Introduction
Tourism has many variations; one unique one is wine tourism (WT). Wine is available in most parts of the world, with its production becoming increasingly globalized (Carlsen, 2006; Villanueva & Ferro, 2021). WT is a meaningful topic that should be examined due to the interrelationship between the drink and travel industry. Such a relationship is associated with consumer behavior and destinations’ usage and promotion of wine-related assets (Guedes & Rebelo, 2019).
WT can be broadly defined as visiting vineyards, wineries, and wine demonstrations to taste different liquor variations (Carlsen, 2006; Hall & Sharples, 2008; Kastenholz et al., 2022). The concept can be understood better based on experience economy theory (EET), which emphasizes the importance of engaging clients in meaningful experiences (Hall & Sharples, 2008; Kastenholz et al., 2022). EET can be applied to practice when considering the presence of distinct wine areas, with each offering unique ventures. Wine plays a vital role in attracting people to diverse territories of wine production, which can be divided between new (NW) and old‐world (OW) regions that present various experiences to travelers.
New and Old-World Wine Regions
Production of wine and, consequently, WT differ depending on a specific area of either OW or NW. Charters (2006) argues that NW and OW are inaccurate since NW nations have been creating wine for centuries. Nonetheless, the distinction is primarily when a country enters the international wine market.
Until later in the 20th century, France, Italy, and Spain, the central OW states, dominated global wine output and intake. By 2006, the three countries’ operations dropped to under 50% of transnational wine production due to the appearance of new players (Villanueva & Ferro, 2021). In addition to Spain, France, and Italy, OW comprises Greece, Germany, Portugal, Hungary, and Austria (Giacomarra et al., 2020).
NW wine regions are spread across the United States (US), Australia, New Zealand, Chile, Argentina, and South Africa (Boon & Foppiani, 2019; Giacomarra et al., 2020). OW and NW continuously compete to make the liquor and are interested in developing WT despite relying on distinguishable approaches (Getz & Brown, 2006; Giacomarra et al., 2020; Marco-Lajara et al., 2023). Consequently, there are diverse wine regions that tourists who are curious about wine can visit.
Old World
French Burgundy
To better present OW and NW wine-related operations, one should explore examples from each world, and France can be a noteworthy illustration from OW. The maturity of French wine culture is several centuries old, with various drink types spread across the country and overseen by generations of winemakers. Some of France’s prominent wine regions are Burgundy, Bordeaux, Champagne, Roussillon, and Savoie, each depicting a particular beverage (Brence & Ozolina, 2019).
For example, Burgundy is a title for a place and wine, with the former having emerged during the Roman period and the latter being amongst the most sought-after drinks. The territory is known for its gastronomy and history (Getz & Brown, 2006). Burgundy is divided into smaller areas, and one of its prominent parts is Côte d’Or, where some of the most expensive wines are created (Charters, 2006; Fountain, Charters, and Cogan-Marie, 2020). The French wine industry is regulated, with, for instance, bottle labels being controlled to communicate information about the product (Brence & Ozolina, 2019). Consequently, people coming to France for WT can experience a diversity of wines made by generations of professionals living in historic areas.
Italian Friuli Venezia-Giulia
Additional examples of wine regions from OW can be found in Italy. The history of the nation’s winemaking can be traced back to when Greek settlers arrived in Italy’s south. For many years, vineyards were predominantly located in Tuscany, Sicily, and Piedmont, and the production process did not experience significant changes until World War II. After the war, Italy shifted its focus to export instead of being domestically oriented. Nowadays, the country’s varieties of wine can cover almost all price segments, with Prosecco and Pinot Grigio being among the most recognized offerings (Pomarici et al., 2021).
For example, Friuli Venezia-Giulia is a prominent wine territory suitable for hosting food and drink events (Mason & Paggiaro, 2012). Despite being among global leaders, Italy concentrates on low and medium-priced markets and does not present considerable competition to France’s high-end wines (Pomarici et al., 2021). Overall, individuals coming to Italy for WT can experience various offerings made by long-term professionals while considering the travelers’ finances.
German Mosel and Franconia
Other noteworthy wine regions from OW are located in Germany. Tafel and Szolnoki (2020) suggest that the tradition of winemaking in Germany is about 200 years old. However, the geographical borders of the country’s wine areas are not officially defined, with many being stretched across districts.
Some examples of German wine regions are the Mosel and Franconia (Carlsen, 2006; Tafel & Szolnoki, 2020). Notably, the nation appears to experience environmental concerns, growing grapes under challenging climate conditions (Niklas et al., 2022). While considered part of OW and having a long wine-related history, Germany may have trouble competing with states like France and Spain regarding WT.
