Greek Wine and Spirits

Greek Wine and Spirits

«Recharging Greek Youth to Revitalize the Agriculture and Food Sector of the Greek Economy» Final Report Sectoral study 6 Greek wines and Distillates Athens, December 2015 Wine comforts the sad Revives old men Inspires young people Makes the weary let go of his toil Lord Byron 1 «New agriculture for a new generation - Recharging Greek Youth to Revitalize the Agriculture and Food Sector of the Greek Economy» Sectoral Study 6 Greek wines and Distillates. Scientific Manager, Georgios Kotseridis Team Member Position Alvanos Stefanos MBA in Agribusiness Management Eirini Polychronidou Business administration graduate (MBA) Stamatina Kallithraka AUA Assistant professor for oenology Niki Proxenia Research technician in the Lab. of Oenology Melakis Antonis M.Sc. Chemist-Oenologist Karathanos Athanasios M.Sc. Chemist-Oenologist- distillation specialist Iliopoulos Kostas Director of the Institute of Agricultural Economics Perpera Sofia M.Sc. Oenologist-All about Greek wines- Efstathios Klonaris Assistant Professor of economics Bouza Despina M.Sc. Agronomist specialised on viticulture Daskalakis Ioannis M.Sc. agronomist specialised on viticulture Aikaterini Biniari AUA Assistant professor on viticulture Krytsalis Polyvios Logitech Contents List of tables .................................................................................................................................................9 List of figures ............................................................................................................................................ 10 Executive Summary ................................................................................................................................... 13 2 1. Greek Economy ................................................................................................................................1 1.1 P.E.S.T. Analysis.......................................................................................................................1 1.2 Sector Analysis .........................................................................................................................2 1.3 Description of wine ...................................................................................................................4 1.4 Description of Distillates ..........................................................................................................6 1.5 Historical Information ..............................................................................................................7 1.6 Types of wines ...........................................................................................................................8 1.7 Champion varieties and Award winning wines of Greece ........................................................9 1.8 Regions - Varieties....................................................................................................................9 1.9 Conventional Varieties .......................................................................................................... 11 1.10 Promising white varieties ...................................................................................................... 12 2. Domestic Wine Production (2010-2015) ....................................................................................... 18 2.1 Sector Size ............................................................................................................................. 18 2.2 Demand .................................................................................................................................. 19 3. Conditions in the European market ............................................................................................... 20 4. Conditions in the Global market .................................................................................................... 22 4.1 Imports ................................................................................................................................... 22 4.2 Exports ................................................................................................................................... 23 4.3 Further Analysis of the Global Market .................................................................................. 24 4.3.1 An approach to the Rising Markets and Exporting Paradises for Greek Wine (by Sophia Perpera and George Athanas). .......................................................................................................... 24 3 5. United States .................................................................................................................................. 25 5.1 US Market Overview .................................................................................................................. 25 5.1.1 Introduction ....................................................................................................................... 25 5.1.2 US Market Overview-Structure .......................................................................................... 26 5.1.3 US Market Overview-Trends .............................................................................................. 29 5.2 USA Wine Market ...................................................................................................................... 31 5.3 Recent Consumer Behavior& Hot Wine Trends ......................................................................... 36 5.4 Supply & Demand ...................................................................................................................... 38 5.5 Barriers to Trade ........................................................................................................................ 43 5.6 Competitive Landscape .............................................................................................................. 45 5.7 Recent Developments & Prospects for Greek Wine ................................................................... 46 5.8 Current Marketing Initiatives .................................................................................................... 49 5.9 US SWOT Analysis ...................................................................................................................... 50 6. Canada ........................................................................................................................................... 54 6.1 Canadian Market Overview ....................................................................................................... 54 6.1.1 Ontario Market Overview .................................................................................................. 58 6.1.2 Quebec Market Overview .................................................................................................. 67 6.2 Supply & Demand ...................................................................................................................... 72 6.3 Barriers to Trade in the Canadian Market ................................................................................. 74 6.4 Competitive Landscape in Canada ............................................................................................. 75 4 6.5 Recent Developments/Prospects for Greek Wine in Canada ..................................................... 75 6.5.1 Ontario Game Changer ...................................................................................................... 77 6.6 Promotional Activities for Greek Wine in Canada ..................................................................... 77 6.6.1 Current Promotional/Educational Activities ...................................................................... 78 6.7 SWOT Analysis ........................................................................................................................... 78 7. Identified Market Gap ................................................................................................................... 82 7.1 Wineries ..................................................................................................................................... 82 7.2 Distillates ................................................................................................................................... 82 8. Synergies - Wine tourism .............................................................................................................. 83 8.1. e-Commerce ............................................................................................................................... 84 9. Discussion - Conclusions ............................................................................................................. 85 APPENDIX A ............................................................................................................................................... 92 Α.1. WINE BUSINESS PLAN .................................................................................................................... 92 ............................................................................................................................................................... 92 Business Overview ................................................................................................................................. 92 Historical Information ..........................................................................................................................

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