Europe Worried by New World Wine Sales (May 8, 2003)
The European Union, responding to pressure from European winemakers,
is campaigning to win the hearts and palates of North American wine lovers.
Alarmed at the inroads Australia, California and Chile have made into
their traditional export markets, the European Union is loosening its
The European Commission is providing half of the US$2.8 million for an
advertising and public relations blitz to promote European wines in the
US and Canada. Half of this amount is being contributed by the two countries
whose wine industries have suffered most by North Americans turning to
New World wines France and Spain. France, once the dominant player
in the global wine market, has seen its share drop from 50 per cent to
40 per cent.