This dissertation aims to reveal the impact of the New World wines upon the UK market which necessitates an examination of all factors that might have strengthened the competitive position of the New World compared to the Old as well as the evaluation of current and past market figures and also broad primary research in order to affirm or query the findings.
The observation of leading author’s general view about New World wines has shown that the great differences between both worlds have started to blur as both regions are increasingly willing to learn from each other and to adopt the other’s wine producing and marketing methods which is particularly vital for all Old World suppliers performances.
A PEST analysis and an analysis of competitive advantages have revealed that the New World suppliers are generally better positioned to respond to current challenges and to perform successfully on the UK wine market.
The investigation of legal circumstances in terms of oenological practices and label requirements indicates that despite of the very strict appellation systems of the Old World both regions act under similar legal conditions and that the Old World has to cope with some minor legal disadvantages which are mainly due to traditional values and ideologies.
The comparison of the reactions of France and Germany as two selected Old World producers gave information that only France’s wine industry is really threatened by the New World and goes many ways to defeat or regain market share.
An observation of the application of wine brands has shown that this is undoubtedly one of the leading key factors of which the New World has taken much more advantage.
A blind wine tasting which emerged the New World as victorious in all comparisons and a comprehensive survey which investigated consumer purchase behaviour have, with some exceptions, largely underlined these current market findings.
The appearance of the New World has changed the market structure, the consumer behaviour, the face of wine and is certainly not only a trend but now the leading power on the market.
Inhaltsverzeichnis (Table of Contents)
- ABSTRACT
- ACKNOWLEDGEMENTS
- TABLE OF CONTENTS
- APPENDICES
- FIGURES
- 1. INTRODUCTION
- 1.1 AIMS AND OBJECTIVES
- 1.2 REASONING FOR TOPIC CHOICE
- 1.3 HYPOTHESIS
- 1.4 RESEARCH METHODOLOGY
- 1.4.1 Data sources
- 1.4.1.1 Primary data
- 1.4.1.1.1 Questionnaire for the wine consumer
- 1.4.1.1.2 Interviews
- 1.4.1.1.3 Blind Wine Tasting
- 1.4.1.2 Limitations of primary data
- 1.4.1.3 Secondary data
- 1.4.1.4 Limitations of secondary data
- 1.4.1.1 Primary data
- 1.4.2 Nature of data
- 1.4.2.1 Quantitative data
- 1.4.2.2 Qualitative data
- 1.4.1 Data sources
- 1.5 REFERENCE LIST
- 2. LITERATURE REVIEW
- 2.1 INTRODUCTION TO THE FOUR LEADING NEW WORLD WINE SUPPLYING COUNTRIES
- 2.1.1 Australia
- 2.1.2 USA
- 2.1.3 South Africa
- 2.1.4 Chile
- 2.2 NEW WORLD WINES
- 2.2.1 Initiation of the New World wine boom
- 2.2.2 Keys to success
- 2.2.3 Style of the New World wines
- 2.3 ACADEMIC MODULE: PEST ANALYSIS
- 2.4 ACADEMIC MODULE: COMPETITIVE ADVANTAGE ANALYSIS BETWEEN OLD AND NEW WORLD WINE-PRODUCING COUNTRIES
- 2.4.1 EXISTING DOMESTIC MARKET POSITION
- 2.4.2 DOMESTIC MARKET GROWTH POTENTIAL
- 2.4.3 ECONOMIES OF SCALE / COST STRUCTURE BENEFITS
- 2.4.4 ADAPTABILITY TO INDUSTRY CHANGE
- 2.4.5 POTENTIAL TO ATTRACT FOREIGN INVESTMENT
- 2.4.6 SUMMARY
- 2.5 REFERENCE LIST
- 2.1 INTRODUCTION TO THE FOUR LEADING NEW WORLD WINE SUPPLYING COUNTRIES
- 3. THE UK WINE MARKET
- 3.1 UK PER CAPITA WINE CONSUMPTION & UK WINE CONSUMPTION (MILLION HL)
- 3.2 UK IMPORTS OF STILL LIGHT WINE FROM MAJOR SUPPLIERS BY VALUE (MILLION US$) AND BY VOLUME (HL '000) FROM 2003-2005
- 3.3 UK OFF-TRADE: ANNUAL TOTAL SALES VALUE IN MILLION £ AND MARKET SHARE IN % BY COUNTRY OF STILL LIGHT WINE
- 3.4 UK OFF-TRADE: ANNUAL TOTAL SALES VOLUME IN `000 HECTOLITRES AND MARKET SHARE IN % BY COUNTRY OF STILL LIGHT WINE
- 3.5 UK OFF-TRADE: BRANDED VERSUS OWN LABEL VOLUME SHARE IN %
- 3.6 UK OFF-TRADE: TOP 15 BRANDS ANNUAL SHARE BY VALUE AND VOLUME
- 3.7 UK OFF-TRADE (RETAIL): PRICING – NUMBER OF BOTTLES SOLD IN KEY PRICE RANGES AND AVERAGE PRICE PER 75CL BOTTLE BY COUNTRY
- 3.8 MOST FAVOURITE PLACES OF PURCHASE
- 3.9 SUMMARY
- 3.10 REFERENCE LIST
- 4. KEY ISSUES CONTRIBUTING TO THE NEW WORLD WINE PERFORMANCE
- 4.1 COMPARISON OF FRANCE AND GERMANY IN TERMS OF COUNTERMEASURES
- 4.1.1 Germany
- 4.1.1.1 Threat of the New World
- 4.1.1.2 Countermeasures
- 4.1.1.3 Comparison of German and New World wines
- 4.1.1.4 Conclusion
- 4.1.2 France
- 4.1.2.1 French perception of wine and labelling
- 4.1.2.2 Quality improvement
