Competition In The Global Wine Industry:
Competition in the Global Wine Industry:
A U.S. Perspective
Murray Silverman
Professor of Management
College of Business
San Francisco State University
1600 Holloway Avenue
San Francisco, CA 94132
Phone: 415-338-7489
Fax: 415-338-0501
Email: [email protected]
Richard Castaldi
Professor of Management
College of Business
San Francisco State University
Phone: 415-338-2829
Fax: 415-338-0501
Email: [email protected]
Sally Baack
Assistant Professor of Management
San Francisco State University
College of Business
Phone: 415-338-6421
Email: [email protected]
Greg Sorlien, MBA
San Francisco State University
College of Business
Competition in the Global Wine Industry:
A U.S. Perspective
The total volume of the global wine market in 1998 was measured at 6.8 billion gallons, with 25% of the total volume accounting for wine that was purchased outside the country from which the wine was produced (California Wine Export Program, 2000). This represents an increase over the 1991-95 period, during which the export segment of the market averaged approximately 17% by volume. The increasing trend for the export market since 1995 is due primarily to a change in the strategic priority that wine producing countries are placing on exporting as a method for growth. Historically, the market for wine was primarily one of local production and consumption. That paradigm has changed in the last few decades as a few of the more established wine drinking countries have seen their per capita consumption stagnate or decline (Table 3). At the same time, several wine producing countries around t ...
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