Toptal

The wine industry may evoke images of the slow life and bucolic landscapes, but it is a significant business sector. Wine is and always has been enmeshed in certain cultures while completely ignored or even outright banned by others. Many cultures in Asia and sub-Saharan Africa (except for the renowned wine growing country of South Africa) do not have a history of wine consumption and so tend to prefer other beverages. Indeed, studies suggest that some Chinese consumers may prefer wine diluted with soft drinks or at least sweeter styles of wine. These “frontier” markets are difficult to penetrate, as culture shifts take time.

The most established wine markets are in Europe: Portugal, Italy, and France have the highest per capita consumption at over 35 liters per person per year, compared with 23.9 for Australia, 9.9 for the US, and just 3.5 for China. Europe remains the world’s consumption center,

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