THE MALTESE SECTOR: A FOCUS ON QUALITY Green Paper M INISTRY FOR RESOURCES April 2012 AND RURAL AFFAIRS

01. BACKGROUND: red wine grape varieties Syrah, Cabernet sauvignon and . In the Maltese Islands, quality wines having However, wines are increasingly being produced also from local a PDO denomination are labelled as DOK Maltese grape varieties: the white variety Girgentina and the red MALTESE QUALITY WINE variety Ġellew ża. These are either blended with other wines, i.e., wines with a “ Denomination of international wine grape varieties or else used exclusively to Controlled Origin” or “ Denominazzjoni ta’ l- AND ESTATE WINES produce what are known as “single variety” or “varietal wines” in Oriġini Kontrollata” in Maltese. which Girgentina or Ġellew ża make up 100% of the wine. Quality Wines having a PGI denomination The Maltese Wine Market – Focus on are labelled as IĠT wines, i.e., wines with a Quality Wines “Typical Geographical Indication ” or “Indikazzjoni Ġeografika Tipika” in Maltese. In the Maltese Islands, there are currently sixteen registered commercial wine producers: eleven wineries are located in , whereas five wineries are found in Gozo. Of these sixteen In 2010, the total production of wine (i.e. Quality Wine and Table wineries, ten wineries are registered for the production of Wine) from grapes cultivated in Malta and Gozo amounted to “Quality Wines”, whereas six are registered for the production of 15,340 hectolitres (hL). Of these 7,282 hL of DOK wines and “Table Wines”. 6,640 hL of I ĠT wines were produced in the Maltese Islands from a total of 1,981 tonnes of grapes (figure 1 and figure 2). This is equivalent to 971,000 and 885,000 bottles of wine Quality wines include wines having a PDO respectively. The production of Quality Wines (i.e. DOK and denomination, i.e. a Protected Denomination IĠT wines) in 2010, thus amounted to 91% of the total DOK IGT of Origin and wines having a PGI production of wines in our islands. denomination, i.e. a Protected Geographical Figure 1: Production of wine from local Indication. The production of Quality Wines in the Maltese Islands was grapes during the 2010-2011 wine campaign never so high. In 2007, i.e. just 4 years ago, the production of Both categories of wines are classified as Quality Wines amounted to just 36% of the total production of “Quality Wines Produced in a Specified wine in the Maltese Islands. This strong increase in the Girgentina and Ġellew ża are indigenous grape varieties which are Region” (QWPSR). production of Quality Wines in the Maltese Islands over just a particular to the Maltese Islands and are not found in any other few years is evidence that the consumer is constantly seeking wine-producing country. They are thus purely Maltese and wines that are of a high quality and are aware that the therefore add unique character to local wines, distinguishing them denominations DOK and I ĠT on wine labels are a guarantee of Quality Wines are produced from grapes grown solely on the from wines produced in other countries. The increasing presence the quality of the wine. islands of Malta and Gozo, respecting the highest of quality on the market of Quality Wines, produced from our local wine standards. Grapes, from which PDO and PGI wines are produced, grape varieties, such as Girgentina and Ġellew ża, is proof that the are cultivated under strict conditions. There are, for instance, Quality Wines, which are produced in the consumer is specifically seeking wines that are produced from limits on the amount of grapes produced per hectare. Lower local wine grape varieties. yields are favoured so as to guarantee that the grapes mature Maltese Islands are produced from grapes that uniformally and are rich in sugars and aromas. In order to are cultivated in Malta and Gozo. produce Quality Wines, the grapes must also respect other Quality Wines parameters, such as a minimum contrentration of sugars, below The wine grape varieties, from which these Quality Wines are which these grapes cannot be used to produce Quality Wines. DOK and I ĠT wines are Quality Wines that are easily identified produced, are mostly international varieties, such as the white by the presence of a “collar label” or “banderole”. This is pale wine grape varieties and Sauvignon blanc and the green in colour for I ĠT wines and yellow for DOK wines. Both

