Fonte: IVV/INE Incl. Porto e Madeira 1.000 Estrutura (%) D 2013 / 2012 Intra + Extra UE jan-jun jan-jun jan-jun 2012 2013 2012 2013 1.000 Estr. FRANCA 54.139 53.321 17,7% 17,0% -1,5% -4,0% ANGOLA 31.073 33.397 10,2% 10,6% 7,5% 4,8% E.U.AMERICA 23.785 24.679 7,8% 7,9% 3,8% 1,1% BELGICA 22.103 22.385 7,2% 7,1% 1,3% -1,3% PAISES BAIXOS 21.840 21.633 7,1% 6,9% -1,0% -3,5% ALEMANHA 19.626 21.630 6,4% 6,9% 10,2% 7,4% REINO UNIDO 21.630 18.599 7,1% 5,9% -14,0% -16,2% CANADA 15.464 16.349 5,1% 5,2% 5,7% 3,0% ESPANHA 9.593 13.139 3,1% 4,2% 37,0% 33,5% BRASIL 12.520 11.768 4,1% 3,7% -6,0% -8,4% SUICA 11.566 11.319 3,8% 3,6% -2,1% -4,6% SUECIA 8.009 8.110 2,6% 2,6% 1,3% -1,3% POLONIA 4.643 6.325 1,5% 2,0% 36,2% 32,8% CHINA 4.718 6.007 1,5% 1,9% 27,3% 24,1% LUXEMBURGO 4.911 5.159 1,6% 1,6% 5,0% 2,4% DINAMARCA 3.609 4.100 1,2% 1,3% 13,6% 10,8% NORUEGA 3.255 3.369 1,1% 1,1% 3,5% 0,9% MOCAMBIQUE 2.991 2.886 1,0% 0,9% -3,5% -5,9% MACAU 3.516 2.762 1,1% 0,9% -21,4% -23,4% ITALIA 2.730 2.596 0,9% 0,8% -4,9% -7,3% JAPAO 3.274 2.434 1,1% 0,8% -25,6% -27,5% GUINE BISSAU 1.965 2.328 0,6% 0,7% 18,4% 15,4% S.TOME PRINCIPE 1.630 1.777 0,5% 0,6% 9,0% 6,3% CABO VERDE 1.772 1.523 0,6% 0,5% -14,1% -16,2% AUSTRALIA 800 1.442 0,3% 0,5% 80,3% 75,7% OUTROS DESTINOS 14.957 15.033 4,9% 4,8% 0,5% -2,0% TOTAL 306.117 314.068 100,0% 100,0% 2,6% 0,0%
Fonte: IVV/INE Incl. Porto e Madeira HL Estrutura (%) D 2013 / 2012 Intra + Extra UE jan-jun jan-jun jan-jun 2012 2013 2012 2013 HL Estr. FRANCA 283.997 239.734 17,9% 15,9% -15,6% -11,4% ANGOLA 314.739 279.584 19,9% 18,5% -11,2% -6,8% E.U.AMERICA 68.759 69.985 4,3% 4,6% 1,8% 6,8% BELGICA 73.209 74.039 4,6% 4,9% 1,1% 6,1% PAISES BAIXOS 76.902 71.481 4,9% 4,7% -7,0% -2,4% ALEMANHA 111.022 117.559 7,0% 7,8% 5,9% 11,1% REINO UNIDO 76.599 63.854 4,8% 4,2% -16,6% -12,5% CANADA 39.650 42.132 2,5% 2,8% 6,3% 11,5% ESPANHA 125.239 159.592 7,9% 10,6% 27,4% 33,7% BRASIL 43.479 39.240 2,7% 2,6% -9,7% -5,3% SUICA 43.723 41.317 2,8% 2,7% -5,5% -0,8% SUECIA 35.077 33.820 2,2% 2,2% -3,6% 1,2% POLONIA 24.058 32.880 1,5% 2,2% 36,7% 43,4% CHINA 24.335 22.115 1,5% 1,5% -9,1% -4,6% LUXEMBURGO 23.915 26.394 1,5% 1,8% 10,4% 15,8% DINAMARCA 13.235 12.936 0,8% 0,9% -2,3% 2,6% NORUEGA 14.809 14.756 0,9% 1,0% -0,4% 4,6% MOCAMBIQUE 36.714 26.570 2,3% 1,8% -27,6% -24,0% MACAU 10.360 7.455 0,7% 0,5% -28,0% -24,5% ITALIA 9.333 8.372 0,6% 0,6% -10,3% -5,9% JAPAO 8.598 7.339 0,5% 0,5% -14,6% -10,4% GUINE BISSAU 34.349 35.262 2,2% 2,3% 2,7% 7,7% S.TOME PRINCIPE 20.820 17.080 1,3% 1,1% -18,0% -13,9% CABO VERDE 20.134 15.585 1,3% 1,0% -22,6% -18,8% AUSTRALIA 2.692 3.522 0,2% 0,2% 30,8% 37,3% OUTROS DESTINOS 46.732 45.256 3,0% 3,0% -3,2% 1,6% TOTAL 1.582.480 1.507.859 100,0% 100,0% -4,7% 0,0%
