Wine is produced on every continent of the world, in more than 60 countries, and in every state of the U.S., although it may be quite a different product in each of these regions. Wine production and consumption is declining in Europe, the region most associated with it in American minds, and growing in some surprising parts of the world, from China - which may soon have more land planted to vineyards than any other country - to Turkey, India and Egypt as well as Brazil. The proposed book will provide a concise but in-depth review of the wine industry, in a conversational yet closely documented manner. The book will explain the structure and regulation of the industry, the economics of production and distribution, marketing and consumers and the context in which they function. Following a global overview of wine supply and demand, including case studies of some key industries, it will focus particular attention on the US wine industry, which has a unique structure, post Prohibition, and business and consumer patterns quite different than the industries in most other countries. The book will trace the evolution of the wine industry but will not provide a comprehensive history of it.
The book is intended to provide a solid foundation for understanding the industry to those currently and prospectively involved in the wine industry, as both professionals and amateurs, as well as to the engaged wine consumer, many of whom find the complexity of the industry fascinating. (Wine is of course one of the legendary second career choices and much of the professional education offered for the industry is directed at these students.). Professional involvement in the wine industry may include production, distribution, retailing and restaurants, importers and exporters and educators as well as the many suppliers to the industry.