Wine Industry Analysis: Current Trends, Shifts, and Technologies

This report provides an overview of the wine industry, tracing its historical origins and current trends. It discusses the evolution of winemaking, from ancient practices to modern technologies. The report highlights the shift in demand, influenced by changing consumer behaviors, including a growing preference for sustainable and vegan-friendly wines, and the impact of price and availability on market dynamics. It also examines shifts in distribution, particularly the targeting of the US market. Furthermore, the report explores emerging technologies like drone services and bio-engineering, and their impact on grape production and winery operations. The analysis includes references to recent research and studies, offering a comprehensive view of the wine industry's present and future.

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Brief history part
Wine is an alcoholic beverage made from fruit mainly grapes. Depending upon the
definitions of made from grapes there can be at least two independent inventions can be found.
The oldest known evidence of using grapes as part of wine recipe with fermented honey and rice
companies from China. This dates back to 9000 years ago and after two thousand years, the wine
making tradition started in the parts of western Asia. As it is produce mainly from the
fermentation process of wine, yeast consuming the sugar of grapes and converting this into the
ethanol carbon dioxide and heat. In different parts of the world one can get different types of
wine which mainly depends upon the different variations of grapes and diverse style of
producing using technologies.
According to the archaeological evidences pointed out by the authors like Conca et al.
(2019), the process of wine making initially was little difficult because of the grape seeds, stems,
fruit skins and stalks found at an archaeological does not effectively imply the production of
wines. These authors have detailed two main methods of wine making which were mainly
associated with the domesticated stocks and proof of grape processing. Wine is being produced
for thousands of years and the original evidence can be found from Iran, Georgia and Sicily.
Wine had been consumed for intoxicating effects and reached Balkans by 4500 BC.
The scholars and researchers have found the traces of wine production in Georgia in
terms development of winery for mass production. Initially, wine was produced from grapes but
after the trades developed and cultural interaction started in the world, the western traders learnt
brewing system from Chinese and initiated to mix grapes extracts with rice to bring more flavour
and intoxicating gift. The pottery jars from different provinces of China has contained drops of
tartaric acid as well as other organic compounds found in wine. Other fruit ingredients were also

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missed with wine that can be found during military expansion in the western part of Asia. The
literary references are plentiful in Homer and the other resources like in ancient Egypt. In the
tomb of great pharaoh Tutankhamen had six of the 36 wine amphora that had its origin from his
own states as well as the other provinces.
Current trends and development
As mentioned before there are diverse variations of wines that depend upon the variants
of grapes and technology used. These differences result from complicated connections of the
biochemical growth of grape, the growing environed of grapes and reaction involving the
fermentation process along with the production methods. Different countries have enacted legal
appellations intended for defining style as well as quality of wine produced. These restrict their
topographical origin and permitted the varieties of grapes and other aspects of the wine
production. The current trends as found out by Baiano et al. (216), have referred wines are being
produced from the other materials rather than only vines. Now a days, wine are not only
produced from grapes but involve fermentation of the additional cops that include rice and other
fruits, like cherry, plum, pomegranate, elderberry and currant.
With the change of time, the trends of wine consumption has shifted in many ways. There
has been trends in concerns over sustainability, canning of wine products, making them more
alcoholic, infusion of cannabis and making wine vegan. According to the study by Kochkina and
Tavoletti (2019), it has been found out that the annexation of various other materials making the
wine less alcoholic is a new trend. As the consumers are inclining towards a healthier lifestyles
and there are increasing number of people seeking reduction of their alcohol intake. Offering lo
and no alcohol options do not necessarily appeal to the health consciousness but also has a
potential for appealing more widely through broadening choice. In addition to this, the trend of

