Mike Veseth is a professor at the University of Puget Sound and an authority on global wine markets.
In this book he analyses thoroughly worldwide wine markets and draws conclusions from his findings, and other experts from the United Kingdom regarding the future of this ever popular alcoholic beverage, that is now becoming even more popular in countries traditionally not known for wine consumption as is the case in China, and Japan.
A big part of the industry is pleasure, alcohol and its effects on the body and mind, a gateway for entry into the mystical, divine, silly, occasionally idiotic history.
Romance plays a role too, and is played up by many writers and promoters.
But wine has been a commodity from its inception in the Caucasus mountains, and archaeologists found enough evidence of trading between what is today Armenia and Georgia with Mesopotamia. Also, from its inception, producers adulterated wines, or tried to preserve it for long transportation and/or aging.
Overtime, the world wide popularity of mainstream and inexpensive wine, especially with the entry of New World wine producing countries has caused to become a homogenous product due to fierce competition between wineries, and wine producing regions or countries.
In this well researched book, the good professor expresses his opinion that protective tariff barriers are an impediment to start, or revive the industry. According to the author, free trade represents the best opportunity to make an industry innovate and thrive.
He discusses at length retailing strategies employed in the USA and the UK with regard to the “wine wall”.
This is an enlightening book about wine, distribution, retailing, and marketing.
Anyone who enjoys wine or is involved in the industry should not only read it, but also study it at length to understand the intricacies of this noble beverage.