The past decades have seen significant changes in the world wine market, and especially in the global wine production climate.

As "new world" wine production reaches ever-higher levels of quality and production consistency, and the effects of global warming on terroir become increasingly severe – viniculturists in Europe are reexamining traditional growing methods.

In order to secure long-term investment in terroir branding, ensure stable and steady vintage quality, and ultimately compete in the mid-to-high-level global wine market – more and more "old world" growers are turning to modern irrigation methods.

Further, bulk wine producers looking to move into the lucrative mid-level quality market currently dominated by "new world" producers have found that modern irrigation methods can assist them in consistently producing the quality yield needed to effectively build label brands.

Thus, the need for modern irrigation methods in traditional, "old world" growing areas is driven by both climatic and market imperatives. Across Europe, progressive viniculturists are turning to advanced irrigation to assist them in continuing to consistently produce fine wine.