A globalizáció hatása a borkultúrára Magyarországon

Wine culture rests on traditions and habits in every region, which is in contrast with the processes of globalization. The future of the sector depends on whether they can solve this expansive conflict. The study presents the components of wine culture and tries to find breakout points based on foreign and native positive and negativ examples and trends. The question about production and technological culture is the role of origin protection. Globalization materializes in the structure o f types and new technologies, which can be placed anywhere and the regional, traditional values can be saved only with the favourable judgement of the market. A good example for this type of change of consumer culture is the etnocentrism of the consumer in Switzerland. The farming culture shows up according to the regulation mechanism of the EU. In distribution culture the international food retail companies have reached dominant role nowadays. The regional wine selling, supported by wine tourism, can compensate this process, specially in the sector of Small and Medium Business