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Varietals of CapitalismA Political Economy of the Changing Wine Industry$
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Xabier Itçaina, Antoine Roger, and Andy Smith

Print publication date: 2016

Print ISBN-13: 9781501700439

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9781501700439.001.0001

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From New Wine Categories to Resegmented Markets?

From New Wine Categories to Resegmented Markets?

Chapter:
(p.163) 7 From New Wine Categories to Resegmented Markets?
Source:
Varietals of Capitalism
Author(s):

Xabier Itçaina

Antoine Roger

Andy Smith

Publisher:
Cornell University Press
DOI:10.7591/cornell/9781501700439.003.0008

This chapter examines a second aspect of the 2008 wine policy reform which concerned the reprograming of markets in order to encourage European wine producers to accept the abandonment of the previous policy. Here the reformers sought to assist European wine producers and merchants by restructuring the range of wines they produced and simplifying how they are presented to the public, a shift in policy and practice that was legitimized by once again evoking the practices of challengers from the New World. In the mid-2000s, the initial reaction from producers to the European Commission's proposals on these issues was often hostile. However, translating them both into action has thus far been a relatively smooth process.

Keywords:   2008 wine policy reform, European wine producers, wine market, European Commission

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