From Trade to Industry: The Wine Sector in the Denomination of Origin label Penedès Region, 1940-2000.

Abstract

The paper aims to show the extent to which the wine sector in the denomination of origin label (D.O.) Penedès region has responded to the challenges posed in terms of both supply (with the consolidation and emergence of producing countries outside the traditional European sphere) and demand (with a drop in wine consumption and new habits of consumption). The paper looks at the evolution of the sector in the region from the beginning of the 1940s up to the present day. At the end of the 1936-1939 Civil War, the sector was faced with a drop in production, although it continued to develop in line with the traditional wine trade. This situation changed at the end of the 1960s with the emergence of increasing demand for higher quality bottled wines. From a legislative standpoint, the sector responded by focusing on technological innovation and a restructuring of companies. This period saw the introduction of new equipment and processes, such as stainless steel tanks and controlled temperature fermentation, with bottled wines edging out bulk-produced wine and large warehouse businesses giving way to wineries. In addition, one of the main features of the 1970-1985 period was the formation of the large wine and cava business conglomerates. The entry of Spain in the European Union in 1986 further accelerated this process of transformation, resulting in a sector comprising companies producing both wine and cava. These companies, which owned a large number of hectares of vineyards, incorporated red and varietal wines into their range of products and in many cases showed a clear intention to penetrate the international market.

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