Wineconomics: The International Wine Market in 2024 and How Technology is Disrupting It
Masterclass
In this lecture, we will explore how digital twins, AI, and advanced technology are transforming the wine industry, helping wineries achieve more profitable markets by optimizing production, logistics, and consumer engagement. We will present a brief history of wine and discuss the major changes and trends taking place in the global wine industry in 2024. This includes an overview of the most important producers, consumers, exporters, and importers from a macro perspective.
In 2024, the international wine market represented a business worth €35 billion annually. Traditionally dominated by European countries—accounting for about two-thirds of the total market in both volume and value—the landscape is rapidly evolving.
On the demand side, traditional markets in the Old World are seeing a decline in consumption per capita, while markets in China, the USA, and Russia are growing. On the supply side, a fierce competition is taking place between Old World producers and a powerful cluster of emerging New World challengers from the USA, Argentina, Chile, Australia, New Zealand, and South Africa. This competition also represents a clash between two radically different philosophies: the Old World’s "Geographic Denomination of Origin" versus the New World’s "Varietalism," which focuses on the types of grapes used.
Simultaneously, new consumer trends are emerging, with a preference for less quantity but higher-quality wines. The ideas of "Premiumization" and "Internationalization" are further adding complexity to the market.
In addition, we will examine the micro-level changes in evolving consumption habits, the impact of the internet, and the role of "prescribers" in promoting and distributing wine. This lecture will provide a comprehensive look at how technology is shaping the future of the wine industry and helping businesses navigate this exciting transformation.
We looking forward to welcoming you in this exclusive event.
Our speakers
CEO of geoReplica/Serial entrepreneur/Business School Professor/Investor/C-Level founding team @mytaxi
Energetic leader known for ability to envision and create successful outcomes in complex situations. Diverse industry and functional expertise with commitment to driving sales, profit and market share growth. Effective strategic planner who builds brands while developing new business opportunities that increase revenues. Identify high impact opportunities for developing breakthrough consumer insight and loyalty programs. A passion for excellence, creativity, customer focus.
Professor at IE Business School
Professor at IE University since 1992, Fernando Cortiñas, a polyglot (speaking Spanish, English, German, Portuguese and Italian) has an MBA from Harvard Business School, serves as a visiting professor at over 5 universities and has courses with more than 30,000 students on Coursera. Fernando has over 35 years’ international work experience in leading multinationals, and as a professor in leading academic institutions in Europe and America.
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