New World
Australian Shiraz and Chardonnay
Australia has some of the most notable examples of the NW wine regions. Australia was one of the countries striving to combine innovation with existing methods to become a player in the international wine market (Villanueva & Ferro, 2021). Australian offerings became popular in the 1990s, partially due to having an “easy drinking style” and reasonable prices (Kustos et al., 2020, p. 2).
Two well-known wines from the country are Shiraz and Chardonnay. The former is produced in regions like McLaren Vale, Barossa Valley, and Hunter Valley, whereas the latter comes from areas of Yarra Valley, Margaret River, and Adelaide Hills (Kustos et al., 2020). As part of NW, Australia offers novel-tasting wine variations.
For instance, a company in the Barossa Valley has created a wine blending three grape types rather than using just one (Charters, 2006). Moreover, while Australia has some wine-related control, the state is among the least regulated wine markets (Meloni et al., 2019). Consequently, people seeking WT experiences in Australia are likely to have a variety of drink offerings but would not find historical wine destinations.
American Napa Valley
The US is another illustration of a country with noteworthy wine regions from the NW. Alongside Australia, the US was an NW pioneer entering the global wine market later in the 20th century (Villanueva & Ferro, 2021). The leader of the nation’s wine production areas is the state of California, with Napa Valley being the most renowned region (Cayan et al., 2023; Myles, Townsend, and Collins, 2022).
Napa Valley supplies premium grapes associated with exciting ventures (Cayan et al., 2023; Getz & Brown, 2006; Hall, 2003). A lesser-known yet promising area is Texas, which has many relatively young wineries, including Fredericksburg, the High Plains, and the Hill Country. For example, the oldest viticultural Texan place was established in 1985 (Myles, Townsend, and Collins, 2022).
Notably, similar to Australia, the US wine market is not strictly regulated, although some distinctions in control exist across the nation. For instance, California’s rules related to the drink are considered stricter than federal legislation (Meloni et al., 2019). Accordingly, people visiting the US for WT can experience prominent and little-known wine variations from relatively new producers.
Chilean Itata, Maule, and Bio Bio Valleys
More examples of NW wine regions can be found in Chile. During the 1990s, the country was among those that followed the US and Australia into the international wine market. Chile started making the drink at high rates, partially due to changing consumer preferences (Torres et al., 2021; Villanueva & Ferro, 2021). For example, Chilean Carmenère was considered exotic and appealing to individuals seeking diversity (Villanueva & Ferro, 2021).
The Chilean wine sector has developed a unique heritage, with its most prominent regions, Itata, Maule, and Bio Bio Valleys, being overseen by small grape growers. For instance, the three areas supply significant amounts of Carignan noir, which was initially brought to the country from France after the 1939 Chilean earthquake. The imported French Carignan was meant to improve the existing production, allowing Chile to create memorable tastes (Gutiérrez-Gamboa & Moreno-Simunovic, 2019). Nowadays, Chilean wines are renowned internationally, and the sector seems to receive government support for growth (Torres et al., 2021). Therefore, people coming to Chile for WT can try new beverage variations made by small and unique wineries.
Tourism
To understand what OW and NW present in terms of WT, one should consider EET. The theory implies that experience is an economic offering, and clients should be engaged in different happenings that can produce diverse values (Kastenholz et al., 2022). Countries from NW and OW appear to be interested in developing WT, and WT is considerably focused on ventures (Kastenholz et al., 2022; Niklas et al., 2022).
While many regions can attract travelers by presenting their beverage variations, not all can provide sufficient experiences. Wine can be a significant element of hospitality, culture, and socialization. For example, France has winemakers welcoming individuals for generations and explaining details about wine.
However, French producers are used to thinking of people as clients wishing to purchase liquor rather than tourists seeking experiences (Fountain, Charters, and Cogan-Marie, 2020). Similarly, a person may wish to visit Texan vineyards, but many of those are not yet equipped to satisfy sightseers due to a lack of infrastructure (Myles, Townsend, and Collins, 2022). Therefore, wine as a drink can attract travelers, but wineries as tourist destinations should also concentrate on providing unique experiences in the OW and NW.
Differences Between Wine Regions
Despite offering one beverage, the wine regions of NW and OW differ significantly, and among the key distinctions is the approach to making the liquor. OW typically uses traditional methods guided by long-established practices of growing grapes and producing wine. On the other hand, NW relies on more innovative and industrial techniques, being eager to experiment in winemaking (Boon & Foppiani, 2019; Marco-Lajara et al., 2023). For example, OW pays close attention to the origin of grapes used for each type of drink, whereas NW does not limit grape varieties and specific locations (Boon & Foppiani, 2019).
