September 20 th, 2013 PVE Owners’ Conference. How do I get my wines outside the U.S.? How The...
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Transcript of September 20 th, 2013 PVE Owners’ Conference. How do I get my wines outside the U.S.? How The...
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September 20th, 2013PVE Owners’ Conference
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How do I get my wines outside the U.S.?
How The Vines can help
Led by Pablo Giménez Riili
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AGENDA FOR SESSION
ARGENTINE WINE EXPORTSEXPORT STATISTICS - SEMESTER 1, 2013
TARGET MARKETSBRAZILCANADACHINADENMARKMEXICOUNITED KINGDOM
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ARGENTINE WINE EXPORTSEXPORT STATISTICS - SEMESTER 1, 2013
• Total wine exports (wine & must) USD 517.8 million and 179.7 million liters. • Bulk Wine Exports continue to decline. • 70 % of bottled wine exports sent to 5 main destinations: US, Canada, UK, Netherlands and Brazil.
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WINES OF ARGENTINA’S TARGET MARKETS ANNUAL CHANGE OF SHARE IN US$ FOB
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ARGENTINE WINE EXPORTSEXPORT STATISTICS - SEMESTER 1, 2013
• Bottled Wine Price Segments Steady decline in lower segments; Significant growth in upper segments (middle and high). • Leading Segment Ranging from USD 40 to USD 90 per case. Wineries avoid exports to lower segments.
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ARGENTINE WINE EXPORTSEXPORT STATISTICS - SEMESTER 1, 2013
• Sparkling Wines Chile continues to be the main destination and growing; Brazil remains stable. • Consumers’ Preference 56.2 % of bottled wine exports consisted in red varietals (Malbec and Cabernet Sauvignon)
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TYPE OF WINE AND COLORANNUAL CHANGE OF SHARE IN VOLUME
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ARGENTINE WINE EXPORTSEXPORT STATISTICS - SEMESTER 1, 2013
• Brazil Outstanding growth in both revenue and volume. Except for Brazil, all South American destinations fell in volume
• Europe Russia, Ireland and the UK had the most outstanding rates; Denmark and Germany also increased but are still recovering from last year’s decline.
• Asia The situation worsened, especially in Japan, China and Hong Kong.
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BRAZIL
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KEYS TO THE WINE MARKET DEVELOPMENT OF BRAZIL
• Significant export market for Argentine bottled wines.
• Relative high value of the Brazilian real compared to the Argentine peso.
• Country’s economic growth.
• Expansion of the Brazilian middle class with increasing purchasing power.
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BRAZIL
In 2011, Brazil became the third largest export market for Argentine wines in value, replacing the U.K., and the
fourth largest market in volume.
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BRAZIL IN NUMBERS
• 3rd USD FOB destination for Argentine exports (USD 55,000 in 2012; 1,500 cases of 9Lts.)
• Estimates show that in 2016 the wine import market will represent USD 372 million (42% increase compared to the current USD 261 million).• 80% of wine consumption is of Brazilian origin; Imported wines are increasing their presence.
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ARGENTINA AND CHILE LEAD BRAZIL’S IMPORT MARKET
Argentina & Chile:
Account for 60% of the import market (182 Argentine wineries; over 800 Argentine wine brands in the market)
Are exempted from a 27% import tax rate Wines imported from Portugal, Italy, France, Spain, South Africa, Uruguay, Australia, the United States have higher prices on account of taxes.
Argentine wines have in Malbec a very big advantage to Chile.
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BRAZIL’S WINE IMPORTS
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BRAZIL
ARGENTINE WINE EXPORTS TO BRAZIL BY PROVINCE OF ORIGIN
Mendoza 92,53%San Juan 2,94%Salta 1,85%Neuquén 1,64%La Rioja 0,72%Río Negro 0,1%
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WINE CONSUMPTION
PER CAPITA
• 1.8 Lts. per capita (338 M Lts.)
• 0.73 Lts. per capita Fine Wine
(140 M liters) 30 M Brazilian / 110 M Imported Wines
• It could reach 9 Lts. per capita in the next 10 years.
BY REGION
São Paulo 50%RJ and Midwest 19%South/South-East 20%North/North-East 11%
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CANADA
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CANADA
• Second main destination for Argentine wine exports, after the United States.
• Expected to continue to be the largest export market for Argentine wine together with the United States.
• Per capita, Canadians consume four times more Argentine wine than Americans.
• Strong switch in consumption habits from beer to wine.
• Malbec is by far the favorite variety of the Canadian market.
• Growing interest in the culture of wine.
ARGENTINE WINE EXPORTSTO CANADA
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CHINA
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CHINA
• Significant growth over the last 10 years.
• 6th largest market for Argentine exports (Compared to the 18th market only two years ago)
• In 2012, 130 Argentine wineries sold wine to China (Compared to 76 wineries in 2009)
• Attention is drawn to Cabernet Sauvignon and Merlot (With Malbec coming third on the list)
• Strong marketing promotion programs (By the Argentine wine industry and the government of the province of Mendoza)
• Consumers look for elegance, distinction, and original, good quality packaging, (Aspects that are present in a large number of Argentine products)
.
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DENMARK
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DENMARK
• Very promising outlook for Argentine exports in the near future.
• Among the main markets for Argentine wine exports, Ranking 11th in exports by value in 2012.
• High consumption : 43 liters per capita. • Argentine exports totaled USD 9.5 million and 4.3 million Lts. in the 1st semester. Export growth rates were of 39% and 87%, respectively, compared to 2012.
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MEXICO
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MEXICO
• Major business opportunity.
• Wine Consumption: 27 million Lts. in 1010 / 55 million Lts. In 2012 (more than 100% growth)
• 30% of wines consumed are of national origin.
• In 2018: 180 million liters of wine will be consumed three times more than the current figure national participation will pass from 30% to 50%.
•Significant barriers: Struggle for water shortages & heavy tax burden.
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UNITED KINGDOM
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U.K.
• Total UK wine sales are expected to stagnate further in 2013 as the austerity environment continues.
• The wine market may return to growth, but it is unlikely to experience the level seen before 2007.
• While consumers limit consumption volume and opt for better-quality wines.
• The fastest-growing red and white wines were in the ($8) price range.
• Consumers become more environmentally responsible.