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 2 are made from a security paper that is marked with the initials of respectively for red wines for all wine grape varieties, except for the Ministry for Resources and Rural Affairs (MRRA), which DOK wines are split into two main categories: the local Girgentina and Ġellew ża. For these two local wine may be easily viewed under UV light. DOK “Malta” and DOK “Gozo”. grape varieties, the minimum natural alcoholic strength should Ġ ż not be inferior to 9.5%. In addition, for the ellew a variety, the DOK “Malta” wines can only be produced from grapes grown on minimum total alcoholic strength should not be inferior to 10.5%. Ġ ż the island of Malta whereas DOK “Gozo” wines can only be These values are lower for Girgentina and ellew a because produced from grapes grown on the island of Gozo. Both these two varieties are known to reach a lower sugar denominations of origin are reserved for red, white and rosé concentration at harvest and thus give lower alcohol wines. These wines, as well as varietal wines, i.e. Quality Wines produced limits ensure that the grapes that are harvested for the production Ġ from grapes of a single wine grape variety. of I T wines reach an optimum quality at harvest.

Regulation 3 of L.N. 416 of 2007, lists the wine grape varieties from which DOK wines can be produced. This list includes both international and local red and white wine grape varieties. Regulation 5 of the same legislation lists the maximum production of wine per hectare of vineyard, which is allowed for the production of DOK wines, as well as the minimum natural Red and rose' White alcoholic strength, which the grapes must possess in order to be suitable for the production of DOK wines. The restrictions ensure Figure 2: Production of red, rose and white that only grapes of the highest quality are used in the production wine in the Maltese Islands during the 2010- of DOK wines. The limits on minimum natural alcoholic strength 2011 wine campaign (figures comprise ensures that at harvest, the grapes are rich in sugars and have thus values for DOK, IGT and table wines) reached the proper stage of maturity before they are harvested.

On the other hand, IGT wines make up a single category, i.e. IGT “Maltese Islands”. Banderoles are issued to wineries by the and Figure 3: A vineyard f or the production of Quality Oenology Unit within the Agricultural Directorate, as proof of Wine located in central Malta quality of these wines. The presence of the banderole means that the wines have been produced under strict conditions in order to IGT “Maltese Islands” is reserved for red, white and rosé wines, Apart from DOK and I ĠT wines, which are classified as Quality guarantee a high degree of quality to the consumer. as well as varietal wines, which have been produced from grapes Wines, another category of wine exists. This comprises Table grown on the islands of Malta and Gozo. These wines may be Wines, which are wines that are produced from grapes that can be The production of DOK and I ĠT wines in the Maltese Islands is produced from the wine grape varieties that are listed in the cultivated in the Maltese Islands or else in other countries in the regulated by the “DOK Wines Production Protocols Regulations, “Classification of Vine Varieties (Production of Wine Grapes) EU and also in third countries. The grapes that are cultivated for 2007” (Legal Notice (L.N.) 416 of 2007) and “IĠT Wines Regulations, 2006” (L.N. 188 of 2006). This list includes the production of Table Wines are not required to satisfy the Production Protocols Regulations, 2007” (Legal Notice 167 of international and local red and white wine grape varieties. quality parameters that are reserved for Quality Wines and in 2007), both issued under the “Wine Act, 2002” (CAP 436). These Ġ addition, the yield of grapes per hectare of vineyard tends to be regulations lay down the definitions and technical specifications In order to classify as I T wines, the production in hL/hectare of much higher than the yields that are permitted for Quality Wines. of the DOK and I ĠT wines, respectively, and all the quality vineyard must not exceed 125 hL/Ha for white and rosé wines parameters that must be respected during their production, in and 120 hL/Ha for red wines. In addition, L.N. 167 of 2007 sets In the hierarchy of wines, DOK wines are found at the top, order to classify as such wines. limits on the minimum natural and total alcoholic strengths for because there are stricter parameters, which the vine grower and grapes, for the production of IGT wines: 10.0% and 10.5% winemaker must respect in order to produce a wine which merits repectively for white and rosé wines and 10.5% and 11.0%

