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Until very recently, most grape-based wine was consumed close to where it was produced, and mostly that was in Europe. Barely one-tenth of the world's wine production was exported prior to the 1970s, even counting intra-European trade. The latest wave of globalization has changed that forever. Now more than one-third of all wine consumed globally is produced in another country, and Europe's dominance of global wine trade has been greatly diminished by the surge of exports from 'New World' producers. New consumers also have come onto the scene as incomes have grown, eating habits have changed and tastes have broadened. Asia in particular is emerging as a new and rapidly growing wine market – and in China that is stimulating the development of local, modern production capability that, in volume terms, already rivals that of Argentina, Australia and South Africa. This latest edition of global wine statistics therefore not only updates data to 2009 and revises past data, but also expands on earlier editions in a number of ways. For example, we now separately identify an extra eight Asian countries or customs areas (Hong Kong, India, Korea, Malaysia, Philippines, Singapore, Taiwan and Thailand) in addition to China and Japan. We also include more than 50 new tables to cover such items as excise and import taxes, per capita expenditure on wine, the share of domestic sales in off-trade, the shares of the largest firms in national markets and globally, and the most powerful wine brands globally. Given the growing interest in the health aspects of alcohol consumption, we now express it per adult as well as per capita. Perhaps the most significant addition to this latest version is a new section that provides estimates of the volume, value and hence unit value of wine production, consumption, exports and imports for four catagories: sparkling wines, and non-premium, commercial-premium and super-premium still wines.

Until recently, most grape-based wine was consumed close to where it was produced, and mostly that was in Europe. Now more than two-fifths of all wine consumed globally is produced in another country, including in the Southern Hemisphere, the USA and Asia. This latest edition of global wine statistics not only updates data to 2016 but also adds another century of data. The motivation to assemble those historical data was to enable comparisons between the current and the previous globalization waves. This unique database reveals that, even though Europe's vineyards were devastated by vine diseases and the pest phylloxera from the 1860s, most 'New World' countries remained net importers of wine until late in the nineteenth century. Some of the world's leading wine economists and historians have contributed to and drawn on this database to examine the development of national wine market developments before, during and in between the two waves of globalization. Their initial analyses cover all key wine-producing and -consuming countries using a common methodology to explain long-term trends and cycles in national wine production, consumption, and trade.

Until very recently, most grape-based wine was consumed close to where it was produced, and mostly that was in Europe. Barely one-tenth of the world's wine production was exported prior to the 1970s, even counting intra-European trade. The latest wave of globalization has changed that forever. Now more than one-third of all wine consumed globally is produced in another country, and Europe's dominance of global wine trade has been greatly diminished by the surge of exports from "New World" producers. New consumers also have come onto the scene as incomes have grown, eating habits have changed and tastes have broadened. Asia in particular is emerging as a new and rapidly growing wine market - and in China that is stimulating the development of local, modern production capability that, in volume terms, already rivals that of Argentina, Australia and South Africa. This latest edition of global wine statistics therefore not only updates data to 2009 and revises past data, but also expands on earlier editions in a number of ways. For example, we now separately identify an extra eight Asian countries or customs areas (Hong Kong, India, Korea, Malaysia, Philippines, Singapore, Taiwan and Thailand) in addition to China and Japan. We also include more than 50 new tables to cover such items as excise and import taxes, per capita expenditure on wine, the share of domestic sales in off-trade, the shares of the largest firms in national markets and globally, and the most powerful wine brands globally. Given the growing interest in the health aspects of alcohol consumption, we now express it per adult as well as per capita. Perhaps the most significant addition to this latest version is a new section that provides estimates of the volume, value and hence unit value of wine production, consumption, exports and imports for four catagories: sparkling wines, and non-premium, commercial-premium and super-premium still wines

Until recently, most grape-based wine was consumed close to where it was produced, and mostly that was in Europe. The latest globalization wave has changed that forever. Now more than two-fifths of all wine consumed globally is produced in another country. Europe's dominance of global wine trade has been diminished by the surge of exports from the Southern Hemisphere and the United States. Asia has emerged as an important consuming region, and in China that has stimulated the development of local production that, in volume terms, already rivals that of Argentina, Australia, Chile and South Africa. This latest edition of global wine statistics not only updates data to 2016 but also adds another century of data. The motivation to assemble those historical data was to enable comparisons between the current and the previous globalization waves. This unique database reveals that, even though Europe's vineyards were devastated by vine diseases and the pest phylloxera from the 1860s, most 'New World' countries remained net importers of wine until late in the nineteenth century. Some of the world's leading wine economists and historians have contributed to and drawn on this database to examine the development of national wine market developments before, during and in between the two waves of globalization. Their initial analyses cover all key wine-producing and -consuming countries using a common methodology to explain long-term trends and cycles in national wine production, consumption, and trade. They are available in Wine Globalization: A New Comparative History, edited by Kym Anderson and Vicente Pinilla (Cambridge University Press, February 2018)

New Zealand's agricultural landscape and exports have been reshaped by the massive growth of its wine industry in recent years. The article shows how the successful establishment of the country on a global wine market was driven by the exchange of capital, people, knowledge and technology. As a node in a global network, New Zealand's wine industry can be conceptualised as a driver and as a result of globalisation processes.

