Global Wine Market Research Articles

Exploring consumer sentiments and opinions in wine E-commerce: A cross-country comparative study

Wine e-commerce has witnessed a substantial surge in popularity over the past decade, with China, the United Kingdom, and the United States emerging as pivotal players in the global wine market. E-commerce, crucial for the food sector especially post-COVID-19, influences consumer choices through reviews and feedback, significantly affecting consumer engagement, satisfaction, trust, and purchase intentions. Despite extensive research on consumer behavior, there's a gap in understanding post-purchase satisfaction, especially within wine e-commerce. This study aims to address this by examining wine consumer feedback on leading wine e-commerce platforms in three prominent markets: China, the UK, and the US. It aims to help online wine sellers in developing targeted marketing strategies to enhance consumer satisfaction and sales in each unique wine market. Through text mining, the study reveals market-specific differences in consumers' sentiments, preferences, and aversions arising from their online wine shopping experiences, providing a detailed guide for wine producers and e-commerce platforms to optimize their products and online services.

Beyond terroir: a comparative analysis of Pinot Noir producers and business strategies in Burgundy, New Zealand and South Africa

PurposeThis paper aims to examine the convergence and divergence of business and production practices in the global wine industry, particularly focusing on Pinot Noir producers in Burgundy, New Zealand and South Africa (SA). This study explores the interplay between firm-specific factors and regional contexts to identify competitive advantage drivers among Pinot Noir producers.Design/methodology/approachThis research uses a comparative analysis approach, using data from a comprehensive winery level survey. This study applies methodologies akin to value chain analysis to unravel the configuration of productive and technology/knowledge creation activities within wineries across three regions.FindingsThis analysis reveals both convergence and divergence in business and production practices among Pinot Noir producers in Burgundy, New Zealand and South Africa. Although there is a degree of convergence in marketing, distribution and competition strategies, differences exist in production practices and firms’ capabilities. Burgundy emphasizes tradition and terroir expression, contrasting with the modernization and innovation focus observed in New Zealand and South Africa. However, all regions share a commitment to quality as a competitive advantage.Research limitations/implicationsThis study acknowledges limitations such as the focus on a specific grape variety and regions, the absence of performance impact analysis and the need for additional variables like environmental, institutional and cultural factors and consumer preferences to provide a comprehensive understanding of industry dynamics.Practical implicationsThe insights from this study offer practical implications for winemakers, industry stakeholders and policymakers. Producers can optimize production and marketing strategies based on regional contexts and market segments, whereas stakeholders can identify emerging trends and opportunities in the global wine market. Policymakers can develop targeted policies supporting innovation, sustainability and competitiveness.Originality/valueThis paper provides a unique contribution by conducting a comparative firm-level analysis across distinct wine-producing regions, shedding light on the nuanced interplay of factors shaping competitive advantage among Pinot Noir producers. This study’s comprehensive data set and methodological approach enhance understanding and offer valuable insights for industry stakeholders and policymakers.

Перспективы развития глобального рынка вина

The global wine market is driven in its development by a complex mix of history, culture and economics. This article examines the evolution of the market from its ancient roots to its current globalized state, highlighting the emergence of New World wine regions and the challenges and opportunities associated with climate change. The author emphasizes the importance of economic dynamics, from the nuances of supply and demand to the effects of tariffs and technological advances. In addition, the article explores the growing trends in wine con-sumption, highlighting the shift towards organic and biodynamic wine types and changing consumer prefer-ences. The article forecasts the potential growth of the wine market, identifies emerging regions and the role of technology in shaping the future of the industry. For viticultural stakeholders understanding these economic drivers is paramount to ensuring sustainable growth in production and its ability to withstand global challenges.

Marketing Challenges and Trends Influencing Wine Producers and Consumers

The global wine market is constantly evolving, and wine producers need to adapt to climate change and, in some cases, to new marketing trends to remain competitive and sustain their business. The main aim of this article is to highlight, conceptually, the main marketing issues and trends that can affect both consumers and wine producers. To meet this objective, we have adopted a conceptual approach. We draw on a recent literature review, our understanding of the wine industry and a few statistics and professional articles, to describe how these marketing trends influence consumer choices and, in some cases, the marketing strategies of wineries. This article therefore provides a more general and synthetic view of some of the marketing issues and trends that can impact both producers and consumers in the wine industry. We'll be focusing on six trends: wine in boxes and bags, e-commerce, digital marketing, immersive experiences, natural and organic wine, and transparent labeling. More specifically, we'll look at the impact these can have on both wine consumers and producers, mostly treated independently in academic research. Although our article is conceptual, it offers an integrative and complementary perspective on certain marketing issues and trends.

