Abstract
The European wine industry faces a crisis of over production and under-management. French wines in particular, long regarded as the benchmark for quality wine, are experiencing acute difficulties. Over the last 15 years, three major studies have been commissioned and published at government level to address industry problems. Taking the case of the Loire as an example, this research examines what has been proposed and the industry response. The signs of change that can be detected are limited. If nothing is done then restructuring will take place at the hands of indifferent market forces. Some proposals are offered for a framework for the future.
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