WSET LEVEL 4 D2 LATEST EXAM
Describe what happens when relative supply and demand change - Answer-- When
supply exceeds demand: price falls, consumer have greater choice of cheaper
alternatives. Producers lower price to remain competitive. Fall in prices lead to
increased demand in the long run
- When demand exceeds supply: price increase, consumers willing to pay higher for
some wines; others simply switch to another wine or a different alcoholic drink
The general factors affecting demand for wine - Answer-- Social
- Economic
- Legislative
- Political
List major social factors affecting demand for wine - Answer-- Change in consumption
habits
- Change in consumer preferences
- Change in reputation
- Change in spending patterns
Describe how global wine consumption habits have changed since 2001 - Answer--
Rapid growth in the first part of 2000
- Fall after 2008 financial crisis as many consumers reduce spending on non-essential
products
- Slight decline in recent years and due to remain stable to 2021
- Strong growth in sparkling wine sales
Top five countries for total wine consumption in 2017 - Answer-- USA
- France
- Italy
- Germany
- China
Explain the increasing wine consumption in USA in the last 20-30 yr - Answer--
Increasing globalization of the food and drinks industry
- Consumers more able and willing to embrace new tastes
,WSET LEVEL 4 D2 LATEST EXAM
- Increases and improvement in wine production in the domestic market
Explain the increasing wine consumption in China - Answer-- Growing middle class
showing wealth and status - move away from local drinks
- Aspire to drink imported wine
- Bilateral trade agreement with Australia, Chile etc
Give possible reasons for falling wine consumption in traditional wine-drinking
countries - Answer-- Younger people drinking less wine: old fashioned; less time in
bars, more on social media
- Health concerns: mostly due to government campaigns, e.g., Loi Evin in France
- Changes in lifestyle: less time for longer meals, less lunchtime drinking
- Reduced availability of cheap wine: reduce over-production, some consumers switch
to cheaper alcoholic drinks
List a few major changes in consumer preferences in recent years - Answer-- Rose and
Prosecco become popular
- Increased demand for lower-alcohol wines
- Medium-sweet German wines and fortified wines going out of fashion
What factors could influence a wine's reputation? - Answer-- Good reviews from
leading publications and critics
- Online influencers and KOLs
- Presence in popular culture, e.g., films television series, music lyrics or celebrity
lifestyle news
- Peer opinions
What are price-sensitive markets? Give examples - Answer-Markets where consumers
are unwilling to pay more than the lowest price possible for the style of wine they want
to buy. E.g., Germany, UK
What can producers do to retain customers in price-sensitive markets? - Answer--
Competition is fierce - reduce price or simply choose not to sell
- Reluctant to pass on increases in production costs to consumers
- Try to build up 'brand loyalty'
Explain 'premiumization' - Answer-- Consumers are increasingly willing to pay more for
individual bottles of wine, often because they are buying less wine by volume
,WSET LEVEL 4 D2 LATEST EXAM
- Happens in USA even in UK
List major economic factors that influence demand for wine - Answer-- Strength of
economy
- Fluctuations in currency exchange
- Changes to the market
Give examples in which the strength of economy affect wine demand - Answer-- 2008
financial crisis: champagne demand falls, Prosecco grew; trade wine for beer, cider etc
- Chinese economy growing: emerging middle class chasing aspirational wines
In what kind of market does currency fluctuation have the most significant impact on
the demand for wine? - Answer-Price-sensitive market
When a wine-exporting country's currency gains value compared to that of the
importing country, what can a producer do? - Answer-- Increase wine price and losing
sales
- Keep the price and lose profit
When a wine-exporting country's currency loses value compared to that of the
importing country, what can a producer do? - Answer-- Lower price and boost sales
- Keep price stable and improve profits for future investment
What is one downside of weak currency on the part of the producer? - Answer-Costs
more to import equipment and supplies such as barrels, corks and yeast, which may
offset additional profits