Whether traditional or innovative approaches contribute better to developing WT and travelers’ experiences is arguable. For instance, Marco-Lajara et al. (2023) suggest that OW is characterized by conventional practices and a low level of dynamism in WT, indicating that OW winemakers may not be ready to satisfy tourists’ needs. In contrast, Torres et al. (2021) note that traditions and habits comprise social resources necessary to attract visitors. Consequently, OW and NW differ in their winemaking methods, although it may be argued which one is more beneficial for WT.
Regulation
A considerable aspect in which NW and OW differ is regulation. As seen in the above-presented instances, OW is more restricted than NW (Giacomarra et al., 2020; Meloni et al., 2019). Wine markets are controlled by law in numerous countries, but with distinctions within and between states, and are likely to be advantageous rather than limiting. For example, ordinances that emerged in France and were later accepted in Southern Europe were meant to protect winemakers and indicate quality standards for consumers (Meloni et al., 2019).
Regulations can generally be divided into four classes related to the market, vineyards, winemaking, and bottling. Within the former category, OW countries operate under stricter conditions than NW due to being members of the European Union (EU), the most controlled wine market (Meloni et al., 2019). Therefore, one key difference between OW and NW is how rules manage them.
The second classification of regulations, distinguishing between the wine regions of NW and OW, concerns vineyards. Wineries vary based on location and are less controlled in the NW than in the OW. Countries from OW typically adhere to the EU’s regulation of geographical indicators (GIs) associated with quality (Giacomarra et al., 2020; Meloni et al., 2019).
GIs in the EU are differentiated with marks of protected designation of origin, the highest grade level, and protected geographical indication (Meloni et al., 2019). However, the concept of GIs has been accepted in NW and OW, but with distinct ordinances depending on the region. For instance, GI regulations in France authorize manual grape picking only in Champagne but not in other areas (Meloni et al., 2019). Additional vineyard-related rules concentrate on such matters as irrigation, with, for example, the EU having varying rules, Australia utilizing irrigation regularly, and Argentina allowing it depending on a period (Charters, 2006; Meloni et al., 2019). Accordingly, OW and NW differ in winery regulations, with the former being more restricted regarding GI quality marks.
The following categorization of rules dissimilar in NW and OW focuses on the winemaking process. As discussed above, the two worlds vary in relying on either innovative or conventional approaches to producing wine. Still, such distinctions are not simply a preference but are partially legal obligations (Meloni et al., 2019).
For instance, in terms of fermentation, the EU ordinances accepted by OW allow only the use of oak bottles, which are both traditional and expensive (Charters, 2006; Meloni et al., 2019). In contrast, other states permit the utilization of steel barrels with added oak chips (Meloni et al., 2019). Therefore, the difference in relying on conventional or innovative methods is considerably guided by regulation, with OW being stricter.
The final control-related classification that varies between OW and NW wine regions concerns bottles. In particular, NW states such as the US, Argentina, and South Africa mandate placing health warnings on wine vials, whereas the EU countries of OW typically allow voluntary health labeling (Meloni et al., 2019). Consequently, OW and NW regions differ in whether their bottles must reflect caution, with the former being less confined.
Priority
Another noteworthy distinction between NW and OW is how they operate. Wineries from NW countries will likely focus on customer expectations over the drink and be open to direct sales during WT events (Niklas et al., 2022). In contrast, although foremost OW winemakers are used to interacting with potential clients, the producers will likely concentrate on the beverage over customers (Fountain, Charters, and Cogan-Marie, 2020; Niklas et al., 2022). Notably, such a dissimilarity in operations appears to have made NW more vulnerable to shocks and, thus, affected by the recent COVID-19 pandemic (Niklas et al., 2022). Accordingly, OW and NW may be expected to differ in their operational priorities regarding clients and wine.
Consumers
The NW and OW wine regions can be distinguished based on their impressions on individuals and people’s preferences. First, the emergence of NW winemaking was associated with changes in customer tastes and identities. The NW wine market witnessed consumers not being concerned with specific areas’ traditions and reputations and being open to trying new wines (Villanueva & Ferro, 2021). Consequently, OW and NW can be differentiated depending on their primary clientele.
Second, NW’s focus on less conventional and more innovative methods may hurt the promotion of wine regions. In particular, such approaches are likely reflected in somewhat inconsistent language that may not be appealing (Boon & Foppiani, 2019). Third, the two worlds can be contrasted based on how people may react to such geographical cues as country of origin (COO) and region of origin (ROO). Knowing about a wine’s COO-ROO distance appears to impact individuals from OW more than those from NW (Giacomarra et al., 2020). Consequently, NW and OW wine regions can be differentiated based on customer-related impressions and preferences, the understanding of which can be employed for WT.
