Wine and Winemaking: The Value and Efficiency


Anatoliy G. Goncharuk, Ph.D.
Head of Department of Business Administration and Corporate Security, International Humanitarian University, Odessa, Ukraine

Series: Food and Beverage Consumption and Health
BISAC: TEC012000

Perhaps there is no other drink in the world that would honor billions of people and have such a mystical nature than wine.
Since ancient times, wine was considered as a drink of the gods; only water and a mother’s milk can be compared in importance and longevity with this sacred drink. However, neither archeologists nor philosophers can give an exact answer as to when this drink appeared first. This secret further confirms the inscrutability and mysteriousness of wine. The long history of wine and winemaking, its mystical and philosophical significance raises deep thoughts about what the true strength of this drink is, how and why it is produced, and why people consume it today. Over thousands of years the traditions have changed, states were formed and disintegrated, and cultures, public consciousness, sciences and technologies were developed. However, only one thing remains unchanged: wine.

The author of this book wanted to know what the value of wine in today’s society is, whether it has changed since ancient times, what kind of people consume wine today, and whether the desired effect of winemaking for its producers and consumers has been achieved.
The book contains the results of several years of research that shed light on the value of wine in a modern society and the efficiency of winemaking in various countries.

The main conclusion about the value of wine is that it is very subjective. Each consumer is guided by his/her own considerations and motives, evaluating the wine before buying. Estimates of costs and resources, energy and time for its production, delivery and sale can be made, but it is not possible for any researcher to get into the mind of a consumer and learn the true complex of wine value for him/her, which is dictated by their knowledge, experience, consciousness and subconsciousness, external circumstances, health status, wealth and the arrangement of spirit. After all, the same bottle of wine for the same person has different values measured in the morning or evening, on Friday or Monday, in winter or the summer, in a healthy state or when ill, in sadness or in joy, with friends or in solitude. The main secret of this magic drink is hidden exactly in its diversity and unpredictability; you just need to value it.

Wine has a special status and high value for consumers, from religious, health, psychotherapeutic, and economic standpoints. It is produced and popular in both developed and developing countries. The efficiency of its production and distribution depend on many factors, some of which are common to all countries (global), while others are special for a particular country or region (local). The highest efficiency of winemaking in Germany, France and other developed countries can be explained by centuries-old wine traditions, good recognizability, high investments and high-quality marketing. On the contrary, winemaking in developing countries requires more investments in technical policy and market research and promotion in the world market. The author hopes that this book will be useful not only for winemakers, scholars and students, but also for every person who has ever tasted wine.

Table of Contents

Table of Contents


Chapter 1. Wine Value: The Essence and Measurement

Chapter 2. Wine Value Chains: Concept, Challenges and Prospects

Chapter 3. The Challenges of Wine Business

Chapter 4. Winemaking Efficiency: International Overview and Benchmarking

Chapter 5. Winemaking Efficiency Factors: Inter-Country Comparison

Chapter 6. Improving Winemaking Efficiency: Tools and Case Study


About the Author


“This book presents an outstanding contribution to the scientific research especially in the field of winemaking. In his book, the author presented the most important issues in the field of winemaking. The book contains an excellent selection of the chapters which includes many detailed examples from which is evidently long-standing rich experience of the author. The entire text is written in a beautiful language and in an accessible style which does not leave the reader indifferent. It is an essential literature for teachers and also for students with significant research and study questions supported by extensive resources. It is also excellent communication tool for young people which should be encouraged to continue to search this scientific area.” – Aleksandra Figurek, PhD, Assistant Professor, Department of Agricultural Economics and Rural Development, University of Banja Luka, Bosnia and Herzegovina

“The global wine market is characterized by an overproduction since many years. As a consequence, completion between wine companies is getting more and more intense. Thus, a key success factor is efficiency in production and sales. Therefore, is the book “Wine and Winemaking: The Value and Efficiency” authored by Prof. Dr. Anatoliy G. Goncharuk targeting one of the most important topics in the wine business. It reflects up-to-date theories and presents interesting results stimulating a much-needed discussion.” – Jon H. Hanf, PhD, Professor of International Wine Business, Department of Economics and Market Research, Geisenheim University, Germany

“The book Wine and Winemaking: The Value and Efficiency is important key to show peculiarities and differences of Ukrainian and another wineries to the world wine community. For my opinion, readers have opportunity to know not only the descriptions of the current winemaking business challenges and also the ways for its improvement with international performance about wines. Based on analyzed data in chapters the author concluded that Ukraine has a lot of possibilities to become progressive wine country along with others. In addition, this book can be useful tool for researchers, investors and policymakers to help them in understanding and further investigations related to winemaking processes and developing effective wine industry in general.” – Oksana Tkachenko, PhD, Professor, Department of Wine Technology and Oenology, Odessa National Academy of Food Technologies, Ukraine

“The author of the book, Wine and Winemaking: The Value and Efficiency, Prof. Dr. Anatoliy Goncharuk has described history of winemaking and analyzed current state and trends in technology and marketing of the wine, mainly the efficiency issues. The Book makes comparison between well-developed wine countries like Germany and developing countries like Ukraine. This study is important also for other wine countries with similar situation, for example Georgia. The Author predicts possible development of the processes and shows the opportunities for countries on the way of modernization to reach higher efficiency level.” – David Chichua, PhD, Associated Professor of Oenology, Agricultural University of Georgia, Georgia

“This book is an opening for me and perhaps all wine lovers. Reading this book, I found for myself a lot of useful and informative about the benefits of wine, the wine traditions and culture. The author tried to understand why people drink a wine and how much it meets our expectations. Disclosing the content of the wine value chains, he immerses us in the mystery of creating this divine drink. It is very original the author’s idea to measure the wine value not by money, but by the energy that winemakers and sellers invest in it, and which we consume when we drink wine. This book links the value of wine with the efficiency of its production and is useful for both winemakers and the ordinary wine consumers.” – Giuseppe T. Cirella, PhD, Director, Head of Research, Polo Centre of Sustainability, Italy

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