Robert Mondavi Institute for Wine and Food Science
Center for Wine Economics


Outlook and Issues for
the World Wine Market

Proceedings from the June 2010
Symposium at UC Davis

AIC Home
Program (includes audio and presentation downloads)

ARE Update articles based on Symposium presentations

The World of Wine: Economic Issues and Outlook

(includes "Notes from the Guest Editor" and all articles below)

Sumner, Daniel A .
Is the World Overflowing with Wine? The Global Context for California Wine Supply and Demand.

Anderson, Kym.
The Southern Hemisphere and Global Wine Markets to 2030: Case Study of Australia.

Montaigne, Étienne.
European Wine Market Issues and Prospects in the Context of the Changes to the Common Market Organization for Wine.

Lapsely, James T.
Looking Forward: Imagining the Market For California Wine in 2030.

Symposium Program and Presenters

The symposium is designed to serve growers, wine managers, marketers and others interested in the future of the grape and wine industry. Presenters from the United States, Europe, and the Southern Hemisphere will consider how current and emerging issues will shape world wine markets over the coming decades.  Speakers will explore both longer-term directions and recurrent booms and busts. Leading thinkers from the U.S. wine industry will open the discussion.  Participants will have ample opportunity to interact with all the speakers to air important issues facing the industry, both during the symposium and at the hosted reception that will follow.

Program (Audio and Presentation Links)

 Robert Smiley Professor Emeritus and former Dean of the UC Davis Graduate School of Management
Welcome: Andrew Waterhouse, Chair, Department of Viticulture and Enology, UC Davis  (PRESENTATION PDF)

Global Economic Context for the U.S. Wine Industry   (AUDIO MP3)      (PRESENTATION PDF)
Daniel Sumner, Director, UC Agricultural Issues Center and Professor, Agricultural and Resource Economics, UC Davis

Issues and Prospects for California Wine   (AUDIO MP3)     (PRESENTATION PDF)
James Lapsley, Adjunct Associate Professor in the Department of Viticulture and Enology,UC Davis. Former President and Winemaker for Orleans Hill Winery

Southern Hemisphere Perspectives on Wine Market Issues and Prospects   (AUDIO MP3)   (PRESENTATION PDF)
Kym Anderson, Professor, Department of Economics, University of Adelaide.

European Perspectives on Wine Market Issues and Prospects   (AUDIO MP3)    (PRESENTATION PDF)
Etienne Montaigne, IAMM - Agricultural Mediterranean Institute of Montpellier

Discussion Openers:  
·         Tom Selfridge, former president of The Hess Collection Winery and the Chalone Wine Group
·         Jon Moramarco,  former CEO of  Constellation and other wine companies.


Kym Anderson

Kym Anderson is the George Gollin Professor of Economics at the University of Adelaide. His research interests and publications are in the areas of international trade and development, agricultural economics, and environmental economics. His most recent projects have focused on empirical analysis of such issues as the Doha Development Agenda of the World Trade Organization; global distortions to agricultural incentives; economics of agricultural biotechnology (GMO) policies globally; globalization; and wine economics. He has published more than twenty five books and more than 200 journal articles and chapters in other books.

Stanford University: M.A. 77
University of Chicago: Completed 1st year of doctoral program. M.A. conferred 08/75
University of Adelaide: External, thesis-only M.Ec. conferred 04/74
University of New England: Bachelor of Agricultural Economics 04/71. 



James T. Lapsley

Dr. Lapsley is an internationally known author, winemaker, and instructor. His main areas of research are: the economics of wine production and marketing, and the history of California wine. Lapsley has authored Bottled
Poetry, a history of the emergence of the Napa Valley as it evolved into California's premiere wine region. He co-edited, along with Kirby Moulton, Successful Wine Marketing, which was awarded the OIV Grand Prize in 2001 for the Best Book on Wine Economics.

Lapsley was President and Winemaker for Orleans Hill Winery from 1980-2002, a winery that specialized in wine produced from organically grown grapes. In 2003, Lapsley was a Fulbright Scholar in Uruguay, where he collaborated with faculty in the Schools of Chemistry and Agronomy to create a much needed degree program in enology. In June of 2009, Dr. Lapsley retired from the University of California Davis Extension Program where he developed and administered courses for more than 10,000 continuing education students each year. He currently serves as an Adjunct Associate Professor in the Department of Viticulture and Enology and as a Researcher for the Agricultural Issues Center. 



Etienne Montaigne

Etienne Montaigne is a Food Economics Professor, currently Scientific administrator in the IAMM - Agricultural Mediterranean Institute of Montpellier, member of the CIHEAM. He is the Director of a joint research unit : MOISA, Markets, Organizations, Institutions and Strategies of Actors, a group of 110 people with 60 researchers and professors and 35 PhD students (look at the website) in Montpellier.

He defended a PhD. in agricultural and food industry economics at the University of Montpellier and a Master's Degree in Econometrics. He also graduated as an Agricultural Engineer and started his career as an oenologist.

His main subjects of lecture and research are : The European Union agricultural policy. Economics of food and wine industry. Economics of technological changes. Economics of innovation. Forecasting of biotechnological strategies. Market chain analysis. Neo-institutionnalist and Evolutionary Economics. Environmental Economics.

