The wine industry thrived in the Christian era due to reasons of dynastical prestige and competition for luxury. Europeans had planted vines to produce wines of different qualities.
Production of wine gained momentum with the introduction of wine processing plants in France. France became the leading producer of quality wines due to the favorable conditions that they had experienced within the country. High wine production in France continued for several centuries, before other countries came to match their wine production levels.Reasons related to the thriving wine industry in France attribute to economic cum social and political factors that existed in this country. The first reason that made France become a wine hub in Europe involves the suitable climate and geographical features within the country. France having its location at the heart of Europe experienced reliable rainfall and excellent weather conditions that favored the growth of grapes.
In addition, its soil conditions matched nutrients requirements for grapes (Bartlett, 2009, p. 78).The naturally fertile soil in France enabled robust harvest of grape, thereby making the vailability of raw material for wine manufacturing worldwide. France became dominant in wine production due to the good climate and natural conditions it had over its potential competitors.
With the good climate and soil fertility, France acquired experience in wine production, and was able to supply the best wines in both the European market and abroad. The second reason that elevated France to be the world producer of wines relates to the good and promising quality of wine it produced.France intensified in quality production over its competitors, and considerably gained experience in wine production. The dominance of French-wine production thrived as a result of the efforts made by production company pioneers and promoters, who promoted the countrys goodwill in wine processing.
For this reason, wine industry gained reputation and dominance all over the world. Other than the two reasons, France attained dominance due to the latest technology that they used in wine production.The new state of technology applied during this era includes mass production of wine bottles, pasteurization of unprocessed wines and manufacture of crock stoppers. With the existence of this technology, processed wines could stay for a onger duration, and equally supply various markets in different economic quarters. Transportation of wine to distant markets generated rebirth of lucrative global wine market, with France being the key supplier. Innovation and technology had equally assured stability of wine, as it could last for a longer duration before it expired (Bartlett, 2009, p.
2). Another factor that influenced France's status as a dominant wine producer, relates to government support and goodwill to the industry. The French government had legislated policies that controlled discipline as well quality production within the wine industry. The French government was in control of wine production that made it in direct control and monitory of wine production.
Control measures instigated by the French government include VDQS, and AOS, which regulated wine production right from setting the vineyard to the overall wine advantages it had over its rivals.For instance, with government support, favorable climatic conditions and adoption of new technology in wine production, France managed to outdo its competitors. In addition, their overall control of the world wine market, made them more prosperous in Europe and the entire world. Despite the competitive advantages that French wine production accrued, it was equally subjected to vulnerable conditions. Lack of cohesion in vineyard and wine production led to fragmentation of the process.
In addition, the risk of unreliable weather and diseases, escalation in the cost of vineyard per acre, complicated sales and distribution system, as well as poor road and high tax rates, contributed to the vulnerability of this sector. Based on these disadvantages, wine production industry began experiencing operational and logistical problems, both before and after production of wine. France and other traditional wine producing countries began losing dominant grip in the wine production industry. During the 18th century, France's system of production had changed, and this increased cost of vineyards.
In addition, vineyards had been exhausted due to continuous production of vines. However, the new world countries had Just begun planting on new land, which was cheaper compared to the traditional vineyard in France. The eventual entry of the New World Countries tilted the scale of wine market against France and other traditional wine producing countries. These countries became major players in the lobal wine market since they could offer their sales at a relatively lower price due to low operational costs.
In addition, availability of land made cheaper acquisition of vineyards possible (Bartlett, 2009, p. 4). For instance, the New World Countries began the growing of grapes and applying new technology in wine processing. The process of growing vines was extensive throughout the season, as they incorporated irrigation techniques to vines. In addition, harvesting was mechanized due to the introduction of mechanical harvesters.
The yield of vine was improved with the discovery of fertilizers and pruning methods. Other improvements introduced by New World Countries, include using on-site laboratory technology in conducting analysis necessary in making decisions related to growing and harvesting vines.Based on these advantages, the New World Countries reduced their production costs, thereby altering the global wine market. Improvements caused by the entry of New World Countries resulted in loss of global wine market share that was earlier controlled by France and its affiliates.
These countries concentrated on their pre- existing advantages to control the world market, something that injured the economy of former producers. The advice I would offer to the head of French wine industry association relates to the regulatory framework in wine manufacturing and processing.The AOC regulations have turned out to be somehow detrimental to the French wine production. These regulations, though offering production of the best wine, stand being non-competitive in the global market, especially with the coming of New World Countries. The head of French Wine associations must lay strategies to lessen the application of AOC regulations, while encouraging research and technology alongside the production of wine.
Another recommendation I would make o the head of French Wine association is to discourage absolute government involvement in the production of wine (Bartlett, 2009, p. 87)
