The Greek wine industry faces a number of challenges. They include declining domestic consumption of wine, increasing competition in the international market, and a need to increase exports. It faces difficulty in competing economically with large New World producers and with well-known grape varieties that are popular with international consumers. On the other hand, such consumers are unfamiliar with the hundreds of indigenous Greek grapes. In addition, artisanal producers anywhere in the world tend to lack economies of scale and brand recognition. However, many observers believe that Greece will become successful in promoting its unique varietals in an international niche market of upscale consumers.