Context the wine making process in a very delicate

Context- The wine making process in a very delicate one. Everything from the areas in which the
grapes are planted to the time in which they chose to start the fermentation process all accounts
for the final taste and quality of the wine.
 Political Issues: Large increase in the number of wine- producing locations. “These
increases lead to excessive quantities being supplied to markets forcing many wine
makers to lower prices, curb yields, or exit the business altogether. This then forced the
EU to issue tougher policies from 2008-2011 to counteract this dilemma and led to them
digging up 269,000 hectares of vines” (Chateaux Margaux: Launching the Third Wine).
 Economic Issues: Mentzelopoulos stated that, “Early fall rains in 2008 delayed the
ripening and if it weren’t for a last minute reduction in the number of grape clusters per
vine, we might have lost the harvest altogether” (Chateaux Margaux: Launching the

Third Wine). Because of these unpredicted weather patterns, they were unable to
produce their desired amount of 2008 vintage and thus lost out on large amounts of
potential profits.
 Social Impact: In order for Chateaux Margaux to maximize the sales of their third blend,
they must come up with a marketing strategy that focuses in on both key demographics;
but at the same time does not favor one over the other. Because of the advanced quality
this wine features, the likes of which is unheard-of for a third blend, both wine
connoisseurs and luxury buyers will have an interest in it. The key is to highlight specific
qualities of the wine they will each find fascinating without mentioning anything that
may exclude the other party.
 Technological developments: “The Chateaux Margaux estate is located on the left bank
of the Gironde estuary in the heart of the Medoc region. The estate’s reputation for
great winemaking was established in the 16 th century” (Chateaux Margaux: Launching
the Third Wine). A reputation for fine wine has followed Chateaux Margaux for several
centuries now and with the passing of knowledge throughout the generations who have
owned it also came many advances in wine making techniques that have lead to
continuing high marks from those who chose to enjoy their magnificent Bordeauxs.