How does changes to the market affect demand for wine? - Answer-- New
companies/products enter, others disappear
- Opportunities for competition
- However, if supply is limited, price increase is possible
List major legislative and political factors that affect demand for wine - Answer-- Laws
prohibiting or limiting alcohol sale
- Government policies to reduce alcohol consumption
- Taxation
- International trade
- Wine laws
Give examples of laws that limit alcohol sale - Answer-- Monopoly
, WSET LEVEL 4 D2 LATEST EXAM
- USA three-tier system
- Min drinking age
- Limit hours in the day for alcohol sale
Give examples of government policies to reduce alcohol consumption - Answer--
France: Loi Evin in 1991, restrict alcohol advertising
- Scottish: min unit price: GBP(75cl bottle with 12% considered to have 9 units)
- Blood alcohol concentration (BAC)
What are two impacts of taxation on wine? - Answer-- Reduce consumption
- Major venue generator for many governments
List types of taxes applied to alcoholic drinks - Answer-- Sales tax (VAT in EU)
- Specific excise duties on alcohol, payable at the point of manufacture
- Minimum pricing mechanism
List one example in which reduced tax has boosted wine sales - Answer-In 2008, Hong
Kong abolished excise duty on wine with the aim of becoming wine trading hub of East
Asia
What is tax on imported goods called? - Answer-Custom duties / trade tariffs
What non-member states have entered into trade agreements with EU? - Answer-South
Africa and Chile
What is embargo - Answer-An extreme form of protection in which a country bans
imports from or exports to a particular country
Give examples of wine laws - Answer-Geographical Indications (GIs): Protected
Denominations of Origin (PDOs) and Protected Geographical Indications (PGIs)
How do GIs affect wine demand? - Answer-- Reputation
- Increase recognition and demand for wines from that region
- Allow price increase
How can wine laws negatively affect wine production? - Answer-- Many limitations such
as grape varieties, methods of production, maturation periods etc
- Slow to react to changes in consumer preferences
What factors in production could influence wine supply? - Answer-- Area under vine
- Human factors
Describe what happens when relative supply and demand change - Answer-- When
supply exceeds demand: price falls, consumer have greater choice of cheaper
alternatives. Producers lower price to remain competitive. Fall in prices lead to
increased demand in the long run
- When demand exceeds supply: price increase, consumers willing to pay higher for
some wines; others simply switch to another wine or a different alcoholic drink
The general factors affecting demand for wine - Answer-- Social
- Economic
- Legislative
- Political
List major social factors affecting demand for wine - Answer-- Change in consumption
habits
- Change in consumer preferences
- Change in reputation
- Change in spending patterns
Describe how global wine consumption habits have changed since 2001 - Answer--
Rapid growth in the first part of 2000
- Fall after 2008 financial crisis as many consumers reduce spending on non-essential
products
- Slight decline in recent years and due to remain stable to 2021
- Strong growth in sparkling wine sales
Top five countries for total wine consumption in 2017 - Answer-- USA
- France
- Italy
- Germany
- China
Explain the increasing wine consumption in USA in the last 20-30 yr - Answer--
Increasing globalization of the food and drinks industry
- Consumers more able and willing to embrace new tastes
,WSET LEVEL 4 D2 LATEST EXAM
- Increases and improvement in wine production in the domestic market
Explain the increasing wine consumption in China - Answer-- Growing middle class
showing wealth and status - move away from local drinks
- Aspire to drink imported wine
- Bilateral trade agreement with Australia, Chile etc
Give possible reasons for falling wine consumption in traditional wine-drinking
countries - Answer-- Younger people drinking less wine: old fashioned; less time in
bars, more on social media
- Health concerns: mostly due to government campaigns, e.g., Loi Evin in France
- Changes in lifestyle: less time for longer meals, less lunchtime drinking
- Reduced availability of cheap wine: reduce over-production, some consumers switch
to cheaper alcoholic drinks
List a few major changes in consumer preferences in recent years - Answer-- Rose and