Market Making and the Contested Performation of Value in the Global (Bulk) Wine Industry

Recent economic geography scholarship has emphasized (1) the performative work of market making (i.e., the geographies of marketization perspective) and (2) value-creation practices in markets (particularly the geographies of association and dissociation perspectives). In this article, we propose making stronger connections between these bodies of literature to gain a better understanding of how the performative constitution of markets and of brand and commodity value in markets are connected. More precisely, we argue that not only the b/ordering of the market and market outside (i.e., the world outside the market) but, equally, b/ordering processes within markets are essential components of performative market making and key to the contested attribution of value to commodities and brands. We flesh out this conceptual argument by empirically investigating the global wine market, which is characterized by high significance of brand building and of symbolic qualities—particularly geographic origin. In recent decades, the global wine market has been marked by a massive globalization process, strongly linked to the trading of wine in bulk form and outsourced bulk wine assembly for retailers’ private labels. Building on ethnographical research, we analyze the associative and dissociative b/ordering of the bulk wine market vis-à-vis the (premium) wine market, arguing that this performation struggle is key to the attribution of value to wine. Bearing in mind that we are witnessing an increasing aestheticization of consumer goods in the global economy, resulting in a dramatic rise in branding activities, contested b/ordering processes within markets, we argue, will grow in importance in the future.

Long-Term Trends of Global Wine Market

The major factors of wine trade have been showing distinct patterns of temporal trends worldwide in past decades. Wine consumption, production, imports, and exports differ according to their location and classification to Old World and New World wine markets. Using datasets from various sources, this work focused on quantifying long-term trends (1995–2021) of these wine industry factors for each country, including long-term means and temporal trends, using the Mann-Kendall trend test, and resulting in Z-scores. The temporal relationships between these global factors were quantified by applying Pearson correlation to the original values, as well as by correlating the Z-scores. Our findings show that Old World wine consumers and producers (e.g., Spain, France, and Italy) have been experiencing gradual decreasing trends of wine consumption and production. In New World countries, some of the largest wine-consuming countries were found to have strong, significant increases in wine consumption and new wine production markets show rapid growth trends. About 80% of the countries demonstrated increasing trends of wine imports, signifying the impact of globalization on the wine market and the growing demand for foreign wine. Globally, consumption per capita was found to have significantly decreased. Wine production showed a strong, significant, and lagged dependence on wine consumption, which was also related to the temporal trends of wine imports and exports. The major forces driving the wine market are possibly economic growth and wider competition, with climate change acting as a disruptive force.

Paninvasion severity assessment of a U.S. grape pest to disrupt the global wine market

Economic impacts from plant pests are often felt at the regional scale, yet some impacts expand to the global scale through the alignment of a pest’s invasion potentials. Such globally invasive species (i.e., paninvasives) are like the human pathogens that cause pandemics. Like pandemics, assessing paninvasion risk for an emerging regional pest is key for stakeholders to take early actions that avoid market disruption. Here, we develop the paninvasion severity assessment framework and use it to assess a rapidly spreading regional U.S. grape pest, the spotted lanternfly planthopper (Lycorma delicatula; SLF), to spread and disrupt the global wine market. We found that SLF invasion potentials are aligned globally because important viticultural regions with suitable environments for SLF establishment also heavily trade with invaded U.S. states. If the U.S. acts as an invasive bridgehead, Italy, France, Spain, and other important wine exporters are likely to experience the next SLF introductions. Risk to the global wine market is high unless stakeholders work to reduce SLF invasion potentials in the U.S. and globally.

