MEDITERRANEAN TRADEBY MANUELE PERETTI

WSC 5.05 Intro to Wine Business

INTRODUCTION

Wine has evolved as part of Mediterranean life, culture and diet.

The importance of wine to the Ancients can be seen in many places. Vine

cuttings in silver sleeves were sometimes buried with the dead,

probably in the hope that vineyards could be planted in the afterlife.

INTRO CONTINUED

Wine was a magical beverage, associated with gods and religious occasions.

Wine and vines were desirable commodities for trade by many early Western civilizations.

All of this made wine special for religious, social, and commercial reasons.

SPREAD OF WINE INDUSTRY WITH SPREAD OF THE CIVILISATION

The earliest evidence of winemaking originates from the shores of the

Eastern Mediterranean to present day Iran.

Winemaking began to flourish under the Pharaohs of ancient Egypt.

HARVESTING AND PRESSING WINE IN ANCIENT EGYPT

(Tomb of Nakht of Thebes)

SPREAD OF WINE INDUSTRY WITH SPREAD OF THE CIVILISATION

From the Nile Delta, ships and caravans took wine to other trading centres of the Mediterranean.

Ancient Greeks made wine an important part of their social life.

Wine became an important trade commodity for the Romans and as the Roman Empire expanded………

…. they took it with them!

SPREAD OF VITICULTURE FOLLOWING COLONISATION

Evolution of Viticulture Middle East Egyptians

Greeks

Roman

Empire

SPREAD OF VITICULTURE FOLLOWING COLONISATION

Egyptians took viticulture to a different level deliberately and meticulously expanding their knowledge.

Greeks improved it by classifying different varieties and planting new vines in conquered territories.

With the expansion of the Roman empire, new vines were planted in new territories.

Romans introduced wine growing all over the conquered Mediterranean and

European lands.

SPREAD OF VITICULTURE FOLLOWING COLONISATION

By the end of the roman Empire in 476AD the Wachau, Mosel, Rheingau,

Pfalz, Burgundy, Bordeaux, Rhone Valley and La Rioja regions had become centres of the European wine industry,

as they are today.

REVIEW OF THE CURRENT INDUSTRY

France17%

Italy12%

Spain5%

Germany11%

Portugal2%

Romania1%

Greece2%

Hungary1%

Rest of the World

48%

Wine Consumption in 2012

Wine consumption in 2012: biggest Mediterranean Wine Producers vs Rest of the World

REVIEW OF THE CURRENT INDUSTRY

France19%

Italy18%

Spain14%Germany

4%Portugal

3%Romania

1%Greece

1%Hungary

1%

Rest of the World

38%

World Wine Production 2012

Wine’s World Production in 2012: biggest Mediterranean Wine Producers vs Rest of the World

REVIEW OF THE CURRENT INDUSTRY

France15%

Italy21%

Spain20%

Germany4%

Portugal3%

Romania0%

Greece0%

Hungary0%

Rest of the world35%

Wine Export in 2012

Wine’s World Exports in 2012: biggest Mediterranean Wine Producers vs Rest of the

World

OUT OF CURIOSITY………

Current Wine Production in Historical Countries (million litres) and NZ

Turkey Israel Georgia Armenia Lebanon Egypt Syria Iran Vs NZ

120 27 11.5 6.1 5.4 5 0.8 0 194

And here the 2012 total wine production for the countries that gifted us with the magic of winemaking.

INFLUENCES OF THE MEDITERRANEAN WINE INDUSTRY ON THE REST OF THE WORLD

European explorers brought their wine - and their vines - with them to the new world.

In the mid 16th century in South America.

California during the 19th century. In the same century, vineyards were

established in South Africa, Australia and than New Zealand.

INFLUENCES OF THE MEDITERRANEAN WINE INDUSTRY ON THE REST OF THE WORLD

Settlers explored new lands and planted vineyards all over the world.

INFLUENCES OF THE MEDITERRANEAN WINE INDUSTRY ON THE REST OF THE WORLD

All the major wines are produced with Mediterranean Vitis Vinifera varieties.

Mediterranean Wines are the most produced and exported

Until few decades ago, Mediterranean Wines were the benchmark for all the producers around the world.

CHALLENGES FOR THE FUTURE

The economic crisis has been the biggest challenge for the Mediterranean Wine Industry in the last few years.

CHALLENGES FOR THE FUTURE

Wine consumption is decreasing due to public awareness campaigns about alcoholism and new generations shifting to beer and other alcoholic beverages.

Wine appellation in many Mediterranean countries could be too restrictive for a possible future climate change.

REFERENCES:

Dominè, Andrè. (2000). Wine. Cologne: Könemann.Foulkes, Christopher. (Ed.). (1994). Larousse Encyclopedia of Wine. Paris: Larousse.Johnson, Hugh. (1989). The Story of Wine. London: Mitchell Beazley International. Australian and New Zealand wine industry directory online article on World Comparisons in the Wine Industry,

retrieved on 30 July 2013:http://www.winebiz.com.au/statistics/world.aspInternational Organisation of Vine and Wine, 2012 Statistical report on global vitiviniculture, retrieved on 30

July 2013:http://www.oiv.int/oiv/cms/index?rubricId=44538631-7ad2-49cb-9710-ad5b957296c7Estreicher, S.K. (n.d.). Wine the past 7400 years, retrieved on 30 July 2013:http://www1.mpi-halle.mpg.de/~md_simul/data/special-data/wine-history.pdfJONES, G.V., WHITE, M.A., COOPER,O.R., STORCHMANN,K. (2003). CLIMATE CHANGE AND GLOBAL WINE

QUALITY, retrieved from:http://www.recursosdeenologia.com/docs/2005/2005_climate_change_and_global_wine_quality.pdfWine Producing regions. (n.d.). In Wikipedia. Retrieved on 11 August 2013:http://en.wikipedia.org/wiki/List_of_wine-producing_regionsUSDA Foreign Agricultural Service. (2013). CY 2012 EU-27 Wine annual report and statistics. Bettini, O. :http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Wine%20Annual_Rome_EU-27_2-22-2013.pdfAn American in Rome. Retrieved 13 August 2013:http://anamericaninrome.com/wp/category/italian-wine/Wine Regions. Laithwaiteswine. Retrieved on 13 August 2013http://www.laithwaiteswine.hk/about_wine/AboutWineRegions.aspx#.UgoDiJLI3jgHistory of Wine: Celebrating in moderation. Wine Moderation-Art de vivre. Retrieved on 12 August 2013:http://www.wineinmoderation.eu/en/wine-a-culture-of-moderation/history-of-winehttp://shortyshandmade.blogspot.co.nz/2011/10/boredom.html