On the basis of world consumption trends since 1995 (OIV, 2006), world wine consumption will continue to increase. However, this increase will not keep up with the rate of estimated population growth and therefore world wine consumption per capita will continue to fall. National markets showing continued economic growth and rising incomes per capita demonstrate some of the best growth potential for increasing wine consumption. However, the potential of such markets needs to be understood in relation to such factors as religious and cultural attitudes to alcohol and wine in particular; adoption by existing and emerging middle class of western-oriented consumerism in which wine has a role as a status good; and increased competition from other beverages, alcohol and otherwise.