University of California

California wine industry evolving to compete in 21st century


Rachael Goodhue
Richard Green
Dale Heien
Philip Martin

Publication Information

Hilgardia 62(1):12-18. DOI:10.3733/ca.v062n01p12. January 2008.

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The California wine industry is growing and changing amidst a global revolution in grape growing, wine production, wine marketing and consumer tastes. California accounted for roughly 90% of the value of U.S. wine production in 2006. U.S. per capita wine consumption and the quality of wine consumed continue to rise. The largest California wineries have long accounted for most California wine shipments and continue to expand with respect to volume and number of labels. While small wineries sell most of their wine directly to end-users, many midsized wineries face challenges in an increasingly crowded marketplace.


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Goodhue R, Green R, Heien D, Martin P. 2008. California wine industry evolving to compete in 21st century. Hilgardia 62(1):12-18. DOI:10.3733/ca.v062n01p12
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