These are great questions. Thanks for your interest.
At the low end of the winemaking market ($5/bottle), grapes are a commodity that provide sugars for alcoholic fermentation. At the high end of the market ($100+/bottle), each vine is individually managed to maximize grape quality. Our grapes will be priced comparable to other grapes at the high end of the market. Right now, Napa Valley Cabernet Sauvignon grapes sell for about $8000/ton. However, annual yields fluctuate wildly, so our greenhouse grown product may be used by some winemakers as hedge against the risk of down years. Growing indoors also allows us to produce grapes at any time of year, potentially allowing winemakers to ferment two or more batches per year. Growing the grapes takes about 6 months from budbreak to harvest.
Grape vines take up water and simple nutrients like nitrogen, potassium and calcium from the soil. The grapes make all of their more complex biomolecules, including the flavor molecules in-house. Water stress and nutrient deficiencies can have positive impacts on the flavor compounds that accumulate inside the berries. Growing hydroponically gives us the ability to better control these elements, leading to increased accumulation of important flavor molecules. Sun exposure and temperature will also be optimized to maximize biosynthesis of flavor compounds.
It is hard to say if these grapes will taste as good or better than their soil grown counterparts. Grape quality is usually based on three measurements: Brix, pH, and TA. If these three ripeness indicators fall in a specified range, the winemaker will come into the vineyard and taste the grapes. Each winemaker has different flavor preferences, but as long as we can hit the marks for the three quantitative quality indicators, we should have a good start.
Growing the grapes indoors will hopefully provide winemakers with peace of mind. These crops will not be susceptible to pest or disease pressures that often influence harvest decisions. I know right now in CA, a lot of growers are harvesting before the grapes have fully matured to try and avoid smoke taint. In general, the longer the grapes can hang on the vine, the more interesting the flavor profile becomes. Growing in a controlled environment allows for unlimited hang time as we do not have many of the usual pressures like bunch rot, birds, heat waves, heavy rains etc.
The last thing I will say is that climate change is negatively effecting wine growing regions around the world, impacting their ability to grow high quality grapes. The most immediate negative effect in my opinion will be the early breakdown of malic acid in the berries. This acid is important in malolactic fermentation. Growing grapes in a greenhouse with climate control would help to mitigate the impacts of climate change on wine quality. For more on climate change and wine, here is an interesting article I read recently. https://www.washingtonpost.com/lifestyle/food/climate-change...
Cheers!