Changes in Wine Production, Research Paper Example

Introduction

The history of making wine is as old as the history of civilization, and virtually every culture has devoted great attention to producing the best wines their geographies and climates allow. For long centuries, these pursuits evolved into powerful traditions, both enhancing and reflecting each culture. However, the twin impacts of technology and globalization have significantly altered some of the most time-honored practices, and opened up new arenas in wine production never before possible. What has resulted is that, in the space of only decades, both Old World and New World wine-making are dramatically different processes in a variety of ways, and new traditions are taking hold.

When Worlds Meet

The most important point to consider regarding shifts in wine production is that the inherent nature of them unites Old World and New. As traditional methods were long adopted by the American vintners first entering the industry centuries ago, the same globalization that promotes change promotes it internationally, and technology works with new marketing opportunities to change the face of all wine-making. One of the most dramatic changes to occur in wine-making, in fact, reflects this reality: increased production. This element, in fact, illustrates how technology and globalization are mutually dependent forces. For example, in the Old World, the long-held customs surrounding wine-making were focused on a multitude of small vineyards producing distinctive and limited vintages. Larger vineyards of undistinguished reputation provided the affordable table wines to the marketplace; meanwhile, farms in Bordeaux, Burgundy, and Champagne were legendary for offering modest quantities of fine wines, priced only for connoisseurs. Italian wines were purchased more because they were less expensive and more flexible, as German wines were prized for sweetness. This remains partially valid today, but with a critical difference. As transport and storage technologies evolved, and as people worldwide were traveling in ways impossible only a few decades earlier, the mid-20^th century saw a new, global market open up for the Old World product, which in turn stimulated New World production. Also, people on both sides of the Atlantic were enjoying higher incomes, and more inclined to spend on wine (Simpson, 2011, p. 270). The demand for the affordable wines became immense and generated increased production in regions formerly minor in the wine markets. Not only were the French, Italian, and German production arenas expanding, but Africa, Eastern Europe, and most especially Australia, suddenly became leading producers. This had the effects of both cutting into Old World, European dominance and prompting greater farming wherever grapes for wine could be grown (Jenster, Smith, & Mitry, 2008, pp. 12-14).

There can be no minimizing of the importance of changes in packaging as an element of production, and this clearly impacts both Old and New World wine production. As with other ancient traditions, the corked bottle of wine has radically been altered, and stigmas associated with inferiority of product are virtually gone. Again, globalization, emphasized through the reach of global advertising, has generated this change in the production aspect of “bottling”. As Australian wine sales reflect, the single innovation of the “bag in the box”, wherein wine is contained in a sealed plastic bag and accessed through a spout, has had enormous impact. In 1977-1978, Australia marketed 22.7 million liters of bagged wine; by 1982, the figure reached over 100 million (Unwin, 1996, p. 347). A mode of packaging that would have created nothing but ridicule and commercial failure only a few years earlier was embraced by the new global consumer, and this acceptance itself validated the prestige of such wines.

Similarly, Old World vintners have struggled over the innovation of the screw cap. Natural cork supplies began to dwindle in the late 20^th century, and former attempts to investigate the production value of the cap closure were revived. The tide of inquiry was, in a word, immense. As billions of dollars rested on the findings, winemakers everywhere invested huge sums in analyzing the advantages and drawbacks to the cap, as well as public reaction. The result today is mixed. Many European and New World vintners use screw caps in place of corks, but few do so exclusively. The reality is that, while the cap aids freshness, it retards aging processes, and certain wines suffer in the long run (Goode, 2006, p. 164). It is interesting to note that a similar compromise exists in regard to fermentation. The oak cask has a long history of being the only acceptable vessel for fermenting wine, but technological advances led to increasing use of steel barrels for aging and storage. The reality is that, whether Old or New World in origin, the great majority of wines do not benefit from long aging. Then, the classic oak cask creates issues. They are expensive to buy and to maintain, and new barrels must be conditioned before being used. Tannins accumulate inside and must be periodically cleaned off, bacteria within the oak can corrupt flavors, and the organic nature of the oak translates to a need to repeatedly test the evolving wine. Steel, conversely, reliably distributes temperature and is free from organic agents like bacteria. It is durable in a way oak cannot match, and the inertness of the metal promotes evenness in aging and fermentation (Jackson, 2000, p. 400). Naturally, steel cannot give to a wine the properties so highly valued from oak, as in notes of butter, tobacco, citrus, and others. Then, it is not used for fine reds that demand long aging to fully mature. Its over-all usefulness, however, has made the steel barrel a staple in vineyards all over the world.

Conclusion

For long centuries, wine production relied on traditions firmly set in place. Europe, the Old World, was the “master”, even as American and Australian wines slowly emerged to present challenges. Then, with the 20^th century, the extraordinary changes in technology and international commerce opened up markets bringing a radical revision of the traditional formulas. New regions around the world entered the wine markets as strong contenders, spurring on greater production from the established markets. Packaging, a key component in production, underwent striking changes, from the unexpected boom in the “bag” wine model to the acceptance of the screw cap as replacing the cork. Storage and fermentation also evolved internationally, as Old and New World vintners increasingly replaced oak casks with steel barrels. All of these shifts reinforce the reality of the wine industry today: in the space of only decades, Old World and New World wine-making are greatly different processes from those of the past, and new traditions are taking hold.

References

Goode, Jamie. (2006). The Science of Wine: From Vine to the Glass. Berkeley: University of California Press.

Jackson, Ron S. (2000). Wine Science: Principles, Practice, Perception. San Diego: Academic Press.

Jenster, Per V., Smith, David E., & Mitry, Darryl J. (2008). The Business of Wine: A Global Perspective. Denmark: Copenhagen Business School Press.

Simpson, James. (2011). Creating Wine: The Emergence of a World Industry, 1840-1914. Princeton: Princeton University Press.

Unwin, Tim. (1996). Wine and the Vine. New York: Routledge.