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 3 the DOK denomination. These stricter limits are set to ensure that dictate that a DOK wine must be sold at a higher price that an Special Wine Mentions under L.N. 416 a DOK wine is of the highest quality. These wines are followed IĠT wine as this is a factor which is determined also by the by I ĠT wines in the hierarchy of wine classification. However, market, the brand and the policy of the winemaker who is of 2007 this does not mean that I ĠT wines are of an inferior quality. In producing the wine. order to produce a wine that classifies for I ĠT, the vine grower L.N. 416 of 2007 provides for special wine mentions, which are and the winemaker must still respect all the parameters that The objective of the winemaker, who produces a DOK or an I ĠT reserved for particular wines that comply with specific requisites guarantee that the wine is of the highest of quality, but the yields wine, is to give a pleasurable sensation to the consumer and a that are laid out in the same Regulations. These special mentions per hectare for IĠT wines are higher than those for DOK wines. guarantee of quality that will induce the consumer to purchase the are “ Superior ”, “ Riżerva ” and “ Estate ”. wine again. Here, the experience of the winery plays an important On the other hand, Table Wines are commercial wines, which are role: to offer the consumer a product without defects that will DOK “Superior” wines are produced from selected wine grapes sold on the market at a more competitive price since they are induce him/her to buy the wine again. The objective of the vine that possess an exceptionally high sugar concentration. This high produced from grapes, which are cultivated under less stringent grower, on the other hand, is to produce the highest production of sugar concentration results in wines with a considerable alcoholic regulations and much higher yields of grapes per vine are grapes at the highest quality possible. strength. In order to classify as DOK “Superior” wines, the white permitted. The quality of DOK and I ĠT wines is therefore far and rosé typologies must possess a minimum natural alcoholic superior to that of Table Wines, and the latter are found at the strength and a minimum total alcoholic strength at consumption bottom of the hierarchy in the classification of wines. of 12.0% vol. whereas the red typology must possess a minimum The banderole that distinguishes DOK and natural alcoholic strength and a minimum total alcoholic strength IĠT wines from table wines is therefore a at consumption of 12.5% vol. guarantee of quality of the product and also of its traceability (that is, one can trace the wine back to the vineyard, where the grapes where harvested). Table IĠT DOK Q.W.P.S.R. However, the consumer is still unaware of Wines Wines Wines the quality and added value of these products in comparison to table wines. DOK IĠT Increasing in quality wines wines

Figure 4: Hierarchy of wine classification In addition, recognition should be given to vine growers who DOK DOK DOK give a higher input to their vineyards in order to produce wine “Superior” “Riżerva” “Estate” grapes of a higher quality. One way of how this may be done is to establish minimum guaranteed prices for different classes of wine Ġ grapes (i.e. wine grapes destined for the production of table Figure 5: Classification of Quality Wines The quality of a DOK wine is higher than that of an I T wine Ġ because production of a DOK wine requires greater input and wines, I T wines, DOK wines and DOK superior wines). This (Q.W.P.S.R) effort from the vine grower to produce wine grapes of a practice is currently being implemented by the larger wineries, qualitative level that is superior. Thus, wine grapes which classify but further action is required to ensure that the vine grower’s efforts are recognised. as DOK will have to respect higher quality parameters, such as a These wines, may classify as DOK “Ri żerva “ wines if, in higher sugar concentration. Nothwithstanding, this does not addition to complying with the above specifications for minimum necessarily mean that DOK wines are better tasting than I ĠT natural and minimum total alcoholic strengths, the wines have wines, as the flavour and aromas of the wine are quite subjective also undergone a specific period of ageing in wooden barrels and these characteristics also depend on the ability of the (barriques) or in the bottle, before being placed on the market. winemaker who produces the wine. However, this does not