As an European Union Expert, he made and managed studies for the European Commission and the European Parliament. He was the team manager of the study on the wine CMO reform, 2006, 15 researchers, 7 countries and previously "Godparent" of the wine group for the Acquits in the Hungarian and the Romanian PHARE program. He is the president of ICEO, an NGO cooperating with Central and East European Countries.

He is a member of the Market commission in the OIV - International organization for vine and wine. Member of the French Rural Economics Society, he also collaborated with FAO (Food Agricultural Organisation).
He is a referee for Economie & société, Economie rurale, Progrès agricole et viticole, IJWBR International journal of wine business research

He visited and presented lectures and conferences in a large range of viticultural countries. He is providing consultancy to Co-operatives and firms in vine, wine, seed industries, supermarket chains, public and professional organizations. 



Jon Moramarco

Jon Moramarco has been in the wine business his entire life. He has operated as a CEO of various wine companies for seventeen years with net sales spanning from $50 Million to over $1 Billion. Nine years of his CEO tenure was with companies focused on super premium to luxury wines. The other eight years involved companies with portfolios across many price points and categories in the wine business. He has had operational responsibility for wineries from 5,000 case capacity to well over 10 million cases. His responsibilities have also included wineries and wine companies in many of the major wine producing countries of the world.

Jon has a degree from the University of California at Davis with a mixed major in Enology, Viticulture and Agricultural Business. Prior to his executive roles he had functional responsibility at various times for production, finance, administration, marketing and sales. In his early years he started in the vineyards as a laborer and progressed through both vineyard and winery jobs until his graduation from UC Davis. 



Tom Selfridge

Tom Selfridge has served as president of The Hess Collection Winery and the Chalone Wine Group. Previously, Selfridge held senior positions at Kendall-Jackson and was President at Beaulieu Vineyard.

Selfridge's education was heavily weighted in economics and finance (at the Wharton School, San Francisco State and UC Berkeley), as well as in viticulture and enology at UC Davis.

He is a member of the Advisory Board of Rabobank, Director of the Wine Institute, Board member of Napa Valley Wine Growers and member of the American Society of Enology and Viticulture. He serves as editorial advisor for the Journal of American Association of Wine Economists and is a member of Knights of the Vine.  



Robert Smiley

Professor Emeritus Smiley is an authority on competitive strategy, economics and economic trends, industrial structure, public policy analysis, antitrust policy and regulation. His course on Markets and the Firm concentrates on supply and demand, efficiency, pricing, the use and interpretation of economic data, and the rationale and effects of government policies on business. He can also comment on the impact that acts of terrorism, war and other major events can have on financial markets and business and consumer confidence.

Smiley is a noted wine industry economist who studies global and national trends in the industry. He conducts an annual survey of wine industry insiders and CEOs of wineries, vineyards, distributors and wine sellers. He presents his research and findings at industry symposiums and conferences, and executive education programs for wine industry professionals.

Smiley served as dean of the UC Davis Graduate School of Management from 1989 to June 2003. 



Professor Daniel A. Sumner

Daniel A. Sumner is the Frank H. Buck, Jr., Professor in the Department of Agricultural and Resource Economics at the University of California, Davis and the Director of the University of California, Agricultural Issues Center. He participates in research, teaching, and directs an outreach program related to public issues related to agriculture.

He has published broadly in academic journals, books, and industry outlets and is the author of numerous papers on econmics of the wine industry. He is an associate editor of the Journal of Wine Economics. His research and writing has received numerous awards for research quality, quality of communication and contribution to policy.  

Immediately prior to moving to California in January 1993, Sumner was the Assistant Secretary for Economics at the United States Department of Agriculture where he contributed to policy formulation and analysis on the whole range of topics facing agriculture and rural America -- from food and farm programs to trade, resources, and rural development. In his role as supervisor of Agriculture's economics and statistics agencies, Sumner was also responsible for data collection, outlook and economic research.

Sumner was raised on a fruit farm in Suisun Valley, California and was active in 4-H and FFA activities as a youth. He received a bachelor’s degree in agricultural management from California Polytechnic State University in San Luis Obispo in 1971, a master’s degree from Michigan State in 1973, and a Ph.D. in economics from the University of Chicago in 1978. 



Dr. Andrew L. Waterhouse

Dr. Waterhouse is Professor of Enology and Department Chair and Marvin Sands Endowed Chair in the Department of Viticulture and Enology at UC Davis.

His education includes a Ph.D., Chemistry, University of California at Berkeley and a B.S., Chemistry, University of Notre Dame.

Dr. Waterhouse is an internationally recognized wine chemist. His research activity focuses on the chemistry of a class of natural phytochemicals called ‘phenolic compounds’; addressing two types of effects: those that are important to the taste of wine and those that relate to health effects on wine consumers. In both cases, his laboratory collaborates with others who can help utilize the data and assisting in our understanding of these compounds. In the area of wine quality, his current interest is in the effect of oxidation on wine chemistry and how this oxidation affects important quality parameters of wine, such as taste and color. He has been studying micro-oxygenation and its effect on wine color and tannins. In general, the effects they are seeing are small, but with higher levels of oxygen they are seeing significant changes. He is currently testing some new theories on wine oxidation chemistry. Dr. Waterhouse is also participating in the development of general analytical methodology of interest in wine analysis and has a variety of methods published in this area. Dr. Waterhouse and his colleagues are currently applying a number of different methods to look at new grape and wine treatments being offered by various companies.