1. Global Wine War
2009: New World
versus Old
Patricia Bartlova Naomi Blyth
Lenia Miltiadous
Benedikt Gamperling Yasen Valchev
2. Introduction
Historically, the Old World
dominated the global wine market
(plus higher wine consumption)
The New World entered the wine
market ("Judgment of Paris")
Decline in demand in Europe and
changing preferences globallly
redefined the wine industry
By 2007 wineries from the New
World were accounted for 14 out of
20 world's top brands.
Global oversupply of wine brought
new challenges for both the New
and Old World wine businesses.
3. Analysis of the overall wine
industry worldwide
Continually growing, 230$ billion industry
Rise of „new world“ producers and upcoming costumer
groups
European producers lose their surpremacy in wine
making
Economical shift: e.g. growing affluence in the east
Changing technologies: growing techniques, space
grapes
External influences such as global warming
4. Loss of traditional
producers’ market share
Lower prices of land
Innovative techniques
Better color and flavor
Vines plant twice the
traditional destiny
“The Judgment of Paris”
5. Loss of traditional producers’ market
share
Marketing and packaging
Reduction of shipping costs
Product differentiation
o Appeal to unaccustomed consumers
o Wide variety of products
Brand Management
According to grape variety
Taste consistency
6. Loss of traditional
producers’ market share
Distribution
Value chain control
Less inventory
Quality control
Sense of changes in consumers’ habits
Bargaining power towards big retailers
7. Improvement Proposals
Focus their efforts on exports and in particular on
China and USA
Increase French wine production by expanding their
vineyards
Utilize new techniques successful in the New World
(experimenting with grape growing, winemaking
technology)
Decrease complex government regulations and
legislation
Engage heavily in branding and marketing