A Global View of the International Wine Market

Running head: A GLOBAL VIEW OF THE INTERNATIONAL WINE MARKET
A Global View of the International Wine Market
Name of the Student:
Name of the University:
Author’s Note:

1A GLOBAL VIEW OF THE INTERNATIONAL WINE MARKET
Table of Contents
Introduction:...............................................................................................................................2
Important players in the global wine market:............................................................................2
Understanding of the changing wine market:............................................................................3
Opinion on different marketing/branding strategies:.................................................................4
Conclusion:................................................................................................................................4
References:.................................................................................................................................5

2A GLOBAL VIEW OF THE INTERNATIONAL WINE MARKET
Introduction:
The current assignment would emphasise on identifying the significant players
operating in the global wine market from the perspectives of different users. In addition, the
paper would provide a critical insight on the changing wine market challenging status quo
and threatening dominant position of the conventional players. Finally, the assignment would
shed light on providing opinion on different branding/marketing strategies in terms of the
AOC strategy and grape variety strategy.
Important players in the global wine market:
There are some significant players operating in the global wine market from different
perspectives. From the perspective of the producers, the top five wine producing
organisations include E & J Gallo, Constellation Brands, The Wine Group, Treasury Wine
Estate and Vina Concha y Toro. These organisations produce nearly 10% of the overall wine
that people consume around the world (Anderson, Nelgen & Pinilla, 2018). Moreover, all
these organisations have a number of subsidiaries and independent small scale operations.
From the perspective of the consumers, the major players in the global wine market
include hypermarkets and supermarkets, specialist retailers and other online channels. These
channels provide a variety of wine brands from which the customers could select based on
their own preferences. From the perspective of importers, the top nations include USA, UK,
Germany, China, Canada, Japan, Hong Kong, Netherlands, Switzerland and Belgium. From
the exporters’ perspective, the leading nations are France, Italy, Spain Australia, Chile, USA,
New Zealand, Germany, Portugal and Argentina (Cevik & Sedik, 2014).