Competitive Forces Affecting the Wine and Winegrape Industries
An International Conference on World Wine Markets
August 8-10, 2007
University of California, Davis
Explore forces influencing the future path of the world wine industry, factors influencing consumers’ wine consumption and wine choices, and factors affecting the competitiveness of different production regions with researchers and industry members. Major themes for the conference include trade and globalization; production and global warming; marketing; and the influence of expert opinion and wine characteristics on consumers’ purchasing decisions.
Some of the topics addressed under trade and globalization include an overview of the forces affecting the world’s wine markets over the next two decades, the effects of the 2003 American boycott of French wine, and a comparison of the effects of wine regulation on industry competitiveness for New and Old World producers.
Selected topics under production and global warming include a panel discussion on the economics of organic and sustainable winegrape production, and evidence from the Little Ice Age regarding the effect of global warming on the wine industry.
Selected marketing topics include an evaluation of sales techniques in winery visitor centers and a panel discussion on alternative marketing approaches for small wineries.
Work presented regarding the influence of expert opinion and wine characteristics on consumers’ purchasing decisions will include experiment-based work regarding how consumers use experts’ opinions to make purchasing decisions, as well comparisons of experts’ quality ratings with consumers’ personal evaluations of actual wine characteristics. For more information, see the preliminary program.
Location Davis, California is located approximately seventy-five miles northeast of San Francisco and twenty miles west of Sacramento, California. It is centrally located for conference attendees wishing to obtain more first-hand knowledge regarding California’s wine industry. The Napa and Sonoma Valleys are within easy driving distance, as are lesser-known but increasingly well-respected California viticultural appellations such as Lodi and Clarksburg in the Sacramento Delta and Amador County in the Sierra Foothills. Tours