The global wine market is quickly shifting toward new geographic and demographic groups of consumers. This ensuing market segmentation is fostering an increase in innovation in the production, marketing, and distribution of global wines. In traditional wine drinking countries, wine consumption is down, but the wine that is consumed is of better quality, and in non-traditional wine drinking countries millennials are drinking more wine than any other generation. These shifts are creating dilemmas for wine companies which are being faced with the choice between their current customer base, or rebranding in a more progressive direction toward future consumers. In general, the stock levels in the Southern Hemisphere are adequate after harvest due in part to a large 2013 harvest. In the first four months of 2014 wine exports for the major EU producers fell with the notable exception of Spain which saw its export volume increase by 17%. U.S. wine exports increased 3.2% by volume and increased 1.9% by value. Exports for the Southern Hemisphere were highly varied with New Zealand posting a 25.3% increase in export volume and Chile recording an 8.9% decline in export volume.
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