Roussillon – innovators and early adopters

Mas Llossanes - Dominique and Solenn Génot in the vineyard

Roussillon goes from strength to strength, and we've been championing the progress of this fiercely independent Catalan region for many years.

'Diffusion of innovations' is a fascinating theory first put forward by American sociologist Everett Rogers, exploring how humans take up and spread new ideas. His work is based on the adoption of new technology, but as I've watched Roussillon over the last decade and a half, I can't help persuading myself that his theory works on different levels, including the revival of a wine region.

There are five main actors at play in the theory: innovators, early adopters, early...