Publications > Cahiers (English)> N° 60-61, 3rd and 4th terms 2001

VIGNE ET VIN
Assemblage en économie et sociologie viti-vinicoles
Première partie

Presentation by E. Giraud-Héraud and Y. Surry
Les réponses de la recherche aux nouveaux enjeux de l'économie viti-vinicole texte au format PDF

• Quality, information and wine labelling: experiences from the British wine market, B STEINER
  
• Alcohol consumption in European countries: time series based tests of convergence, J. BENTZEN, T. ERIKSSON, V. SMITH texte au format PDF
  
• Les déterminants de la consommation individuelle de vin en France, M.K. AYOUZ, C. CIBENEL, J.-P. LAPORTE
  [The determinants of individual consumption of wine in France]
• Australia's wine industry: recent growth and prospects, K. ANDERSON
  
• Le terroire, le cépage et la marque : stratégies de valorisation des vins dans un contexte de mondialisation, M.-F. GARCIA-PARPET
  ["Terroir", brands and wine variety: globalisation and wine's valorisation strategies]
• Régulation de la sphère viticole dans la périphérie européenne : le cas du Portugal, O. SIMÕES
  [Wine sector regulation at the periphery of Europe: the case of Portugal]

Quality, information and wine labelling: experiences from the British wine market

Bodo STEINER* (* University of Kiel, Department of Agricultural Economics, Olshausenstr.40, 24118 Kiel, Germany. e-mail: bsteiner@agric-econ.uni-kiel.de)

In : Cahiers d'Economie et Sociologie Rurales, n° 60-61, 2001, pp 25-57

Summary - This paper applies hedonic price analysis to identifying the values which consumers and marketers place on labelling attributes. We analyse data from British wine retailers. Interaction terms are used to highlight the differential effects between attributes, and where these are found to be relevant, consumers are considered to regard attribute bundles as imperfect substitutes. Results suggest that grape varieties are highly valued in the case of Italian and Australian wines, whereas the ability and willingness of consumers to differentiate between regional specificities is most prevalent in the case of France. In accounting for the relative significance of both grape varieties and regional origins, the results suggest an asymmetry between Australia, possibly the most classical 'New World' wine producer, and France, the most classical of 'Old World' wine producers. Econometric results suggest that consumers attach great value to information concerning the originating retailer. Marketing implications are also investigated. By considering interactions between attributes, we demonstrate the usefulness of studying the valuation on the attribute level and identify the cost changes that a wine marketer would face if a stock-transfer of particular attribute combinations were intended.

Key-words : wine, hedonic price method, information and product quality, Great Britain.

Jan BENTZEN*, Tor ERIKSSON*, Valdemar SMITH* (* Department of Economics, The Aarhus School of Business, Prismet, Silkeborgvej 2, DK-Aarhus C, Denmark. e-mail: jb@asb.dk)

In : Cahiers d'Economie et Sociologie Rurales, n° 60-61, 2001, pp 59-74

Summary - In the beginning of the 1960s, significant differences in the alcohol consumption existed among the European countries, but during the last forty years Europe has seen large changes both in the levels of alcohol consumption (per capita) and in the structure (that is, relative shares of beer, wine and spirits) of the consumption of alcoholic beverages. In parallel with narrowing cross-country differences in alcohol consumption levels, especially the share of wine consumption has increased considerably in many countries - probably reflecting consumers' shifting taste towards a common preference structure. In this paper, we use unit root tests in order to provide some evidence whether or not the changing pattern reflects a process of convergence. The time series based tests of convergence indicate that there is very little support to the notion of absolute convergence in alcohol consumption among pairs of the analysed sixteen European countries. Instead, catching-up processes - i.e. diminishing differences in alcohol consumption levels - seem to be a more common feature concerning alcohol consumption in Europe; especially among the Southern European countries. Finally, the notion of stochastic convergence is tested applying a unit root test allowing for structural breaks in the data set, and the conclusion from this part of the analysis confirms the former results, i.e. stochastic convergence is only present in approximately one third of the cases and concerns primarily the Southern European countries.

Key-words : alcohol consumption, convergence, unit root tests.

Mourad K. AYOUZ*, Christian CIBENEL*, Jean-Pierre LAPORTE* (* INRA-ESR UMR-MOISA, 2 place Viala, 34060 Montpellier cedex 1. e-mail: ayouz@ensam.inra.fr, cibenel@ensam.inra.fr, laporte@ensam.inra.fr)

In : Cahiers d'Economie et Sociologie Rurales, n° 60-61, 2001, pp 75-110

Summary - The objective of this article is to study the factors influencing indiduals' consumption of wine in France using cross section data gathered by ONIVINS and INRA for 2000. We first estimate the probatilities of drinking wine and its frequency (number of times per week) using binary and ordered probit models, respectively. The ordered probit model has however some weaknesses. It does not allow to have estimated parameters to take different values to explain the desision to consume wine and the frequencies. If we only want to explain the frequencies of drinking wine, the estimation of a simple ordered probit based on only those who have decided to drink wine (i.e. those with a positive frequency) produces a selection bias. To overcome this problem, we specify both the probability to drink wine and the probatility to have a given frequency of drinking wine in a common model framework. Such a model framework is called a bivariate ordered probit model because it incorporates two qualitative dependent variables and one of them is ordered. This model enables us to disentangle between the factors that indluence the decision to drink wine from those affecting the frequencies without any selection bias. It also has the advantage of being able to test whether the decision to drink wine and the number of times are correlated or not. Estimating this model with French date, we are able to show that the two decisions - drinking wine or not and then how many times per week - are statistically independent. In short, we conclude that the decision process to drink wine is sequential. Variables like age, gender, area of residence, numbers of individuals in the household, number of good meals taken at home, influence both the decision to drink wine and the frequencies. The social status of the household, individuals' family status, individuals' beliefs and individuals' attitudes towards wine (measured by the parents' habits to drink wine and their attitudes regarding their children's alcohol consumption) have an impact only on the decision to drink wine. The individuals' frequencies to consume wine outside home (number of times attending bars etc...), family's habits (presence of alcoholic beverages in the household during their childhood) influence only the frequency per week to drink wine.

