Wine as a tradable commodityPresentation Transcript
Wine as a Tradable Commodity
By Hayley Green
“Wine is one of the most civilized things in the world and
one of the most natural things of the world that has been
brought to the greatest perfection, and it offers a greater
range for enjoyment and appreciation than, possibly, any
other purely sensory thing.”
- Ernest Hemingway
Wine as a Tradable
Wine has been traded since before
the days of the Roman Empire.
Rome, in particular, relied on trade to
remain strong. This included the
export of Roman Wine to other areas.
Retrieved from: http://historylink101.com/2/Rome/roman-ships.htm
Roman Trade Routes – How Far Wine Travelled!!!
Early Wine Trade
Although most significant in Rome, wine
trade is thought to have first originated in
The modern economy is thought by some
to be founded on the Egyptian wine
The wine trade began to expand more,
with wine being made by monks and the
The biggest exporter of wine in the 12’th
and 13’th centuries was a Cistercian
France’s Wine Trade
Wine became crucially important to
France as a trading commodity in the
France, in particular Bordeaux, was
exporting so much wine to England,
records were not broken until 1979.
Movement to the New World
Although today’s Chilean area was first to
establish Vitis vinifera, it was the area of
California that flourished as a New World
wine area initially.
The establishment of vines in the 19’th
century, along with the opening of trade
markets during the gold rush, established
the region as the greatest wine producer
in the United States.
Today’s market is heavily dominated by
new world wines.
This is mainly due to the more liberal
approach to wine making in these
Less strict laws provide a competitive
advantage due to lower production
costs, and ability to better make a
product suited to a target market.
Today’s Wine Regions, Old and New
Retrieved from: http://winefolly.com/review/new-world-vs-old-world-wine/
Wine Trade Influences
The tendency of today’s wine market to
favour new world wine styles, has led to the
world of wine being blown open.
Old world wine making techniques are still
valued, but are not necessarily in as high
demand as new world wine styles, which push
the boundaries of wine making and are more
This demand for new world wine has
produced a tendency for temporary trends to
Current Health of the Market
The consumption of wine on a global
scale is stronger than ever, due to its
constant upward trend.
The decline in wine consumption in
traditional wine-drinking countries, is more
than compensated by the incline in wine
consumption in non-traditional areas.
Future of the Wine Market
By viewing economic patterns, wine
demand is expected to be concentrated
in three main areas.
These areas are China, India, and South
East Asia, excluding Muslim
Countries, steeped in tradition.
Challenges for the Future
France is expected to suffer a great
decline in demand for its wine, in
consistence with its already decreasing
The only way to prevent this would be to
loosen the laws around wine making, and
taking a new approach to old traditions.
Challenges to the Future
Global warming poses a big threat to the
future of the wine industry.
Climate change will change the terroir of
main wine regions.
New approaches to wine making and
viticulture will need to be established, and
new wine regions will develop as their
climates fall more in to line with ideal grape
Genetically modified varieties are already
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attitude: the counterattack – Arrogant Frogs and Butterflies. Paper presented at the National Centre for
Research on Europe Conference. Retrieved from
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Napier University). Retrieved from
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