Principaux problèmes et stratégies de l'industrie du vin pour les prochaines années

The wine industry environment, as a whole, is particularly susceptible to fluctuations in supply arising from weather-related factors that influence the volume and quality of the annual grape crush harvest. In 2004, a shortage of wine in Western Europe resulted in increased prices, leading to slower volume growth and consumers switching to cheaper alcoholic alternatives such as beer. In the previous year, however, oversupply had caused the opposite effect, with a glut of wine volume driving down prices and value in the industry. As a result, the wine industry needs more effective coordination between producers in order to ensure a steadier level of global supply.

A long-term challenge facing the global wine industry is the underlying trend away from wine consumption in major traditional markets such as Italy, France and Spain. Changes in the pattern of life in these countries, with consumers increasingly rarely drinking wine at lunch, have led to falling consumption per capita of wine, with younger consumers often preferring alternatives such as FABs, soft drinks or water. Specific marketing towards younger consumers in these markets, and continued expansion of wine distribution in developing markets are two key strategies in confronting this challenge.

Manufacturers also face increasing competition from outside the wine industry, with the growing popularity and heavy marketing of beer, FABs and soft drinks. In response, manufacturers are seeking to make wine accessible to an increasingly wide consumer, whilst retaining the product’s social cachet.

Celebrity endorsement, product placement in films and the broad-based promotion of a culture of wine connoiseurship are central strategies in wine marketing. As consumers grow increasingly health conscious in both developed and developing markets, demand for beverages with a high alcohol content continues to diminish. This presents wine manufacturers with an opportunity to emphasise the potential health benefits of wine, particularly when compared to the health risks of high alcohol-content spirits that are the customary drink in certain regions such as Eastern Europe. Increasing consolidation in the highly fragmented global wine industry has arisen due to the significant growth opportunities in developing regions, and the success of global brands of New World wines such as the US’s E & J Gallo and Australia’s Jacob’s Creek.

As such, the key challenges and strategies for the next few years fall into a few distinct categories:

Destabilising fluctuations in supply: There is a need to coordinate between producers to maintain steady level of supply, and the use of available technology to prevent the damaging effects of over, or under, supply.

Declining consumption in traditional markets: This must be countered by the promotion of premium wines in developed markets, and increased distribution and education in emerging markets.

Increased competition from non-wine drinks: This is already be

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