, named after Alain Bouquet, a pioneering researcher at Inrae. In 2021, these varieties covered 1,208 hectares of vineyard, or only 0.15% of the French vineyard, with slow progress mainly in Occitanie. Champagne is another pioneering region that has been experimenting with these varieties for several years. Media analysis shows they are rarely mentioned in generalist press, indicating their low visibility. In contrast, specialized wine press has developed a growing consensus in their favor, especially as regulations evolve. Since 2018, their experimental cultivation has been authorized in some protected designations of origin (AOP) thanks to the variety of interest for adaptation (Vifa) directive. Despite these developments, the offer remains limited, with only 108 commercial references identified in 2024. From a sensory perspective, the work by Caroline Paire, a doctoral student on the project, showed that these new varieties produce a diversity of profiles comparable to conventional wines. There was no sensory obstacle to their acceptance by consumers, whether in white or red wines, in blends or single-varietal cuvées. However, professionals remained skeptical, particularly about red wines, which they judged rustic, acidic, and of lesser quality. Blending resistant varieties like vidoc or artaban with merlot did not negatively affect appreciation during the tests. Only a small group of consumers—men over 65 who drink wine daily—consistently preferred pure Merlot wines. The question of naming these varieties has become a point of contention within the industry. Some actors want to name them based on their parent species, but this approach is not supported by the bodies responsible for their approval. Other studies show that tasting remains the final arbiter, as noted by Caroline Paire: "The name ultimately matters little to the consumer, whose knowledge in this area is limited. During our experiments, the cabernet blanc, a resistant white variety developed in Germany, was frequently confused with cabernet-sauvignon, the red grape variety king of Bordeaux and the most planted variety in the world." Focus groups combined with "eye-tracking" experiments—used in neuromarketing to follow eye movements and analyze consumer attention—showed that the tendency to reduce by 80% the number of chemical treatments should be emphasized in communication about these varieties, preferably through a logo or sticker. Producers, like consumers, are unable to distinguish between the two types of wine during tasting. The Ressenti team identified three profiles among winemakers: "skeptics," older professionals from private cellars; "receptive," cooperatives showing measured support for innovation; and "observers," young professionals without decision-making power. The 96 producers surveyed by Marc-Antoine Dolet, another doctoral student on the project, estimate that these varieties could cover up to 25% of the Occitan vineyard within thirty years. From consumers to producers, the signals are generally positive, suggesting a bright future for these new varieties. The remaining uncertainty is whether the deep structural crisis affecting the French and global vineyard will act as an accelerator or a brake.