Wine Law

“impure” ( haram ) product in any condition, such as in the muslin population 20 . However, in other cultures, it is possible to make it proper to consumption ( kosher ) if some extra steps are performed in the production line 21 . To produce wine respecting the requirements to be a kosher wine has several benefits. First of all, the producer gets an added value in demonstrating concern to attend the unique demands of a specific consumer group, especially if these demands have cultural purposes. The second benefit is that this action is capable of building the loyalty of this consumer group, ensuring a topic market demand and market share. The relevant aspect of this issue is that the production of this specific wine is not mandatory. Nevertheless, if a wine producer decides to meet this consumer’s demand, it is very important that all steps related to cultural requirements must be respected. The lack of respect for this procedure will make this product improper to consumption by a Jewish, even if the product conserves its chemical and physical characteristics 22 . IV.4. Digital market Nowadays, many consumer transactions are concluded using the Internet as a mean of communication, negotiation and transaction. The capacity to offer products full- time and without boundaries is an attractive argument to sell products online, and the wine market is not overlooking this movement. The natural potential of internationalisation of the wine market 23 as well as the possibility to conclude contracts with people of any country are other aspects to motivate producers and suppliers to offer different ways of to make the consumer contact with wine information and production more accessible. Devices such as QR codes and social 20 FISCHER, Johan. The Halal Frontier: Muslim Consumers in a Globalized Market . New York: Palgrave Macmillan, 2011. p. 7. 21 REGENSTEIN, Joe M. Kosher and Halal: How They Affect Muslim and Jewish Dietary Practices. In MEISELMAN, Herbert L. (org.). Handbook of eating and drinking: interdisciplinary perspectives . Cham: Springer, 2020 (esp. pp. 600-601). 22 SOARES, Ardyllis Alves. O multiculturalismo nas relações de consumo. In OLIVEIRA JUNIOR, José Alcebiades de (org.). Direitos Fundamentais e Contemporâneos . Rio de Janeiro: Lumen Juris, 2012 (esp. pp. 119-120). 23 On the international business environment of wine, see: HALL, C. Michael; & MITCHELL, Richard. Wine Marketing: a practical guide . Oxford: Butterworth-Heinemann, 2008, chapter 2.