Abstract
Starting from the 60s the main changes which characterized the wine sector were mainly related to the product quality differentiation. The new Common Agricultural Policy contributed to improve and diversify the quality of the wine among different kind of wines with different origin: the aim was to create wines for all target consumers. Both wine producers and retailers played an important role due to their strategic position along the supply chain and their structural characteristics. The changes concerning quality differentiation of wines included both processes, logistic along the supply chain and the market recognition of quality attributes of wines through labelling. The respect of new labels obliged winemakers to improve the quality of their products: the flavours of new quality wines were able to encounter the consumers’ tastes and enlarge the wine market.
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Notes
- 1.
Please note that the word “European” is used here with the meaning of “belonged to European Economic Community (since 1992, to European Union)”, that is “regulated by the CAP ”. A wide bibliography exists about this last. See, in particular, references quoted in: Cunha and Swinbank (2011), Tedeschi (2011), Kay and Ackrill (2010), and Spoerer (2010).
- 2.
A wide bibliography exists about technological innovations concerning the winegrowing and winemaking in European countries: see, in particular, the Volume 1 and references it quoted.
- 3.
A wide bibliography exists about changes in the wine market : besides chapters in this volume (and references they quoted), see Anderson and Pinilla (2018), Anderson et al. (2017), and Dougherty (2012). See also Eurostat reports and, in particular, as well as the reform of the EU wine market in the EU Commission portal (https://ec.europa.eu/agriculture/wine/reforms_en).
- 4.
In 2013 Italian wine export represented 15% of national agri-food export. Among the first twenty food products exported, PDO and PGI wines played a very important role. Moreover, the 48% of cultivated land was used for PDO and PGI wines. In the northern Italy there existed the higher concentration of PDO wines: in most of terroirs more than 70% of wine production was used for PDO wines and this percentage increased up 80 in Lombardy. In Italy some exceptions were represented by Toscana and Sardinia only. In a context highlighting a negative trend concerning the cultivated land, the wine production had a positive trend together with the price of PDO and PGI wines. See Inea (2014), Ismea (2007, 2014), and Sardone (2013).
- 5.
A wide bibliography exists about the problem to have a correct labelling which, respecting rules, really attracts consumers and, at the same time, allows producers to realize a quality differentiation. See, among other, Golan et al. (2001), Drichoutis et al. (2006), Kapsak et al. (2008), and Grunert et al. (2010). About wine producers ’ decisions, see also: Carpenter and Humphreys (2019).
- 6.
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Stranieri, S., Tedeschi, P. (2019). The Role of Quality in Wine Production and Market: European Rules, CAP and New Technology. In: Conca Messina, S., Le Bras, S., Tedeschi, P., Vaquero Piñeiro, M. (eds) A History of Wine in Europe, 19th to 20th Centuries, Volume II. Palgrave Studies in Economic History. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-27794-9_11
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