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From Vineyards to Global Markets: The Evolution and Trends, Opportunities and Threats of Grape and Wine Industries in Portugal and Türkiye
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Resumo(s)
The global grape and wine industry is a vital agricultural sector encompassing various applications such as table grapes, raisins, juice, and wine production. This paper addresses a gap in the literature by providing a comparative analysis of the evolution, trends, opportunities, and threats within the grape and wine industries of Portugal and Türkiye, two countries with rich viticultural histories and cultural ties but with distinct market dynamics and strategic approaches to grape utilization. To ensure a robust comparative analysis, the study uses data from the Food and Agriculture Organization (FAO), the International Organization of Vine and Wine (OIV), and national statistical agencies and sectorial bodies, to examine the evolution and current trends in Portuguese and Turkish markets and their position in the global market. The findings highlight the distinct market trajectories: Portugal continues to consolidate its position as a major wine producer and exporter with established global markets, while Türkiye's market remains fragmented, with potential growth in both wine and non-wine segments, including domestic consumption and international trade, despite facing significant regulatory and socio-political challenges. The strategic analysis identifies opportunities such as Portugal’s capacity to further enhance its wine export strategies and Türkiye’s potential to expand both domestic consumption and exports potential across various grape products. However, it also highlights threats, including increasing global competition and regulatory challenges in Portugal, alongside socio-political and regulatory barriers that could impede Türkiye's wine sector growth. This paper contributes to the existing literature by providing a nuanced understanding of the distinct paths taken by Portugal and Türkiye, and strategic insights into their market positioning. The findings offer valuable implications for producers, marketers, and policymakers, emphasizing how these countries can leverage their unique strengths in grape production and address challenges to achieve sustainable growth in both wine and other grape-related rapidly evolving global markets.
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Grapes and wine production International trade Table grapes and wine consumption Comparative market analysis