Why is old world wine dropping down in uk - Essay Example

However, due to the unrelenting negation of certain Old World economies such as France the British wine market appears to be dominated by the New World nations (“Old World still facing struggle”, 2004). As per Richard Halstead of Wine Intelligence, a market research group, “France is a classic example of how Old World producers have consistently failed to understand the consumers’ needs in today’s modern wine market” (“Old World still facing struggle”, 2004). Insistent advertising and product uniformity have emerged to be the most important factors for the Old World producers for lagging behind the New World wine creators such as Australia (“Old World still facing struggle”, 2004).

According to the recent annual survey of UK wine trade buyers conducted by Wine Intelligence, very little chances of re-seizure of the UK wine market share from the New World wine exporters is reflected which leaves a note of caution for the Old World wine producers (“Old World still facing struggle”, 2004). The survey even predicts a further dropping down of the Old World wine in UK due to the increasingly stylish wine supply chain in the country (“Old World still facing struggle”, 2004).

According to Halstead, the traditional wine promoting tactics such as “buying a piece of France” when one buys a bottle of French wine is no more enough to lure the more practical UK wine consumers of today (“Old World still facing struggle”, 2004). Halstead further states the modern British wine market is more enticed by the more rational factors such as product consistency, packaging and price-quality ratios, all of which together are enabling the New World wine producers steadily overtake the Old World countries (“Old World still facing struggle”, 2004).

As per the 2004 edition of “What UK Trade Buyers Want”, the New World wine manufacturers will continue to occupy the top