ABSTRACT
To compete with the increasing integration of the supply chain by an oligopoly dyad of multinational wine/beverage corporations and supermarkets, winegrowers have developed similar systems of organisation. A growing literature supports this perspective. I add to it by comparing practices in three leading wine regions and by incorporating the need for differentiation within regions, both among different territories and individual winegrowers. I focus on estate winegrowers because they compel differentiation and therefore shape territorial and regional structures.
