Conclusion: What’s Next?

This chapter summarizes the contents of the book and presents the main emerging issues. In particular, it identifies many challenges the wine prucing countries, industries and companies will have to face in the future. They concern: the production of grapes and wine, in a context of climate change for most of the major producing countries; international wine trade, against the backdrop of possible trade wars and of de-globalization; the new geography and the new sociology of wine consumption that are beginning to upset demand; new ways to sell wine and communicate to reach the new consumers. It discussues future prospects for the wine industry.