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Vines of Mendoza San Francisco September 2013 Nora Z. Favelukes. Wine Consumption Adults per Capita / Population. For the 19 th year in a row wine sales have continued to grow in the US market, at a rate of 2.9% in 2012. Source: Census Bureau – Wine Information Group. - PowerPoint PPT Presentation
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Vines of MendozaSan Francisco
September 2013
Nora Z. Favelukes
Wine Consumption Adults per Capita / Population
Source: Census Bureau – Wine Information Group
For the 19th year in a row wine sales have continued to grow in the US market, at a rate of 2.9% in 2012
Beer / Liquor Non Drinkers Wine Drinkers
50
78
100
2012: 228 Million Adults(millions by segment)
Source: Wine Market Council 2012
Consumers: Core vs. Marginal 1994 - 2012
(Percentage by segment)
Source: Wine Market Council 2012
Core Wine Drinkers by Generation, 2012
(Percent by generation)
Source: Wine Market Council 2012
Older Millennials19%
Younger Millennials9%
Consumers by Gender (Percentage)
Source: Wine Market Council 2012
Italy France Australia Argentina NewZealand
Spain Chile
2012 15,557.20 4,941.60 7167.6 3,321.80 1,518.70 2,517.70 3,449.602013 15,685.90 5,622.00 7562.2 3,561.60 1,779.80 2,839.90 3,806.90
0.00
2,000.00
4,000.00
6,000.00
8,000.00
10,000.00
12,000.00
14,000.00
16,000.00
18,000.00
Case
s
1%
14%
6%
7%
17%13%
10%
Wine Shipments by Volume 9 L CasesJanuary / July – 2012/2013
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Italy France Australia Argentina NewZealand Spain Chile
2012 696,153 439,506 221,207 131,522 105,281 108,457 112,5002013 739,491 491,405 233,049 146,751 125,169 125,071 123,507
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,0006%
12%
5%
19% 15% 10%12%
Imported Wine Shipments by ValueJanuary/July - 2012/2013
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Bulk Wine Exports to the U.S.
Nielsen Report FDL (Food, Drug & Liquorstores)
Argentine Wine Sales: 4 Weeks period ending on August 17, 2013:
Volume +7.5%Dollars + 10.2% %
52 weeks ending on August 17, 2013
Volume 6.3%Dollars 12.6%
Retail wine numbers are strong at $13.3 billion in 2012 (Nielsen)
Source: Nielsen Report FDL (Food, Drug & Liquorstores) August 2013
Malbec Wine Sales:
4 Weeks period ending on August 17, 2013: Volume +12.1%
Dollars + 11.5%
52 weeks ending on August 17, 2013Volume 13%
Dollars 12.7%
Nielsen Report FDL (Food, Drug & Liquorstores)
Source: Nielsen Report FDL (Food, Drug & Liquorstores) August 2013
CountryValue in Dollars Shipment in Cases
2012 2013Change
%2012 2013
Change %
Italy $ 43,517.00 $ 57,353.00
32% 293.1 406.3 39%
Argentina
$ 38,606.00
$ 44,180.00
14% 610.3 691.9 13%
France $ 31,576.00 $ 42,654.00
35% 212.2 263.2 24%
Spain $ 25,089.00 $ 31,334.00
25% 395.1 486 23%
Australia $ 32,693.00 $ 29,522.00
-10% 411.8 336.2 -18%
Portugal $ 20,917.00 $ 23,185.00
11% 217.6 235 8%
Chile $ 9,000.00 $ 10,895.00
21% 118.3 138.8 17%
U.S. Imports: Bottled Dessert and Table Wines Over 14%2012 -2013
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Source: Top Varietals Exported to US 2012-2013 – Vinos de Argentina
Top 15 Varietals Exported to the U.SAugust 2012-2013
Varietal US$ FOB 9 Liter Cases
US$ FOB Per Case
Malbec
$ 188,629,731 4,817,697 $ 39.15
Cabernet Sauvignon
$ 24,046,544 588,113 $ 40.89
Generic Reds
$ 20,659,091 397,255 $ 52.00
Chardonnay
$ 7,473,152 212,382 $ 35.19
Torrontes
$ 6,761,368 186,919 $ 36.17
Generic Whites
$ 3,184,167 129,753 $ 24.54
Pinot Noir
$ 2,710,940 55,250 $ 49.07
Pinot Gris
$ 1,809,591 55,969 $ 32.33
Syrah
$ 1,776,800 80,370 $ 22.11
Merlot
$ 1,585,003 42,145 $ 37.61
Sauvignon Blanc
$ 1,387,080 45,648 $ 30.39
Bonarda
$ 1,344,670 38,713 $ 34.73
Cabernet Sauvignon - Malbec
$ 1,163,021 21,797 $ 53.36
Rose Malbec
$ 1,064,975 29,293 $ 36.36
Tempranillo
$ 1,026,340 39,633 $ 25.90
Imported Table Wine Shipments
% Change by Color YTD to June, 2013
Source: U.S. Department of Commerce, Gomberg, Fredrikson & Associates
Malbec
Millennial generation wine of choice
It gave Argentina a unique identity in the world
Critical success factors for sommeliers: competitive pricing and delivering taste/quality
