Consolidation of the industry has helped to improve margins and increase the sales of the leading wine companies, but it has also increased the number of brands that have to be managed. It is considerably more difficult for a sales team to push different brands into the distribution network. Many wineries are witnessing a slowdown, but this is not true of them all. Strong wineries possess strong brand names, and strong brands will continue to enjoy robust growth. Building a brand is very important in a wine market where the consumer can be overwhelmed by too many choices. By having a strong brand, a company can enjoy better market share. In international markets, the importance of branding in the wine industry is growing. France, Italy and Spain are only a few of the countries that managed to develop strong brands.