{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='European winemakers prepare to destroy vineyards to prevent over production' data-url='/boclips/videos/5c54bc07d8eafeecae1298e3' data-video-url='/boclips/videos/5c54bc07d8eafeecae1298e3' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nEuropean winemakers prepare to destroy vineyards to prevent over production\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eBarcelona, July 25-28-29, 20061. Pan across terrace2. Various of people drinking wine on terrace3. Various interior of wine store4. Exterior shot of Catalonia's Wine and Vine Institute5. Set up shot of Joan Aguado, head of Catalonia's...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eBarcelona, July 25-28-29, 2006\u003cbr/\u003e1. Pan across terrace\u003cbr/\u003e2. Various of people drinking wine on terrace\u003cbr/\u003e3. Various interior of wine store\u003cbr/\u003e4. Exterior shot of Catalonia's Wine and Vine Institute\u003cbr/\u003e5. Set up shot of Joan Aguado, head of Catalonia's Wine and Vine Institute\u003cbr/\u003e6. SOUNDBITE: (Spanish) Joan Aguado, head of Catalonia's Wine and Vine Institute:\u003cbr/\u003e\"Wines from other regions don't have less rigorous requirements, hence less difficulties. We could say that this is a bit of unlawful competition because local wine makers have to meet more requirements where as the market is the same for all. This implies a level of discrimination.\"\u003cbr/\u003e7. Joan Aguado working at his computer \u003cbr/\u003e8. SOUNDBITE: (Spanish) Joan Aguado, head of Catalonia's Wine and Vine Institute:\u003cbr/\u003e\"The quantity we have been asked to discard is small, only 150 thousand hectolitres if we compare to France. They have asked for two million hectolitres of quality wines, or even Italy. This is due to an excess of production in the 2004 campaign because of climate conditions. The lower quality wine could not be sold in the markets at a reasonable price.\"\u003cbr/\u003e9. Wide shot of Penedes wine region\u003cbr/\u003e10. Vineyards in Penedes wine region\u003cbr/\u003e11. Various shots of grapes in Penedes wine region\u003cbr/\u003e12. Exterior shot of Jean Leon winery\u003cbr/\u003e13.  Agnes Cardineaum, press officer in the Jean Leon  wine cellar\u003cbr/\u003e14. SOUNDBITE: (French) Agnes Cardineau, press officer for Jean Leon winery:\u003cbr/\u003e\"I think that wine tourism allows offering tourists and wine lovers the possibility of visiting a winery. This is a way to promote wine and this territory. This gives a way to compete with other wine producing countries.\"\u003cbr/\u003e15. Exterior shot of Penedes wine cooperative centre\u003cbr/\u003e16. Various wine installations at Penedes wine cooperative centre\u003cbr/\u003e17. Joan Gil, director of Penedes Wine Makers Union\u003cbr/\u003e18. SOUNDBITE: (Spanish) Joan Gil, director of Penedes Wine Makers Union:\u003cbr/\u003e\"As wine producers we observe that many important wine consuming markets such as the British are consuming wines from other countries (rather than Spain). But we are implementing new marketing ideas in an effort to compensate this loss of market share we are currently suffering.\"\u003cbr/\u003eBasque Country, June 24, 2006\u003cbr/\u003e19. Wide of vineyards in Basque's Rioja region\u003cbr/\u003e20. Close up of vines in Basque's Rioja region\u003cbr/\u003e21. Wide of hotel in El Ciego village  (designed by world famous architect Frank Gehry)\u003cbr/\u003e22.  Hotel in El Ciego village\u003cbr/\u003e23.  Juan Taboada, Riscal winery\u003cbr/\u003e24. SOUNDBITE: (Spanish) Juan Taboada, Riscal winery:\u003cbr/\u003e\"We have observed that selling wines is not the only way through which we can make a profit. We are currently facing strong competition with wines from other countries such as Argentina or Chile. The markets are much more open these days. The consumer has an increasing longing to taste new wines, so we have to think in new ways to differentiate from the rest.\"\u003cbr/\u003e25. Pan across El Ciego village to the new hotel\u003cbr/\u003e26. Close up of hotel (designed by world famous architect Frank Gehry)\u003cbr/\u003eBarcelona, July 25, 2006\u003cbr/\u003e27. SOUNDBITE: (Spanish) Joan Aguado, head of Catalonia's Wine and Vine Institute:\u003cbr/\u003e\"I think that Europe and especially the Mediterranean region hold centuries of tradition in wine making and this is something it should use to face the present situation. We need to adapt to the consumers requirements, this means to try to find new formulas to do it.\"\u003cbr/\u003e28. Two shots of installations at Penedes wine cooperative centre\u003cbr/\u003e29. SOUNDBITE: (Spanish) Joan Gil, director of Penedes Wine Makers Union:\u003cbr/\u003e\"We are observing a very important process change regarding the quality of wines. The consumers demand better wines at competitive prices. So our challenge for the future is to be able to produce better wines at cheaper prices.