This study is devoted to the theme of the global wine industry and the wine market in the 21st century, as part of the market of agricultural products. The author consistently gives a characterization of such basic components of the product’s market, as the evolution of cultivated areas, production and consumption of wine in the countries of Old World and the New World. The analysis of the factors is made which a ect the prices of the drink under conditions of supply excess over demand in the major regions of wine production and sales. The paper presents calculations of the author, which are based on o cial statistical data of international organizations, illustrating the dynamics of the main components of the market. The trends are as follows: the reduction of cultivated areas in France, Spain, Italy and rising in South Africa, China, Australia, Argentina and Chile. France remains as the leader in the production and export of wine. The restructuring of global demand, which is lagging behind the growth rates from the production of this drink. Among the factors that led to the decline of wine consumption in those countries where it was considered almost a national drink, experts distinguish competition from substitutes such as cider, beer, soft drinks. This situation requires the development of new marketing strategies of companies in the marketing of this noble drink at the national and international markets.
Key words: winery, wine market, acreage, production and wine consumption, global demand, substitutes, wine sales, marketing strategy.
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