European Wine Policy and Perceptions of Moravian Winemakers: Theoretical Background with an Empirical Study

European wine policy is a significant factor influencing winemakers in the European Union. This paper examines perception of this policy by winemakers and other persons working in Czech wine sector on the sample of respondents. Methodological triangulation consisting of non-structured interview and semantic differential was chosen. Field research was carried out, therefore the study uses primary data. Application of the methodology along with the method of evaluation of data creates an original approach which may be applied on several other research questions. General perception of European Wine Policy is complemented with its impact on competitiveness, practical running of vineyards and winery and on future development of winery. Data is statistically evaluated within categories of respondents. Special emphasis is placed on direct payments as a controversial factor of the policy. The policy is perceived as bureaucratic ("all respondents"), and among micro winemakers discriminating, selfish and malfunctioning. "Professional" winemakers perceive the impact on competitiveness in the Czech market as rather positive. This study represents pilot research on perception of European Wine Policy by owners of wineries, viticulturists, micro winemakers, a sommelier and a representative of marketing-supporting institution, conducted in the Czech Republic. The author provides a brief overview of key features of European Wine Policy and also outlines further direction of research.