An Investigation Into the Growth and Internationalization Potential of Namibian Wine

Abstract

Namibian wine or the production thereof is not widely known and. although it is found on the shelves of a few local retailers and some restaurants consumption, is relatively low. There is relatively little evidence on the level of cooperation and competition among the Namibian wine makers, as there is diminutive or no clear evidence of clusters. This chapter examines the growth potential of Namibian wine in local markets and the potential to access lucrative foreign markets. It also aims to investigate the level of cooperation and competition among the Namibian wine makers, which is a great factor in ensuring the promotion and internationalisation of Namibian wine. The purpose of this study is to establish the presence and volume of Namibian wines on shelves of local retailers and international markets and to investigate and present strategies that Namibian wine makers can implement. Data were collected through the use of a questionnaire with the Erongo Mountain Winery in order to understand the drivers and barriers to internationalisation of their businesses.