The purpose of this research is to describe and explain the wine market globalization phenomena. By analyzing the structural trends of market behavior - production, consumption and exchanges - and the main characteristics represented by the emergence of new producing countries, the authors point out the levels of concentration of the industry in some countries and the impact on the strategic orientation of the enterprises. Based on the concept of asset specificity, several strategic groups and the strategic map of the industry are proposed. The need to proceed to a hierarchy of supply side assets led to identify the main expected scenarios