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 4 Thus, in addition to possessing a minimum natural alcoholic at maturity. However, these measures require more time and costs hand, a small winery has an interest in producing a limited strength and a minimum total alcoholic strength at consumption from the part of the winery. As a result, the cost of an Estate number of wines that are of exceptional quality and are produced of 12.0% vol., white and rosé wines must also: Wine is higher than that of other Quality Wines. This higher price from grapes that are cultivated in their own vineyards, using the on the market reflects the intensive work that is carried out in the strictest quality parameters. 1. have been aged for a minimum of six months in the bottle vineyards, in order to produce wine grapes of such a high level of before commercialisation and quality. 2. not be released on the market until 24 months have elapsed In recent years, several small wineries as well from the 1st September of the vintage year. IĠT and DOK wines (including “Superior”, Rizerva” and as larger, more established wineries, have “Estate” wines) are all quality wines that are produced under the invested in the production of Estate Wines. Red wines, must possess a minimum natural alcoholic strength strictest of regulations in order to ensure that these wines respect and a minimum total alcoholic strength of 12.5% vol. and in all food safety standards and are produced from high quality addition, must: grapes. However, in the production of Estate Wines, the winery The aim of these small wineries is to produce superior Quality controls the entire process of production, from the cultivation of Wines that are characteristic of the territory of the Maltese 1. have been aged for a minimum of 12 months in barrique; the grapes, all the way to the finished product, that is, the bottled Islands. These winemakers do not only target a national market but also an international one. They believe that the future of 2. have been aged for a minimum of 6 months in the bottle wine. Maltese viticulture lies in the production of Maltese Quality before commercialisation, and; Wines aimed at a small niche market. 3. not be released on the market until 24 months have elapsed from the 1st September of the vintage year. At present, even though several wineries are producing Estate Wines of a very high quality, these products require further valorisation since these wines are still not yet fully known Estate Wines are a particular category of and appreciated by the consumer. Quality Wines that are produced from wine grapes of a very high quality.

What distinguishes these wines from other quality wines is that they can only be The Production of Estate Wines produced from wine grapes that are cultivated in the vineyards that are managed Estate Wines should be distinguished on the basis of how they are produced and not because they are produced by specific by the winery itself. wineries. These wines may be produced from wineries that are well-established as well as from those wineries that have only By cultivating their own vines, estate wineries have full control recently entered production. on the entire process from the cultivation of the grapes to the Figure 6: Example of an Estate Winery finished wine product. In addition, the grapes are processed into A large winery may, however, produce a range of different wines. wine in a short time after they have been harvested, in order to These may range from Table Wines that are sold at a competitive The production of commercial Table Wines that are sold on the preserve the quality characteristics of the grapes. price and are produced as an accompaniment to everyday meals, market at a competitive price is not viable in the Maltese Islands, to Quality Wines that are more complex and of higher quality and due to the high labour costs and the small size of the vineyards. The high quality of the grapes is a result of special measures thus generally reserved for more special occasions, being sold at Wineries in Malta and Gozo are becoming more conscious of this thatare taken in the vineyard to control the yield of grapes in the a higher price. A large winery may produce such diverse wines as fact. Consequently, the number of Quality Wines that are being vineyard, in order to preserve their characteristics and ensure that long as the quality parameters that are laid out in the national and produced in the Maltese Islands has increased greatly in they are rich in sugars, possess good acidity and an intense colour European Community legislation are respected. On the other comparison to more commercial Table Wines.

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 5 Concept of Yield per Hectare for these wines must possess a certain concentration of sugars, which In order to improve Estate Wines further, it is is higher than that for the production of other Quality Wines. Quality Wines essential that the quality of the grapes is based on the yield (expressed as hL or This requirement alone is not sufficient to determine the quality When production of grapes in the vineyard is too high, the grapes tonnes) per hectare of vineyard and not per of these wines. Ideally, the quality of a DOK “Superior” wine may not undergo proper maturation, leading to grapes that vine. should also be based on the yield of grapes per hectare of qualitatively do not meet the quality parameters that are required vineyard and not only on the sugar concentration that is reached for the production of Quality Wines. There are many practices by the grapes at maturity. The same applies to Estate Wines, that can be carried out by the vine grower in the vineyard, in Such practices are employed in the production of Estate Wines to whose high quality standards closely relate to the yield of grapes order to control production,. One such practice is the “green ensure that the best grapes are produced. They may also be produced in the vineyard as this determines quality characteristics harvest” of grape bunches, which is carried out when the number employed in the production of other Quality Wines as the of the grapes. of grape bunches per vine is too high and it can result in the decision to carry out any of these practices is at the discretion of grapes not maturing properly. Here, the excess grape bunches are the person responsible for managing the vineyard as well as the removed from the vine before they reach maturity. As a result, vine grower. the grape bunches that are left on the vine develop uniformly and become rich in sugar and in colour. This practice contributes to The greater effort that is invested in the production of Estate controlling the yield of grapes per vine, such that only grapes of a Wines, from the part of the winery as well as the winery’s vine high quality are produced. grower, is compensated for by the production of Quality Wines that are placed on the market at a higher price than commercial wines. The higher cost is, however, a reflection of the quality of the product. Currently, there is a need to increase awareness among vine growers on the use of these practices, employed in the vineyard, to reduce the yield of grapes per vine, when production is too high.

