The vinegrowing and wine - Producing World
THE VINEGROWING AND WINE-PRODUCING WORLD
1.6 ECONOMIC PLAYERS AND STRATEGIES
Tables 1.7 The Top World businesses in the Wine Industry and 1.8 The Top World businesses in the Wine Industry, Market Shares and Brands, only partly account for the economic universe of the sector; however, they aim to consider the profitability of wine that has strong competition from other drinks in the range of products offered by multinational corporations operating in this market.
As we have shown, multinational corporations offer a range of drinks and, of these, beer is the closest competitor with wine.
Table 1.9 Total Per Capita Consumption of Wine and Beer in the World and the relative figures 1.5 Evolution of Per Capita Consumption of Wine and Beer in the Main Countries and 1.6 Per Capita Consumption of Wine and Beer: variations in litres from 1990 to 2010, bear witness to the synergies and antagonism between Bacchus’s and Ceres’s products.
There appears to be a convergence in the consumption of the two products; both suffer from the impact of factors such as: models of health and social alarm for alcohol abuse, ageing populations and falling birth rates; loss of archetypes, prototypes and symbolic values.
Table 1.10 Italy: Economic Parameters for the Beverage Enterprises concentrates the outlook on the italian companies.
Last but not least, the sector is strongly influenced by European rules and incentives, mentioned in table 1.11 European Union – Envelope 2009 – 2015, which highlights the enveloppe the European Union has put at the disposal of the sector.
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