In the paper were analyzed the wine market in the European Union. The basic data source is Global Trade Atlas, in the time interval from 2010 to 2012. The wine production in the European Union is around 164 thousand hectolitres. In export structure dominate the bottled wines (67.9%), and then follow the wine in bulk (22.7%), the lowest share is of the sparkling wine with 9.4%. The largest wine export has been directed to USA market (23.3%), and then follows the Russian Federation (16.3%) and China (9.9%). The biggest wine exporter in the European Union is Italy, then Spain and France. The European Union represents compellingly the biggest world wine importer, while the average import amounted 13.607.000 hectolitres. In import structure dominate the wine in bulk (57.2%), then the bottled wines (41.7%), while the lowest share has the sparkling wines, with share of totally one percentage. The largest import is from Australia (25.3%), then Chile (21.6%) and South-African Republic (20.3%). The biggest importer is Germany, and then follows Great Britain and France. The European Union has a positive balance of wine foreign trade exchange, approximately over six thousand hectolitres. In the following period can be expected a trend of export growth from the Union, but with significantly more moderate tempo, owing to a notable saturation of the international market.

The purpose of the article is to carry out a comprehensive analysis of the raw material market of wine products, production and distribution of wine through sales channels, opportunities and restrictions on the sale of wine in domestic and foreign markets; to determine the state and potential volumes of wine consumption in Ukraine; to elaborate ways and directions of development of production and consumer potential of the domestic wine market to ensure supply and demand formation. Research methods includes an abstract-logical method to substantiate the production and consumer potential of the market; analysis and synthesis – to establish the size of the area, yield, gross harvest, processing of grapes into wine materials, range of products, geography of export and import and wine consumption; economical and statistical and balance methods – for identifying trends and patterns of production and factors influencing the market of wine products, imbalances in the production and consumption of wine in the domestic market; comparative and calculation-constructive methods – to compare the levels of wine consumption in Ukraine and EU countries and substantiation of the consumer potential of the wine market in Ukraine; standard-cost method - for determining the amount of investment in the raw material base of the wine industry to develop production capacity and ensure supply in the wine market. Research results. Analysis of the market dynamics in the segments of grape growing and processing, the nomenclature of production, distribution and consumption of wine showed the discrepancy between the supply of raw materials on the market for loading the capacity of wineries, accompanied by the filling the domestic market with imported products. The ratio of wine exports to imports, production volumes to exports and imports, the share of domestic production and imports in the consumption fund and per capita has been established. The capacity of the domestic market for wine consumption in Ukraine at the level of European countries and the amount of investment to ensure its supply of wine products is determined. The ways and directions of development of production and consumer potential of the domestic wine market are outlined. Scientific novelty. The disproportions in the production and consumption of wine in the domestic market, the differences in the consumption of wine per capita in Ukraine and European countries are grounded. The production and consumer potentials of the domestic wine market have been determined. The volumes of investments, ways and directions of development of the production and consumer potential of the market for the interaction of supply and demand have been established. Practical significance. The investigated trends in the development of the production and consumer potential of the wine market serve as a guideline for making rational management decisions on the choice of ways and directions for increasing production and domestic consumption of products of the wine industry.

THE BUSINESS OF WINE -- Table of Contents -- Preface -- Chapter 1 MARKET OVERVIEW -- Specific Types of Wine -- Changes -- Vineyard to Shelf -- Chapter 2 VINEYARDS OF THE WORLD -- Europe -- Vine-Growing Areas of the EU -- The Three Major EU Producers: Spain, Italy and France -- Elsewhere in Europe -- The Vineyards of Africa -- China's Planting Material -- The Americas -- Chapter 3 CONSUMER BEHAVIOR -- France: A Major Producer-Consumer of Wine -- Regular and Occasional Wine-Drinkers -- Class, Gender, Income Bracket, and Occupation -- Public Opinion -- Wine as a Beverage versus Wine for Pleasure -- The UK-One of the most highly Targeted Markets -- Taxation -- Chapter 4 PRODUCT CATEGORIES -- Still wine -- France -- Italy -- Market Shares -- Grape-Must -- Chapter 5 PRODUCTION -- Overview of the Process of Making Wine -- Fermentation -- Sediments -- The Equipment of the Modern Winery -- Chapter 6 HISTORY AND DEVELOPMENT OF THE DISTRIBUTION SYSTEM -- Evolution of Distribution -- Italy -- Germany -- Summary -- Chapter 7 THE MARKETING OF WINE -- The Essence of Wine Marketing -- Consumer Risk Reduction Strategies and How Marketers can Exploit the Perceptions -- Global Trends in Marketing -- Marketing Trends in Major Wine Markets -- The Upsurge of Discounters -- Packaging -- Branding and Supply Chain Management in France -- Branding in Western Europe and the United States -- Reassurance and Guarantees -- The Internationals -- Private Label Marketing based on the UK Model -- Direct Marketing -- E-Business -- Chapter 8 COMPANIES AND HOW THEY COMPETE -- The Development of Strategies: Active and Reactive -- Super-Premium and Premium Wines -- Understanding Size-Related Strategies -- Wine of Luxury Image -- Strategy Built on a Multi-Beverage Portfolio -- Traditional Family-Owned Wine Businesses -- Innovation in Wine Marketing & Branding.