Fonte: IVV/INE Vinho com DOP 1.000 Estrutura (%) D 2013 / 2012 Intra + Extra UE jan-jun jan-jun jan-jun 2012 2013 2012 2013 1.000 Estr. E.U.AMERICA 8.402 8.591 13,5% 13,8% 2,2% 2,0% ALEMANHA 8.091 8.294 13,0% 13,3% 2,5% 2,2% CANADA 6.171 6.650 9,9% 10,7% 7,8% 7,5% ANGOLA 5.288 5.416 8,5% 8,7% 2,4% 2,2% FRANCA 5.369 4.855 8,7% 7,8% -9,6% -9,8% BRASIL 5.158 4.630 8,3% 7,4% -10,2% -10,5% SUICA 4.736 4.603 7,6% 7,4% -2,8% -3,1% REINO UNIDO 1.584 1.916 2,6% 3,1% 20,9% 20,6% BELGICA 1.791 1.753 2,9% 2,8% -2,2% -2,4% SUECIA 1.915 1.633 3,1% 2,6% -14,7% -14,9% LUXEMBURGO 1.790 1.393 2,9% 2,2% -22,2% -22,4% CHINA 1.331 1.292 2,1% 2,1% -2,9% -3,2% POLONIA 829 1.289 1,3% 2,1% 55,5% 55,1% PAISES BAIXOS 1.232 1.182 2,0% 1,9% -4,0% -4,2% NORUEGA 1.036 1.098 1,7% 1,8% 6,0% 5,7% MACAU 1.320 982 2,1% 1,6% -25,6% -25,8% DINAMARCA 813 855 1,3% 1,4% 5,2% 4,9% JAPAO 623 572 1,0% 0,9% -8,1% -8,4% MOCAMBIQUE 375 564 0,6% 0,9% 50,2% 49,8% CABO VERDE 305 424 0,5% 0,7% 39,0% 38,6% ESPANHA 341 385 0,5% 0,6% 12,9% 12,6% FINLANDIA 438 333 0,7% 0,5% -24,0% -24,2% HONG-KONG 276 310 0,4% 0,5% 12,4% 12,1% AUSTRALIA 224 289 0,4% 0,5% 29,0% 28,7% AUSTRIA 300 239 0,5% 0,4% -20,5% -20,7% OUTROS DESTINOS 2.316 2.669 3,7% 4,3% 15,2% 14,9% TOTAL 62.054 62.215 100,0% 100,0% 0,3% 0,0%
Fonte: IVV/INE Vinho com DOP HL Estrutura (%) D 2013 / 2012 Intra + Extra UE jan-jun jan-jun jan - out 2012 2013 2012 2013 HL Estr. E.U.AMERICA 33.130 33.759 14,7% 15,3% 1,9% 4,6% ALEMANHA 34.287 35.812 15,2% 16,3% 4,4% 7,2% CANADA 17.483 19.070 7,7% 8,7% 9,1% 11,9% ANGOLA 17.105 14.442 7,6% 6,6% -15,6% -13,3% FRANCA 22.881 19.567 10,1% 8,9% -14,5% -12,2% BRASIL 17.350 14.584 7,7% 6,6% -15,9% -13,7% SUICA 15.647 13.891 6,9% 6,3% -11,2% -8,9% REINO UNIDO 6.170 6.593 2,7% 3,0% 6,9% 9,7% BELGICA 7.201 6.459 3,2% 2,9% -10,3% -7,9% SUECIA 8.260 6.276 3,7% 2,9% -24,0% -22,0% LUXEMBURGO 6.495 5.174 2,9% 2,4% -20,3% -18,3% CHINA 2.753 3.828 1,2% 1,7% 39,0% 42,7% POLONIA 3.140 4.736 1,4% 2,2% 50,8% 54,8% PAISES BAIXOS 5.166 4.743 2,3% 2,2% -8,2% -5,8% NORUEGA 5.071 5.190 2,2% 2,4% 2,3% 5,0% MACAU 2.760 2.064 1,2% 0,9% -25,2% -23,2% DINAMARCA 3.018 3.531 1,3% 1,6% 17,0% 20,1% JAPAO 2.147 2.126 1,0% 1,0% -1,0% 1,7% MOCAMBIQUE 1.352 1.915 0,6% 0,9% 41,7% 45,4% CABO VERDE 1.234 2.881 0,5% 1,3% 133,5% 139,7% ESPANHA 1.229 1.521 0,5% 0,7% 23,7% 27,0% FINLANDIA 1.730 1.259 0,8% 0,6% -27,2% -25,3% HONG-KONG 488 771 0,2% 0,4% 58,0% 62,1% AUSTRALIA 715 891 0,3% 0,4% 24,6% 27,9% AUSTRIA 966 711 0,4% 0,3% -26,4% -24,5% OUTROS DESTINOS 7.958 8.154 3,5% 3,7% 2,5% 5,2% TOTAL 225.735 219.948 100,0% 100,0% -2,6% 0,0%
MARKET DATA U.S. wine consumers still depend on imports to fully satisfy their demand for wines. Imports of table and sparkling wines account for more than 30% of U.S. domestic consumption $5 billion Imports - WINE OF FRESH GRAPES; GRAPE MUST NESOI - $US Source: Foreign Trade Division, U.S. Census Bureau YEAR 2010 2011 2012 World 4,242,434,357 4,816,430,187 5,058,589,730 Italy 1,259,133,562 1,495,163,495 1,476,288,527 France 1,013,350,302 1,259,497,984 1,374,662,976 Australia 609,587,451 557,575,859 534,346,716 Argentina 271,032,823 342,788,968 403,584,869 Chile 278,064,571 298,114,977 346,996,469 Spain 266,614,643 299,277,154 318,870,866 New Zealand 198,695,925 200,123,191 248,983,174 Germany 140,165,622 143,917,132 127,613,858 Portugal 68,633,270 72,536,711 72,963,082 South Africa 46,350,111 45,256,243 60,454,962 Israel 11,161,276 13,706,121 14,761,231 Canada 9,115,282 15,524,898 14,071,572 Austria 10,580,525 12,189,235 12,303,671 Greece 9,547,811 10,095,059 10,484,123 Netherlands 15,271,374 17,163,350 7,716,959 Ireland 4,762,625 5,889,222 4,608,350 United Kingdom 2,297,966 3,524,351 4,050,179