- 4.1.2.3 Marketing
- 4.1.2.4 Brand building and labelling
- 4.1.2.5 Adoption of New World techniques
- 4.1.3 Summary
- 4.1.1 Germany
- 4.2 WINE LEGISLATION IN TERMS OF WINE CLASSIFICATION, LABELLING REQUIREMENTS, OENOLOGICAL PRACTICES AND THE IMPORTANCE OF BRANDING WINE
- 4.2.1 Wine legislation in terms of wine classification/appellation
- 4.2.2 Wine legislation in terms of wine labelling
- 4.2.3 The power of branding
- 4.2.4 Wine legislation in terms of oenological practices
- 4.3 THE MODERN WINE CONSUMER
- 4.3.1 Consumer wine consumption influences
- 4.3.1.1 Women
- 4.3.1.2 Senior citizens
- 4.3.1.3 Personal disposable income
- 4.3.1.4 One-person household
- 4.3.1.5 In-home boom
- 4.3.1.6 More sophisticated consumer
- 4.3.1 Consumer wine consumption influences
- 4.4 THE CHANGING FACE OF WINE
- 4.4.1 Health benefits
- 4.4.2 Wine as a meal accompaniment
- 4.4.3 The rise of the brands and the influence of wine perception
- 4.4.4 Image as a snob drink is disappearing
- 4.5 REFERENCE LIST
- 4.1 COMPARISON OF FRANCE AND GERMANY IN TERMS OF COUNTERMEASURES
- 5. PRIMARY RESEARCH FINDINGS
- 5.1 BLIND WINE TASTING
- 5.2 SURVEY WITH QUESTIONNAIRES
- 5.2.1 Analysed relationships
- 5.3 REFERENCE LIST
- 6. CONCLUSION
- 6.1 REVOLUTION OF THE UK WINE MARKET
- 6.2 THE NEW STATUS OF WINE AND THE PERSISTENT INFLUENCE ON THE CONSUMER
- 7. BIBLIOGRAPHY
- APPENDICES
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to investigate the impact of New World wines on the UK market. The study examines factors contributing to the competitive advantage of New World wines compared to Old World wines. This includes an analysis of market figures, primary research, and the observation of industry trends. The work explores the influence of New World wine practices on the UK market, consumer behavior, and the evolving landscape of wine consumption.- Comparative Analysis of Old World vs. New World Wines
- Impact of New World Wine Practices on the UK Market
- Consumer Behavior and Preferences in Wine Consumption
- Market Structure and Dynamics in the UK Wine Industry
- The Evolving Face of Wine and its Influence on Consumers
Zusammenfassung der Kapitel (Chapter Summaries)
- Chapter 1: Introduction This chapter outlines the aims, objectives, and research methodology of the dissertation. It also discusses the rationale for choosing this topic and presents the hypothesis. The research methodology details the data sources, including primary and secondary data, and the limitations of each. The nature of the data, both quantitative and qualitative, is also discussed.
- Chapter 2: Literature Review This chapter provides an introduction to the four leading New World wine-producing countries: Australia, USA, South Africa, and Chile. It explores the initiation of the New World wine boom, highlighting key factors contributing to its success and discussing the distinctive style of New World wines. The chapter also includes academic modules on PEST analysis and competitive advantage analysis between Old and New World wine-producing countries.
- Chapter 3: The UK Wine Market This chapter presents data on UK wine consumption, imports, off-trade sales value and volume, branded versus own label volume share, top 15 brands, pricing, and most favourite places of purchase. It provides an overview of the current UK wine market and its key characteristics.
- Chapter 4: Key Issues Contributing to the New World Wine Performance This chapter examines countermeasures taken by France and Germany in response to the rise of New World wines. It analyzes wine legislation in terms of classification, labelling, oenological practices, and branding. The chapter also explores the modern wine consumer, their influences, and the changing face of wine consumption.
- Chapter 5: Primary Research Findings This chapter presents the findings of primary research conducted through blind wine tasting and surveys. It analyzes the results and discusses their implications for the UK wine market.
Schlüsselwörter (Keywords)
The keywords for this dissertation revolve around the themes of New World wines, UK wine market, consumer behavior, competitive advantage, and industry dynamics. It explores the impact of New World wine practices on the UK market, the changing face of wine consumption, and the role of branding in shaping consumer preferences. This includes topics such as oenological practices, wine legislation, and the evolving relationship between consumers and wine.- Quote paper
- Johannes Landsperger (Author), 2007, The impact of New World wines upon the UK market, Munich, GRIN Verlag, https://www.grin.com/document/131734
