IE Talks in Tbilisi - Wineconomics: the International Wine market in 2025

IE Talks in Tbilisi: Wineconomics: the International Wine Market in 2025

Agenda

18:30-19:00 Welcome word about IE University by Mariam Katsanashvili, Senior Manager for Central and Eastern Europe, IE University 

19:00-20:30 Masterclass by Fernando Cortiñas Wineconomics: the International Wine Market in 2025

20:30-22:00 Networking  

In 2024, the international wine market represented a business € 35 Billion/year. Traditionally dominated by European countries (representing about 2/3 of the total market in volume and value) the landscape is evolving.

On the Demand side, traditional markets in the Old World are declining in terms of consumption per capita, whereas consumption is growing in new markets, such as the USA, Russia and, until recently, China.

On the Supply side, a fierce war is taking place between the traditional Old World producers, who are struggling to keep their market share in front of a powerful cluster of emergent challengers from the New World (USA, Argentina, Chile, Australia, New Zealand, South Africa). The fight represents also a clash between two radically different philosophies and marketing strategies: the Old World supports the “Geographic denomination of origin” view, opposed to the New World view that favours “Varietalism”, defining wines according to the types of grapes used to make different wines.

Simultaneously, we can see that new type of consumers are emerging, willing to drink less quantity, but wines of higher quality: “Premiumization” and “Internationalitazion” adds two key ingredients to make things more complex.

In this lecture we will also discuss how Georgia could capitalize the emerging opportunities and minimize the threats that could affect Georgian winemakers.

Professor Biography 

Fernando Cortiñas (Buenos Aires, 1962) is an Argentine-Spanish professional with more than 35 years of international work experience in leading multinationals and as a professor in leading academic institutions in Europe and America.

He graduated with honors and various awards as a Bachelor of Business Administration and Public Accountant from the Universidad Católica Argentina (Buenos Aires, 1986), and obtained an MBA from Harvard Business School (Boston, 1992).

His professional career has had a double journey, corporate and academic.