1. Introduction
This case study presents the challenge the French “Old World” wineries face due to the growing competition from the New World wineries and the increased globalization of the wine industry. France is still considered a world leader by producing 20% of the world’s wine and consuming 14% (Wine Institute, 2004), although their dominance is waning. The French winemakers believe “It’s an art, not a science” whereas the New World espouses a “total commitment to innovation…from vine to palate” (Bartlett, Cornebuse, McLean 2008, p. 119). Bartlett, et al ask “What strategy would reverse the trends” and “how to align the diverse industry and government interests to act on it” (p. 137).
1.1. History
It is an extraordinary fact that wine is the fermented juice of a single fruit, the grape. Every drop of wine is made from rain, sunlight, and nutrients from the soil and is far older than recorded history. It emerged with civilization itself......

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Title: World Wine War
Approximate Word Count: 3458
Approximate Pages: 14 (250 words per double-spaced page)

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