By decreasing the yield of grapes per hectare of vineyard, the quality of the grapes and as a result of the wine, may increase further. This is an important concept because the environment and the microclimate is not homogenous across the Maltese Islands: the same wine grape variety may thus produce slightly higher yields in certain areas and give grapes which are of a superior quality notwithstanding. There are also large differences between one vine variety and another: some vine varieties will give quality if the number of grape bunches per vine is very low whereas other vine varieties will still produce grapes of a high quality even if the yield per vine if much higher. Figure 7: Another vineyard used in the production of Estate Wines Currently the yields are similar for all DOK wines. However, certain special mentions, such as DOK “Superior” require that the wines possess a minimum natural and total alcoholic content in order to be placed on the market. This must not be lower than 12.0% vol. for white and rosé wines and 12.5% vol. for red wines. These limits imply that the grapes that are used to produce

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 6 The consumer is also not fully aware of the increasing quality of They are also striving to communicate to consumers the quality 02. PROPOSALS Maltese and Gozitan wines and as a result may favour foreign and added-value of their products. However, there is concern wines because he/she believes that they are far superior in among recently established wineries that present Regulations do quality/more fashionable that locally produced quality wines. not fully address the production and marketing of Estate Wines This section presents Government’s proposals. The aim of these because they were drafted during a period of time in which proposals is to stimulate and encourage the improvement and It is for this reason that Government is encouraging wineries to wineries produced more commercial wines. development of the local wine sector. The salient proposals launch a marketing campaign aimed at increasing awareness and include: providing information to the end consumer. 3. In order to clearly outline the  improved promotion and education; requirements that a wine product should satisfy to classify as an Estate Wine, the  further development of the production of estate wines; requirements for Estate Wines in present 1. A marketing campaign aimed at  wider representation of the wine sector on the main wine Regulations should be elaborated increasing awareness among the public regulatory board; further. is therefore necessary. This campaign  inclusion of stricter parameters for DOK superior and DOK should focus on: estate wines;  informing the consumer about the Currently the requirements for the use of an “Estate” mention  the establishment of a minimum price for farmers. quality of Maltese and Gozitan listed in the “DOK Wines Production Protocols Regulations, Quality Wines; 2007” (L.N. 416 of 2007) are based on the characteristics of the Consumer awareness vineyard parcels from which the grapes are harvested as well as  educating the consumer on how to their size and distance from the winery. It is also established in these Regulations that the vineyard parcels are under the full Wineries are investing heavily in the production of Quality distinguish a Quality Wine from a control of the winery. Wines. The increasing presence on the market of I ĠT and DOK wine that is commercial wines in comparison to more commercial Table Wines is proof that wineries believe that the future of Maltese winemaking lies 2. This promotional campaign should be Representation on the Wine in the production of these high quality products. undertaken by the Maltese and Gozitan Regulations Board wineries with support from the This step towards Quality Wines is slowly converting vine Ministry for Resources and Rural At present, all the wineries, including the recently-established growers, who in the past considered wines grapes to be just Affairs and the EU programme for small wineries are represented in the Technical Sub-Committee; a another agricultural product that rendered remuneration. The marketing and promotions in Committee appointed by the Ministry for Resources and Rural belief that a vine should produce a high yield of grapes, in order accordance with Council Regulation Affairs to provide the Minister with technical and scientific to sell the grapes on the market and employ the surplus yield in (EC) 501/2008 advise in the fields of Viticulture and Oenology. This Technical the production of wine is very detrimental to the production of Sub-Committee meets regularly and is composed of technical Quality Wines in the Maltese Islands. However, this perception is people from the established wineries, the proprietors of the gradually changing. recently-established wineries in Malta and Gozo as well as the Estate wines officers of the Viticulture and Oenology Unit. At present however, the consumer is still not fully aware of the differences that exist in the production of commercial Table However, unlike the larger more established wineries, the Since 2008, there has been an increase in estate wineries in Malta Wines and Quality Wines. This lack of awareness, affects recently-established small wineries are not represented in the and Gozo. These recently established estate wineries as well as consumer choice when presented with the wide array of wines Wine Regulations Board (WRB). The WRB is a Board the historic producers of estate wines in the Maltese Islands are that are available on the market. established under the Wine Act (Cap 436) and appointed by the investing heavily in the production of top-quality Estate Wines.

