WINE BUSINESS IS INCREASINGLY FEELING THE EFFECTS OF GLOBALISATION. Small wine regions such as the Rheingau and the Hessische Bergstrasse are competing with products from all over the world on the wine market. This development also leads to a globalisation of tastes. Wineries increasingly employ modern technology to tailor wines to suit
consumers. The discussion about artificial flavouring is just one example of the trend towards producing uniform, non-descript wines – in the end, wines that could be from anywhere. Many winemakers are reacting to this „new wine culture“ by focussing on provenance and authenticity. Wine is once more appreciated as a
unique natural product. There is a growing awareness for wines with styles that reflect the natural and individual conditions of the vineyards and the work of the winemaker. Wine producers and wine appreciating consumers associate these qualities with the French term „terroir“. „Le goût de terre“ means „the taste of the earth“ However, the word embraces much more than just the soil, it is understood as the sum of the whole: grape variety, terrain, microclimate, geology and soil as well as the work put in by the winemaker in the vineyard and cellar. The product is a unique wine, with a style that reflects its provenance. Winemakers from the smaller wine growing regions in particular are experiencing a growing demand for wines with distinct styles and personalities. In response