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ISHS Acta Horticulturae 652: I International Symposium on Grapevine Growing, Commerce and Research

DEVELOPING A GRAPE AND WINE INDUSTRY IN A NON-TRADITIONAL REGION

Author:   P. Read
Keywords:   Vitis spp., tourism, value-added crop, marketing, adapted cultivars
Abstract:
Nebraska and surrounding states are developing rapidly emerging grape and wine industries that have potential impact on the domestic market and possibly on the international trade in wine. It has become apparent that as states develop a viable grape and wine industry, a greater share of the market will be attained by local wines. As an example, the Missouri industry has increased its market share from a fraction of 1% to more than 5% and Nebraska’s young industry is garnering an increasing share of the wine market in that state. New wine drinkers constitute a part of this increasing share, since many local people take pride in buying a local product. However, as local wine quality improves, current wine consumers are likely to buy more domestic wines, thus potentially reducing the proportion of their wine purchases from European sources or other imports. Local organizations of grape growers and winery owners, such as the Nebraska Winery and Grape Growers Association, are helping to stimulate the development of the local industry by improving wine quality and enhancing marketing and promotion of locally produced wines. Growth of the Nebraska industry and its impact on local markets and beyond is discussed.
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