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 7 Minister responsible for Agriculture to primarily monitor the The yield of grapes per hectare of vineyard is more significant for contractual relations that would be applicable between vine implementation of this Act and give advise to the Minister on the quality since, if the vineyard is overcropped and all the vines are growers and vintners in the production of Quality Wines. These development of policies, regulations and other matters covered allowed to produce more grapes than they can mature properly, could include compulsory minimum clauses as regards grape under the Wine Act. The Wine Regulations Board also receives then the quality will suffer. As a result, the quality of the wine prices for the different categories of grapes (for the production of proposals from the Technical Sub-Committee for onward will be maintained with difficulty. Table Wines, IĠT and DOK wines, including “Superior” and transmission to the Minister responsible for Agriculture. “Estate” wines), the grape quantities to be delivered to the wineries, and payment terms. In the light of the broad remit of the Board and its impact on the 6. Apart from the natural sugar concentration wine sector, it is felt that members on the Board should reflect of the grapes, the quality of DOK 5. Compulsory minimum clauses in contracts more broadly all the players in the sector. Therefore, the smaller “Superior” and DOK “Estate” wines should between the vine growers and the vintners more recently established wineries should be represented on the also be based on the yield of grapes per could be set. Board in order to discuss and influence issues which may hectare of vineyard and not on the yield inevitably affect them too. per vine. This parameter must be included in present Wine Regulations. This would help stabilise the market’s balance between supply 4. Recently-established wineries should be and demand by improving contracts between farmers and represented on the Wine Regulations vintners, help stabilise farmers' income and improve transparency Board. Therefore, in order to valorise Quality Wines produced locally throughout the wine supply chain.

and guarantee that they are of the highest quality possible, the maximum permitted yields/hectare of vineyard should be set per In addition, aid programmes or subsidies should be increasingly vine variety in present Wine Regulations. Wineries may however, aimed at vine growers, such that they may produce grapes of a This may be achieved if these wineries become members of the decide to decrease the yield/hectare of vines further, in order to high quality. This is due to the fact that Quality Wines depend on Malta Wine Association such that they are able to elect a person further increase quality, and declare this on their wine labels. investments in good vineyard practices and not solely on the to represent them on the Wine Regulations Board. No winery infrastructure. amendment in the Wine Act is required in order to accommodate such representation. Recognition of vine growers It therefore makes more sense to consolidate existing wineries and invest in the improvement of the vine growers’ capabilities The concept of yield per hectare The production of Quality Wines requires dedicated work from such that they may increase the quality of their production. the part of the vine grower to ensure that the grapes, which he/she The yield of grapes produced in a vineyard should be determined produces, meet the desired quality parameters. The higher is the per hectare of vines and not per vine, as is the current practice. quality of the wine, the higher must be the quality of the grapes, Marketing channels This is especially important for DOK “Superior” and DOK from which this wine is produced. DOK “Superior” and DOK “Estate” Wines. This is because vines naturally do not behave in “Estate” Wines are situated at the tip of the quality hierarchy of Established wineries as well as the recently established smaller the same manner in the vineyard, even though they belong to the wines and thus demand that the grapes are of the highest quality wineries are aware of the importance of marketing in the sale of same vine variety and are cultivated under the same possible. Therefore, the input of the vine grower increases in their wine products. However, the latter believe that they require environmental and management conditions. Therefore, vines do terms of the time that he/she dedicates to the management of the a greater investment in marketing because they produce smaller not produce the same yield per vine. In addition, a vine may vineyard, since he/she is required to carry out certain practices in volumes of wines that are aimed at niche markets and therefore at produce more grape bunches than another vine of the same the vineyard to control production such that the grapes reach a specific category of consumers. variety and notwithstanding, the quality parameters of the grapes perfect maturation. will be similar. The marketing media that are employed determine the marketing However, the efforts of the vine grower must be compensated in success of a winery. Due to the fact that the sector of Quality order be viable. This could be achieved by setting up minimum

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 8 Wines is not a commercial sector, mass media tend to be avoided in favour of more exlusive forms of marketing.

