Abstract:
Wine market is a mature market, strongly influenced by favorable or unfavorable developments, determined by dietary
patterns and consumers’ buying behavior. Market behavior seems to be determined by the slogan "drink less, but drink
better". (Chiran A. et al., 2004). Wine market comprises several segments. The most important segment is represented
by stabilized wines, which can be divided into several groups: average to mediocre quality wines and top-quality wines
with strict specifications and regulations. Wine market, in general, but, in particular, the European market, is
characterized by structural surpluses. The wine distribution system shows the same pattern everywhere in the world,
being highly fragmented, with a large number of retailers, finding a shift in the distributed quantities through wholesale
channels (hotels, restaurants) to retail distribution channels for the domestic consumer (supermarket chains), which
allows improving product competitiveness by price and favors modern consumption patterns and purchasing behavior.
Another feature of the wine market is the significant share that cooperative societies hold, which uses European markets
and, also, the North American ones, as product providers and as an end market for alcoholic products. Table wine
consumption continues a traditionalist trend, represented by rural life, while quality wine market developments
expresses rupture from the traditionalist tendencies (Liliana Rotaru et al., 2011). In the wine marketing policy, the
growing consumers’ health concerns play a vital role. With alcohol fighting organizations’ movements, a new ideology
that aims towards eating healthy foods, which include wines, has been developed.
