ABSTRACT
Grapes are the fifth largest fruit crop in the world. A total of 77.4 million ha of surface area were cultivated to produce a total of 77.8 million tons of grapes in 2018. Since wine consumption has increased worldwide in recent decades, a successful winery needs to know its consumers. This chapter, therefore, aims to introduce different grape types as well as the qualitative criteria which motivate wine consumption and incite consumers to spend on quality wines. We explore the motivations behind wine consumption and investigate different segmentation opportunities, particularly referring to the trips organized to consume wine. In addition, the quality of the wine was also tested, as there was a lot of criticism from consumers about food quality and food safety due to multiple examples of contaminated foods. Quality assurance systems have been introduced to build and maintain consumer confidence in food quality. This chapter’s results discuss that the quality of the wineries’ work depends on the following aspects: Physical environment, production practices, and the marketing environment.