MARKET DATA Imports - 9.32 million hectoliters
MARKET DATA US overtook France in 2010 to be world s largest wine consuming nation (in 2011: 32.82Mhl vs 29.93Mhl) (but nor per capita consumption) 10,33L Source: Wine Institute/ Gomberg, Fredrikson & Associates
The 3-tier distribution system Wine Producer 1 st Tier Licensed Importer 2 nd Tier Distributor 3 rd Tier On/Off Premise Trade Consumer Taxes must be collected at all three tiers 50 states = Greater than 50 sets of rules! 18 of the 50 are Control States 4,400 wholesalers nationwide Top 5 distributors control more than half the market share 80% of wine is sold through off, 20% is sold through onpremise. NY, CA and FL states are in the Top 10 States by sales Texas, Illinois & New Jersey have been steadily gaining ground over the past 3 years in terms of per capita wine consumption
MARKET New York City, NY San Francisco, CA Miami, FL LANDSCAPE Wines and spirits can only be sold through liquor stores. Beer can only be sold through supermarkets & convenience stores. Wine-savvy market; 18.90 million people Wine trade /consumers more Euro-centric (proximity to Europe) and having minimal indigenous wine culture. All alcohol available in grocery, convenience stores, gas stations, drug stores, and warehouse clubs. Largest supermarket wine sales market. Sophisticated & creative dining, wine savvy. 7.15 million people. Sommeliers and retailers more California-centric (proximity to wine country) and access to cult wines. Still open to new wines and regions. Several high-end retailers specialize in non-california wines and more restaurants pride themselves on wines beyond CA. Wine and beer (and some low-alcohol liquor) can be sold through supermarkets. Liquor sold through dedicated liquor stores which can be attached to supermarkets. Third largest supermarket wine sales market, after LA. Less wine savvy market with 5.56 million people Population of East Coast retirees (warm weather, favorable taxation, and lower cost of living), South and Central American immigrants and lots of tourists Seasonal: the city's trade shut down from mid April to September
Older segments tend to be brand-conscious and ask for wines by brand or specific wine varietals. They go for the trusted brands Millennials are more experimental and looking for value Millennials may not have much ($3K net worth) vs. Gen X ($39K) and Boomers ($100+K), but they are willing to spend. And are not always spending their own money
MARKETING CAMPAIGN: BASICS Wine notes in English - off-line and on-line Press kit - off-line and on-line The right importer/distributor in each key market Sampling a short list of journalists and bloggers Wine submission for editorials Wine submission for competitions Social media Streamlined wine portfolios make it harder for smaller wineries to enter market Follow up all events/contacts Visit the market regularly