World Economy of Winemaking

Old traditional winemaking countries are now ahead of new winemaking countries. In addition to countries with European and Middle Eastern viticultural traditions, wine production has begun on a large scale in Canada, Australia, Argentina, Chile, Mexico, New Zealand, South Africa, Australia and the Americas. The top wine exporters in 2019 are dominated by international wine trade in Italy, Spain and France - the total of 57.1 million hectoliters, which is 54% of the global market. Germany, the United Kingdom and the United States were the largest importers - a total of 40.4 million hectoliters, accounting for 38% of the global market. These three countries account for 39% of the total value of world wine imports, amounting to 11.9 billion euros. The US is the largest consumer of wine in the world, with a record level of 33.0 million hectoliters in 2019. Georgia has a serious potential to establish itself in the world markets with its uniqueness, with the introduction of innovative digital technologies. Keywords: Old World wines, New World wines, Wine Export-Import, Global Wine Market, Wine Economy, Viticulture, Harmonized customs system.

THE WINE SECTOR MANAGEMENT IN PORTUGAL: AN OVERVIEW ON ITS THREE-DIMENSIONAL SUSTAINABILITY

The paper scrutinizes wine sector sustainability management in Portugal, which is a traditional wine producer. In Portugal, wine is strategic to its agri-food industry. As the wine market faced changes in consumption and an increase in the quality of the wine offered, new green products (organic, biodynamic) appeared for market niches concerned with environmental and health issues, as well as new ways of communication through the Internet and social media. First, we discuss a global wine market that affects wine market in Portugal, and then we present the internal situation and tendencies, including some examples of sustainable management of this sector in the economic, societal, and ecological dimensions. In the present work, the perspective is essentially of an entire economic sector, since in the Portuguese wine market the Old-World model prevails. This situation comprises high market fragmentation, and strong power exercised by distribution and consumers; it also means that wine production is subject to strict national and common market regulations. However, we do not abandon the micro analysis at the level of the company’s relations with its stakeholders. The methodology adopted in this review is qualitative and it consists of critical analysis of the literature from diverse disciplines, but it also uses secondary sources, such as institutional and technical reports, databases, statistics, notes and media news.

Citrus medica and Cinnamomum zeylanicum Essential Oils as Potential Biopreservatives against Spoilage in Low Alcohol Wine Products.

Low alcohol wine is a new entry in the global wine market, due to the increase in consumers’ concern for health, economic and modern lifestyle issues. As low alcohol products are prone to spoilage, the adoption of natural-derived products with antimicrobial activity as biopreservatives seems to be an intriguing alternative. Thus, the aim of the present study was to investigate the possible antimicrobial properties of Citrus medica and Cinnamomum zeylanicum essential oils (EOs) and assess their commercial prospective in the wine industry. The main constituents identified by GC/MS analysis were limonene (38.46%) and linalool (35.44%) in C. medica EO, whereas trans-cinnamic-aldehyde (63.58%) was the dominant compound in C. zeylanicum EO. The minimum inhibitory (MIC), non-inhibitory (NIC) and minimum lethal concentration (MLC) values against common wine spoilage microbes were initially determined. Subsequently, their efficiency was further validated in low alcohol (~6% vol) wines, either separately or in combination at 0.010% (v/v), as well as in wines deliberately inoculated with Gluconobacter cerinus, Oenococcus oeni, Pediococcus pentosaceus, Dekkera bruxellensis, Candida zemplinina, Hanseniaspora uvarum, Pichia guilliermondii or Zygosaccharomyces bailii. EO addition led to considerable spoilage and microbial growth delay during storage at room or refrigerated temperature, suggesting their potential use as wine biopreservatives.

Environmentally sustainable versus aesthetic values motivating millennials\u2019 preferences for wine purchasing: evidence from an experimental analysis in Italy

The interest in wine produced in an environmentally friendly manner is increasing in the global market among both consumers and producers. Moreover, numerous labelling and certification systems have been introduced to guarantee environmentally friendly production. Consumers can consider some environmental attributes in relation to their purchasing decisions as components of their ethical demands; such consumer behaviours can drive wine production to more sustainable models. This change depends on many factors, such as consumers’ willingness to pay for sustainable and ethical attributes and the effective communication of such attributes. Among consumers, young people belonging to the so-called millennial generation are the new wine consumers, and they represent an increasingly important segment of the global wine market. This study uses a choice experiment to investigate Italian millennials’ preferences toward two ethical attributes of wine: ‘carbon footprint claim’ and ‘winescape aesthetic’.The findings show considerable heterogeneity among respondents, the majority of whom seem to be interested in the carbon footprint claim, even if a group of them prefer to pay a premium price to consume high-quality wines. Our results indicate that winescape aesthetic does not appear to be an important attribute in guiding respondents’ preferences.