List of Abbrevations -- List of Illustrations -- Notes on Contributors -- Foreword: Apéritif -- Christopher Heath -- 1 An Introduction to Wine Regulation in a Globalized Market -- Prospects and Limits of Wine Governance -- Julien Chaisse, Fernando Dias Simões, and Danny Friedmann -- PART 1 -- The Wine Market: Past, Present and Future in a Global Economy -- 2 The Rise and Fall of the World's Largest Wine Exporter - and Its Institutional Legacy -- Giulia Meloni and Joe Swinnen -- 3 Tradition, Territory, and Terroir in French Wine -- Role, Function, and Purpose of the Institut national de l'origine et de la qualité in the French Wine Law Model -- Fabrice Giordano -- 4 Exploring Italy's Wine Law Reforms -- Experiences, Challenges, and Prospects -- Antonio Rossi and Duilio Cortassa -- 5 "Innovative Tradition" -- Austrian Wine Regulation between Past and Future -- Iris Eisenberger and Rostam Neuwirth -- 6 Between Wines and Spirits -- Classification Challenges of Polish 'Fruit Wine'- based Products in EU Perspective -- Joanna Banasiuk, Aleksander Stepkowski, and Leszek Wiwala -- 7 Wine law in Australia -- Challenges of Local Identity in a Global Marketplace -- Lisa Toohey -- 8 Libiam Ne' lieti Calici -- EU and Chinese Policies in Support of Wine Production -- Flavia Marisi -- 9 Wine and Liquor Laws in Canada: Trends and Regulatory Challenges -- Daniel Hohnstein -- 10 The Protection of Foreign Investment in the Wine Sector -- Laurence Ponty, Baptiste Rigaudeau, and Jean-Robin Costargent -- PART 2 -- The Role of Intellectual Property Law in the Wine Market -- 11 Grafting the Old and New World -- Towards a Universal Trademark Register that Cancels Generic igo Terms -- Danny Friedmann -- 12 The Protection of Traditional Terms for Wines in the Europa Union and beyond -- Anke Moerland and Ramyaa Bhadauria -- 13 The Barolo Appellation of Origin in the Global Market -- Anisha Mistry and Luca Valente -- 14 "Pure Michigan" and "Napa Valley 100%" -- Is Protection of American Origin Wines as Geographic Indications on Fertile Ground? -- Rebeccah Gan -- 15 Australia Corked Its Champagne and So Should We -- Enforcing Stricter Protection for Semi-Generic Wines in the United States -- Lindsey A. Zahn -- 16 Integrating the Protection of Foreign Geographical Indications in Federal States -- Transsystemic Study of gi Protection in Canada, the USA, and Germany -- Nicolas Charest -- 17 The Protection of Vines, Grapes and Wine under Plant Variety Rights Law, with a Particular Focus on the EU -- Philippe De Jong -- 18 Trade Dress Regulation and Protection Rules Applying to Wine in Turkey -- Burak Keskin -- 19 Patent Search and Analysis in the Wine Industry -- A Guided Tour from Vineyards to your Table -- Luca Falciola -- PART 3 -- Wine beyond the Market: Health Policy, Ethical and Social Issues -- 20 On the Jurisprudence of Wine's Journeys from National Terroirs to a Global Market -- Places of Normativity, Mythology and Justice in London and Aotearoa/New Zealand -- Wayne Morrison -- 21 Protecting Wine Packaging as a Trademark -- Why the Substantial Value Exclusion Makes the Task Unreasonably Burdensome -- Jacopo Ciani -- 22 Prošek or Prosecco -- Intellectual Property or Intangible Cultural Heritage? -- Steven Gallagher -- 23 The Use of All Wines -- A Legal Analysis for Conservative Judaism -- Elliot Dorff -- 24 Risk Management in the Wine Supply Chain -- Diego Saluzzo -- 25 The Grass is Greener on the Other Side -- Biodynamic Wines and Trademarks, the Quest for Answers -- Ana Penteado -- 26 In Vino Veritas -- Blockchain as a Viable Solution for Combating Counterfeit Wines in China -- Jerry I-Hsuan Hsiao -- Index.