THE “FUTURE OF WINE” REPORT BY BERRY BROS & RUDD OF LONDON: CHINA THE TOP WINE PRODUCERS WORLDWIDE BY 2058; CLIMATE CHANGE WILL MOVE WINE REGIONS TO MORE TEMPERATE AREAS; THE “BRAND” FACTOR WILL INCREASE; WINES GENETICALLY MODIFIED

Big changes are in the works for the future of the world of wine. Primarily, it appears that by 2058, China will have conquered the title as top wine producers world wide. While today’s top producers will probably have had to move their vineyards to more temperate regions because of climate changes. On the commercial front, the importance of the “brand” factor will increase, as well as the genetic modification of wines to meet consumer demands. These are the main forecasts in the “Future of Wine” report realized by London’s famous wine merchants, Berry Bros & Rudd.
Already the sixth largest wine producer in the world (after France, Italy, Spain, the U.S., and Australia), China will not only surpass its European competitors 50 years from now, but it will also be able to create wines that are qualitatively competitive with the best Bordeaux.
China is a large enough country to have areas that have the right climate and terrain as well as the experience and technology to create superior wines. The report notes, however, that while China could celebrate a bright future in wine, Australia will probably have to deal with great defeats. After severe droughts the country’s winemaking industry has already suffered and it is probable that climate changes will create areas that are too hot and arid for viticulture.

And the environmental upheavals will not stop here. The new geography of wine will also help out eastern European countries (Ukraine, Moldavia, Croatia, Slovenia, and Poland), as well as Great Britain and Canada.

At a more commercial level, by 2058 the “brand” factor will be the determining factor on the market, while the type of wine and its origin will become of secondary importance. According to the study, the recognition of a name and its image will become as important for wine as it is for soft drinks and cigarettes.

Grapes will be modified genetically to resist climates as well as give new flavours to wine. Producers will probably add artificial flavours to meet the needs of consumers. On the other side of the spectrum, niche items will continue to grow in popularity for the quality and uniqueness that they offer, but their costs will rise exponentially.

And, finally, packaging will have changed drastically by 2058. Most probably, expensive glass bottles will have been replaced by “lighter” materials that are also more easily recyclable.