Competition in the Global Wine Industry:

Some thought it was super natural, others thought it was only for gods. Around 3150 BCE one of the earliest Egyptian Kings was buried with seven hundred jars of wine. Keep in mind that these jars had to transported, and it wasn’t cheap! On the other hand around 825 BCE, the Assyrians had wine drinking established to a formal social ritual. In Greece it was drunk at many formal drinking parties and believed that, “To rich and poor alike hath he granted the delight of wine, that makes all pain to cease.” (Page 53) Wine obviously contained alcohol, so many judged others by how they conducted themselves after drinking it. The Greeks always mixed their wine with water, opposed to the Scythians and Thracians who never mixed their wine with water. Wine as well had its own game! The name of the game was kottabos. It was played in certain rooms involving flicking the last drop of wine on targets. Now a days, it seems crazy, but back then it was considered to help with concentration. This section was filled with so many wonderful quotes from poets and philosophers that stuck in my head through-out the reading of this book. A Greek poet by the name of Aeschylus said, “Bronze is the mirror of the outward form; wine is the mirror of the mind.” (Page 56) Another quote comes from a Greek philosopher named Eratosthenes, “Wine reveals what is hidden,” (Page 62) Wine can still today “reveal what is hidden” that brings us to modern day

Beginning as an exotic foreign drink in Mesopotamia that few could afford, wine rose in popularity over time and became the main beverage of Greece and Rome. In Mesopotamia wine was restricted to an elite group of people who were able to afford it. As time went on wine slowly became more accessible to people of lower classes. Standage explains it as “ As the volumes grew and prices fell, wine became more accessible to a broader segment of society” (Standage 49). The vine rapidly took hold throughout Greece and the Greek began to produce wine on a large scale. This is what lead to the immense cultivation of grapevines and olives over grain farming. Drinking wine was viewed as more civilized than the consumption of beer by the Greeks and the

Wine production involves two parts of economic activity – viticulture and wine making in the winery. In the global context, wine production is dynamic due to the influence of globalization, technological advancements and extensive research. These have essentially influenced the nature, spatial patterns and the ecological dimensions of the wine industry.

The exact time when beer was created is unknown, but was common in the Near East by 4000 BCE. With the discovery of beer, came an increase in the importance of cereal grains, and the argument that the discovery is a key factor in society’s adoption of agriculture, the point at which history begins approach modern times. One of the explanations for this change is, “once beer had been discovered, and its consumption had become socially and ritually important, there was a greater desire to ensure the availability of grain by deliberate farming” (Standage 21). The next drink Standage decided was a significant piece of history was wine, which is presented through a review of early Greece and Rome. An important point that Standage noted was the apparent split in social classes seen with the introduction of wine. “At the time, one shekel of silver per month was regarded as the minimum wage, so wine could only have become an everyday drink among the very rich” (Standage 50). In addition, wine was also associated with religion, long distance trading, and geography. Standage moves on to the colonial period using spirits as vessel through which to discuss the era. Connections from spirits are made to exploration, the slave trade, and the American revolution. Standage makes the case that spirits was the first globally ubiquitous drink that affected many aspects at the time. “Unlike beer, which was

Wine was an unknown drink to most. It was first drank at the “greatest feast in history” (Standage, 43) in Assyria, hosted by King Ashurnasirpal II (Standage, 43). In Mesopotamian, most people haven't drank or even heard of this new drink, only the best could drink it. Though wine was used for religious purposes as well (Standage,46). In Assyria, wine became apart of an elaborate social ritual. The book says “wine and it’s associated drinking paraphernalia became emblems of power. Prosperity, and privilege.” (Standage, 47). Production of wine became full swing by the time other pharaohs and kings acquired a taste for wine, vineyards started popping up (Standage 48). Wine eventually became a social drink, and in Greece beer was considered a

MontGras, a medium-size Chilean winery, has to formulate an export strategy. It has to decide whether to emphasize the U.S. or U.K. markets, which also offer different positioning and pricing proposals. It has twice failed to penetrate the U.S. market, because distributor relationships fell through, and is deciding between two new potential partners. In the United Kingdom, it is offered participation in a supermarket promotion that will boost volumes but at the expense of price maintenance.

