U.S.
Wine Exports surpass $1 billion in 2008
SAN FRANCISCO - U.S. wine exports, 90 percent
from California, passed the $1 billion milestone for the first
time with $1,008,259,000 in winery export revenues in 2008,
up 6 percent from the previous year, according to the Wine Institute
in San Francisco. Volume shipments in 2008 increased 8 percent,
compared to the previous year, to nearly 130 million gallons
or 55 million cases.
"Wine
exports have increased steadily during the past 15 years, increasing
more than five-fold from $196 million in 1994. Our wineries
have been able to adjust and remain competitive despite changes
in U.S. dollar exchange rates and during strong and weak economic
conditions," said Robert P. (Bobby) Koch, President and
CEO of Wine Institute.
"Wine
is California's second leading export product by value, and
there is great opportunity to build upon this progress as the
U.S. is the world's fourth leading wine producer, yet holds
a six percent share of the world export market," said Linsey
Gallagher, Wine Institute International Marketing Director.
To
continue the momentum, Wine Institute, represented by its Director
of International Trade Policy Joseph Rollo, is collaborating
with the U.S. government and international organizations to
help assure implementation of the 2006 EU-US Wine Trade agreement
and to reduce high tariffs, production subsidies and other restrictive
trade barriers throughout the world.
Nearly
half of U.S. wine exports are shipped to the European Union,
accounting for $486 million. Volume shipments to the European
Union increased 9 percent in 2008 compared to 2007, and sales
by value grew at a slightly lower rate of 2 percent due to the
continuing strategy of producers exporting bulk wine for bottling
overseas to save the costs of shipping bottles and other packaging.
The finished wines are then shipped to their final destinations
in neighboring countries. The next leading markets were: Canada,
$260 million; Japan, $61 million; Hong Kong, $26 million; and
Mexico, $23 million.
"In tough trading conditions, California continued to build
market share in the United Kingdom," said Wine Institute's
Trade Director for the UK John McLaren. "The highlight
was overtaking France for the number two slot behind Australia.
California has the right combination of developed brands, flexible
and responsive producers, and a huge diversity of quality varietals
to weather the current business climate. I believe we are the
best equipped to meet future challenges and build both on our
consumer perceptions and our market position."
"While
we are also starting to see the effects of the financial crisis
on the European wine markets, California has performed well
in Europe in 2008," said Trade Director for Europe Paul
Molleman. Exports to the key market of Germany are on the rebound
as there is renewed importer interest in adding California to
their portfolio, and sales are up in most countries. The best
example is Poland, where California's positive image and availability
of excellent value wines have resulted in a 14 percent market
share, well ahead of France."
"In
Canada, retail wine sales for California wines exceeded 3.2
million cases for the first time ever, helped by favorable exchange
rates, exciting new product introductions and several very successful
liquor board promotions," said Rick Slomka, Trade Director
for Canada. "The most impactful promotion was the partnership
with the Liquor Control Board of Ontario to create a fully-integrated
marketing campaign called 'California Style,' probably the largest
retail promotion of California wines ever outside the U.S. market.
These promotions provided the category with ongoing momentum
which is carrying over into 2009."
Japan
Trade Director Ken-ichi Hori said California wineries were also
shipping sizeable branded volume as bulk wine for packaging
and bottling in Japan to economize on transportation costs and
reduce the import duty on wine. "Bulk wine shipments have
skyrocketed 1,035 percent, and 2008 U.S. bottled table wines
have increased in value 6.5 percent over 2007 despite the significant
volume decrease. This means California is selling more expensive
wines to Japan."
Growth
in other markets include: China, up 34 percent to $22 million;
Austria up 31 percent to $14 million; and Singapore, up 26 percent
to $11 million.
"Regionally,
greater China showed tremendous growth in 2008. Hong Kong was
buoyed by its repeal of the local import tax on wine and has
quickly become the wine hub for Asia. California wine exports
to Hong Kong clearly outpaced that of our major competition,"
said Eric Pope, Regional Director, Emerging Markets.
"China
remains the most sought-after export market worldwide due to
its sheer population size. Growth continued, albeit at a slower
rate than in 2007-perhaps a first sign that the global financial
crisis is impacting the Chinese market for imported wine."
Since
1985, Wine Institute has served as the administrator of the
Market Access Program, an export promotion program managed by
the USDA's Foreign Agricultural Service. Currently, more than
150 California wineries participate in the Wine Institute's
International Program.