Wineconomics: A global view of the International Wine Market
IE University is not an ordinary top university; it is the one with the most advanced approaches to learning, the one that uses innovative technologies in teaching, both online and offline. IE is a hub for creators with bold attitudes. A global community of change makers. Are you one of us? Join us for a master class from IE Professor to get a glimpse of our teaching style right on your doorstep in Baku. The international wine market represents a business of around € 30 billion per year. Traditionally dominated by European countries (France, Italy and Spain representing about 2/3 of the total market in volume and in value) the landscape is evolving. In this lecture, we will explain the major changes and trends taking place in the global wine industry, describing who are the most important producers, consumers, exporters and importers, from a macro perspective. We will also discuss which the major changes are from a “micro” viewpoint, in terms of evolving consumption habits, the impact of internet and the role of “prescribers” in the promotion and distribution of wine. Finally, we will explore what is the current competitive situation in this business, the confrontation between the Old World and the New World, and how this rapidly changing landscape may affect all the players in the international wine arena.