Promotion of responsible consumption of wine products should be allowed on local mass media outlets in line with prevailing practices across the EU.

7. Broadcasting policies concerning wine promotion should be revised by the competent authorities in order to be better aligned with practices in EU Member States.

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 9 03. WAY FORWARD

The measures set out in this paper are aimed at strengthening the Maltese and Gozitan wine sector and ensure that the quality of our wines continues to increase. They also take into consideration the needs of the wineries as well as those of the vine growers. The Ministry for Resources and Rural Affairs recognises that in order to achieve success, the active participation of all the stakeholders as well as the public in general in imperative. For this reason, the following questions, based on the proposals that are set out in this Green Paper, are being put forward to guide this consultation process:

1. The Ministry believes that wineries should be encouraged to launch a marketing campaign that is focused on informing the public about the quality of Maltese and Gozitan Quality Wines. This will be a campaign that is undertaken by the wineries with the support of the Ministry for Resources and Rural Affairs.

Question 1: Do you agree that a marketing campaign, that is undertaken by wineries with the technical support of the Ministry, will serve as a useful tool to inform the public about the difference between Quality Wines and Table Wines and aid the consumer in making an informed choice when purchasing wine products?

2. In order to ensure that the level of quality of Estate Wines continues to increase, the requirements relating to the characteristics of the vineyard parcel, its size and distance from the winery, do not suffice. The Ministry proposes that the concept of the yield of grapes (expressed as hL/Ha or tonnes/Ha) is introduced in wine Regulations and yield tresholds, above which the grapes will no longer classify for the production of Estate Wines, are applied. These tresholds will be set per vine variety in the Wine Regulations.

Question 2: Do you agree that the introduction of the concept of yield, expressed as hL/Ha or tonnes/Ha in present wine Regulations and the application of yield tresholds will be useful tools in ensuring that the level of quality of Estate Wines improves further, resulting in the production of wines of superior quality? Do you agree that this concept should also apply for other categories of superior quality wines, such as DOK “Superior” wines?

3. The Ministry proposes that Estate Wineries are represented on the Wine Regulations Board.

Question 3: Do you believe that this measure will serve to recognise Estate Wineries as important players in the wine sector?

4. The Ministry believes that vine growers should be given recognition by ensuring transparency in grape prices from year to year. The Ministry is therefore proposing that grape prices are set each year before the harvest begins, through consultation with the Wine Regulations Board. Once these grape prices are set, they shall be made available to the public through the Ministry’s website.

Question 4: Do you agree that the Ministry’s proposal will serve to render the wine grape market more transparent and will help to support the vine growers’ efforts thus ensuring that the quality of wine grapes continues to increase?

The Ministry for Resources and Rural Affairs considers that the measures proposed in this Green Paper require considerable consultation. Therefore, a three-month consultation process will be initiated by the Ministry. The Ministry may also hold dedicated sessions with specific stakeholders.

Any views, suggestions and comments should be sent to [email protected] or Director of Agriculture, National Agricultre Research and Development Centre, Ghammieri, Luqa Malta

Electronic copies fo the Green Paper may be downloaded from www.mrra.gov.mt

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 10 GLOSSARY OF TERMS

QWPSR Quality Wine Produced in a Specified Region

DOK Denominazzjoni ta’ Oriġni Kontrollata

IĠT Indikazzjoni Ġeografika Tipika

PDO Protected Denomination of Origin

PGI Protected Geographical Indication

WRB Wine Reguations Board

MWA Malta Wine Association

hL Hectolitre

Ha Hectare

MRRA Ministry for Resources and Rural Affairs

LN Legal Notice

Green Paper : The Maltese Wine Sector: A focus o n quality wines Page 11