The study aims to evaluate the competitiveness of European still wines and how to improve it to the horizon 2025.

The first part of the study analyses the evolution of the competitiveness of European wines compared to New World wines, distinguishing two business-areas: bottled and bulk wine. Moreover, it studies the context variables influencing the competitive position of EU wines, adopting the Porter’s Diamond approach (Factor conditions in producer countries, Demand conditions in consumer markets; Firm strategy, structure and rivalry; Related and supporting industries; Government; Chance).

A second part of the study analyses the key factors of competitiveness, as well as the response of EU wines to these factors. For bottled wine, the key factors are identified for Entry Level, Medium Range (premium) and Top Range market segments. The factors are grouped into two broad areas: factors related to suppliers behaviour; factors related to the product.

A third part of the study formulates hypotheses about the likely competitive scenario to the horizon 2025, according to which, three areas for possible intervention have been identified to improve the competitiveness of European wines in the future: Access to markets; Decision-making process of economic actors; Product adaptation to markets. Suggestions have been provided for each area.

For further information we recommend to download the original study from the EU website