Old World, New World, Third World? Reconceptualising the Worlds of Wine

Abstract

This paper argues that existing categories defining the geography of the world's wine industry, principally the Old World/New World dichotomy, are flawed. Not only do they fail to represent adequately the complexity of production and marketing in those two broad regions but also, crucially, they do not acknowledge the significant and rapidly expanding production and consumption of wine in ‘Third World’ developing countries. Rather than argue for the addition of a ‘Third World’ category, we instead use the lens of recent work on globalisation to argue that such production requires us to re-examine the dichotomous Old/New distinction which structures much of the thinking around the global wine industry. It also requires us to more closely link changes in patterns of global wine consumption with developments in global production. Changing geographies of wine production have been driven, to a large extent, by the rapid expansion of both local wealthy elites and burgeoning middle classes in countries such as China and India. This has resulted in the development of local wineries, large and small, throughout the developing world. It has also seen new flows of investment both from established wine regions to these new sites of production and from companies and individuals in the developing world who have invested in established wine regions, whether in France or Australia. Increasingly, the various worlds of wine will become more complex, accommodating new regions and also different forms of production and marketing, from traditional and modern artisanal production, closely tied to place and vintage, to large-scale industrial production for a mass market.