Global Wine: New vs. Old World

8139 Words Feb 11th, 2011 33 Pages
Global Wining: New vs. Old World
An Analysis of New and Old World Wine Countries
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Outline
I. Executive Summary ...................................................................................................................... 3
II. Background................................................................................................................................. 4
III. Industry Analysis: Australia....................................................................................................5-7
A. Challenges ...................................................................................................................7-8
1. Public perceptions
2. Fragmentation of wineries
3. Overproduction
4. Climate
5.
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For many years France was paving the way and producing high quality wine and reaping success in a growing market, but just like any industry, a shift in consumer demand changed the outlook on France’s future success in the wine industry, but proved to be an opportunity for new comers United States and Australia.
The following analysis provides alternatives and recommendations for New and Old world producers to gain a larger share of the wine industry. New World wine producers have a handle on the large growing segment of younger wine drinkers, but have yet to tap into the older, quality conscious wine connoisseurs.
Wine growers need to invest heavily in market research and customize their marketing and labeling to that particular customer preference.
For Old World wine producers such as France, it will be a little more difficult in implementing changes as it is nearly incapable due to strict rules and regulations. Not only is government’s involvement a hindrance, the cultural and traditional influence is a blockade in applying technology to production. As such, it will be difficult for Old World countries to compete, but there are some changes that France wine producers can make while staying within the restrictions. These include promoting their traditions through advertising and simplifying
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