Bordeaux Across Borders: The Innovative Trading Strategies of J. Calvet & Co. in the First Wave of Wine Globalization

ABSTRACTBordeaux wine was traded to Northern Europe and Britain throughout the early modern period. In the early nineteenth century, the family company J. Calvet & Co was founded in the Rhone Valley and by mid-century relocated to Bordeaux. This company’s atypical inter-regionalism became the basis for its successful international expansion from the 1860s. Then, from the 1880s to the First World War, the third generation of the Calvet family further extended supply networks and outlets in Europe and America. The Calvet strategy of sending family agents and other trusted employees overseas and a marked diversification in the sources of wine they sold to wine retailers enabled the firm to strengthen its position despite production crises and rising competition. By focusing on this innovative family firm, the present essay offers a new perspective on the emergence of a modern, global wine market centered in Bordeaux.

Globalising chains – decoupling grape production, wine production and wine exports

PurposeThe purpose of this paper is to show that globalisation (or de-regionalisation) in the wine business is entering a new phase in which grape production, wine production and wine exports are increasingly decoupled. In order to illustrate the case, the authors present Lithuania, compared to Romania, as a case study.Design/methodology/approachThe authors tested the hypothesis that grape production and wine trade are increasingly decoupling. Based on the notion that transformation countries act as an avant-garde where new developments show first, the authors use Central and Eastern Europe as a case in point. The authors apply a mixed and a fixed effects model, where self-sufficiency in grapes explains wine exports to a reducing degree.FindingsIn the descriptive part the authors demonstrate how Lithuania, since EU accession, has become a major hub for wine trade, importing from the main export countries, and exporting mostly to Russia. In the multivariate section, it can then be shown that this decoupling between grape production and wine exports is a significant development in international terms.Practical implicationsThe division of labour in wine trade has entered a new phase where wine production and wine marketing are decoupled. If extrapolated into the future, this may indicate that in the future world market, grape production and wine production may also decouple.Originality/valueThe paper has traced a new and un-described phenomenon on the global wine market. It shows that the division of labour is still advancing.

The competition on wine markets in the Czech Republic

ABSTRACTThe purpose of the article is the elaboration of suggestions leading to the improvement of the Czech viticulture position on wine markets by means of the analysis of the development of the contemporary state of viticulture and consumption of wine in the Czech Republic (CR). The methodology of the following study comes from the comparison of data about the vine-growing and wine production of the Czech Republic, description of the EU legislature and authors’ own findings about consumers’ preferences in the consumption of wines in the Czech Republic. Then the follow-up analysis will become the basis for the elaboration of recommendation towards the improvement of the Czech viticulture position on the global wine market. The state wants to keep employment in the field of viticulture to support the position of the Czech wine on foreign markets and to support young vintners up to 40 years old through the programme of subsidies into vine-growing and wine-making. Domestic production of wine, which is preferred by consumers, has not satisfied even the third of the demand for wines in the Czech Republic. The average annual consumption of wine has reached 20 L per person.

U.K. and Global Wine Markets by 2025, and Implications of Brexit

AbstractThe United Kingdom has accounted for a major share of the world's wine imports for centuries, and wine accounts for more than one-third of U.K. alcohol consumption. It is therefore not surprising that suppliers of those imports and U.K. wine consumers, producers, traders, distributors, and retailers are focusing on what the United Kingdom's planned withdrawal from the European Union (Brexit) might mean for them. In this paper, a model of the world's wine markets is used to project those markets to 2025 without, and then with, the occurrence of Brexit. The Brexit scenarios involve adjustment not just to U.K. and EU27 (the countries remaining in the European Union) bilateral tariffs but also to assumed changes to the United Kingdom's income growth and currency. The relative importance of each of these three components of the initial shock are reported, as are impacts on bilateral wine-trade values and volumes for still and sparkling wines. The results suggest that the impact outside the United Kingdom will be minor compared with other developments in the world's wine markets. Inside the United Kingdom, however, the effect of Brexit on incomes and the British pound are likely to have nontrivial initial impacts on the domestic wine market and to be far more consequential than the direct impact of changes in bilateral tariffs. (JEL Classifications: F15, F14, F13)

