The Greek wine industry has shown tremendous reflexes over the past six years of the crisis. I would dare to say that it has gained a level of confidence it never had and become one of the top stories of the “new” Greece that we all want to live in.

Greek wine has managed to maintain and, furthermore, increase its market share over other alcoholic beverages. More importantly, it has started to find its place in wine lists and retail shelves all over the world. Greek wine is fashionable, its makers are gaining VIP status and consumers have happily embraced it as their favorite drink.

In these last few years, many positive practices from the past have returned with vigor. First, Greek wine has improved in quality. Whites made from indigenous varieties such as Assyrtiko, Malagousia, Moschofilero and Savatiano can easily compete with the native Spanish and Italian varieties. Reds made from Xinomavro and Agiorgitiko have become the choice of sommeliers all over the world. Second, the pricing of our wines has become much more rational and competitive. Third, the investment in wineries that started in the mid-1990s has been followed by investment in vineyards. While this development has yet to show its full potential, I believe that in the next 10 years it will be a major driver of our business.

Fourth, the National Interprofessional Organization of Vine and Wine of Greece (EDOAO) developed and executed a five-year strategic plan that established the guidelines for the development of the industry, especially in the export markets. This was a very solid step, which allowed us to place our cooperation on a firm footing and to fully avail of the European Union funds made available through the new Common Agricultural Policy. Last but not least, Greek winemakers have blossomed. We have started traveling, communicating, working harder, making better wines, talking the same language and, most importantly, working together.

All these developments will result in new challenges in the years to come. We have laid the foundation and now we are at a crossroads that will either lead us back to where we were or take us to new heights. We are in a position where we have to analyze the business environment we are operating in and take the necessary actions to shape our future. We must start measuring success in real numbers and start setting attainable goals. We represent about 1 percent of the world’s wine production and only 0.2 percent of world exports. If we double these numbers, the effect on our business and on the Greek economy will be enormous.

But there are some bigger picture issues that we need to tackle first.

Greek wine laws

Wine legislation in Greece has remained unchanged since it was introduced in the 1960s. Its reform is a prerequisite for the development of our industry. While we operate within the EU legal framework, it is our responsibility to take into consideration market developments and winemakers’ needs in order to make the laws governing production an instrument to help, not hinder, the industry. Existing regulations on new vineyard plantings, clonal selection, vine nurseries, protected designation of origin (PDO) and protected geographical indication (PGI), local winemakers’ associations, modern winemaking techniques and agriculture ministry controls are all outdated and inhibit growth. Now is the time to examine these laws and establish the checks and balances that will allow Greek winemaking to organize, control and structure the growth that will naturally come.