Detailed Literature Review on the Current Dutch Wine Market Trends

This literature review provides a comprehensive overview of the Dutch wine market. It begins with market data, highlighting the emergence of Dutch wine production and evolving consumer preferences influenced by technological advancements and competition. The review then delves into the particularities of the Dutch wine market, emphasizing the changing role of wine in culinary experiences and the increasing interest of young drinkers in sparkling wine. The paper further explores the wineries within the Netherlands, showcasing both established and newer vineyards. A detailed analysis of wine consumption patterns, including the rising popularity of organic wines and the shift towards healthier lifestyles, is presented. Finally, the review concludes with future forecasts for the Dutch wine market, predicting revenue growth and shifts in wine consumption trends, with an emphasis on still and sparkling wines dominating the market. The document incorporates references to various market research and expert analyses to support its claims.

Running head: LITERATURE REVIEW ON DUTCH WINE MARKET
LITERATURE REVIEW ON DUTCH WINE MARKET
Name of the Student
Name of the University
Author Note

1LITERATURE REVIEW ON DUTCH WINE MARKET
Literature Review
Chapter 1: Market Data
Dutch wine has a popularity in the wine market across the world, though they are not
regarded as the major producers of wine in spite of having almost 130 commercial vineyards. In
this context, it can be said that there are almost 180 commercial vineyards across the region of
the Netherlands. The current production of wine in this particular country started during the time
of 1970s, whereas the first viniculture was started by the Romans way back to 968. As the tastes
and preferences of the customers are changing due to advancement in the field of technology and
increase in the number of competitors in the global wine market, it has become difficult for the
wine producers to prepare the wine that will possess the power to satisfy this ever-changing
tastes and preferences of the customers (Bakels and Groen-Houchin 2017). It has been seen in
various market researches that the volume of wine production is gradually decreasing in the
market of the Netherlands, as gin, craft beer and cocktails are getting more popular among the
wine consumers of this particular nation (Hanf 2014). The average per capita consumption in this
particular region stands at 20.4 L. Price plays an important factor in this market and consumers
are driven towards the availability of the particular drinks that are available in the supermarkets
from where they generally purchase their drinks. It has been found that these supermarkets in the
market of the Netherlands own label brands, which possess the power of highest conversion
rates. This has reduced the popularity if Dutch wine in this particular region, where brand loyalty
is a less driven factor among the customers than the prices of the drinks that are available in the
supermarkets. The dominance power that is possessed by the red wine can be stated to be over,
as the consumers of wine in the region of the Netherlands are looking for more healthier products

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in order to stay fit and possess a healthy lifestyle, and this hints out the end of the dominant
power possessed by red wine (Gaeta and Corsinovi 2014).
Chapter 2: Particularities of the Dutch Wine Market
One of the most important particularity of the Dutch wine market is the time of
consumption of wine by the people from this particular country. Wine is seen as unrelated with
the consumption of food in this region. But things has altered in this modern world and
consumption of wine has become an important part of the overall culinary dining experience.
Consumers of the market of the Netherlands has are became more interested in the authenticity
provenance of wine during the time of having food, though it has been discussed earlier that the
volume of overall production of wine is gradually decreasing in this particular region. Another
important particularity of the wine market of the Netherlands is the young drinkers of this region
(Cretu, Stefan and MATEI 2017). It has been seen that sparkling wine is consumed mostly by the
wine drinkers of this region, and the consumption between this segment has become more by
making alterations in payment of taxes by the government of this particular country has made
them less expensive in nature. Consumers of wine from this market have started to show more
eagerness in wine and have set up a mind set to spend more money on its consumption.
According to the experts, this can be regarded as a wish to try new and fresh things apart from
the big five grape varieties that are present in this region. Apart from all this, another
particularity that has been noticed in the wine market of this country is a shift to lower and
refreshing alcohol wines by the drinkers present in the market place of the Netherlands (Omta
and Fortuin 2014).

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Chapter 3: Wineries within the Netherlands
It can be stated in this context that excellent vineyards are present in the overall region of
the Netherlands. Though the climate in this region comparatively cooler, but the producers has
successfully producing wines of superior quality (Brillante et al 2015). One of the vineyard is
Apostelhoeve, which can be regarded as the first vineyard in the region of the Netherlands,
which was established in the year 1970. There are four different types of grapes that are
produced in this commercial vineyard, which, in turn, helps to produce two sparkling wines and
six dry white wines (Huyghe 2020). Another famous vineyard of this region is Hoeve Nekum,
which is neared to the above mentioned vineyard of Apostelhoeve. On the other hand, it can be
stated that the vineyard of Maastricht is the oldest and of the famous winery that is present in the
country of the Netherlands. They are producing wines from the Roman times. Wijngoed Thorn is
another winery from this region, who also produces wines of good quality. Another one is
Wijngaard De Frysling, which is located at the northern most of the Netherlands. Wijngaard Hof
van Twente is another winery from this market place, while Wijngoed De Reestlandhoeve
winery is known for producing superior quality wines that are highly consumed by the drinkers
present in the country of the Netherlands (Silva and Rebelo 2019).
Chapter 4: Wine Consumption within the Netherlands
It has been found that the tastes and preferences of the consumers of wine market in the
Netherlands are moving towards organic wine, which is getting more popular in this region. It
has been accepted by majority of the people (Castellini, Mauracher and Troiano 2017). It can be
stated in this context that the demographic segmentation has been done on the basis of the age,
gender and income of the regular wine drinkers who are present in this country. All these can be
stated from the analysis of the data that has been collected by Vinitrac, which performs the

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largest ongoing survey on the behaviors and attitudes of the wine consumers across the world
(Wine Intelligence 2020). As the consumers of wine in the region of the Netherlands are looking
for healthier products in order to stay fit and possess a healthy lifestyle, this has decreased the
consumption of regular wines and resulted in losing the dominant power possessed by red wine.
Though people are consuming high quality fortified wines, young generation of this nation
prefers sparkling wine, which is mostly consumed by the young wine drinkers of this region.
Wines that are produced in this region are highly fragmented in nature, and it can be stated in
this context that the Dutch consumers want choice as well as variety in terms of country of
origin, price points and flavour profiles in wine (Đurić, Hrnčić and Delić 2017).
Chapter 5: Future Forecast about the Dutch Wine Market
It has been expected that the revenue from the wine market will amount to US$5,441
million in the year 2020, and the market is assumed to grow by 2.5% between the year 2020 and
2023 (Statista 2020). It can be said in this regard that rose, red and white wines are the three
most popular wines that are manufactured and consumed in this region. The market size in future
will be based on on-trade and off-trade sales, or retail and non-retail sales to be more precisely
said (Walton et al 2015). Still wine will be the most consumed wine by the consumers from the
Netherlands, after which sparkling wine and fortified wine will be consumed. But it can be stated
that from the year 2020, the overall consumption of fortified wine will become negligible, and
the Dutch wine market will mostly be dominated by still and sparkling wine. The average per
unit price of wine segment will amount to US$15.56 in the year 2020 (Statista 2020). Though
Dutch are not the major wine producers across the world, they are treated as one of the largest
wine consumers globally. As they possess one of the highest standards in terms of living in the
entire region of Europe, it possesses a major opportunity for the producers of wine that will be

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consumed in the coming years by the people who live in this country of the Netherlands
(Abernathy 2020).

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