Although only 5 % of Sula’s wine brands are exported, Sula has been venturing into newer markets

The structure of the wine industry is quite different around the world. The barrier to entry is relatively higher in the New World than in the Old World. Referring to the market data on the level of concentration in 1998, people can see a few players dominate the markets in Australia and the U.S. while the level of concentration is quite low in Europe. Therefore, the rivalry in Old World is intense there.

The dynamics of the global wine industry are better understood through a brief history of wine as well as an overview of the wine making process. Some countries have longer historical and cultural ties with wine then others and that can affect the quality and perception of the product in the eyes of the consumer. Also, the conditions in which the wine grapes are raised and the processes used to make the wine can create a superior wine and therefore a competitive advantage.

These are the ‘new world’ producers which are generally located in the Southern Hemisphere. Australia, Argentina, South Africa and the US have growing wine industries and are taking a large percentage of the global market share from old producing nations.

The buyer’s power within the wine industry varies between different places in the world. There are for example strategic differences between Europe and the “New World”. The “New World” includes countries like the US, Australia, Chile and South Africa. In Europe there is a big competition

The scope of the innovation expertise that New World wine producers have is value-chain wide in scope, and in-depth enough to completely re-order manufacturing, fermentation, distribution channel, pricing, marketing and customer service (Cholette, 2009). New World wine producers

Much of California’s wine regions parallel in their respective histories. However, what sets Napa Valley apart is its rich collection of individual growers and producers dedicated to furthering the reputation of the region from the very beginning. Importantly, its unique location provides ecological serenity for the production of wine from its expansive variety of soils to the balancing effect of its climate.

Vincor does market wine alternatives itself, as a way of dealing with substitute demand. Vincor makes cider and has a wine kit business division (Spagnols) that gives Vincor some product diversification. Partly because of the ease of competition and as part of the differentiation and protection of the Canadian wine industry, Vintners Quality Alliance (VQA), a quality assurance program that identifies Canadian premium grape content, assists in making start-up more difficult for those wishing to emulate Canadian wine brands. The dollars spent on marketing and brand loyalty play a large part in protecting market share and there are certain absolute cost advantages that contribute to establishing some barriers to new competition. Ultimately, there is little cost to the consumer when considering switching brands. Experimentation in wine drinking is often a characteristic of the wine drinking market and thus can contribute to promoting new substitute entry into the market.

The astonishing success of Chile and Argentina relies upon regional factors. The 'Wine Belt' of South Usa is showing is the best world's best growing conditions that's why the nations about this belt are creating world-class wines

I would recommend U.K market because both in volume and value U.K is being importing higher than U.S. U.K has easy procedure to distribute nationwide than U.S. U.K has a perfect platform to excel in branding and building the image. U.S is lacking in distribution, numerous different markets and there are more domestic wine producers. Therefore, I would definitely recommend U.K. and in terms of distributor; I would recommend distributor who had worked in 1996 because Montgras gained 75% of sales through restaurants. Moreover, the fixed tax of £1 makes this a great market for reservas regardless of retail price. The expensive wines might be at least twice the quality lower end wine in terms of quality of the wine

The name of our company is American Wine Exports Company, Ltd. We currently export American made wine into many different countries and now we are looking to expand our sales into one of the toughest wine regions in the world, Italy. The global market as a strong interest in American made wines. Our philosophy at American Wine Exports is to deliver the very best of American made wines to every part of the world including countries like Italy where American made wine is very hard to come by.

Chateau Margaux is one of the five first-growth Bordeaux wine producer; it and has one of the finest names of Bordeaux and the number of drinkers worldwide is growing through the years. Chateau Margaux’s wines are used by the connoisseurs and luxury consumers. They are facing an uncertain future, because of losing market to New World producers (such as California, Australia, South Africa and New Zealand) which have lower prices and more accessible flavours. Nowadays wine drinkers are changing tastes, which could cause a big problem.

The French wine market is at its stable stage now, not fast growing anymore, but still with large volume of consumption. We will start our marketing by key activities and relationships we can build with our customers, with all the sales effort and partnership with RFID suppliers, we assume that our market share will grow very fast from niche to 30% in the third year.

Firmly committed. to remaining at the forefront. of Indian wines, Sula. continues to experiment with new. varietals, engage in sustainable. agriculture, support the. local rural economy, and. of course, make wines. of outstanding quality and. superb value.

Nowadays, in the “Old World” countries of Europe, where the bulk of the volume is still produced, this is of great concern. However, consumers, especially younger drinkers, prefer the high quality wine from famous brands which are imported into Europe by the “New World” player, and the growth rate is at average10% per

This paper will outline an executive summary of a marketing strategy of a new wine brand to a targeted audience that will incorporate the buyers motivation, psychographics, and demographics. A description of the overall marketing strategy will include advertising, customer relationship manager and a Public Relations campaign. Finally, a an overall strategy to position the brand against the competition will be outlined.