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Europe's vineyards shape some of the most beautiful regions in many European countries.

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Europe's winemaking is a result of long tradition.

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More than half of the countries of the European Union produce wine and make Europe by far

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the largest producer in the world.

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But it's not just quantity that counts.

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Europe is home to the most famous wines in the world.

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Wherever these beautiful vineyards are found, they provide much needed jobs in rural areas.

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More than 1.5 million holdings are a key part of the rural economy.

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Europe is also the world's biggest exporter, and wine contributes significantly to the

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main producer country's export revenue through exports of both high quality wines and some

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very competitive ones at the less expensive end of the market.

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Wine markets and consumer demand continue to evolve, but we have not kept pace with

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these changes.

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As a consequence, we are not getting our full share of emerging wine markets, both

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in Europe and in the rest of the world.

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Since the 80s, wine consumption in Europe has fallen by 15%.

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Consumption patterns have changed, with consumers turning away from table wines.

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Nowadays people are looking for more quality.

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This presents European vineyards with a golden opportunity.

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These wines are produced with a combination of long-established tradition and high-tech

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modern processes.

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This involves precise mechanisms for pressing, fermentation and bottling.

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Europe has generated world-renowned wine names and geographical indications, as well as historical

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know-how and expertise for this high-end market.

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But increasingly, the European wine sector faces problems competing with new world producers,

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both in Europe and in overseas markets.

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Our producers are hamstrung by more restrictive and illogical practices, and our systems of

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quality labelling and branding are too complex.

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These factors restrict EU producers' ability to compete.

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The European Commission wants the wine sector to remain strong, and use the available budget

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in the best way possible to increase its competitiveness.

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We spent far too much money of our budget disposing of surpluses, for example by turning

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wine into bioethanol.

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When we should spend the money to try to improve the quality, try to win new markets all over

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the world, I think we can do that.

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The Commission has looked carefully into how to make European wine production more

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competitive, and visited member states to hear their views.

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We need a bold reform, and we must equip our wine-producing countries to face the challenges

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of the 21st century.

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We must strengthen our reputation as the best in the world, and we must preserve the fabric

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of our wine-growing regions.

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We must promote our wine forcefully, both at home as well as abroad.

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Europe wants to use money to shift production towards higher production of quality wines,

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to balance supply and demand, as well as introduce national packets to adapt support to local

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needs and maintain the social and environmental fabric of wine-growing regions.

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European wines are a beautiful taste of tradition.

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This reform is not about cutting the wine budget.

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It's simply a question of trying to use the money much more intelligently than we do today.

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New, simplified and more cost-effective rules will help them stay ahead, and allow more

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consumers worldwide to enjoy the responsible consumption of European wines with family

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and friends.