The Canadian Wine industry is a relatively small player on the worldwide market with a wine export value of approximately $54 million in 2013, making up just 0.15% of global wine exports. This is largely due to Canadian grape grower’s inability to compete with producers in countries with more favourable weather conditions for growing grapes. For example, in 2007 Canada used approximately 8,000 hectares of land to grow grapes compared to the EU’s 3.5 million hectares, 2.5 million of which were in France alone. Despite Canada’s land size, there are only a few regions where the climate allows for a long enough growing season for grapes to mature on the vine.

Wine had a lot to do with empire, medicine, and religion. Wine was associated with the rise and fall of empires. Wine lived on with Christianity after the fall of the Roman Empire. Wine also spread religion. Medicine advanced because they found out that wine helped to clean wounds, killing the bacteria in them.

Wine had a lot to do with empire, medicine, and religion. Wine was associated with the rise and fall of empires. Wine lived on with Christianity after the fall of the Roman Empire. Wine also spread religion. Medicine advanced because they found out that wine helped to clean wounds, killing the bacteria in them.

Wine continues to be a staple in society, displayed in its prominent impact on culture and religion. It has paved the way for growth in both politics and philosophy; its involvement in trade allowed the spread of Greek ideas to reach many civilizations. Wine’s effect throughout human history is undeniable as it connected people from all over the world through trade and commerce. While it's true origins are lost and only recorded in “myth and legend”, it is believed that its first production was in the Neolithic period, between 9000 and 4000 BC (Standage 47). Wild grape vine, cereal crops, and the invention of pottery lead to wine production in areas of modern day Armenia and northern Iran. Reddish residue found inside a jar from a Neolithic village in the Zagros Mountains is the earliest physical evidence for wine (47). Wine’s possible origin in this region is mirrored in the story of Noah.

Therefore, France is a popular country for the making and producing of wine, and has the reputation as the Mother Country (“French Wine Culture”). Receiving this title did not happen overnight; France has been producing and manufacturing wine for a long period of time. Wine plays roles in many aspects of their society. For example, wine reflects their heritage, region of birth, social status, and their health (“France”). Wine resembles the differences between regions and their national pride (“France”). Not only does the region reflect their heritage but it also helps determine the name of the wine itself, as does the vineyard they are grown in (“French Wines”). Most vineyards are very large. They typically cover a good portion of the land, with the exception of the buildings that it is made in.

When people walk in a wine shop or grocery store’s wine aisle, there are often hundreds of wines with different price on display. The consumer may wonder what is the difference between a thousand-dollar wine and a twenty-dollar wine. On the bottle of wine, a typical label shows a lot of information. How to use those informations to evaluate the true value of wine definitely is a challenge. Even though consumer can easily find the quality rating of wine which published by various wine writers and critics; however, the wine writers’ opinion can influence consumer perceptions. Therefore, analysis the internal and external impact on wine prices helps consumer make a wise decision. According to a wine marketing research in Australian Marketing Journal, wine’s brand name, geographic region, grape types, fermentation method and vintage date are the main components that affect wine prices (Ling and Lockshin 19). Knowing where a bottle of wine comes from, what types of grape used and the reputation of its winery can help consumer have an idea how much it worth.

Any worthwhile discussion of Spain?s wine making needs to include, at a minimum, an overview of the wine making regulations, under which vintners operate, the labeling requirements and what that means that means to consumers. After ?lo these concepts are covered, a discussion of the wine growing areas, the grape varietals and the resulting wines produces a sharper picture of Spain?s wines.

In the wine industry wine producers have two basic markets, the low budget substance abusers and the high class table wine drinkers. When wine producers develop their products they usually have one of these markets in mind.

This report will discuss whether or not to invest in Tunisian wine industry, based on analysis and theories for the current market. It will point out all the advantages and disadvantages of investing in there and will make a recommendation based on many factors.