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The new wave

Published:  23 July, 2008

The EU continues to loom large over the wine industries across central and eastern Europe, or new Europe' as most producers would prefer the region to be called.

It's clear that just being a member of the EU does not bring a magic solution to the challenges of the wine business and can cause more problems than it solves. However, there are signs of optimism and success stories in all this. As Lockspeiser says about the Co-op's success with Island Vines: It shows that the same could be done for other countries if the attention was given, but generally for most buyers such an approach is in the "too-hard" box.'

It's over to the new members of the EU and their future compatriots to commit to quality, consistency, value and, above all, communication to convince buyers they are worth the effort.