Efficiency of winemaking in developing countries

PurposeThis paper aims to the evaluation and comparison of the efficiency of winemaking in two developing countries (Ukraine and Bosnia and Herzegovina (B&H)) from the perspective of their development.Design/methodology/approachIn this research study, four models of data envelopment analysis (DEA), correlation and other tools of the data analysis are used to analyze the efficiency of wineries in two developing countries. Returns to scale, scale efficiency, super-efficiency and some other indicators are examined. The research is based on the sample, including 33 wineries of Ukraine and B&H.FindingsCharacterized by the same average efficiency and number of leaders, in Ukraine, medium and large wineries are developing more efficiently than small ones, whereas the opposite is true for B&H. The authors found the high potential growth of efficiency on Ukrainian (up to 28.9 per cent) and Bosnian wineries (up to 28.3 per cent). The ways for its realization were suggested. Cross-country efficiency analysis enabled us to find inter-country leaders of wine industry. The authors grouped inefficient wineries, calculated the potential for inputs reduction and found the main directions for the improvement of efficiency for each group.Research limitations/implicationsThe research is limited to a single industry in only two developing countries. Future studies can be devoted to the comparison of the efficiency of wineries in developed and developing countries. The results can determine which countries can be leaders in the global wine market in the future.Practical implicationsThis study provides useful information for: researchers of wine market in developing countries enabling them to understand the current state, basic problems and efficiency levels of wineries in Ukraine and B&H; domestic policy-makers- to improve regulation of wine industry as to make it more competitive and efficient; wine producers in these countries- to find the benchmarks using the best practices to adapt them in own business and to increase an efficiency.Originality/valueOn the example of Ukraine and B&H, this study has shown that each respective country has its own conditions of doing wine business. This is the first paper that compares the efficiency of wine industry in Ukraine and B&H.

Analysing the online wine tourism strategies of American and Italian wineries

As competition intensifies in the global wine market, online wine tourism has become a crucial marketing dimension for wineries and wine regions around the world. This paper presents and extends the proven attracting, informing, positioning and delivering framework for examining the strategic orientation of winery websites. Two nations that are at the forefront of the competition between old world and new world wines are the USA and Italy. Qualitative and quantitative analyses showed that American wineries were generally better at projecting a wide-range virtual branding characteristics. Italian wineries were better at the attracting dimension, and they focused mainly on local characteristics.

Analysing the online wine tourism strategies of American and Italian wineries

As competition intensifies in the global wine market, online wine tourism has become a crucial marketing dimension for wineries and wine regions around the world. This paper presents and extends the proven attracting, informing, positioning and delivering framework for examining the strategic orientation of winery websites. Two nations that are at the forefront of the competition between old world and new world wines are the USA and Italy. Qualitative and quantitative analyses showed that American wineries were generally better at projecting a wide-range virtual branding characteristics. Italian wineries were better at the attracting dimension, and they focused mainly on local characteristics.

Changes in the international wine market competitiveness

This study offers a contribution to understanding the complexity of the international wine trade analysing the specialisation patterns of 14 among the most important wine world actors in the period 2007&2016, in order to verify if the patterns of comparative advantages for the trade of this countries have experienced significant changes. Using the Lafay index, as a comparative advantage measure, our results reveal deep changes in the global wine market exchange. Our result constitutes a base element for the future development of the competitive scenario and provides some both theoretical and practical implications. In the baseline projection, the maintenance of the competitive position is closely linked to the needs to know the specificities, the differences, the sizes and the economic opportunities for each of the countries target, in order to undertake targeted actions and effective strategies.

Changes in the international wine market competitiveness

This study offers a contribution to understanding the complexity of the international wine trade analysing the specialisation patterns of 14 among the most important wine world actors in the period 2007&2016, in order to verify if the patterns of comparative advantages for the trade of this countries have experienced significant changes. Using the Lafay index, as a comparative advantage measure, our results reveal deep changes in the global wine market exchange. Our result constitutes a base element for the future development of the competitive scenario and provides some both theoretical and practical implications. In the baseline projection, the maintenance of the competitive position is closely linked to the needs to know the specificities, the differences, the sizes and the economic opportunities for each of the countries target, in order to undertake targeted actions and effective strategies.