The global wine industry comprises the production and trade of still (table), sparkling and fortified wine made from grapes. The industry has a long history in Europe and as a commodity in international trade. The rapid expansion of global production and trade in recent decades is associated with a cultural shift in the consumption of wine, whereby it has become associated with sophisticated cuisine and an aspirational commodity for the middle classes.
In this whitepaper, we will provide a brief understanding of global wine and spirits market: trends, challenges and opportunities. There are additional statistics on general O2O industry trends from PwC’s research on O2O engagement with worldwide and Chinese consumer. We will clarify some severe counterfeiting problems experienced in the wine and spirits industry, how some of these problems result in consumers’ confusion while they engage in O2O activities. There is a study over the percentage of wine producers that recognize the importance of applying anti-counterfeiting technologies versus what consumers want as assurance from wine producers, how they feel about counterfeit problems and what their perceptions are.
Finally, the paper will present some case studies which include some of China’s best brands in deploying their lastestanti-counterfeiting technologies to counteract such problems in the industry.
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