Climate
Another noteworthy distinction between OW and NW is the climate of their territories. The weather conditions dominating an area are essential since they can affect the grape content and, subsequently, the quality of the drink (Pomarici et al., 2021). Typically, grapes need summers that are warm and dry alongside winters that are relatively cool and wet (Cayan et al., 2023).
However, contemporary environmental and climate changes are starting to impact the global wine industry. For example, Cayan et al. (2023) suggest that while weather alterations will influence all places, those in the Mediterranean, meaning European OW, are likely to be especially vulnerable to the changes. Similarly, Niklas et al. (2022) state that climate and environment are considerable challenges for OW countries like France and Germany, whereas other nations seem less concerned with such matters. For instance, Germany already has widespread weather-associated concerns, and European conditions are shifting territories suitable for wine production further north (Meloni et al., 2019; Niklas et al., 2022). Therefore, OW and NW differ because the former’s winemaking is at increased risk of climate change.
Tourism
The distinctions between NW and OW wine regions should be examined, considering EET for WT. Within EET, experience-related factors can be divided into four elements: entertainment, education, esthetics, and escapism (Kastenholz et al., 2022; Santos et al., 2019). Regarding the former aspect, OW and NW can meet travelers’ needs in different ways.
NW can organize demonstrations due to its innovative approaches, while OW can offer heritage site visits associated with its traditional winemaking history (Boon & Foppiani, 2019; Getz & Brown, 2006; Santos et al., 2019). In terms of education, both worlds can likely present seminars about liquor (Santos et al., 2019). However, experiences may deviate, for instance, in wine tasting, with OW offering more conventional variations and NW suggesting unique tastes (Charters, 2006; Villanueva & Ferro, 2021).
The situation will likely differ depending on a particular place, not NW and OW, concerning aesthetics and escapism. For example, in Texas, the Hill Country region is suited for WT, while the High Plains area is not (Myles, Townsend, and Collins, 2022). Therefore, NW and OW can develop WT but will likely offer varying experiences.
Terroir
A considerable term within global winemaking is the concept of terroir. The word emerged in French from a similarly sounding Latin expression that can be translated as soil, earth, or region (Charters, 2006; Hill, 2020). Terroir refers to the natural environment where wine is produced, including geology, topography, and climate (Fountain, Charters, and Cogan-Marie, 2020; Phillips, 2021; Sun & Drakeman, 2021).
Nonetheless, the concept’s different variations give it a more meaningful interpretation. Terroir encompasses the geological and cultural history of a place and is associated with human input, like using specific wine-related techniques (Getz & Brown, 2006; Phillips, 2021; Sun & Drakeman, 2021). Moreover, the term is a primary way of wine’s place branding, especially in OW, and is connected to a specific drink through GIs (Fountain, Charters, and Cogan-Marie, 2020; Meloni et al., 2019). Terroir suggests that the environment shapes a particular wine’s distinctive taste and adds meaning to WT visits (Fountain, Charters, and Cogan-Marie, 2020; Sun & Drakeman, 2021). Consequently, the concept of terroir represents a particular wine’s location and indicates its historic-cultural background.
The idea of terroir can be further explored by focusing on France’s Burgundy as an example of a wine region. For years, terroir has demarcated numerous historical places across Europe, and Burgundy was the first central wine area to be associated with the concept (Charters, 2006; Kustos et al., 2020; Phillips, 2021). Generation after generation, Burgundy’s winemaking leaders created and reinforced identities for the place and its variations of liquor (Phillips, 2021).
Burgundy is a complex region with many small villages, and its terroir plays a significant role in reflecting culture and history, which are elements of wine as a unique product (Phillips, 2021; Wu & Liang, 2020). The term impacted Burgundy by becoming a foundation on which people describe the place with pride, setting it apart from other locations and manifesting specific ideas for WT experiences (Fountain, Charters, and Cogan-Marie, 2020). Moreover, terroir appears to have contributed to the proposition of adding Burgundy’s vineyards to the UNESCO heritage list (Fountain, Charters, and Cogan-Marie, 2020; Phillips, 2021). Consequently, terroir is a significant concept that can highlight and draw attention to regions like Burgundy.
Conclusion
To summarize, wine is created and experienced differently in OW and NW, but significantly attracts people to WT. Old World wine regions are located in European countries like France, Italy, and Germany and can be characterized by long histories, generations of winemakers, and a focus on traditions. NW wine territories are in states like the US, Australia, and Chile. They can be depicted based on diverse variations of the drink, consumers seeking new tastes, and innovation.
Moreover, the two worlds are considerably distinct regarding regulations and climate, with NW being less controlled and at a decreased risk of changing weather conditions. NW and OW can attract visitors interested in WT, although the regions will likely present distinct offerings. Wine and various elements involved in its production, from location to specific techniques, are associated with culture and history and can be invaluable in generating unique experiences for WT.
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