The impact of New World wines upon the UK market

Bachelor Thesis from the year 2007 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Edinburgh Napier University (Business Management), language: English, abstract: This dissertation aims to reveal the impact of the New World wines upon the UK market which necessitates an examination of all factors that might have strengthened the competitive position of the New World compared to the Old as well as the evaluation of current and past market figures and also broad primary research in order to affirm or query the findings. The observation of leading author's general view about New World wines has shown that the great differences between both worlds have started to blur as both regions are increasingly willing to learn from each other and to adopt the other's wine producing and marketing methods which is particularly vital for all Old World suppliers performances. A PEST analysis and an analysis of competitive advantages have revealed that the New World suppliers are generally better positioned to respond to current challenges and to perform successfully on the UK wine market. The investigation of legal circumstances in terms of oenological practices and label requirements indicates that despite of the very strict appellation systems of the Old World both regions act under similar legal conditions and that the Old World has to cope with some minor legal disadvantages which are mainly due to traditional values and ideologies. The comparison of the reactions of France and Germany as two selected Old World producers gave information that only France's wine industry is really threatened by the New World and goes many ways to defeat or regain market share. An observation of the application of wine brands has shown that this is undoubtedly one of the leading key factors of which the New World has taken much more advantage. A blind wine tasting which emerged the New World as victorious in all comparisons and a comprehensive survey which investigated consumer purchase behaviour have, with some exceptions, largely underlined these current market findings. The appearance of the New World has changed the market structure, the consumer behaviour, the face of wine and is certainly not only a trend but now the leading power on the market.

Dettagli