Throughout the history of the Italian wine industry, numerous steps have been taken to promote the quality of the wines produced, particularly during periods of expansion into new territories, such as the current exploration of the Asian market. Traditionally, these steps have been undertaken by individual producers or by collectives of winemakers that share similar goals in regards to the promotion of wines and the continued success of their industries as a whole and, on a more local level, their own wines.
However, in more recent times, the wine industry has a whole has received support from larger organizations, with the aim of enhancing its reach and increasing the viability of wine as a contributor to the European economy, perhaps even more so than it already is.
The European Union has been leading this charge through the common market organization, which aims to make the promotion of wines from all over Europe easier. Additionally, it has resulted in the creation of other organizations, such as the OCM Wine Measure, which aims to further this agenda, particularly overseas.
A number of producers have already joined the OCM Wine Measure, which has a four-point mission that is aims to execute in order to enhance the reputation of wines throughout Europe and the rest of the world. Members of the OCM Wine Measure benefit from this plan in a number of ways.
- The Enhancement of EU Wine Products
While Europe has long been seen as the bastion of the international wine industry, with France, Spain, and Italy all leading the way for wine producers across the world and each having longstanding pedigrees that have led to them becoming the envy of the wine producing industry.
However, over the course of the last century or so, a number of other territories have developed thriving industries of their own that may place the dominance of the EU wine territories at risk. Chile, Argentina, and the United States, in particular, have enjoyed rapid expansion thanks to playing host to ideal climates and land for wine production. This has resulted in them being key players in the expansion into countries like China and India.
Membership to the OCM Wine Measure means more support is lent to the efforts of EU wine producers to establish and maintain footholds in international territory. Not only does it ensure the continued success of producers in existing territories, but it also allows for the expansion into others through the continued promotion of the industry as a whole.
- Promoting European Brands
To achieve this continued expansion and ensure the dominance of European products, the OCM Wine Measure will look to build upon existing advertising and promotional efforts, both within the European Union and internationally. These efforts will be focused primarily on members of the measure, with the side-benefit of causing those who see the promotional efforts reach to explore the European industry more fully. This may lead to non-members also seeing a boost, which still bolsters the overall aim of promoting European brands as a whole.
Having the force of this collective behind them will also be beneficial to smaller brands that are struggling to gain recognition amongst the heavier hitters in the European wine industry. Through the use of promotional materials, exhibitions, wine tastings, and press conferences, the OCM Wine Measure will build on existing profiles and develop stronger ones for companies that have struggled to brand themselves prior to joining the organization.
- Explaining Supply and Demand
A further benefit of OCM Wine Measure membership is access to in-depth data about supply and demand within the wine industry. The collective will implemented continued examination of regions in which expansion is a possibility or is already ongoing, in addition to informing members of potential saturation caused by oversupply.
In short, it aims to create clear and concise rules for European wine producers to not only help them better understand supply and demand, but also to govern their efforts so that said supply meets demand where it is most heavy. Further, these rules will also ensure suppliers who may not have been able to access the demand for their products, often due to being overwhelmed by stronger companies or due to the continued growth of non-European producers, will be able to understand where their wines could prove popular, thus enhancing their brands in the process.
- Safeguarding Traditions While Promoting Social and Environmental Responsibilities
Much like the DOC in Italy, the OCM Wine Measure also aims to ensure the integrity of its members through education on the traditions surrounding the wine industry and continued oversight of its member companies. In doing to, it will also promote and advocate for the continued social and environmental responsibilities assumed by winemakers, ensuring their future efforts are conducted in accordance with EU guidelines while also helping them to get more out of their land.
These efforts will ensure that wines produced in Europe carry with them a certain level of prestige and authenticity that will make them very appealing to others. As a side-benefit, it is possible that this enhanced oversight and focus on traditions may also result in fewer forgeries slipping through the net, further enhancing the image of the European industry throughout the world.
The focus on social and environmental challenges is also important, particularly in a world where environmental responsibility and social changes are hot-button topics. Through these efforts, the European industry is likely to continue moving forward into the modern age, with rural communities in particular benefitting.
The Final Word
Through these efforts, the European Union hopes to maintain the continent’s reputation as the leasing planter and producer of wines, while also enhancing its global reputation by ensuring continued expansion into new territories. The OCM Wine Measure supports these efforts by offering the support of a collective that ensures the aims outlined in the common market organisation are carried out. The measure will also provide funds for promotion and other activities, further enhancing the reputations of the wines and producers that fall under its umbrella.