Prosecco become popular
- Increased demand for lower-alcohol wines
- Medium-sweet German wines and fortified wines going out of fashion
What factors could influence a wine's reputation? - Answer-- Good reviews from
leading publications and critics
- Online influencers and KOLs
- Presence in popular culture, e.g., films television series, music lyrics or celebrity
lifestyle news
- Peer opinions
What are price-sensitive markets? Give examples - Answer-Markets where consumers
are unwilling to pay more than the lowest price possible for the style of wine they want
to buy. E.g., Germany, UK
What can producers do to retain customers in price-sensitive markets? - Answer--
Competition is fierce - reduce price or simply choose not to sell
- Reluctant to pass on increases in production costs to consumers
- Try to build up 'brand loyalty'
Explain 'premiumization' - Answer-- Consumers are increasingly willing to pay more for
individual bottles of wine, often because they are buying less wine by volume
,WSET LEVEL 4 D2 LATEST EXAM
- Happens in USA even in UK
List major economic factors that influence demand for wine - Answer-- Strength of
economy
- Fluctuations in currency exchange
- Changes to the market
Give examples in which the strength of economy affect wine demand - Answer-- 2008
financial crisis: champagne demand falls, Prosecco grew; trade wine for beer, cider etc
- Chinese economy growing: emerging middle class chasing aspirational wines
In what kind of market does currency fluctuation have the most significant impact on
the demand for wine? - Answer-Price-sensitive market
When a wine-exporting country's currency gains value compared to that of the
importing country, what can a producer do? - Answer-- Increase wine price and losing
sales
- Keep the price and lose profit
When a wine-exporting country's currency loses value compared to that of the
importing country, what can a producer do? - Answer-- Lower price and boost sales
- Keep price stable and improve profits for future investment
What is one downside of weak currency on the part of the producer? - Answer-Costs
more to import equipment and supplies such as barrels, corks and yeast, which may
offset additional profits
How does changes to the market affect demand for wine? - Answer-- New
companies/products enter, others disappear
- Opportunities for competition
- However, if supply is limited, price increase is possible
List major legislative and political factors that affect demand for wine - Answer-- Laws
prohibiting or limiting alcohol sale
- Government policies to reduce alcohol consumption
- Taxation
- International trade
- Wine laws
Give examples of laws that limit alcohol sale - Answer-- Monopoly
, WSET LEVEL 4 D2 LATEST EXAM
- USA three-tier system
- Min drinking age
- Limit hours in the day for alcohol sale
Give examples of government policies to reduce alcohol consumption - Answer--
France: Loi Evin in 1991, restrict alcohol advertising
- Scottish: min unit price: GBP(75cl bottle with 12% considered to have 9 units)
- Blood alcohol concentration (BAC)
What are two impacts of taxation on wine? - Answer-- Reduce consumption
- Major venue generator for many governments
List types of taxes applied to alcoholic drinks - Answer-- Sales tax (VAT in EU)
- Specific excise duties on alcohol, payable at the point of manufacture
- Minimum pricing mechanism
List one example in which reduced tax has boosted wine sales - Answer-In 2008, Hong
Kong abolished excise duty on wine with the aim of becoming wine trading hub of East
Asia
What is tax on imported goods called? - Answer-Custom duties / trade tariffs
What non-member states have entered into trade agreements with EU? - Answer-South
Africa and Chile
What is embargo - Answer-An extreme form of protection in which a country bans
imports from or exports to a particular country
Give examples of wine laws - Answer-Geographical Indications (GIs): Protected
Denominations of Origin (PDOs) and Protected Geographical Indications (PGIs)
How do GIs affect wine demand? - Answer-- Reputation
- Increase recognition and demand for wines from that region
- Allow price increase
How can wine laws negatively affect wine production? - Answer-- Many limitations such
as grape varieties, methods of production, maturation periods etc
- Slow to react to changes in consumer preferences
What factors in production could influence wine supply? - Answer-- Area under vine
- Human factors
