Viticulture - Global Flashcards
What is the nature of Viticulture (8)
- Traditionally family owned
- Primary production
- Technologically sophisticated
- Labour intensive (Old World)
- Lifestyle beverage
- Long term break
- Capital intensive
- Fragmented Industry (Not continuous)
Elements of Old World Viticulture
- European (Spain, Italy, France, Portugal)
- Cooler climate 50 N
- labour intensive practices
- corks
- traditional and expensive
- fermentation temperatures are higher
- Values the terroir (the distinct biophysical factors of a region that provide irreplaceable quality connection of soil, climate and knowledge
- more casual drinking
- Earthy flavors
White - more mineral flavors and are steelier taste due to higher fermentation temperatures
Reds - more tannin and earthy flavours due to extensive maceration - skin pressing
Elements of the New World Viticulture
- Chile, Australia, NZ, Argentina, USA
- Higher level of technology (automation of the industrial line)
- Emphasis on clean fruity wine
- Cheaper than Old World
- more open to new wine technology and new styles e.g. stelvin screw cap, canned wine
- More experimental variety e.g. Tinkled Pink, Hunter Blue
What is the Spatial patterns of Viticulture
Where: 30-50 N/S
Mediterranean Climate
10 - 20 degrees
750mm rainfall per year
Old world - Europe
New World - Chile, Australia, USA, NZ
How does spatial distribution influence old and new world viticulture
Old World - near the cooler 50 N latitude
Cooler climatic conditions
New World - 30 N/S latitudes in Australia, California, South Africa , Chile
warmer and dryer climatic conditions
What are the ideal condition of grape growing (7)
- moist springs
- low frost levels
- dry summers
- 750mm/ 1250mm
- long sun exposure
- 5% slop (undulating topography)
- low frost
What are the future directions of viticulture in the Old World (6)
- decrease old wine consumption (wine glut)/ economic
- increase trade with China
- sociocultural - targeting younger age markets
- climate change, impacts vintage times, and shifting vineyards south as temperatures increase
- Ecological - more sustainable, organic wines
- Technological - Automated production line, E-commerce, on traditional types of wine
What was the global-wine glut
By 2017 the global wine industry was worth over $300 billion and is projected to rise to $424 billion by 2023.
This trend was largely due to the drastic economic shift in the global wine market following the 2008 global Financial Crisis, resulting in a global wine glut.
This crisis led to a decrease demand for high priced Old World premium wines as there were cheaper new World wine alternatives, causing the Old World’s market to experience a deep financial down turn
What are the future directions of viticulture (China)
- Shifting Chinese persecution of Western culture and shifting pallets has led China to create the largest demand in wine
- Chinese perception of Western-culture as prestigious which led many Old World wineries to invest in previously shunned research and development
- Growth of China and Australia’s wine industry and trade due to opening of free trade and Brexit
- China most dramatic increase in demand from 30, 000 to 640 million bottles since 1980s
- ## New World strategies shifting their marketing to accommodate the Chinese market e.g. Lafite created a unique 2008 vintage by placing the Chinese character for the number 8 on the bottle. 8 is a number which symbolizes prosperity, fortune and high social status. –> sales increased exponentially with bidding peaking up to excess of $14000/ bottle, making Lafite one of the top wine brands in the chinese market
What are the future directions - sociocultural
- greater demand for premium wine: Burdeaux region prices continue to rise due to new affluent Asian markets - 8 symbol by Lafiet in 2008
- Growing of an affluent middle-class (630 million people, 75% of the urban population by 2022 has allowed for the establishment of a stable wine culture within Australia. Hence wineries are targeting this younger demographic, developing fruitier ans sweeter wine varieties e.g Tinkled Pink, 19 Crimes for male millennials
increase in more affordable wine brands
What are the future directions of Viticulture - Economic
- Decreased consumption - over saturation/ wine glut from GFC in Europe leading to vine pulling in Old World - (however Europe/ Old world still accounts for 60% of global consumption)
- New Markets - China consumption increased to 1 bottle pp
- Chinese Production - increasing by 20000 ha/year
- increase consumption during lock down
What are the future directions of viticulture - biophysical
- Climate Change - weather events are predicted to become more intense and inconsistent and frequent resulting in earlier harvests and dormancy disrupted
- Shifting South - GIS systems indicating a greater suitability in Southern areas due to changing climate e.g. Tasmania
What are the future directions of viticulture - Ecological
- Sustainability - minimizing the environmental impact of grape growing has become an increasingly important value of customers = companion planting/ cover crops
- Organic Wines - push for organic production therefore less sprays = ‘duck patrol’ in Avondale eating snails
What are the future directions of viticulture - technological
- Automation - increased use in vineyards and wineries to reduce labour. Stelvin cap reduce corking to 0% = economies of scale for agri-businesses
- E-commerce - due to COVID and adoption of the internet e-commerce enables a greater range of customers and easier display of wines
- Shift away from traditional wine forms (mostly New World), such as unique invention e.g. wine in a can
How does biophysical elements impact the nature, spatial distribution and future directions
- climate
- soils
- topography
- site