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IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Orals - Economy and law 9 Trends and challenges in International Wine Trade. The need for new strategies for companies and regions.

Trends and challenges in International Wine Trade. The need for new strategies for companies and regions.

Abstract

Over the past 12 years, both, consumption and international trade in volume, have been steadily declining. However, global wine exports managed to increase in value until 2022 with some categories, segments of the market and markets showing promising growth. However, a downturn in 2023, marked by a decrease in sales value, has raised concerns. This paper explores whether these shifts represent long-term structural changes or are simply short-term market fluctuations. How are these trends impacting wine producers, distributors, and regions? What strategies are companies using to adapt? Structural as well as temporary challenges affect both the wine industry. This paper will address these pressing questions, suggesting that a flexible regulatory framework, close follow-up of market trends and diversification of portfolios are essential for future resilience. Additionally, we identify three emerging wine industry segments, each requiring unique strategies: traditional wines, new wines, and reinvented wine products.

Tendenze e sfide del commercio internazionale del vino

Le tendenze in atto da oltre 12 anni mostrano un calo sia dei consumi che del commercio internazionale, soprattutto in termini di volume. Comunque, ci sono anche segnali positivi in diverse categorie di vino, segmenti e mercati, così come una tendenza migliore in termini di valore. In che modo queste tendenze influenzano i produttori e i distributori di vino? Sono a breve o a lungo termine? Significano cambiamenti radicali e permanenti ai quali è necessario trovare un modo per adattarsi o sono solo mode temporanee che potrebbero richiedere solo un po’ di calma? Come si stanno adattando le aziende a queste nuove tendenze? Quali sono i loro effetti sulle regioni vinicole? Tutti questi argomenti meritano un’analisi completa. Punti da sviluppare: 1. Segnali chiave sul consumo e sul commercio internazionale di vino: – consumo mondiale di vino – commercio mondiale in termini di volume e valore – effetti sui produttori di vino. – evoluzione dei mercati chiave – il ruolo dei “paesi distributori”. – commercio internazionale per origine – commercio internazionale per colore 2. Diverse strategie per le aziende. L’importanza del portafoglio 3. Strategie per le regioni. Come ci si può adattare ai cambiamenti dell’ambiente. Adattamento o resistenza 4. Tre linee d’azione strategiche fondamentali 5. Requisiti del quadro giuridico.

Tendencias y retos en el meracdo internacional del vino

Tendencias que ya se extienden durante mas de 12 años muestran una caída tanto del consumo mundial como del comercio en volumen. Sin embargo, también hay señales positivas en algunas categorías de vino, segmentos y mercados, así como mejores tendencias en términos de valor. ¿cómo están afectando estas tendencias a los productores y distribuidores de vino? ¿son de corto o largo plazo? ¿suponen cambios radicales y permanentes a los que debemos adaptarnos o cambios temporales que solo requieren de una cierta calma? ¿cómo se están adaptando las empresas a estos cambios? ¿cuáles son sus efectos en las regiones vitivinícolas? Todos estos asuntos merecen un análisis completo. Puntos a desarrollar: 1. Principales señales de los mera dos del vino * consumo mundial de vino * comercio internacional de vino en volumen y valor * efectos en los productores de vino * evolución de los principales mercados * el papel de los “países distribuidores” * comercio internacional por origen * comercio internacional por color 2. Diferentes estrategias para las empresas. La importancia de la cartera 3. Estrategias para las regiones. Cómo adaptarse a un entorno cambiante. Adaptación o resistencia. 4. Tres líneas estratégicas 5. Requisitos del entorno legal.

DOI:

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Rafael del Rey¹

1 OeMv, General Manager at the Spanish Observatory of Wine Markets

Contact the author*

Tags

Full papers OIV 2024 | IVES Conference Series | OIV | OIV 2024

Citation

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