Σύγχρονες τάσεις στην αγορά του οίνου

Abstract

The present study examines the current trends in the wine market and the possibility of adaptation of a medium capacity winery to them. Initially, data on the consumption of wine from antiquity are presented. European laws and regulations concerning wine and organic wine, its categories and its production process, ie winemaking, are presented. Subsequently there is an introduction to the marketing of wine and the trends of the time. Trends such as the sustainable production process, organic wines, the online wine market and new products are analyzed. Furthermore, an attempt is made to approach the wine market worldwide and in Greece, wine tourism is presented as a trend of the time that affects and is influenced by the market and the impact of the COVID-19 pandemic, and the consequences that have appeared on the market so far. Finally, the Tetramythos winery is examined, which is one of the few wineries in the country that creates exclusively organic wine, trying to adopt the trends of the time, in order to maximize its profit. The author of this thesis interviewed the owners of the winery, and lists their answers to her questions.