Globalisation is having a strong impact on the European landscape of wine production and consumption: more than one-third of all wine consumed globally is produced in other countries and Europe’s dominance of global wine trade has been greatly diminished by the surge of exports from ‘New World’ producers. On the other hand, thanks to globalisation producers have the opportunity to sell their products outside of a limited region, as well as face competition from distant suppliers. This area provides to wine sector professionals specific tools to manage globalisation opportunities and threats.
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