The manufacturing of wine is believed to have been in existence "at least 7400 years ago" (McGovern, 2003) and wine manufacturing in the United Kingdom since the eleventh century. Currently, there are around "400 English vineyards" in existence, producing around "2 million" bottles of wine per year (www.google.co.uk). Misterioso Wines however, was founded 15 years ago as a family business and the name simply means mystery in Spanish. It was so named as its first tasters were said to have enjoyed the taste so much that they felt that a secret ingredient had been added. This was felt to be a mystery as they could not figure out what made Misterioso Wines so different in taste from any other wine they have had.
Misterioso Wines however, has not been exempt from many factors that affect different aspects of its existence, be it political, economic, social, technological, environmental or legal. For the purpose of this paper, these factors will be analysed using the PESTEL framework. The analysis using the above model however will only focus on the main three factors that affect Misterioso Wines the most. Theses are political, economic and social as they are the main determining factors that shape its history and continuation.
Wine as a product does have a "social, economic and symbolic importance and this without a doubt, gives it political relevance" (Charters, 2006). The way however, that a Government chooses to treat wine as a consumer product, including both its production and consumption, will vary considerably depending on its political approach. With the recent Government change to the Conservative Party and even with the previous Labour Government, both have publicly made it known that their concern about binge drinking, anti-social behavior and public disorder has a lot to do with alcohol consumption.
It was announced recently on the Channel 5 news bulletin as well as in the Financial Times newspaper (November 2010) that the...