Globalization of wine

The globalization of wine is largely a post-1976 phenomenon. The Paris Wine Tasting of 1976 and subsequent wine competitions demonstrated to the world that wines of high quality could be produced not only in France but also in California. Wine makers in other parts of the New World quickly realized that they might be able create wines as good as those produced in France and California. Other blind wine tastings around the world have confirmed their optimism.

An early result of the Paris tasting was a dramatic increase in the exchange of information among wineries and winemakers around the world. This, in turn, facilitated the spread of innovations and technology into vineyards throughout the world. Drip irrigation, new trellis systems and techniques, and other developments in viticulture were spread as viticulturists and winemakers began traveling around the world serving as consultants.

Another indicator of globalization is the influence of wine critic Robert M. Parker, Jr.. Receiving high scores by Robert Parker can significantly affect a winery’s profitability. It appears that wineries around the world often style their wines to the taste of Robert Parker, leading to a homogenization of wine styles and a de-emphasis of terroir. This effect is the main subject of the critical film Mondovino.

Consistent with this is the increasing dominance of leading international grape varietals. The varieties that dominate world wine production include Cabernet Sauvignon, Merlot, Pinot Noir, Syrah (Shiraz), Cabernet Franc, Chardonnay, Sauvignon Blanc and Riesling.

This globalization also increased wine consumption, as more people in countries where wine was previously seen chiefly as a drink for the wealthy, such as the United States, could now get high-quality wine at low prices. The Internet has also opened up markets making it easier for consumers to locate and purchase wines that have reviewed well, increasing the power of critics versus the more traditional advice of their local wine merchant. Several wine search engines are available.

However, the globalisation of wine is far from complete. One source of resistance is the parochialism of consumers in some countries. In France, for example, imports are less than 5% of the market.

"French people absolutely refuse to drink foreign wines," says Françoise Brugiere, head of research at the Office National Interprofessionnel des Vins in Paris, with pride. But a frustrated would-be importer puts it differently: "It’s no accident that Chauvin was a Frenchman" .

Nevertheless, it appears that technological, economic, and other changes make globalization of wine inevitable.