Moreover, the culture of wine in non-producer (or of-late marginal producer) countries, for example Britain, is considerably higher in terms of wine knowledge as compared to the Mediterranean producers, who are very aware of their patrimony but without the technical understanding.

Thus, it will take some time for producer market domestic countries to trade-up and experiment with wines imported from regions they know nothing of. Some loca producers consider imports from other countries should be discouraged! In a direct protectionist bid. However, exposure to other wine styles and traditions is, of course, so important to increase culture and the health of the domestic wine economy.

Their only answer is to export all they can and implicate reforms in an intelligent way, which is so often easier said than done. Today, however, I would say there is no longer the margin for error of the past.