\"\u003cbr/\u003eBasque Country, June 24, 2006\u003cbr/\u003e30. Various of wine bottling and packaging factory at Riscal winery\u003cbr/\u003eEuropean wine makers are preparing to destroy their vineyards to help solve the problem of over-production.\u003cbr/\u003eThe European Commission is proposing that one-eighth of Europe's vineyards are dug up over five years, as part of a shake up of the Common Agricultural Policy.\u003cbr/\u003eCommissioners hope the move will tackle Europe's growing wine lake caused by a drop in wine consumption, and stiff competition from the New World wine growing regions of Australia, South Africa, New Zealand, United States and Latin America.  \u003cbr/\u003eFrance, Italy and Spain are currently the world's top wine producers by volume. \u003cbr/\u003eA glass of wine on a summer's afternoon is a popular way to relax for many Europeans. \u003cbr/\u003eBut the European wine industry is under threat, as wine lovers are choosing so-called New World wines over traditional French, Spanish and Italian varieties, leading to a surplus of European wine that no one wants. \u003cbr/\u003eThe European Union wants to implement radical reforms to tackle excess wine production, and attract back wine lovers who are increasingly buying wines from Australia, Argentina, Chile and California. \u003cbr/\u003eAs Chilean and Australian wine exports reach unprecedented volumes, EU wine exports are steadily losing global market shares. \u003cbr/\u003eThe EU plan foresees an end to restrictive and often confusing labelling rules for wines and winemaking practices to make it simpler for consumers to see what they are buying. \u003cbr/\u003eIt calls for winemakers to put on their label the grapes used in the wine, a labelling practice used by non-European producers, which has appealed to consumers.  \u003cbr/\u003eThe reform also recommends simplification of national vintner quality systems replacing them with just two EU-wide classes of wine: wine with Geographical Indication and wines without.  \u003cbr/\u003eThe plan needs approval from EU governments and the European Parliament before the reforms can be implemented. \u003cbr/\u003eEU officials hope to have the reforms in place for the 2008 wine-growing season.  \u003cbr/\u003eThe European commission plans to pay non competitive wine makers around three billion euros in a five year period to dig up around 400,000 hectares of vineyards. \u003cbr/\u003eProducers are hoping to negotiate a compromise that would mean that in France only up to two million hectolitres (700m bottles) will be destroyed or sold out to produce ethanol and other products. \u003cbr/\u003eIn Spain seventy five million hectolitres of lower quality wines will be assigned for so-called 'crisis distillation'  this year.\u003cbr/\u003eOfficials admitted the EU was producing too much wine for which there was no market. \u003cbr/\u003eWine prices have hit an all-time low, with major supermarket chains selling bottles of wines at non profitable prices.\u003cbr/\u003eThere is currently an open debate among Spanish wine makers on new marketing strategies aimed to recover this loss of market share.\u003cbr/\u003eOne of them is to follow the new world trend and start uniting their wines under a common denomination \"Spanish Vines\". \u003cbr/\u003eJoan Aguado, head of Catalonia's Wine and Vine Institute says that wines from the New World are not subject to such rigorous standards as European wines giving them an unfair advantage. \u003cbr/\u003eAgnes Cardineau, press officer for Jean Leon winery in Catalonia says that wine tourism is one way that wine growers and producers can help finance their business. \u003cbr/\u003eIn the Basque region of La Rioja's wine growing area, the idea of combining tourism and the wine industry has been taken one step further with the construction of a luxury hotel, designed by the world famous architect Frank Gehry at Marques de Riscal winery. \u003cbr/\u003eJuan Taboada of the Riscal winery says that they came up with the idea of building a luxury hotel to make the village and its wine stand out from the competition. \u003cbr/\u003eHe hopes that when the hotel opens in September, it will generate a tourist hot spot in the region. \u003cbr/\u003eJoan Gil, director of Penedes Wine Makers Union in Catalonia says that as consumers are demanding better quality wine at low prices, the European industry must find cost effective ways of making their product of the highest standard if the European wine industry is to survive.\u003cbr/\u003e\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='action-container flex justify-between'\u003e\n\u003cbutton aria-expanded='false' aria-label='Read more description' class='rp-full-description' type='button'\u003e\n\u003ci class='fai fa-solid fa-align-left'\u003e\u003c/i\u003e\n\u003cspan id='read_more'\u003eRead More\u003c/span\u003e\n\u003c/button\u003e\n\u003cdiv class='rp-report'\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv aria-labelledby='resource-details-heading' 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