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Development of organic wine production and its trends in EU countries and the Czech Republic
Beránková, Anita
The diploma thesis focuses on the assessment of the current situation in the industry of organic farming, particularly organic wine production in the Czech Republic and in the selected countries of the European Union. For the thesis, France, Italy and Spain are selected to be compared with the Czech Republic, due to the highest worldwide production of the organic wine in these countries. It compares the national and international environment of organic farming as well as of organic winemaking; compares political, economical, social, technological, legal and ecological factors. Further analyzed is competitive environment (by using of Porter's five forces model), industry life cycle, research on consumers of the industry (organic farming as well as organic winemaking) and information for customers. In the final part of results, SCOPE planning model summarizes the situation. The main goal of the thesis is to suggest changes and recommendations leading to improvements of the organic winemaker's position within the market of organic wine industry and organic industry in general. The main recommendations concentrate on enhancement of customer's awareness when it comes to the word "organic" and on bringing the organic wine closer to customers. The major event happened in 2012, when the legislation of the European Union passed new rules on labeling bottles containing wine made from organically grown grapes. From the 2012 harvest, organic growers are allowed to use the term "organic wine" on their labels. In 2012, total share of organic grape area to the conventioanl grape area in the Czech Republic was 6,1% and grew since 2004 by almost 20 times. French, Italian and Spanish proportion was approximately 2% higher respectively. The potential of the growth of consumption of organic wine in the Czech Republic is very high, but the foreknowledge and purchasing participation of customers on organic products in general is very low. Research on organic products has shown that only 20% of respondents were familiar with organic products. The same situation is represented by results of the research on organic wine, where 23% of conventional wine consumers have consumed organic wine at least once in their life. This is one of the reasons why it is necessary to use modern marketing tools to promote the organic wine and to increase the awareness. The popularity of organic wine is expected to grow steadily in future years.
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