Sold at all price levels:
Retail mostly in the $ 8 - $30 a bottle range
Restaurant mostly in the $30 -$100 a bottle range.Source: Bordeaux Management School – BEM – France
YEAR US$ FOB CHANGESHARE OVER TOTAL
9 LITERS CASES
CHANGESHARE OVER TOTAL
2004 14,714,189 /// 35.1% 477,569 /// 25.5%
2005 21,038,556 43.0% 36.7% 626,572 31.2% 27.8%
2006 33,144,822 57.5% 43.8% 901,645 43.9% 34.9%
2007 49,800,539 50.3% 48.9% 1,314,011 45.7% 40.3%
2008 79,999,908 60.6% 54.6% 2,114,945 61.0% 47.8%
2009 112,489,268 40.6% 59.3% 3,159,340 49.4% 54.3%
2010 147,173,588 30.8% 65.1% 4,164,909 31.8% 59.9%
2011 173,204,448 17.7% 67.3% 4,581,445 10.0% 64.7%
2012 187,919,808 8.5% 68.7% 4,713,094 2.8% 67.3%
Argentine Malbec Exports to the US: 2004 - 2012
Source: Argentina Exports Statistics from Wines of Argentina
Argentine Malbec Exports to the US: 2004 - 2012
Bottled Wine Exports to U.S. Price Segments 2012-2013
Source: CAUCASIA Wine Thinking
Price SegmentUS$ FOB
VOLUME (9 LITER CASES)
2012 2013 Change % 2012 2013
Change %
SEG 1 - Px ≤ US$ 18 14,860,149 9,174,706 -38.30% 986,285 601,962 -39.00%
SEG 2 - US$ 18 < Px ≤ US$ 29
80,072,708 77,999,371 -2.60% 3,387,441 3,270,468 -3.50%
SEG 3 - US$ 29 < Px ≤ US$ 40
90,590,884 102,196,844 12.80% 2,632,397 2,964,684 12.60%
SEG 4 - US$ 40 < Px ≤ US$ 90
132,239,689 139,464,470 5.50% 2,394,692 2,557,665 6.80%
SEG 5 - Px > US$ 90 30,910,987 31,012,811 0.30% 215,273 227,534 5.70%
TOTAL BOTTLED WINE 348,674,417359,848,202 3.20%9,616,08
79,622,31
10.10%
More wine is being sold in drug stores and
other chains such as Walgreens and Dollar
General
More wine is being sold in drug stores and
other chains such as Walgreens and Dollar
General
The sweet spot for wine pricing is $10 – $14.99
The sweet spot for wine pricing is $10 – $14.99
Online wine sales are finally coming
into their own, with 74% of consumers purchasing wine
from winery websites and 68%
from Wine.com
Online wine sales are finally coming
into their own, with 74% of consumers purchasing wine
from winery websites and 68%
from Wine.com
Source: Trends in the US Wine Industry in 2013 – Liz Thach MW
The hottest varietals are still Moscato,
Malbec and sweet red blends.
The hottest varietals are still Moscato,
Malbec and sweet red blends.
Americans still enjoy buying wine from
Argentina, New Zealand and Spain, but wine
purchases have declined from Australia
and Germany.
Americans still enjoy buying wine from
Argentina, New Zealand and Spain, but wine
purchases have declined from Australia
and Germany.
The US still imports almost 30% of all wine
sold in the country.
The US still imports almost 30% of all wine
sold in the country.
Source: Trends in the US Wine Industry in 2013 – Liz Thach MW
Winery $FOB 9 L CASES$ FOB / 9 L
CASE
Esmeralda $43,241,584.22 1,060,035 $ 40.79
Peñaflor $24,426,798.69 871,411 $ 28.03
Trivento $11,935,159.95 461,902 $ 25.84
Escorihuela $10,617,613.55 262,260 $ 40.49
Norton $ 9,106,814.16 187,648 $ 48.53
Puerto Ancona $ 8,249,660.88 155,553 $ 53.03
Chandon $ 8,029,701.79 138,397 $ 58.02
Zuccardi $ 7,535,341.89 210,626 $ 35.78
Dominio Del
Plata
$ 7,304,834.35 140,055 $ 52.16
Doña Paula $ 6,081,209.00 134,048 $ 45.37
Top 25 Argentine Exporters to the U.S.
Source: Top Argentine Exporters of Argentina – Vinos de Argentina
Top 25 Argentine Exporters to the U.S. – Cont’dWinery $FOB 9 L CASES
$ FOB / 9 L CASE
Diageo Argentina $
4,939,806.40 82,784.00 $ 59.67
Finca La Celia $
4,498,478.51 211,221.00 $ 21.30
Valentin Bianchi $
4,436,676.70 171,635.00 $ 25.85
Lavaque $
4,102,160.32 130,291.00 $ 31.48
Pascual Toso $
3,975,821.42 110,451.00 $ 36.00
Leoncio Arizu $
3,740,393.53 74,549.50 $ 50.17
Salentein $
3,541,245.24 99,594.00 $ 35.56
Flichman $
3,419,196.67 98,040.00 $ 34.88
Fincas Patagonicas $
3,030,063.80 82,172.83 $ 36.87
La Rural $
2,981,288.01 77,181.33 $ 38.63 Florida Del Tupungato
$ 2,890,177.99 19,101.08 $ 151.31
Bodegas Fabre $
2,819,394.01 64,859.00 $ 43.47
Pernod Ricard $
2,757,542.24 71,468.00 $ 38.58
Alta Vista $
2,612,446.82 49,700.83 $ 52.56
Viña Cobos $
2,587,115.00 31,457.17 $ 82.24
Source: Top Argentine Exporters of Argentina – Vinos de Argentina
