Pursuing the creative: new pathways in the 'economy of wine'

Abstract

The international wine industry is moving towards a pronounced phase of parallel distribution. Traditional approaches of mass and niche production have become more defined as globalisation creates discrete contours across the wine landscape and reconfigures cultural and economic characteristics that define this industry. The purpose of this paper is to focus on distinct qualities of the niche or creative wine sector and compare its approaches to those of the heavily populated mass or commodity sector. The paper will highlight the qualities of creative wine production by using five iconic winemakers as case studies. In focusing on their vineyard management and winemaking methods, and exploring their philosophies and value systems, the paper creates a template of cultural and economic characteristics that define the creative wine producer. It is a template that is adaptable and accessible, and one that may provide valuable lessons for those winemakers wishing to pursue a more sustainable path in the 'economy of wine'.