This refers to the process of increasing international integration in the fields of economics, politics, culture, environment and communication. This intensification of global relations occurs at the level of individuals, societies, institutions and states. Significant causes include technical progress, in particular in communication and transport techniques, as well as political decisions on the liberalization of world trade (source WIKIPEDIA). Of course, viticulture is affected by this phenomenon and has caused great changes here. Above all, globalization expresses itself here by the transnational and continental mergers of Weinhandels- and wine production companies, which in turn had often taken over many wineries and wineries as they expanded. As a result, large-scale, giant corporations emerged to an increasing extent, especially from the mid-1980s.
But globalization has had and still has a great influence on the type and quality of the wine products. The big companies responded to consumers' new preferences for the highest possible and recognizable quality (so-called Coca-Cola wines ) with cost-effective brand wines, which are sold on supermarket chains in gigantic quantities. The producers in the New world adjusted to this new situation much faster. As a result, European markets, with their sometimes conventional and no longer up-to-date trading and production structures, with their resulting lack of competitiveness, suffered large market losses (see below) Crise Viticole ).
Further big changes are coming up Joint ventures large companies in production-technically cheap wine-growing regions in for example the countries Argentina. China. Chile. India. Mexico. Portugal and Spain, This causes discussions about possibly necessary changes regarding the methods valid in the European viticulture in the Weingartenbewirtschaftung and winemaking, The wine law Regulations and practices tend to be more stringent, which in turn affects competitiveness. The European Union responded to this with a wine trade agreement with the United States was completed. See also below largest wine companies in the world and Wine production volumes,