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Mediterranean trade

WSC5.05Introduction to Wine Business

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The importance of the Mediterranean trade • The spread of wine with the spread of

civilization• The trade was a base to our modern

society and also modern wine industry

The key reason to develop the trade

• The growing population prompted the people to secure foods

• colonization

Introduction

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The Ancient Greece

Johnson, H. (1989). The

story of wine. London,

England: Mitchell

Beazley

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History of the Greek Wine Industry

Ancient*Spread viticulture & wine making

Current*Financial crisis *EU policy *New technology

FutureChallenge *Overcome recession *Identity the target market & wine varieties

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• The earlist evidence of wine making

BC.2000A stone foot

press at Vathipetro,

a Minoan vila on Crete

• Excavated the rulers of wine cellar and storage jars (called Pithoi)

BC.1500 Wine making was

common throughout

mainland Greece and Aegean

History The Mediterranean trade with wine

The Dark Age (BC 1200-BC1100) Depression : Culture, Economy

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• Trade routes were reestablished throughout the eastern Mediterranean by Phoenicians

BC.1050~BC.900

Began to colonize

Parts of Asia Minor

and the northern Aegean

History The Mediterranean trade with wine (Cont.)

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• First agriculture literary evidence, mentioned viticulture (Hesiod’s Works and Days)

BC.900-BC.700

Transformed

culture, politic,

Economy(urbanization commenced,

adopted semiti alphabet, bagan worship, moral

maxims)

History The Mediterranean trade with wine (Cont.)

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•Two basic trades: urban market and a long distance trade by seaborne trade•Centre of trade: Delos

Trade region

•Wines(Chios, Lesbos)•Ivory, gold, juwelry, orecious metals•Olives, exotic foods, wild animals

Trading goods

•Chios (the Aegean island) Exporters

About The Mediterranean trade

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Social• “Symposium”

(Men talked about philosophy after dinner for a long time.)

Medical• Cooling fevers• Diuretic• General

antiseptic• Convalescenc

e

Ritual• Libation• Associated

with a divinity• God Dionysus

•

The importance of wine

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Dyonysus

“the god of wine”

http://en.wikipedia.org/wiki/Dionysus

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Enable to sell wine

Influence s on the current wine industry

• Viticulture to their colonies through southern Europe (Sicily in Italy, Marseilles in France, and the Black Sea)

1.Spread of viticulture

• Propagation , training, pruning, fertilizer,

2.Viticultural practice

• Harvest• Produce sweet wines3.Vinification

• Containers for wine, stored in Amphorae 4.Storage

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The evidence at vintage

time, about 540BC.

Johnson, H.

(1989). The story

of wine. London,

England: Mitchell

Beazley

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~Ancient~ Wine bar at Pompeii

http://

en.wikipedia.org/

wiki/

File:Ancient_Bar,_

Pompeii.jpg

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~Now~Wine bar

http://

www.wineloft.co.

nz/

wawcs0124481/

ln-private-

parties.html

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~Ancient~Amph

oraeClick icon to add picture

Played a role

of container

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~Now~Wine bottle and barrel

http://

www.freevectors.net/details/Wine+Bottle

http://

www.gifttree.com

/p3/6748/

Vintage_Wine_Ba

rrel-1.html

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•Organized the Greek Wine Institute1937 •The devastation of Greece’s wine industry

World war II and

Greek Civil War

•Invest modern new technology1960s

Current Greece Wine~modern Greece~

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•Established Greek wine laws1970s

•Refined the Greek wine lows for joining the European Union1980s•Succeeded in growing common western varieties

1980s~1990s

Current Greece Wine ~modern Greece~ (Cont.)

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The controlled appellations of origin

The appellations of origin of superior quality

Local wines

Table wines

Current Greece Wine 4 categories of the Greek wine

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Indigenous: Agiorgitiko, Limnio, Mandelaria, and xynomavro

Foreign: Cabernet Sauvignon, Cabernet Franc, Merlot, Grenache, Cinsaut, and Syrah

Red

Indigenous: Assyrtiko, Rhoditis, Robola, Savatiano, Moscophilero, Vilana,Debina, and Muscat Blanc A PetitsGrains

Foreign: Chardonnay, Sauvignon Blanc, and Ugri Blanc

White

Current Greece Wine Vine varietiesThere are more than 300 indigenous varieties in Greece

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Future Greece wineThe key is Balance ?

Target Marketing : Domestic vs InternationalWine variety:

Indigenous(Restina) vs Foreign(Cabernet Sauvignon)

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Johnson, H. (1989). The story of wine. London, England: Mitchell Beazley Robinson, J.(1999). The oxford companion to wine (2nd ed.). New York, NY: Oxford University Press Unwin, T. (1996). Wine and the vine: An historical geography of viticulture and the wine Trade. London, England: Routledge Ancient Greece. (n.d.). Retrieved July, 26, from http://www.greekwinemakers.com/czone/history/2ancient.shtml Dyonysus. (n.d.). Retrieved August, 10, from http://en.wikipedia.org/wiki/Dionysus File: Ancient bar, Pompeii.jpg. (2006). Retrieved August, 10, from http://en.wikipedia.org/wiki/File:Ancient_Bar,_Pompeii.jpg Euro zone agrees emergency steps to contain crisis. (2010). Retrieved August, 10, from http://uk.reuters.com/article/idUKLNE64608020100507 Greece now. (n.d.). Retrieved August, 8, from http://www.greekwinemakers.com/czone/history/8now.shtml History of wine. (n.d.). Retrieved August, 10, from http://www.mediterraneanwines.com/history_of_wine.html Mediterranean trade. (n.d.). Retrieved July, 29, from http://www.jrank.org/history/pages/6287/Mediterranean-Trade.html Modern Greece. (n.d.). Retrieved August, 8, from http://www.greekwinemakers.com/czone/history/7modern.shtml The future. (n.d.). Retrieved August, 8, from http://www.greekwinemakers.com/czone/history/9future.shtml Thoughts on antiquity. (2007). Retrieved August, 10, from http://neonostalgia.com/weblog/?p=354 Wine in the Mediterranean. (n.d.). Retrieved July, 29, from http://world-food-and-wine.com/wine-in-the-mediterranean.html Vintage wine barrel. (n.d.). Retrieved August, 15, from http://www.gifttree.com/p3/6748/Vintage_Wine_Barrel-1.html Wine bottle . (n.d.). Retrieved August, 15, from http://www.freevectors.net/details/Wine+Bottle Private parties. (n.d.). Retrieved August, 15, from http://www.wineloft.co.nz/wawcs0124481/idDetails=178/Private%20Parties

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