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vegan diet has compelled the wineries to follow the recent trend and eliminating egg whites and
fish products for clarifying wine. This has led the production of vegan friendly wines in the last
few years. Similarly wine packaging to meet the demands of the millennial drinkers is a trend in
the last few years that has gave birth to new start-ups for caning of wine and preserving in a
better way. The canned wines are hitting the shelves of the supermarkets and indicating that this
trend is in the rise.
Shift in demand:
As mentioned before, the current changes are seen in the parts of the western wineries to
meet the demands of the current generation. The wineries are losing a good volume of wine
drinkers as the customer behaviours are changing. The ranks of millennial ultimately are set to be
opposing that of the baby boomers. The youngest millennial do not reach for wine
enthusiastically like the baby boomers after their retirement. The research by Kim, Cho and Kim
(2019), has pointed out that the growing proportions if the aging wine consumers follow general
demographic trend like growing ranks of retirees and the younger baby boomers are reaching the
retirement age.
Similarly the shift of demand can be depended upon the price and availability of the high
quality wine in the nearby stores. To Dressler and Paunovic (2019), the global demand of wine is
mainly marked by the markets like US and UK and most o the wine producers aim to target the
major wine market dominated by US. However the purchasing and sourcing channels are centred
round the markets of Germany, UK and Belgium.
Shift in distribution

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The shift of demand in terms of wine cannot be seen more often because the culture and
social uplifting dominate the preferences of the customer around the globe. To Mattiacci et al.
(2019), despite the fact that the historical origin of wine leads to China but popularity is marked
by the western countries and the traditions effectively indicate the distributions of wineries are
grown in the western regions. The shot of distribution has been marked by the US, different
countries of Europe and very little in the eastern part of Asia. Most of the wine producers are
targeting the US market as the demand is high there and the people are capable to respect the
high quality wine purchasing with high price.
Emerge technologies:
To the researchers, wine can be found in different flavours and colours produced from
different food materials. However there are four type of wine that include white wine, red wine,
rose wine, dessert wine and sparkling wine. Now producing these variants need different
technologies. The basic idea of the wineries are same but better irrigating management, picking
rapes at the right time and hybrid process are truly dominated by the technological growth in the
markets. Recent technology according to Ludington (2019) are depending upon the drone
services where the taking care of the agricultural factors and production of grapes have been
made possible by the technological support. The bio-engineering and invention of new high
quality grape seeds have increased production. Technology has been used in the production in
the wineries also. There has been a great shift towards mass production in last few years. To
García, Esteve-Zarzoso and Arroyo (2016), the demands of wine in the western US market is
pressuring the technological innovation to be implemented in the workers at a large scale. Using
highly effective yeasts and preservation process have changed the scenario making the wine
business more successful in the world.

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References:
Baiano, A., Scrocco, C., Sepielli, G. and Del Nobile, M.A., 2016. Wine processing: A critical
review of physical, chemical, and sensory implications of innovative vinification
procedures. Critical reviews in food science and nutrition, 56(14), pp.2391-2407.
Cavalcante, C.M., 2016. An institutional approach to the history of wine in brazil. In BIO Web of
Conferences (Vol. 7, p. 03025). EDP Sciences.
Conca, S., Le Bras, S., Tedeschi, P. and Vaquero Piñeiro, M., 2019. A History of Wine in
Europe, 19th to 20th centuries, vol. II, Markets and Trade and Regulation of Quality.
Dressler, M. and Paunovic, I., 2019. Customer-centric offer design. International Journal of
Wine Business Research.
García, M., Esteve-Zarzoso, B. and Arroyo, T., 2016. Non-Saccharomyces yeasts:
Biotechnological role for wine production. Grape and wine biotechnology, 11, pp.1-25.
Kim, W.H., Cho, J.L. and Kim, K.S., 2019. The relationships of wine promotion, customer
satisfaction, and behavioral intention: The moderating roles of customers' gender and
age. Journal of Hospitality and Tourism Management, 39, pp.212-218.
Kochkina, N. and Tavoletti, E., 2019. Current trends and consumer motivation in the Ukrainian
wine market. In Case Studies in the Wine Industry (pp. 141-155). Woodhead Publishing.
Lonvaud, A., 2018. Science and Technology of Fruit Wine Production. International Journal of
Food and Fermentation Technology, 8(1), pp.IV-V.
Ludington, C.C., 2019. Inventing Grand Cru Claret: Irish Wine Merchants in Eighteenth-Century
Bordeaux. Global Food History, 5(1-2), pp.25-44.

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Mattiacci, A., Bruni, A., Magno, F. and Cassia, F., 2019. Sales capabilities in the wine industry:
an analysis of the current scenario and emerging trends. British Food Journal.