"In August 2009 was fully implemented the reform of the Common Market Organization for wine (CR Nº479/2008, 29-04-2008). It aims at reducing the 24 million hl/year surplus of basic low quality wine, phasing out the €500 million/year spent on wine disposal subsidies and making EU wine more competitive. This reform, together with other market constraints will endanger all EU winegrowing SMEs. To survive, they will have to increase crop value, reduce the production of basic wine and convert part into premium quality. This can be achieved by implementing new and more effective field control methods. PREMIVM proposes a low-cost, handheld device capable of non-invasively estimating ripeness and vigour parameters for grapes and vine plants. All this in the vineyard, by means of the innovative use of chlorophyll fluorescence and reflectance multispectral data correlated by specific mathematical models, with GPS tags for all readings. The device will provide data to precisely control the field, and increase production value up to 25% (expected yearly €5.000-10.000/ha income increase for winegrowing SMEs like PEREZ, QMF and PERACCIO). With a cost of €2500/ unit, consortium manufacture and distribution SMEs PSI and AGRI estimate, through a joint-venture, to reach at least 2% of the market in 5 years. This is equivalent to an expected income of €70 million, with a €30 million profit and a ROI of 0.86. The consortium provides the complementary business capabilities, commercial networks and research expertise to guarantee the technology a quick route to the market. All members are fully committed to ensuring the success of the project, led by the SMEs in testing, validating, using and protecting the results outsourced to the necessary expertise in Chl-F&R, optical instrumentation, botany, IT solutions, communications and prototyping of RTDs BIOENG, KIT and ISBE."