Key-words : qualitative choice models, empirical analysis, wine.

Australia's wine industry: recent growth and prospects

Kym ANDERSON* (* School of Economics and Centre for International Economic Studies,University of Adelaide, Adelaide SA 5005. e-mail: kym.anderson@adelaide.edu.au)

In : Cahiers d'Economie et Sociologie Rurales, n° 60-61, 2001, pp 111-147

Summary - This paper addresses four questions: how well has Australia's wine industry performed since the late 1980s; how does that compare with the performance of its competitors abroad; what are the opportunities and challenges ahead for Australian producers, given that national and global wine consumption per capita has not been growing yet premium wine production is expanding in many countries; and what lessons can be learnt from the current Australian boom? In absolute terms, and relative to other Australian industries, the wine industry has done extremely well since the late 1980s in terms of export-led growth. It is now the world's second largest exporter of wine after the European Union. Relative to other New World wine export suppliers, however, Australia's trade performance is not outstanding. Exports from the United States and several other Southern Hemisphere producers also have grown rapidly in quantity and in quality, albeit from smaller bases. Given that competition from other New World suppliers, and the quality upgrading of several large wine regions in Europe, the continued prosperity of the Australian industry requires numerous challenges to be confronted. Several strategies are suggested. The paper concludes by pointing to the key factors contributing to the success of the current boom.

Key-words : wine industry, export-led growth, WTO multilateral trade negotiations, Australia.

Marie-France GARCIA-PARPET* (* INRA, Unité de recherche STEPE, 65 boulevard de Brandebourg, 94205 Ivry sur Seine cedex, et École des hautes études en sciences sociales, Centre de sociologie européenne, 54 bd Raspail, 75006 Paris. e-mail: garcia@ivry.inra.fr)

In : Cahiers d'Economie et Sociologie Rurales, n° 60-61, 2001, pp 149-180

Summary - Today, the wine industry is experiencing deep changes: the reputation of "terroirs" tends to evolve, the social hierarchies settled between "appellations" are shaken by more modest ones, and in particular by those of the "new world" countries. The objective of this paper is to analyse the effects of these transformations on the French wine industry, and more especially on the principles of classifications of first-rate wines, taking into account the fact that history, differences of reputation and institutional structures have an orderly role on the economic behaviour of (wine) producers, especially with regard to international markets. We study two cases - Chinon's "appellation" and Languedoc-Roussillon - that have a different position in the French wine industry. Both of them did not incorporate at the same time and in the same way the AOC label. These two instances clearly show the importance of social perception of wine quality in establishing their values and in explaining all the changes that occured about their classifications. Although Chinon's "appellation" adopted the traditional approach, Languedoc-Roussillon's strategy consisted of turning the rules of the game in its favour by introducing a new category of wine in France, thus anticipating the changes of the international wine market. This article does not pretend to provide definite answers on the respective merits of classifications but clarifies the economic and symbolic strategies of agents concerned by the cultural transformations of world wine markets.

Key-words : market, globalisation, wine, ranking.

Régulation de la sphère viticole dans la périphérie européenne : le cas
du Portugal
[Wine sector regulation at the periphery of Europe: the case of Portugal]

Orlando SIMÕES* (* Instituto Politécnico de Coimbra, Escola Superior Agrária, Bencanta, 3040-316 Coimbra, Portugal. e-mail: orlando@mail.esac.pt)

In : Cahiers d'Economie et Sociologie Rurales, n° 60-61, 2001, pp 181-204

Summary - Its position at the periphery of Europe confers specific features to Portugal's economic and social attributes. Internally, the three main characteristics are: a dominant role of the State in domestic affairs, strong social solidarity mechanisms and a complex social fabric relying on informal compensatory mechanisms. Externally, emphasis is laid on Portugal's geostrategic position at the European periphery and the implications of such a position. The present study approaches Portuguese viticulture in terms of sectorial regulation, and identifies historical periods with different forms of regulation of the viticultural industry. The major differences and similarities between Portugal and the European wine producing country par excellence, i.e. France, are highlighted. Starting from the XVIIIth century, the first period that is identifiable in this historical analysis lasted till the first quarter of the XXth century. This period corresponds to a phase of institutionalisation of two wine spheres, i.e. Port wine versus other wines. A phase of mass production then followed from the 1930s to the 60s. During this period, the Port wine trade met with difficulties on international markets and production of domestic common wine was favoured. Finally, a third period corresponds to integration into Europe. Following the development of new consumption patterns, this period is characterised by a qualitative renewal both on internal and external markets. Since 1861, Portugal and France have adopted the same global strategy in world-wide viticulture. Concerning the differences between the two countries, Portugal is characterised by the dominant role of the State, weak professional organisations, delayed adoption of new consumption patterns and delay in the existing relations of production and subjection to foreign economic regimes. With respect to this dependence, the importance of the integration process into the European community should be underscored for the wine sector. This integration has promoted access to more quality-demanding markets. It has been a funding resource to improve the productive and industrial levels of Portugal and has helped to develop new ways of organising and managing the wine sector. As a result, this sector has become less government-dependent and more concerned with quality. These factors have made it possible to increase the relative share of quality wines (VQPRD) in the national wine production, and have also helped reduce the traditional polarisation between Port wine and the remaining Portuguese wines. A better range of wines can now be found on the market.

Key-words : Portugal, regulation, wine, viticulture.