The Role of Quality in Wine Production and Market: European Rules, CAP and New Technology

Starting from the 60s the main changes which characterized the wine sector were mainly related to the product quality differentiation. The new Common Agricultural Policy contributed to improve and diversify the quality of the wine among different kind of wines with different origin: the aim was to create wines for all target consumers. Both wine producers and retailers played an important role due to their strategic position along the supply chain and their structural characteristics. The changes concerning quality differentiation of wines included both processes, logistic along the supply chain and the market recognition of quality attributes of wines through labelling. The respect of new labels obliged winemakers to improve the quality of their products: the flavours of new quality wines were able to encounter the consumers’ tastes and enlarge the wine market.